Write the sentence your website is missing

How the five templates work

Each module does three ordinary things:

1. It asks for facts or process details that belong to your business.
2. It drops those answers into fixed sentence frames.
3. It gives you checks that require a map, invoice, calendar, phone, or real test.

There is no opinion about whether the copy is good. The same answers always produce the same draft. The checks are where you decide whether the words are supportable.

Each module has three ways to take the result with you. Copy puts the words on your clipboard on their own, ready to paste. Download saves a text file with the draft, your ticks, and the list of things this cannot tell you. Print puts the same thing on paper, one module at a time.

Every module below also says where its words actually go, because a draft you cannot find a home for is not finished. Those notes name the setting you are looking for and what the major builders usually call it. Treat the menu names as a starting point rather than gospel: Squarespace, Wix, and the WordPress form plugins all rename and move things, and I am describing a concept you need to find, not a path I can promise is still there today.

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One: Five-Line Homepage Builder

Five lines for the first screen: the job and who it is for, where you work, one supportable detail, what happens after they get in touch, and the words on the button. The draft gives you the five lines on their own, ready to paste, with a short note underneath about what each one has to do.

Where this goes: the top of your homepage, above any gallery or photo strip, where somebody who has never heard of you starts reading.

Worked example — fictional business

FIVE LINES FOR THE TOP OF YOUR HOMEPAGE
Kestrel Drain & Sewer

THE FIVE LINES — PASTE THESE

Drain cleaning and sewer line repair for people who own the building.
Billings, Laurel, and Lockwood.
In March we relined a collapsed clay lateral under a 1912 basement floor without breaking the concrete.
Ring the number at the top of the page, and you hear back the same working day.
Get a drain looked at

Checks before publishing

1. Read line 1 to somebody who does not work for you and ask what you do. If they hesitate, rewrite the job in plainer words.
2. For line 3, name the job, the month, and the person who could confirm it. If you cannot name all three, remove the claim.
3. Open a map and compare every place in line 2 with where you actually sent someone this month.
4. Look at the real button on your phone. Its words should match line 5.
5. Compare line 4 with the last five inquiries you answered. Use the window you met at least four times.

Where this setting lives

Builders call the top of the homepage the hero, header, or banner section. In Squarespace, Wix, and GoDaddy it is simply the first section of the Home page in the editor, above the first image row. In WordPress it is the first block or hero pattern on whichever page is set as your front page under Settings → Reading — check which page that is before you edit, because it is often not the one named "Home." Line 5 goes in the button label, not in the paragraph.

Limitation: five lines cannot evaluate the design, photographs, speed, traffic, or the rest of the page.

A worked example that is not fictional

Here is what this module produced from the facts on this site, before I touched it:

THE FIVE LINES — PASTE THESE

Lead-generation websites for service businesses whose next job can start with a form.
Laurel and Billings, Montana, and service businesses nationwide.
Every valid form submission is saved before the notification is attempted, and the demo on this site shows the lead record it creates.
Send the form on this page, and you hear back the same working day.
Send me your site

Then I changed two things in line 4, which is the point. It said "the form on this page," and my button goes to the form on the contact page, so I named that. It also said "the same working day" flatly, and what I say everywhere else on this site is "usually the same day" — so I matched it, rather than quietly upgrade a habit into a promise. After those checks, line 4 became: "Use the contact form, and I usually reply the same day." The tool got me a draft in about a minute. Making it true was still my job, and it always will be.

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Two: Receipt Email Builder

This produces two messages: the automatic note after somebody uses the website, and the human follow-up. Neither message says an email reached an inbox. Sending and arriving are different events.

Where this goes: the automatic reply your website or form tool sends, plus the follow-up you send by hand.

Worked example — fictional business

RECEIPT EMAIL — Fenwick Glass & Glazing

VERSION A — AUTOMATIC MESSAGE

Subject: A copy of your quote request — Fenwick Glass & Glazing

Hi,

You used our website to send a quote request at [time] on [date]. Keep this email as a note of what happens next.

It goes onto Dave’s measuring list. He works through that list each morning.

