You can have a beautiful website that still doesn't sell - because the words aren't pulling their weight. Copywriting is a skill, but the essentials are learnable. Here's how to write website copy that actually converts.
Lead with benefits, not features
People don't buy a drill; they buy a hole in the wall. Don't just list what your product is - tell them what it does for them.
- Feature: "Built-in appointment scheduling."
- Benefit: "Let customers book you 24/7 - even while you sleep."
Lead with the benefit; support it with the feature.
Write for one person
Picture a single ideal customer and write to them, using "you". Copy that tries to speak to everyone connects with no one. Use their language, name their problem, and they'll feel understood.
One clear message per page
Every page should have a single job. When you try to say five things, visitors remember none. Decide the one action you want a visitor to take, and make everything on the page support it.
Nail your headline
Most people read your headline and nothing else, so it has to earn the next scroll. A strong headline is specific and benefit-led: "Get a professional website live this weekend" beats "Welcome to our website" every time.
Make your call to action obvious
Tell people exactly what to do next, and phrase it as an action: Start free, Book a call, Get my quote. One primary action per page, on a button they can't miss.
Back up your claims
Confidence is good; proof is better. Wherever you make a claim, support it - with a specific result, a guarantee, or a genuine review. Vague superlatives ("the best in the world") are ignored; specifics are believed.
Keep it scannable
Nobody reads walls of text online. Break copy into short paragraphs, use subheadings and bullet points, and put the important stuff first. If someone only skims the headings, they should still get the gist.
Edit ruthlessly
Your first draft is always too long. Cut filler words, delete sentences that don't add anything, and read it out loud - if you stumble, rewrite it. Clear beats clever.
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FAQ
What should my homepage headline say?
What you do, for whom, and the outcome. "Bookkeeping for restaurants and cafes" beats "Welcome to our website" because a visitor can tell in one second whether they are in the right place.
How long should website copy be?
As long as it takes to answer the questions a buyer actually has, and no longer. Cut anything that would not change someone's decision.
How many calls to action should a page have?
One primary action, repeated. Two competing asks split attention and usually reduce both.