Name the job before writing the copy.
A service page, a practical guide, and an about page serve different needs. Before writing, finish this sentence: “After reading this page, someone should be able to…” The answer might be to understand a service, complete a task, or decide whether your approach fits.
If the answer includes several unrelated tasks, consider narrowing the scope. A focused page is easier to outline and gives you a clearer standard for editing.
Make the next question easy to answer.
Imagine the reader arriving with no knowledge of your business. Explain what you offer, who it is for, and what working together looks like. Replace internal shorthand with words you would use in an actual conversation.
Use descriptive headings to help readers find their way. Instead of a vague heading like “Our solution,” say what the section explains. Read the headings on their own: do they tell a coherent story?
End with a relevant next step.
Match the next step to the page. Someone reading a beginner’s guide may need a related explanation. Someone evaluating a service may be ready to ask a question. Give them a useful option without turning every paragraph into a sales pitch.
Pick one page this week. Write its purpose in a single sentence, remove anything that distracts from it, and check that the next step follows naturally.