Saira Says 5

Hay tradies! Let me ask you something – when was the last time you actually read the words on your website? Not just glanced at it to check your phone number's right, but really read through what it says about your business?

If you're like most tradies I come across, you probably haven't. And here's the thing – if your website copy isn't doing its job, you're missing out on customers every single day without even knowing it.

The Problem: Your Website Sounds Like Everyone Else's

I see it all the time. Tradie websites that say things like "We provide quality services" or "Your trusted local professionals" or my personal favourite, "We've been in business for over 20 years."

Yawn.

Here's what happens when a potential customer lands on a website with generic copy like that – they read it, feel nothing, and click on the next sparkie, plumber, or builder in the search results. Why? Because you haven't given them a reason to choose you over the dozen other tradies saying exactly the same thing.

What Your Website Copy Should Actually Do

Your website isn't just a digital business card – it's your 24/7 salesperson. However, instead of selling features like "quality workmanship" or "competitive prices," it should focus on solving problems and building trust.

Think about it. When someone's searching for a tradie, they're not thinking "I need quality service." They're thinking:

• "My hot water system just died and I need it fixed NOW"

• "This bathroom renovation is stressing me out – I need someone who won't make it worse"

• "I've been burnt by cowboys before – how do I know this guy won't rip me off?"

Your website copy needs to address those genuine concerns, not just list what you do.

The Words That Actually Win Jobs

Instead of "We provide quality plumbing services," try something like: "No hot water on a Sunday morning? We know how frustrating that is. That's why we guarantee same-day service for emergency repairs – because your family shouldn't have to wait for a hot shower."

See the difference? One sounds like every other plumber. The other shows you understand their problem and have a solution.

The Trust Factor

Here's something most tradies don't realise – people aren't just buying your plumbing or electrical work. They're buying peace of mind. They're inviting you into their home, trusting you with their biggest asset, and hoping you won't leave them worse off than when you started.

Your website copy needs to build that trust before you even meet them. Things like:

• Explaining your process so they know what to expect

• Showing you understand their concerns about dodgy tradies

• Demonstrating your expertise without showing off

• Using real customer stories (not just star ratings)

Common Copy Mistakes That Cost You Jobs

Mistake #1: Talking about yourself instead of their problems "We're a family business with 25 years' experience" doesn't tell them why that matters to their leaky tap.

Mistake #2: Being vague about what you actually do "General building services" could mean anything. Be specific about the problems you solve.

Mistake #3: No clear next step If someone likes what they read, make it dead obvious what to do next. "Call now for a free quote" is better than just leaving your phone number somewhere.

Mistake #4: Writing like a robot Your website should sound like you. If you're a straight-talking, no-nonsense sparkie, write like one. If you're the friendly neighbourhood plumber, let that personality shine through.

The Fix That Makes All the Difference

The best tradie websites don't just list services – they tell stories. Stories about the panic of a blocked drain on Christmas morning, the relief of getting the power back on during a storm, or the joy of finally having that dream bathroom.

When your copy connects with what your customers are actually going through, everything changes. They stop seeing you as just another tradie and start seeing you as the solution to their problem.

Why Most Tradies Struggle With This

Look, you didn't become a plumber or electrician to write marketing copy. You're brilliant at what you do – fixing things, building things, keeping people's homes running smoothly. Writing compelling website copy requires a distinct skill set.

That's exactly why most tradie websites end up sounding the same. You're using the same templates, the same generic phrases, the same boring descriptions that don't actually sell your services.

The Bottom Line

Your website copy should work as hard as you do. Every word should earn its place by either solving a customer problem, building trust, or moving them closer to picking up the phone and calling you.

If your current website copy isn't converting browsers into customers, it's not your fault – it's just the wrong approach. The good news? It's fixable.

Good copy doesn't just describe what you do – it shows potential customers exactly why they should choose you, builds confidence in your abilities, and makes picking up the phone feel like the obvious next step.

Need help turning your website visitors into paying customers? That's exactly what I specialise in. I help Australian tradies get found online with SEO copywriting that wins more local jobs. If you're ready to stop losing work to competitors with better websites, let's have a chat. Drop me a line at saira@sairasays.com