Website brief template
Plan the pages before anyone writes a word.
Websites · Copy
Website copy that gets enquiries
for Malta small businesses.
Most websites lose visitors on the first screen because the words do not say what the business does. This guide shows how to write each page, the rules for claims, prices and reviews, and a free checker.
Short answer
Good website copy says what you do, where you work and why people can trust you, with one concrete number and one clear button on every page. Write one page per service and keep claims honest; Malta Digital plans the words and layout together as part of web design in Malta.
Key takeaways
- What makes good website copy for a small business? It says what you do, where you work and why people can trust you, gives one concrete number such as a price or a time, answers the questions customers ask, and ends every page with one clear button.
- How long should a homepage headline be? About 4 to 12 words. Say the service in the words customers use, name the place and add one detail people can check. Put everything else in the first paragraph.
- Should I show prices on my website in Malta? Yes, at least a starting price or a range and what changes it. People in Malta research online before they buy, and a page with no price often loses the visitor to a page that has one.
The short version
What the words on your website have to do.
Good website copy is not clever. It tells a stranger, in a few seconds, what you do, where you do it, why they can trust you and what to do next. Most small business websites in Malta lose people on the first screen, because the headline says “Welcome” and the first paragraph talks about passion and quality instead of the job the visitor needs done.
This guide shows how to write each part, which words go on which page, the consumer rules that apply to claims, prices and reviews, and a free checker for your own headline. For packages and prices, see web design in Malta. If you are still planning the pages, start with our website brief template.
How people decide
People in Malta read before they buy.
Eurostat’s 2025 survey shows that 81.0% of people in Malta aged 16 to 74 had looked online for information about goods and services in the three months before the survey, against 71.8% across the EU. Half of them, 50.3%, had looked up information about the safety of products, well above the EU’s 36.4%.
People here compare, check and ask around before they call. Your words have to survive that comparison. If a visitor cannot find your price range, your areas or how long the job takes, they open the next tab. Our guide to a website or a Facebook page shows where else they look.
The headline
Write a headline that says what you do.
The headline is the biggest text on the page and the one most people read. It has one job: confirm that the visitor is in the right place. Say what you do, where, and add one concrete detail, such as a time, a starting price or the number of years you have worked locally.
- Say the service in the words customers use. “Kitchen fitting”, not “interior solutions”.
- Name the place. Malta, Gozo or the towns you cover. People search with a place in mind.
- Add one number people can check. A quote within 48 hours, open until 22:00, from €45 a person.
- Keep it to about 12 words. Move everything else into the first paragraph.
- Do not promise what you cannot prove. “The best in Malta” helps nobody and can mislead.
Want a homepage that says what you do in five seconds? Apply now for a website
Page by page
Which words go on which page.
Each page answers a different question. When one page tries to say everything, none of it is clear. This is what each core page should say, and the mistake we see most often.
| Page | What it must say | Common mistake |
|---|---|---|
| Home | What you do, where, for whom, and the one next step | A welcome message and a slider of stock photos |
| Service page (one per service) | What is included, a starting price or range, how long it takes, the areas you cover | All services on one page with a list of bullet points |
| About | Who does the work, how long you have done it, real photos of the team or workshop | A mission statement with no names or faces |
| Prices | Starting prices and what changes the price | “Contact us for a price” with nothing else |
| Reviews or work | Real projects with the place and the result | Unnamed quotes with no dates or detail |
| Contact | Form, address, opening hours, areas, how fast you reply | Only an email address |
One service per page also helps Google understand you. A page called “Bathroom renovation in Malta” that explains the job, the timeline and the price range can show up for that search. A single “Services” page usually cannot.
Write for the reader
Talk about the customer, not about yourself.
