Let’s be honest—running a small business is hard. You’re juggling a million things, trying to grow, and somewhere in between, you have to figure out how to get people to actually notice you. That’s where copywriting comes in.
Good copy isn’t just about sounding professional or filling up space on your website. It’s about grabbing attention, holding it, and making people think, Yeah, I need this. And in a world where every business is shouting for attention, you need copy that cuts through the noise.
If you need help, consider working with professionals specializing in small business copywriting to make your brand stand out.
So, let’s talk about five copywriting tips that will make your small business stand out (without sounding like every other brand out there).
Table of Contents
Talk Like a Human (Not a Corporate Robot)Focus on Benefits, Not Just FeaturesNail Your Headlines—They Matter More Than You ThinkMake Your Call-to-Action (CTA) Impossible to IgnoreShow Social Proof—Because People Trust People More Than BrandsFinal Thoughts: Keep It Real, Keep It Focused
Talk Like a Human (Not a Corporate Robot)
You know those websites that sound like they were written by a committee of lawyers and marketers who have never actually spoken to a real person? Don’t be that business.
People connect with people, not brands. Your copy should sound like a conversation, not a lecture.
Bad Copy
Our cutting-edge solutions leverage innovative technology to drive scalable results.
Better Copy
We help small businesses grow faster with simple tools that actually work.
See the difference? The second one feels real. It’s clear, direct, and sounds like something you’d actually say out loud.
The best way to check your tone? Read your copy out loud. If it feels unnatural or awkward, rewrite it.
Focus on Benefits, Not Just Features
Your product or service might have incredible features, but people don’t buy features. They buy results. They buy solutions to their problems.
Feature Copy
Imagine you’re selling an ergonomic office chair. You could list the features like this:
Adjustable height
Lumbar support
Breathable mesh fabric
Benefits Copy
Those features are nice. But why should anyone care? Now, let’s reframe it with benefits:
Sit comfortably all day without back pain
Reduce strain and improve posture effortlessly
Stay cool and focused, even during long work sessions
See the difference? Features tell, benefits sell. Always answer the question: So what? Why does this feature matter to your audience?
Nail Your Headlines—They Matter More Than You Think
Your headline is the first (and sometimes only) thing people read. If it doesn’t grab attention, nothing else matters.
Think of your headline as a movie trailer. It should make people want to keep reading. A weak headline is like a boring trailer—it doesn’t matter how great the movie is if no one wants to watch it.
A few headline tricks:
Make it clear, not clever. Ambiguity kills interest. People should instantly know what you’re offering.
Use numbers or specifics. 5 Ways to Save Money on Groceries is more compelling than How to Save on Groceries.
Address a problem. People are drawn to things that solve their issues. How to Get More Clients Without Spending a Fortune hits a nerve.
Weak Headlines
Bland and forgettable:
Quality Marketing Services for Small Businesses
Strong Headlines
Engaging and problem-solving:
We Help Small Businesses Get More Customers—Without the Overwhelm
Make Your Call-to-Action (CTA) Impossible to Ignore
You could have the best copy in the world, but if your CTA is weak, people will hesitate, which means lost sales.
Bad CTAs
Bland and forgettable:
Learn More
Submit
Click Here
Strong CTAs
Engaging and problem-solving:
Get Your Free Trial Now
Book a Free 15-Minute Consultation
Download the Guide and Start Saving Today
A little urgency also helps. Limited spots available or Offer expires Sunday nudges people to take action now, not later (because later usually means never).
And don’t hide your CTA. Make sure it stands out—with bold buttons, contrasting colors, whatever it takes. If people have to hunt for it, they won’t click.
Show Social Proof—Because People Trust People More Than Brands
You can talk about how great your business is all day long, but let’s be real—people trust other people way more than they trust you. That’s why social proof (reviews, testimonials, case studies) is a game-changer.
Which sounds more convincing?
Promise
We provide excellent customer service.
Proof
I had an issue and their team fixed it within minutes—best customer support I’ve ever had!
Lisa M.
Exactly. Real words from real people = instant credibility.
How to use social proof effectively:
Feature specific testimonials (not just “Great service!”)
Include real names and photos if possible (it makes them more believable)
Highlight numbers (e.g., “Over 10,000 happy customers” or “4.9-star rating from 3,000+ users”)
Final Thoughts: Keep It Real, Keep It Focused
Good copy doesn’t just sit on your website looking pretty—it works. It grabs attention, builds trust, and turns visitors into customers.
If your small business is struggling to stand out, check your copy. Are you speaking to people, or just at them? Are you selling results, or just listing features? Is your CTA strong, or just… there?
Great copy isn’t about fancy words. It’s about connection. And the businesses that understand that? They’re the ones that win.
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Originally Published on Martech Zone: 5 Copywriting Tips That Will Help Your Small Business Stand Out