The biggest mistake Singapore business owners make with website content is writing for themselves instead of their customers. They describe their business in technical terms, industry jargon, or marketing language — when what customers actually want to know is simple: what do you do, can you help me, and how do I contact you?
Here's how to write website content that actually works.
The One Rule That Matters Most
Write for your customer, not for yourself. Before you write any sentence, ask: does this help my customer decide whether to contact me? If the answer is no, cut it.
What Every Page Needs
Your Homepage
Your homepage needs to answer three questions in the first few seconds:
- What do you do?
- Who do you serve?
- How do they contact you?
Example: "We're Mei's Nail Studio, based in Tampines Mall. Specialising in gel nails, nail art, and extensions. WhatsApp us to book."
That's it. Clear, specific, actionable. Singapore customers don't read long introductions.
Your Services Section
List your services specifically. Not "We offer a range of services" — that tells customers nothing. Instead: "Gel manicure ($55), gel pedicure ($65), nail art from $80, extensions from $120."
If price varies by complexity, say "from $X" rather than omitting price entirely. Customers who can't gauge your price range often don't reach out.
Your About Section
This is where you tell your story — briefly. For most Singapore SMEs, 2–4 sentences is enough:
- Who you are (your name, your background)
- How long you've been doing this
- What you specialise in or what you're known for
- What customers can expect from working with you
Avoid corporate-speak. "We are a dynamic team committed to excellence" means nothing. "I've been cutting hair in Bukit Timah for 8 years and I specialise in Japanese rebonding and Korean perms" is specific and trustworthy.
Testimonials
One or two specific customer quotes are more valuable than a long list of generic five-star ratings. A testimonial that says "Transformed my HDB kitchen renovation in 2 weeks, perfect communication throughout" tells a specific story that resonates with potential customers.
What to Avoid
Jargon and buzzwords. Your customers don't say "holistic wellness journey" — they say "I want to feel less stressed." Write in the language your customers actually use.
Long paragraphs. Singapore mobile users skim. Use short paragraphs, bullet points, and clear headings.
Vague claims. "We're the best in Singapore" is unverifiable and unconvincing. "We've served over 500 HDB homeowners in the East" is specific and credible.
Getting Started: A Simple Template
If you're stuck, fill in these blanks and you have your core website content:
"[Business Name] is a [type of business] based in [location]. We specialise in [specific services]. [Optional: credentials or years of experience]. To find out more or to get a quote, WhatsApp us at [number]."
Send that to Breakfast Studios via WhatsApp along with your photos, and we'll turn it into a professional website.