How do I write the copy for my own website?

Start from the questions people ask before hiring you, in the order they ask them. For most service businesses that sequence is remarkably consistent: what do you do, is it for someone like me, how does it work, what does it cost, why should I believe you, and what happens next. If your pages answer those in that order, the structure is correct regardless of how it looks.

Use the words your customers use rather than the words your industry uses. This is where most professional writing fails, because the correct technical term is frequently not what anybody types or thinks. Collect the actual phrasing from emails and conversations, and write with it. The gap between a plumber writing supply line failure and a customer thinking pipe leaking under sink is the gap between being found and not.

Write to one person rather than to an audience. Second person, specific situations, and the assumption that the reader is intelligent and busy. Copy addressed to everybody reads as addressed to nobody, and the plural we and our produces distance where a first year business should be producing proximity.

Cut every sentence that could appear on a competitor's site without changing meaning. Quality, service, attention to detail, passionate about, and dedicated to are not claims because nobody claims the opposite. What survives that cut is what actually distinguishes you, and it is usually shorter and more specific than what you started with.

Then read it aloud. Anything you would not say to a customer in a conversation should be rewritten, because the reader hears it in the same way. This single step catches most of the stiffness that makes small business copy sound like a larger company badly imitated.

Write more than you need and cut, rather than trying to produce the final version first. Cutting is easier than composing, and the second draft of something too long is reliably better than the first draft of something the right length.

Revisit the copy after your first twenty customers, because by then you will know which explanations actually land and which objections keep arising. The version written before you had customers described the business you expected to have. The version written afterward describes the one you have, and it converts better because it answers questions real people asked.