Most website copy says nothing
Rasp International writes conversion copy for websites, landing pages, and campaigns. Open almost any Indian SME website and the homepage says something like: a leading provider of quality solutions, committed to excellence, with customer satisfaction as our priority. Every competitor says the same. None of it helps a buyer decide.
Conversion copywriting replaces adjectives with specifics, because specifics are what a buyer can evaluate.
What we write
1. Homepage and core pages
What you do, for whom, and why you rather than the alternative, stated in the first screen. Not a welcome message, not a company history. A visitor decides in seconds whether they are in the right place.
2. Product and service page copy
Specifications, capabilities, and the answers to the questions a buyer actually asks. This is also the copy that carries your search and AI visibility, because a page with real detail can be indexed and cited while a page of adjectives cannot.
3. Landing page copy
Written to a single market, product, and action. Message matched to the ad or email that produced the click, proof relevant to that specific buyer, and one clear thing to do next.
4. Email sequences
Outreach, follow-up, quote chasing, and re-engagement. The messages that get replies open with something about the reader, not about you.
5. Company profile and catalogue copy
The documents your sales team sends. Written so a procurement manager can forward them upward without needing to explain or apologise.
6. Editing existing copy
Often the material is nearly there and buried under filler. Cutting is cheaper than rewriting and frequently more effective.
The specificity test
Take any sentence on your website and ask whether a competitor could put their name on it unchanged. If they could, it says nothing. “Leading manufacturer of quality gloves” passes to anyone. “Cut-resistant gloves at EN388 level 4, 40,000 pairs monthly, CE marked, shipping to eleven EU countries” belongs to you alone.
Most website copy fails this test on every sentence. That is the entire problem, and it is fixable in an afternoon of honest editing.
Common failures
- Adjectives instead of numbers. World class, best quality, competitive pricing.
- Writing about yourself. Company history where the buyer’s problem should be.
- Copying competitors. Everyone in the sector sounding identical.
- Machine translation. Immediately obvious to a native reader.
- No call to action. The reader is convinced and then given nothing to do.
- Jargon as substance. Long words hiding the absence of a claim.
Who this service is for
Businesses whose site gets traffic but no enquiries, exporters whose documents go quiet after the first exchange, and anyone about to spend on ads pointed at pages that do not convert.
Frequently asked questions
What is wrong with my current website copy?
Apply the specificity test: could a competitor put their name on that sentence unchanged? Leading manufacturer of quality products passes to anyone, so it says nothing. Cut resistant gloves at EN388 level 4, forty thousand pairs monthly, CE marked, shipping to eleven EU countries belongs to you alone. Most website copy fails this test on every sentence.
Does copywriting really affect enquiries?
Yes, and usually more than design does. A buyer decides in seconds whether they are in the right place. Copy that states what you do, for whom, and why you rather than the alternative gets an enquiry. Copy that opens with a welcome message and a mission statement gets a back button.
Can you just edit what I have instead of rewriting?
Often the material is nearly there and buried under filler. Cutting is cheaper than rewriting and frequently more effective. We will tell you which situation you are in after reading it.
Do you write in languages other than English?
Localisation for other markets is a separate consideration and it is not machine translation, which is immediately obvious to a native reader and converts accordingly. Units, certifications, currency, and compliance references all change per market alongside the language.
Related services and resources
- All performance web solutions
- Market specific landing pages
- Website development
- Content marketing and trust assets
- Global branding and positioning
- AEO and GEO for AI search visibility
How to engage Rasp International
Send us the page or document you want rewritten. We will tell you what is wrong with it and confirm scope within one business day.