Let me tell you about a business that tripled their online orders with a word change. They swapped “premium quality” for “proper good” in their headlines. Sounds simple? It was. Because while marketers obsess over complex strategies, Glaswegians say they’re more likely to trust a business which “talk like real people.”
That’s the power of knowing what words make Glaswegians click. After testing copy for local businesses, these phrases work (and ones that fall flat). Whether you’re a Partick café or a Bridgeton plumber, this is your cheat sheet. Proper Copywriting could be the difference you ned to make.
1. The 5 Phrases That Open Glasgow Wallets
1. “Proper” (The Trust Builder)
“Proper tradesmen” beats “professional services” by a mile in Glasgow. Why? It implies authenticity without pretence.
- Works for: Trades, food/drink, anything quality-focused
- Example: “Proper Glasgow breakfasts since 1992”
- Stats: Websites using “proper” see longer time-on-page from Scottish visitors
2. “Sorted” (The Reassurance Word)
Glaswegians want problems fixed, not discussed. “We’ll get it sorted” performs better than vague promises like “We’ll handle it.”
- Works for: Trades, repairs, professional services
- Pro tip: Use it in CTAs – “Get your leak sorted today”
3. “See for yourself” (The Proof Trigger)
Customers are sceptical by nature. This phrase works magic before testimonials or galleries.
- Bonus: Pair it with local landmarks – “See our work at the Barras market”
- Showcase your work – (Just use these tips in this post, Glasgow Website Redesign Costs: What Local Businesses Actually Pay (And How to Save))
4. “Your local…” (The Community Hook)
Not revolutionary, but most Glasgow businesses underuse it. “Your local family butcher” beats “Quality meat supplier” every time.
- Advanced move: Specify areas – “Maryhill’s trusted electricians”
- Avoid: Generic “Serving Glasgow” (too vague)
5. “Fair” (The Price Justifier)
In a city that hates feeling ripped off, this word disarms price objections.
Example: “Fair prices for proper work”
2. The 3 Phrases That Fall Flat in Glasgow
1. “Bespoke” (The Pretence Alarm)
Glaswegians associate this with overpriced nonsense. “Custom” tests better across all sectors.
- Before/After:
✖ “Bespoke kitchen design”
✔ “Custom kitchens to suit your tenement”
2. “Luxury” (The Eye-Roller)
Unless you’re selling £1000 handbags in the Merchant City, avoid this. Even then…
- Better: “Quality you can see” with before/after photos
- Exception: Hotels can sometimes get away with “luxury” if paired with concrete benefits
3. “We’re passionate about…” (The Empty Claim)
Show, don’t tell!
- Instead of: “We’re passionate about plumbing”
- Try: “We’ve been unblocking Glasgow sinks since 2008”
3. How to Test This On Your Own Site
- Audit your homepage – How many of the winning phrases do you use?
- Check your Google reviews – Note the language happy customers use naturally
- Run a simple A/B test – Change one headline and track clicks for a week
Pro story: A deli changed “artisan sandwiches” to “properly packed rolls” based on customer review language. Footfall increased in a month.
Final Thought: It’s Not About ‘Scottish Slang’
This isn’t about forcing “wee” and “pure dead brilliant” into your copy. It’s about matching the authentic language Glaswegians use when recommending businesses to friends.
Your homework:
- Listen to how customers describe your business in reviews
- Swap one losing phrase for a winner this week
- Track the difference in enquiries
Need help? We can analyse some of your website for Glasgow-friendly copy, free of charge. Just contact me with your URL.
