I appreciate that, as a sole trader, you don’t always have the budget for a professional copywriter. However, that doesn’t mean what you need to say isn’t important.

That’s why I’m digging this post from the archives. It gives you an overview of how you can make the most of your content.

I hope you find it useful.

Promoting your business online needs a lot of content. 

Your website copy, blogs, and articles must be relevant, interesting, and useful to your readers, otherwise they will be no more than just a collection of words. 

When you’re a sole trader it’s very easy to fall into the trap of writing about yourself. 

Hang on a moment…

Oh, hi Joe (Joe’s a self employed plumber), how’s it going?

What? Yeah, fine. What do you mean trap? Of course I’m gonna write about myself, I am my business and people want to know about me.

Are you sure about that Joe?

Are you taking the p…

Hang on, there’s no need to be like that. Look at it from your customer’s perspective for a moment.

Yeah, they want to know about me, who I am and what I do, obviously.

No, they don’t. They want to know what you can do for them. 

Same thing.

No it’s not. Look, the fact that you’ve been in business for 10 years, you drive a blue van and your favourite pizza topping is ham and pineapple is of no interest to your customers. They want to know how quickly you can get to them, and the type of work that you do.


Yes, really. If they’re searching online for a plumber it’s generally because they have a leak, need a new bathroom installing or something else along those lines. In other words, they have a problem to which they need to find a solution – you. That’s why your web copy, articles and blogs all have to be focused on what you can do for them. 

OK, you may have a point.

There’s no maybe about it Joe. If you want your content to be read and you want people to come to your site and think ‘hey, Joe’s the guy for me, he offers the service I need and can come out to me quickly’ then you have to write it for them. If you just fill it with loads of information about you and only you, you’re not giving them what they want. 

Joe…hey Joe, where’ve gone?

Just looking at my web copy again…don’t suppose you want to write it for me?

Writing for your readers

Separating yourself from you business and writing about it as though you were a customer is difficult.

You have to place yourself in the shoes of your readers and think about what’s important to them. 

These are the basis of the benefits of your product or service – the things that add value to your customers. Keeping them at the heart of everything you write will keep you on track.

One final word – to make sure you don’t deviate, make sure you use ‘you’ instead of ‘we’ on your website, even on your About Us page.

Here are 3 takeways to remember when writing your content:

  1. Always write for your reader not yourself
  2. Use a lot of ‘you’
  3. Write conversationally to boost engagement