If the site says you are “a leading provider of holistic solutions leveraging synergy,” you do not have a design problem. You have a sentence problem. UAE buyers are busy, bilingual, and allergic to brochure English. They want to know what you do, what it costs in AED, and whether you will reply today.
ITZ writes a lot of the words on the sites ITZ builds, because a sharp layout with timid copy still does not get WhatsApps. This is how ITZ edits. The layout work is web design.
Write like you talk on the phone
When a contractor calls, they do not say “we facilitate turnkey excellence.” They say “we do villa fit-outs in Dubai and we need a site that does not look like 2018.” That second sentence is web copy. Keep the first one for the unused About draft. A useful test: read the homepage out loud. If you would be embarrassed to say it in Business Bay, rewrite it. The first five seconds are mostly words, not gradients. Five-second homepage.
Be specific or look generic
Name the trade, the area, the outcome. “Solutions for discerning clients” is everyone and no one. Specific is how you rank and how you convert. It is also how AI search can cite you without inventing a boast. AI search.
AED, VAT and the fear of publishing a number
You do not have to publish a full price list. A starting range, “quotes after a site visit,” or what is included beats a void that makes people assume you are either cheap-unknown or unreachably expensive. If you are VAT-registered, do not hide it in a way that surprises procurement.
Arabic is not a translate button
Tone in Arabic is a second write, not a paste. Formal where the audience is formal; human where they are. A widget that turns your English slogan into nonsense is not bilingual. Bilingual sites.
Buttons that sound like a person
“Get a WhatsApp quote” beats “Submit.” “Call the clinic” beats “Learn more.” The tap is a sentence too.
What ITZ asks before writing
Frequently asked questions
Should I put AED prices on the website?
When you can be honest, yes — a range or a starting figure. Silence makes people guess, usually wrongly. If every job is a quote, say what the quote includes.
Can AI write the copy?
It can draft. A human who knows the trade still has to delete the synergy and put the city in. Published fluff still ranks as fluff.
How long should a service page be?
Long enough to answer the buyer and the next two objections. Not a novel. Not three slogans. Often 300–800 honest words plus FAQs.