EB’s Place · Complimentary Resource

Is Your Website Turning Visitors Into Customers — Or Quietly Sending Them Away?

Get a free 5-point copy audit and find out in 72 hours. No charge. No obligation.
Request Your Free Audit →
Most small business websites have the same problem. It isn’t the design. It isn’t the pricing. It’s the words. The copy on your homepage, services pages, and contact section is either moving people toward you — or giving them a reason to click away. This audit covers the five areas where copy most commonly fails, with a before/after example for each and one specific fix you can make today.

The 5-Point Copy Audit

Each point below is a common copy failure — with a real before/after example and a specific fix.
1
Clarity — Do visitors know what you do in 5 seconds?
Most homepages describe the business instead of the customer’s problem.
Your homepage headline must answer one question for a first-time visitor: What do I get here? Not what you offer — what they get. Lead with the outcome, not the introduction. Replace any headline that starts with your business name or “Welcome to” with a line that speaks directly to the result the customer is looking for.
Before — fix this

“Welcome to Smith Consulting. We provide professional business services for organizations of all sizes.”

After — deliver this

“You built a great business. Now let’s make sure people know it. Clear strategy. Sharp copy. Real results.”

2
Specificity — Are you replacing vague claims with real proof?
“World-class service” appears on every competitor’s website. It means nothing to a skeptical visitor.
Every vague claim on your website is an opportunity your competitor is winning. Replace superlatives with specifics. Not “years of experience” — “14 years.” Not “many happy clients” — “200+ businesses served.” Not “fast turnaround” — “delivered in 5 business days.” Specificity is credibility. Vague language is the single most common reason visitors leave without contacting you.
Before — fix this

“Our experienced team has helped countless businesses achieve outstanding results through our proven process.”

After — deliver this

“We’ve written copy for 40+ industries. Our clients typically see a measurable increase in inquiries within 30 days.”

3
The CTA — Is it specific enough to actually get clicked?
“Contact Us” and “Learn More” are placeholders, not calls to action.
Your call to action should tell visitors exactly what happens next and what they get. Every page designed to generate a lead needs one clear, specific CTA — not three competing options. Make it low-friction: instead of asking them to “hire you,” ask them to take one small, easy step. A free consultation, a copy audit, a quick call. The smaller the ask feels, the more people take it.
Before — fix this

“Contact us today to get started on your project.”

After — deliver this

“Request your free copy audit — I’ll review your website and send you 3 specific improvements within 72 hours. No charge.”

4
Trust Signals — Does your copy make visitors feel safe?
Without real testimonials or results, visitors have no reason to choose you over anyone else.
Trust is built word by word. Every unsubstantiated claim the visitor reads makes them more skeptical. The fix: add at least one specific, attributable testimonial to your homepage and services pages. Include real names, real industries, and real outcomes. If you don’t have testimonials yet, a brief case study works — describe who the client was, what the problem was, and what the result was. Even one strong social proof element increases conversion significantly.
Before — fix this

“Our clients love working with us and always come back for more. We pride ourselves on exceptional service.”

After — deliver this

“Working with Eric was exactly what my business needed. The new homepage copy brought in three new client inquiries in the first week.” — Sarah M., business coach, Austin TX

5
The Reader Test — Is your copy about you or about them?
Count “we” vs “you” on your homepage. If “we” wins — your copy is working against you.
People buy solutions to their problems, not descriptions of your business. Every sentence that starts with “We offer,” “Our team provides,” or “We are committed to” is a sentence talking about the wrong person. The fix is simple: rewrite each sentence so it starts from the customer’s perspective. “We offer 24/7 support” becomes “You’ll never wait more than a day for an answer.” Same fact. Completely different effect.
Before — fix this

“We offer a comprehensive range of professional writing services. Our team is passionate about delivering quality. We work with businesses of all sizes.”

After — deliver this

“You get sharp, strategy-led copy that connects with your audience and moves them to act — without the back-and-forth or the guesswork.”

Your Self-Audit Score — Click Each Box to Track

Point 1Clarity
Needs work
Mostly good
Strong
Point 2Specificity
Needs work
Mostly good
Strong
Point 3CTA
Needs work
Mostly good
Strong
Point 4Trust Signals
Needs work
Mostly good
Strong
Point 5Reader Focus
Needs work
Mostly good
Strong

Ready to fix your copy?

I offer a complimentary copy audit for small businesses — I review your website and send you a short written report: what’s working, what’s costing you customers, and exactly what I’d change. No charge, no obligation.
Get Your Free Audit →
Or email directly: [email protected]
EB’s Place  ·  Think, Create, Write & Read  ·  ebsplace.com  ·  Eric Booker

This audit is a complimentary resource for small business owners. Share it freely.