If you’ve ever looked at your website and thought “This doesn’t quite sound like me anymore”, you’re not alone.
Many small business websites start out with the best intentions – but over time, the content gets a little… cluttered. Pages are added, wording gets tweaked, and before you know it, your website is saying a lot without actually saying very much.
So let’s take a step back and look at what your website should say, and just as importantly, what it can probably stop saying.
Start With the One Thing People Want to Know
When someone lands on your website, they’re usually asking themselves three quiet questions:
Am I in the right place?
Do you understand what I need?
What should I do next?
Your homepage doesn’t need to tell your whole life story – but it does need to answer those questions clearly.
If your opening message is vague, jargon-heavy, or trying to please everyone, visitors may leave before they’ve really understood what you offer.
What your website should say upfront is:
Who you help
What you help them with
Why it matters
Simple, clear website messaging beats clever wording every time.
Say Less About You, More About Them
This one can feel uncomfortable, especially if your business is personal – but it’s important.
Your website content shouldn’t focus on:
how long you’ve been in business
your qualifications (important, but not first)
your passion (valuable, but contextual)
Instead, your content should reflect your audience’s world:
the problems they’re trying to solve
the frustrations they’re feeling
the outcomes they’re hoping for
When people feel seen and understood, trust builds quickly.
One of my favourite tips is this: Don’t We on your website! By which I mean you site isn’t about you, so we don’t want “We do this” and “We’re experts in”. You want your copy to be speaking to your ideal client – literally. So way more “You” and far less “I”.
What Your Website Can Stop Saying
Many websites hang on to content that no longer serves them. You might be able to let go of:
Long blocks of text that no one reads
Buzzwords that don’t mean much anymore
Apologies (“just a small business”, “only offering…”)
Pages that exist “just in case”
If something doesn’t help your visitor understand you or move forward, it may not need to be there.
Improving website content often isn’t about adding more – it’s about editing with intention.
Clear Calls to Action Matter More Than You Think
One of the most common issues I see during audits is uncertainty about what to do next.
Your website should gently guide visitors with clear, friendly calls to action, such as:
Book a call
Get in touch
Download a guide
Join the mailing list
If your site doesn’t clearly invite people to take the next step, they often won’t – even if they like what they see.
Make is easy, clear and obvious what you want visitors to do and exactly how to do it.
Ready to Find Out What Your Website Is Really Saying?
If you’d like a clearer understanding of what your website should say, and how well your current site is doing that job, a Site Audit is a great place to start.
It’s practical, supportive, and designed to help you make informed decisions – not overwhelm you with jargon.
Book a Site Audit and get a clear view of what’s working, what can improve, and what your next best step might be.