Dave Fenwick will reply by the end of the next working day.

Office hours: Monday to Friday, 7 to 4.

If it cannot wait, ring the workshop.

Cheers, Dave
Fenwick Glass & Glazing

Checks before publishing

1. Send a test through the real website and read the automatic message on a phone.
2. Compare the reply window with the last five inquiries. Change the sentence if you missed the window more than once.
3. Read the “what happens next” sentence to the person who does that work and ask whether it is accurate.
4. Check that the named person or role is covered this week, including absences.
5. Use the urgent route from a different phone and see where it actually goes.
6. Remove any sentence claiming the email arrived, arrived quickly, or is never missed.

Where this setting lives

Version A belongs wherever your form sends its automatic reply — not in your email program. You are looking for a setting attached to the form itself, on the message that goes back to the person who submitted it, as opposed to the alert that comes to you. Squarespace and Wix both keep it in the form element's own settings, usually under the submission or confirmation options. In WordPress it is your form plugin's notifications: Contact Form 7 has historically called the second one Mail (2), while Gravity Forms, WPForms, and Fluent Forms let you add a notification addressed to the submitter. If you cannot find any such setting, your form probably does not send one at all — which is worth learning before you write the words. Version B you send by hand, from your own inbox.

Limitation: another mail server can filter, delay, quarantine, or drop a message. A draft cannot see any of that.

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Three: Thank-You Page Script Builder

A thank-you page can state what screen the visitor reached and what they should watch next. It cannot prove that a request was stored, routed, or seen by a person. The builder gives you one version with a supportable timeframe and one without.

Where this goes: the page your form sends people to after they press send.

Worked example — fictional business

THANK-YOU PAGE — Northline Roofing
After: Roof estimate request

VERSION A — WHEN YOU CAN NAME THE NEXT STEP

Thanks for using the form.

This screen only confirms that your browser reached this page. Watch the email address you used for a reply. A person normally replies within two working days.

The estimating desk normally picks it up.

If it cannot wait, call the office during the hours below.

Forms used after 4 p.m. Friday are normally read Monday.

Checks before publishing

1. Use your own form and compare the real page with this draft, sentence by sentence.
2. Open the system for the named reply channel and confirm where a test request appears.
3. Compare the timeframe with the last five replies. Use a window you met at least four times.
4. Ask the named person or role whether they really pick up these requests.
5. Use the form after hours and on a Friday. The page should still describe what happens next accurately.

Where this setting lives

Most builders let a form either show a short message in place or send the visitor to a page. Pick the page — you cannot link to a message, you cannot check one later, and you cannot print it for the person who has to keep the promise. The setting is usually on the form itself and called something like "after submit," "confirmation," or "redirect to a URL"; in the WordPress form plugins it is a confirmation type you switch from Message to Page or Redirect. Then build a real page at that address and put this script on it.

Limitation: this writes the visible expectation. It cannot inspect the systems or people behind the page.

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Four: Missed-Call Voicemail Builder

The script covers four jobs: who the caller reached, when you normally call back, what the caller should say, and what to do if it cannot wait. The module shows an estimated speaking time at 150 words a minute. That number is information, not a target.

Where this goes: the greeting you record on the phone that actually rings when a customer calls.

Worked example — fictional business

You have reached Mina at Alder Electric. I am normally on site from 7:30 to 4:30, Monday through Friday.

I normally call back the same working day.

Leave your name, the neighborhood, and a short description of the electrical problem, and I will have what I need to call you back properly.

If it is easier, text this same number.

If there is immediate danger, leave the area and contact emergency services.

Checks before publishing

1. Record it, call your own number from another phone, and listen to the whole greeting.
2. Time the real recording. Trust the phone’s clock over the estimate on this page.
3. Follow every instruction in the greeting, including the alternate route, and see what happens.
4. Compare the callback window with the last five voicemails you actually returned.
5. Ask whether a stranger knows who they reached, when you call back, and what to say after the beep.

