What Should My Website Say to Attract Customers? (Reddit Copywriting Tips + Real Examples)
What your website should actually say to attract customers — Reddit copywriting tips and real examples from a Vancouver, BC SEO and web design agency.
Your website should say — in the first 5 seconds — what you do, who you do it for, where you do it, and what to do next. Everything else is secondary
Quick answer: what your website should say
Your website should say — in the first 5 seconds — what you do, who you do it for, where you do it, and what to do next. Everything else is secondary. Reddit's r/copywriting and r/smallbusiness consistently agree: clarity beats cleverness, specificity beats fluff, and 'Welcome to our website' is the worst headline in the English language.
The 5-second homepage test
Show your homepage to a stranger for 5 seconds, then close the tab. Ask them: what does this business do, who is it for, and what would you do next? If they can't answer all three, your copy is failing regardless of how the site looks. According to a 2024 Nielsen Norman Group study, users decide whether to stay on a website in 10–20 seconds — you have about one screen of copy to earn a second scroll.
Headline formula that works for small business
A proven headline structure: [specific outcome] for [specific customer] in [specific location]. Examples: 'Emergency plumbing repairs for Vancouver homeowners, on-site within 90 minutes.' 'Bookkeeping for BC contractors who hate spreadsheets.' 'Same-day child care openings in Burnaby.' Compare that to 'Welcome to Smith Plumbing, your trusted plumbing partner since 1987' and the difference is obvious.
Talk about customer problems, not company history
Small businesses love to open with 'Founded in 1987, our family-owned business...' Nobody cares yet. Open with the customer's problem, then how you solve it, then trust signals (years in business, reviews, credentials). The 'about us' story matters — just not in the first 500 pixels. Every Reddit copywriting thread hammers this point and it's still the #1 copy mistake we see in Vancouver small business audits.
Use the exact words your customers use
If your Toronto customers Google 'basement flooding help,' don't title your service page 'Hydrostatic Water Damage Mitigation Services.' Match their vocabulary — read your reviews, listen to sales calls, and check what phrases show up in Google Search Console. This is also your SEO strategy: keyword research and copywriting are the same activity when done well. Related reading: What Questions Should I Ask About SEO and Website Visibility.
Trust signals in the first scroll
Above-the-fold trust signals dramatically increase conversion. Include: a Google review star rating with count, a real team photo (not stock), one or two client logos if you have them, a phone number, and a specific local cue (Vancouver, BC or your neighbourhood). Sites without any of these are asking strangers to trust a stranger — and most won't. According to BrightLocal's 2024 Local Consumer Review Survey, 87% of consumers read online reviews for local businesses before making contact.
One clear call to action per page
Every page should have exactly one primary CTA — 'Book a Free Consultation,' 'Get a Quote,' 'Call Now.' Repeat it multiple times down the page (top, middle, bottom, sticky on mobile). When you offer five equally-weighted options, most visitors pick nothing. This is the biggest single conversion lever on a small business site and it costs zero dollars.
Service pages that actually convert
For each service, answer: what it is, who it's for, what problem it solves, what's included, how much it costs (or a starting range), how long it takes, and what happens next. Vague service pages like 'We offer web design services' convert nobody. Specific pages like 'WordPress websites for Vancouver contractors from $2,500, launched in 4–6 weeks' convert.
Prove it with proof
For every claim, include proof: numbers, screenshots, before/afters, client quotes with real names and cities, video testimonials, case studies with results. Cloud Peak Solutions publishes real client work in our portfolio with visible outcomes for each project. Vague claims like 'we get results' mean nothing; 'we grew Roar Contracting's monthly leads by 340% in 6 months' means something.
Where to get help
Copywriting is often the biggest hidden gap in a website project. Every Cloud Peak Solutions package includes copywriting support or editing, plus SEO-tuned headings and meta descriptions. If your current site isn't converting, contact us — we'll audit your copy against this checklist for free. Also see What Should My Website Include to Convert Visitors Into Customers.
Frequently Asked Questions
How long does SEO take to work?
Most Vancouver and Toronto businesses see Google Maps movement in 4–8 weeks and meaningful lead growth in 3–6 months. Competitive niches take 6–12 months.
Is SEO better than paid ads for small businesses?
SEO compounds over time and produces cheaper leads long-term, while paid ads deliver traffic immediately. Most small businesses benefit from running both together.
Do you offer month-to-month SEO plans?
Yes. Every Cloud Peak Solutions SEO engagement is month-to-month with no long-term contract, transparent reporting, and cancellation any time.
About the Author
This article was written by the team at Cloud Peak Solutions, a Vancouver-based web design and digital marketing agency helping small businesses across Canada and the US get more customers online through professional web design, local SEO, and Google Business Profile management. Learn more at cloudpeak.solutions.
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