Count the words “we” and “our” in your first paragraph, then count “you” and “your”. If “we” wins, rewrite it. Visitors care about what they get: a fixed quote, a table on Saturday, a clean finish, a reply today.
| Company-first | Customer-first |
|---|---|
| We are a passionate team with years of experience. | You deal with the same fitter from the first visit to the final check. |
| We offer a wide range of quality services. | Bathrooms, kitchens and tiling across the north of Malta. |
| Contact us for more information. | Send two photos and get a price range today. |
| We pride ourselves on customer satisfaction. | 12 years in Mosta and Naxxar, and you can ring past customers. |
Write short sentences and plain words. Read every page aloud; if you run out of breath, the sentence is too long. English and Maltese are both official languages of Malta, and many visitors also read Italian or another language. If a large share of your customers prefers another language, translate the key pages properly rather than adding a translation widget. Our guide to multilingual websites in Malta explains how.
The rules
Claims, prices and reviews: what the law expects.
Website copy is advertising, so consumer law applies to it. The rules below come from EU law that Malta applies. They are general information, not legal advice.
| Rule | What it means for your copy |
|---|---|
| Unfair Commercial Practices Directive 2005/29/EC, Article 6 | Do not give false or misleading information about what you offer, the price, how it is made or what results to expect |
| Same directive, Annex I (as amended by Directive (EU) 2019/2161) | If you show customer reviews, do not claim they come from real customers unless you take reasonable steps to check. Never post or buy fake reviews |
| Price Indication Directive 98/6/EC, Article 6a | If you announce a price reduction, show the prior price: the lowest price you charged in at least the 30 days before the reduction |
| E-Commerce Directive 2000/31/EC, Article 5 | Show your business name, geographic address, email address and company registration number where it applies, so customers can reach you |
| GDPR, Regulation (EU) 2016/679, Article 13 | Under every form, say who receives the details and how you use them, in words a customer understands |
Honest copy is also better copy. “Quote within 48 hours” is more convincing than “the fastest service in Malta”, because a customer can test it. Our page on replying to negative Google reviews covers the review side.
Buttons and forms
Tell people exactly what happens next.
The button is the last piece of copy a visitor reads before they decide. “Submit” and “Learn more” say nothing. A good button starts with a verb and names the result.
| Weak | Clear | Why it works |
|---|---|---|
| Submit | Get my quote | Says what the visitor receives |
| Learn more | See prices and what is included | Promises a specific answer |
| Contact us | Ask about my date | Matches the question they already have |
| Book now (on a page with no price) | Check Saturday availability | Lower commitment, so more people click |
Under the button, add one line on what happens next: “We reply within one working day” or “You get a price range by email”. Keep the form short. Our guide to website enquiry forms covers which fields to keep and which to drop.
Want every page to end with a button people actually press? Apply now for a website
Free tool
Free tool: check your homepage copy.
Paste your homepage headline, the first paragraph and your main button. The checker looks at seven things that make copy clear: headline length, place names, a concrete number, “you” against “we”, sentence length, filler phrases and the button. It starts with a weak example so you can see how it works.
Website copy checker
Paste your own headline and first paragraph. Nothing you type is sent anywhere.
Your copy check
Your result appears here as you type.
Worked examples
Two examples with numbers.
Example 1: a kitchen fitter in Birkirkara. Say the website gets 900 visits a month and 1 in 100 visitors sends an enquiry. That is 9 enquiries a month. The fitter rewrites the homepage and service pages: a clear headline with the areas covered, a starting price, a 48-hour quote promise and the button “Get my kitchen quote”. If enquiries rise to 1.5 in 100, the same 900 visits bring about 13 or 14 enquiries, four or five more each month, with no extra advertising. At one kitchen in five enquiries and €6,000 a kitchen, that is about one extra kitchen a month.
Example 2: who writes the words. With our Professional Website from €990, complete in 24 to 48 hours, you supply the text and we lay it out clearly. The Business Website from €2,490, ready in 2 to 4 days, includes help with the content and a page plan built around your services. The Growth Website from €4,900, ready in 7 days, adds landing-page strategy and conversion-focused pages for ads. If the words are the hard part for you, the Business Website is usually the better start.
Clear words help advertising too. Meta ads we ran for an online store brought $150K in tracked sales in 12 weeks. Ads bring the visitor; the page copy decides whether they buy or enquire.
