Writing Website Content: A Lesson from Nonviolent Communication

Writing the texts that appear on the website: home page, about, service pages, articles, in a way that moves the reader to get in touch.

It's not just writing text, it's building a journey that leads from "I arrived at the website" to "I want to get in touch." Usually what's missing from websites isn't more words, but words that speak to the right client. Content that starts from the client's problem works better than content that starts from your service.

You start from the client's problem, not from your service.

The client needs to feel understood before they'll listen to what you have to offer. If you treat anxiety, the page doesn't start with "My name is X." It starts with "Anxiety feels like..." and only after the reader has felt understood do you introduce yourself. That way the client has already bought emotionally before spending a shekel.

Copywriting sells, content informs and builds trust, and the line between them has blurred a lot in recent years.

Most small business websites need both together. Copywriting works well on service pages and the home page. Content works well in articles and the blog. When you combine them right, the result is a website that both ranks on Google and converts visitors into clients.

Writing tuned for both readers and search engines, including proper use of keywords and a proper heading structure.

Good SEO copywriting doesn't sound like SEO, it sounds like natural writing that happens to rank well. A keyword that appears 15 times in one paragraph does damage, it doesn't help. The right approach is to write for the person first, and make sure the keywords appear in the right places.

It depends on the topic: a basic service page 300-500 words, a blog article aimed at ranking 1,000-2,000 words.

The real question is whether the page answered every question the reader arrived with. A page that answers everything in 400 words is better than a page that fills 1,500 words without saying anything. Google looks for value to the reader, not length.

Usually the second or third most viewed page on a website, and people want to know who stands behind the business.

Write your story in the first person, and don't forget to explain what they get when they work with you. A good About page isn't a résumé, it's an answer to the question "why you and not someone else." The simple rule: start from them, not from you.

AI can help with a draft, but it can't replace your experience, voice, and real details.

Google looks for E-E-A-T, real experience and expertise. Content written entirely with AI with no personal voice usually doesn't rank well. The right approach is to use AI as a "writing assistant" that expands ideas you bring from real experience.

The phrases people search for on Google; include the main keyword in the H1 heading, in the first paragraph, and two or three times in the body text in a natural way.

There's no need to fear it will sound forced; if you wrote about the real topic the keywords appear on their own. The problem starts when you try to force phrases in. A tool like Google Keyword Planner or Ubersuggest can help find what people really search for.

An Israeli content writer usually charges 400-1,200 shekels per page, depending on complexity and length.

You can write part of it yourself and invest in professional writing for the critical pages: the home page and the main service page. These are the two pages that make the difference between a website that converts and one that doesn't. The rest of the pages you can write yourself with a bit of training.

How your text sounds to the reader: formal, warm, professional, playful, direct.

It needs to fit your audience and be consistent across all pages. A therapist who works with children writes differently from a financial manager. Inconsistency in tone, for example formal on the home page and short and casual on WhatsApp, loses the client's trust.

Attention, Interest, Desire, Action. A classic model for sales pages: a headline that grabs, an explanation of the problem, a solution, a clear CTA.

It doesn't have to follow exactly in order, but it's worth making sure the page has attention, interest, explanation, and a clear action. Pages that miss one of them usually don't bring leads.

Call to Action, a clear instruction to the reader about what to do now; without a CTA the client will read, be impressed, and then leave.

A good CTA is specific: "Chat with me on WhatsApp," "Book a free consultation call," not just "Contact us." The clearer the CTA, the higher the conversion rate. It's worth placing a CTA at least twice on a page: one near the top and one at the end.

It includes the main keyword, explains what the page is about, and makes the reader want to keep reading.

It's worth keeping it under 60 characters. A good example: "Website Building for Spiritual Businesses: From Planning to SEO." Most people don't spend enough time on the H1 heading, but it's one of the lines that most affects SEO and the click-through rate in Google results.