Website copy that gets found and still sells

Most website copy describes what a company is. What gets found and read, however, is copy that answers what someone wants to know right now. The difference sounds small and decides whether a page brings enquiries or merely exists.

Search intent first, then the text

Behind every search query is one of four intentions: understand, compare, find or buy. "What does van lettering cost" wants to understand, "lettering or wrap" to compare, "signage Solothurn" to find, "order advertising banner" to buy. A page serves exactly one of these intentions. Anyone who mixes all four answers none of them convincingly.

The starting point is always the same: write down ten questions your customers ask on the phone. Those are your page topics – literally, without rebuilding them into marketing language.

Structure beats volume of text

A good service page follows a fixed order: a title with the term people type. Below it, three to five sentences that answer the question directly – search engines take this section as a snippet and AI assistants as an answer. Then the details with meaningful subheadings, then evidence from your own work, finally questions and a clear next step.

Subheadings are not decoration but the table of contents for hurried readers and machines. "Our promise" says nothing; "How long does a vehicle film last" says everything.

Word the benefit instead of listing features

Features are what you do. Benefit is what is different afterwards. "We work with cast film" is a feature. "Cast film settles around recesses and curves without pulling back after two summers" is the benefit – and contains the search term along the way. Our editing rule: after every technical sentence comes one that explains why it matters.

Local signals that really count

Place names alone bring nothing; what matters is consistency across several sources: the same address spelling on website, business profile and directories, project examples with local reference, directions and opening hours as text rather than an image. For a business in Solothurn that delivers as far as Bern, two to three good regional pages are more effective than twenty thin location pages.

FAQ sections are the cheapest visibility

A question block at the bottom of the page serves three goals: it answers follow-up questions before the call, it gives search engines passages in question-and-answer format, and AI assistants like to quote from them best. Take real questions from consultations, answer in two to four sentences and mark up the block as FAQ data.

E-E-A-T and dealing with AI text

Google rates experience, expertise, authority and trustworthiness. Translated: who writes, with what experience, and is that verifiable? In practice that means: name the author and their role, own photos instead of stock imagery, give concrete figures and standards, name limits. A sentence like "we do not apply film to wall surfaces below five degrees" comes across as more credible than any award.

Google does not ban AI text – the result is rated, not the tool. Automatically generated mass text without your own contribution falls under spam. The division of labour we use has proved itself: structure and rough draft with the model, facts, figures and tone from people who know the trade. Every text gets a paragraph that only someone who has done the work can write.

Conclusion

Clarify the search intent, one page per intention, answer up front, benefit instead of features, evidence from your own practice. We develop such copy concepts with businesses from Solothurn and Bern – usually it starts with the ten questions from the phone.