Content That Converts

The Short Version

Your website is not a brochure. It's a salesperson that never sleeps. Every page must answer the question: "Does this business solve my problem?"

The Long Version

Most business websites fail because they're written for the business owner, not the customer. They talk about history, mission, values — things the owner cares about. The customer cares about: *Can you fix my problem? How much? How fast? Can I trust you?*

The content framework that works:

### 1. The Problem Page (Service Pages)

Every service you offer gets its own page. Not a list — a page.

Structure:

• Headline: The problem you solve ("Emergency Basement Flooding — We're There in 90 Minutes")
• The pain: What the customer is feeling right now (water rising, panic, damage mounting)
• The solution: What you do, in plain language (pump out, dry, prevent mold, restore)
• The proof: Photos of similar jobs, review from a customer with the same problem
• The next step: One clear action — "Call now" or "Request emergency dispatch"

### 2. The Authority Page (About/Team)

Not your life story. The credentials that matter to the customer.

• Licenses, certifications, insurance (the trust signals)
• Years in business, number of jobs completed
• The owner's face and direct contact
• Specializations — what you're *known* for

### 3. The Answer Pages (FAQ done right)

Every question a customer asks before they call. Grouped by topic:

Before the job:

• "How much?" → Range + what affects it
• "How long?" → Typical timeline + what delays it
• "Do I need a permit?" → You handle it / here's the process

During the job:

• "Will you show up on time?" → Our policy
• "What if something goes wrong?" → Insurance + warranty
• "Can I make changes?" → Change order process

After the job:

• "What's the warranty?" → Specifics
• "What if I need something else?" → Maintenance plans

### 4. The Proof Pages (Case Studies)

Not "portfolio items." Case studies with structure:

• The problem the customer had
• The solution you delivered
• The result in their words (review)
• The numbers (time, cost saved, problem solved)

### 5. The Local Pages

If you serve specific neighbourhoods, each gets a page:

• "Basement Waterproofing in [Neighbourhood]"
• Local landmarks, specific soil conditions, recent jobs nearby
• Google Maps embed showing your service area
• Reviews from that specific area

What to Delete

• "Welcome to our website"
• "We pride ourselves on..."
• "State-of-the-art"
• "Cutting-edge"
• "Passionate team"
• Mission statements nobody reads
• Stock photo galleries
• PDF brochures buried in a "Resources" section

The Content Audit

Before launch, every page must pass:

• Who is this for? (Specific customer, specific problem)
• What do they get? (Clear outcome)
• Why trust you? (Proof on the page)
• What's next? (One clear action)

If a page can't answer all four, rewrite or delete it.