Where this setting lives

Record it on the handset that actually rings when a customer calls you, not on a second phone or a desk line that forwards. On a mobile carrier greeting it is usually Phone → Voicemail → Greeting → Custom. If calls route through a business number — a Google Voice number, a VoIP extension, or a tracking number — the greeting may live in that system and bypass the one on your handset. Call the public number from another phone to check which greeting actually plays. Read the script aloud once before you record it; sentences that look fine set in type often do not survive being spoken.

Limitation: a script cannot measure missed calls, callbacks, or what a caller does after the beep.

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Five: Pricing-Clarity Decision Wizard

Four questions identify the statement your own records can support:

• Is the price the same every time?
• Can you quote the job without seeing it?
• Are you comfortable with the number being public?
• Can you check the last ten invoices?

The result is an exact price, range, starting figure, pricing method, or a clear “not yet.” It states what can be said honestly. It does not predict what happens after publication.

Two answers override everything else. If you cannot check the last ten invoices, nothing goes on the site yet. If you would rather a competitor did not read the number, the result describes your method and never prints a figure — even when the price is settled.

Where this goes: your pricing page, your service pages, and the answer you give on the phone.

Worked example — fictional business

PRICING SENTENCE — Pine Ridge Window Cleaning

WHAT YOU CAN HONESTLY PUBLISH

Most exterior-only house washes land between $180 and $320. What moves the number: window count, ladder access, and hard-water buildup. You get the actual figure before work starts.

WHY THIS ONE

The price moves, but the usual span and its causes can be stated plainly.

BEFORE YOU PUBLISH IT

People often assume the low end. State the condition that moves a job upward.

Checks before publishing

1. Pull the last ten invoices for this job. The sentence should survive all ten, or explain the exceptions.
2. Read the sentence to whoever quotes the work. Add whatever they would need to say on the phone.
3. Decide what happens when someone expects the low end on a job that belongs at the high end. Put the condition in writing.
4. Check the sentence against the last price change and put a review date on the calendar.

Where this setting lives

The sentence belongs in three places at once, and they have to agree: the pricing page if you have one, the service page for that specific job, and the answer whoever quotes the work gives on the phone. A price that is true on the website and different on the phone is worse than no price at all. If you have a Google Business Profile and list this service or price there, check that entry too.

Limitation: this cannot recommend a selling tactic or predict what a public price changes. It only names the statement the records can support.

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What this does not do

1. This does not use AI, and nothing you type here is sent anywhere.
2. This does not check whether what you wrote is true. You do.
3. This does not promise that a draft will get more customers, calls, or better rankings.
4. This does not evaluate your design, images, site speed, or current website.
5. Publishing a price does not guarantee more or better inquiries.
6. A confirmation email cannot promise delivery, and neither can I.
7. These are drafts. Edit them until they sound like you.

Printable blank worksheets

Print this page if you would rather use a pen. Square brackets are the blanks.

Homepage

1. [what you do] for [who you do it for].
2. [the towns you actually cover].
3. [one real job you can support with details].
4. [how they get in touch], and [how long a reply normally takes].
5. [the words on the button].

Receipt email

You used our website to send a [request kind] at [time] on [date].

[what happens on your side before a reply]

[who replies] will reply [the supportable reply window].

If it cannot wait, [the urgent route].

Thank-you page

Thanks for using [the form name].

This screen only confirms that your browser reached this page. Watch [email / phone / text]. [the supportable reply window]

If it cannot wait, [the urgent route].

[what changes after hours]

Voicemail

You have reached [your name] at [your business].

[the supportable callback window]

Leave [what you need the caller to say].

[an alternate route]

If this is an emergency, [the checked emergency route].

Pricing statement

1. Same price every time? [yes / no / depends]
2. Can you quote without seeing it? [yes / no / sometimes]
3. Comfortable with the number being public? [yes / no]
4. Can you check the last ten invoices? [yes / no]
5. What moves the number? [two or three concrete causes]

Related reading

• What your homepage should say
• Should a service business show prices?
• Who writes the copy for your website?
• The service-business contact path

If the draft needs a real page

The methods and exports above are complete without a sales conversation. If you want help turning a finished draft into a site, start a website conversation after you have checked the claims.