How to Write Website Copy That Actually Sells
A Practical Guide for Non-Writers and Business Owners
Whether you’re launching your first product or trying to improve an underperforming website, one thing is clear: your website copy matters more than you think.
Great design attracts attention — but words do the selling.
If your visitors are not turning into customers, the problem might not be your product or your offer — it might just be the way you’re explaining it.
Article Summary: What You’ll Learn
- Why Website Copy Matters More Than You Think (Jump to section)
- The #1 Rule: Talk Like a Human, Not a Brochure (Jump to section)
- Core Sections Every Website Must Have (Jump to section)
- Writing Copy That Matches Where the Visitor Is in Their Journey (Jump to section)
- Checklist: What to Include On Each Page (Jump to section)
- What to Ask from Your Web Developer or Content Writer (Jump to section)
- How to Know If It’s Working (Or Not) (Jump to section)
Why Website Copy Matters More Than You Think
Think of your website as your 24/7 salesperson.
Now imagine that salesperson mumbling, rambling, or using buzzwords no one understands. That’s what bad copy does.
Good copy, on the other hand:
- Explains clearly who you are and what you do
- Creates trust and interest in seconds
- Makes your visitor feel like this is exactly what they’ve been looking for
- Encourages action — like buying, booking, or contacting
The #1 Rule: Talk Like a Human, Not a Brochure
Many websites use corporate or “professional” language that ends up sounding cold, vague, or generic.
❌ Example of Bad Copy:
“We offer world-class solutions for optimizing operational efficiency across verticals.”
✅ Example of Good Copy:
“We help small businesses run smoother — with smart tools and friendly support.”
Tip:
Pretend you’re talking to a curious, smart 12-year-old. Would they understand what your website is about?
Write for the Visitor’s Stage in the Journey
People visit websites at different stages of awareness. Your copy should guide them regardless of where they land:
| Visitor Stage | What They’re Thinking | Copy Strategy |
|---|---|---|
| Cold Visitor | “What is this?” | Explain simply and quickly what you do |
| Curious Visitor | “Is this for me?” | Highlight benefits and show social proof |
| Interested Buyer | “Can I trust this?” | Show results, testimonials, guarantees |
| Ready to Act | “What’s next?” | Use strong, obvious calls to action |
Checklist: What to Include On Each Page
Home Page
- 1-line pitch in plain language
- Who it’s for and how it helps
- Clear primary CTA
- Trust badges (clients, certifications, ratings)
About Page
- Who you are (authentic, not buzzwords)
- Why you care about solving this problem
- Personal story or credentials
- A soft CTA (connect, read more, etc.)
Services/Product Page
- Describe each offer clearly
- Focus on benefits, not features
- Use bullet points for clarity
- Include pricing (if applicable)
- Strong CTA
Contact Page
- Simple form or email
- Add other channels (WhatsApp, phone, etc.)
- Reassure: “We’ll respond within 24 hours”
What to Ask from Your Web Developer or Content Writer
If you’re not writing the copy yourself, here’s what to demand from whoever is helping you:
- Do they understand your audience, not just your product?
- Are they writing in plain, human-first language?
- Are the CTAs clear and visible on every page?
- Will the copy be tested and revised based on performance?
Deliverables Checklist:
✅ A headline and sub-headline for every page
✅ Copy structured using sections and headings (not a wall of text)
✅ At least 1 CTA per page
✅ SEO meta titles + descriptions (if they offer that)
✅ Mobile-friendly text formatting (no tiny fonts or long paragraphs)
How to Know If It’s Working
Once your new copy is live, don’t guess — check the numbers.
Here’s what to monitor:
| Metric | What It Means |
|---|---|
| Bounce Rate | Are people leaving immediately? Too high means unclear messaging. |
| Time on Page | Low = boring or confusing copy |
| Click-through Rate (CTR) | Are people clicking your CTA? |
| Conversion Rate | Are they buying, signing up, or booking? |
Use tools like:
- Google Analytics (for behavior)
- Hotjar or Microsoft Clarity (for visitor recordings)
- Simple surveys or polls (“What’s missing?”)
Final Thoughts
You don’t need to be a great writer to write great copy.
You just need to understand your customer and speak their language.
And if you’re hiring help — copywriters, developers, or agencies — make sure they do too.
Need help fixing your website copy?
Book a quick 30-minute consultation and I’ll walk through your homepage with you — and suggest what to improve for better results.