One of the worst things you can do for your website (and your business) is to reuse someone else’s content. It might let people know that you’re a locksmith in Minnesota, but without any custom-written content, you’ll look just like everyone else. No one will know what makes you uniquely qualified. No one will know why they should hire you. (Not to mention, it’s stealing.)

Before you copy and paste someone else’s words, learn how to tailor your content to meet your – and your customer’s – specific needs.

1. Identify Your Audience: Who do you want to reach? Perhaps you like the website for a company in Los Angeles, but you live in rural Minnesota. Your audience will have different needs and values. They’ll even talk differently. Your content needs to reflect that.
2. Interview Yourself: Imagine you’re considering hiring yourself for the job – what would you want to know before you sign a contract: Who are you? Why did you get into the business? What’s your educational background and training? How long have you done this? How can you help? Once you’ve answered these questions, keep asking yourself “why.” That will give you the in-depth, personalized content you need to express yourself.
3. Avoid Generalities. How many companies do you know who have launched “new and improved” products? Don’t settle for that generic description. If you bought new equipment for your locksmith business, be specific. Instead of “new and improved,” tell your customer – our latest technology lets us get into your secure places 25% faster and with no visible damage.
4. Skip the Clichés. It’s tempting to use popular phrases, but don’t. Put your content in your Don’t tell people you’re the hardest working man on the block. Tell them you’re the hardest working locksmith in eastern Minnesota.
5. Have Someone Else Read It. I always have someone proofread my books, and I write hundreds to thousands of words on a daily basis. When you’re trying to get the right tone, when you want to make sure the content makes sense, there’s no better test than having someone else (especially someone unfamiliar with your business) read your work to make sure that it makes sense.

There’s nothing wrong with wanting to emulate another person’s website. By all means, if the layout and content work, why mess with it? You do, however, need to take that content and make it your own. Give it your voice so your customers will know who you are and why they should hire you.