Step by step
How to rewrite your website copy in one week.
- Write down the five questions customers ask most on the phone or by message.
- Rewrite the homepage headline: what you do, where, and one concrete number.
- Write one page per main service with what is included, a price range, the time it takes and the areas you cover.
- Answer the five questions on the right pages, in the customer’s own words.
- Add proof: real photos, real projects with the place, and your Google reviews.
- Swap every “we” sentence in the first paragraph for a “you” sentence.
- Rewrite every button so it starts with a verb and names the result.
- Check the rules: no misleading claims, correct “was” prices, your business details and a privacy line under forms.
- Read every page aloud on your phone and cut anything you would not say to a customer.
- Count enquiries for four weeks before and after, and run the checker again.
How we build it
Websites with words that work.
We plan the words and the layout together, so every page answers a question and ends with a clear next step. You own the domain, the website and every enquiry it brings. Work starts as soon as the first payment is made.
| Package | Price | Build time | Copy help |
|---|---|---|---|
| Professional Website | From €990 | 24 to 48 hours | You supply the text; we lay it out clearly |
| Business Website | From €2,490 | 2 to 4 days | Content help and a page plan around your services |
| 24-Hour Premium Website | €2,990, up to 15 pages | 24 hours | SEO-ready pages for a fixed date |
| Growth Website | From €4,900 | 7 days | Landing-page strategy and conversion-focused pages for ads |
We have 18 Google reviews from real clients. To compare costs over three years, read our website cost guide for Malta, or apply below and tell us about your business.
Ready for a website that explains itself? Apply now for a website
A few straight answers
What you might be wondering.
What makes good website copy for a small business?
It says what you do, where you work and why people can trust you, gives one concrete number such as a price or a time, answers the questions customers ask, and ends every page with one clear button.
How long should a homepage headline be?
About 4 to 12 words. Say the service in the words customers use, name the place and add one detail people can check. Put everything else in the first paragraph.
Should I show prices on my website in Malta?
Yes, at least a starting price or a range and what changes it. People in Malta research online before they buy, and a page with no price often loses the visitor to a page that has one.
Can I show a “was” price on my website?
Yes, if it is honest. Under Article 6a of the Price Indication Directive 98/6/EC, the prior price must be the lowest price you charged in at least the 30 days before the reduction.
Can I write customer reviews myself or buy them?
No. EU consumer law, as amended by Directive (EU) 2019/2161, bans fake reviews and claims that reviews come from real customers unless you take reasonable steps to check them.
Should my website be in English or Maltese?
English and Maltese are both official languages of Malta. Most business websites lead in English. Add Maltese, Italian or another language when a large share of your customers prefers it, and translate the key pages properly.
Do you write the website copy for me?
With the Professional Website from €990 you supply the text and we lay it out. The Business Website from €2,490 includes content help and a page plan, and the Growth Website from €4,900 adds landing-page strategy and conversion-focused pages for ads.
Sources
Where these facts come from.
- Eurostat: Individuals, internet activities (isoc_ci_ac_i)
- Google Search Central: Creating helpful, reliable, people-first content
- Directive 2005/29/EC on unfair commercial practices, EUR-Lex
- Directive (EU) 2019/2161 on better enforcement and modernisation of EU consumer protection rules, EUR-Lex
- Directive 98/6/EC on consumer protection in the indication of prices, EUR-Lex
- Directive 2000/31/EC on electronic commerce (Article 5), EUR-Lex
- Regulation (EU) 2016/679, General Data Protection Regulation (Article 13), EUR-Lex
- Constitution of Malta (Article 5, languages), legislation.mt
Keep reading
Related guides.
Website enquiry forms
Which fields to keep, which to drop.
Facebook ads copywriting
Words that make people stop and click.
A useful first step
Ready for website copy that brings enquiries?
Professional Website from €990, Business Website from €2,490 and Growth Website from €4,900. Tell us about your business and we reply with what we would build.
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