How to Write Website Copy That Converts

Words Matter More Than You Think

Your website design might be beautiful. Your products might be excellent. Your prices might be competitive.

But if your copy doesn't connect with visitors and guide them toward action, none of that matters.

I've seen gorgeous websites with terrible copy sit there collecting dust, while simple sites with compelling copy generate consistent leads. The difference? One talks at visitors. The other talks to them.

Let me show you how to write copy that actually converts.

Start With the Reader, Not With You

The biggest mistake:

Most business websites lead with "We are a leading provider of..." or "Our company was founded in..."

Here's the truth: visitors don't care about you. Not yet, anyway.

They care about their problem and whether you can solve it.

The fix:

Start every page by acknowledging the visitor's situation, problem, or goal.

Bad: "Smith Accounting has been serving businesses since 1995."

Good: "Tired of spending evenings and weekends on bookkeeping? Let us handle the numbers so you can focus on growing your business."

See the difference? The second version immediately connects with the reader's pain point.

Exercise: Go through your website and count how many times you use "we," "our," and "us" versus "you" and "your." If the "we" count is higher, you're talking at people instead of to them.

Use the Before-After-Bridge Framework

This is the simplest conversion copywriting formula that works for almost any business:

Before: Describe the problem or current situation

After: Paint a picture of life after the problem is solved

Bridge: Explain how your product/service gets them there

Example for a web design business:

Before: Your website looks outdated, loads slowly, and potential customers can't find what they're looking for. You're losing business to competitors with better online presence.

After: Imagine having a modern, fast website that works perfectly on phones and actually brings in qualified leads while you sleep.

Bridge: Our affordable web design packages transform your online presence in 2-3 weeks, with ongoing support to keep everything running smoothly.

Notice how this framework naturally leads the reader through awareness → desire → solution?

Write Headlines That Actually Hook

Your headline has one job: make people want to read the next sentence.

Bad headlines are vague, corporate, or self-centered:

• "Welcome to ABC Services"
• "Your Trusted Partner"
• "Excellence in Everything We Do"

Good headlines are specific, benefit-focused, and speak to a real need:

• "Get Your Taxes Done Right (Without the Stress)"
• "Professional Websites That Don't Break the Bank"
• "The Electrician You Can Actually Reach on Weekends"

Formula that works:

[Desired Result] + [Without Common Obstacle]

Examples:

• "Professional Headshots Without the Studio Prices"
• "Learn Guitar Without Boring Theory Lessons"
• "Get Funding Without Giving Up Equity"

Break Up Your Text (Seriously)

Long paragraphs kill conversions.

People don't read websites like they read books. They scan. If your text looks like a wall of words, they'll bounce.

Copy formatting rules:

• Keep paragraphs to 2-3 sentences maximum
• Use subheadings every 200-300 words
• Add bullet points to break up information
• Use bold text to highlight key phrases (sparingly)
• Include white space liberally

Compare these two:

Bad: "Our comprehensive cleaning service includes deep cleaning of all rooms, kitchen appliances, bathrooms, windows, and floors. We use eco-friendly products that are safe for pets and children. Our team is fully insured and background-checked. We offer flexible scheduling including weekends and can accommodate special requests."

Good:

Our comprehensive cleaning service includes:

• Deep cleaning of all rooms, kitchen, and bathrooms
• Window and floor care
• Eco-friendly products (safe for pets and kids)
• Flexible scheduling, including weekends
• Fully insured and background-checked team

The second version delivers the same information but is dramatically easier to scan.

Make Your Call-to-Action Impossible to Miss

Your CTA button text matters more than you think.

"Submit" and "Learn More" are conversion killers. They're vague and don't tell visitors what happens next.

Better CTA examples:

• "Get Your Free Quote"
• "Schedule Your Consultation"
• "Start Your Free Trial"
• "Download the Guide"
• "Book Your Appointment"

Notice the pattern? Good CTAs:

• Start with an action verb
• Specify what the visitor gets
• Remove friction (use "free," "no credit card," etc.)

CTA placement:

• In your hero section (above the fold)
• After explaining key benefits
• At the end of the page
• In your sidebar (for blog/content pages)

Address Objections Before They Become Barriers

Every potential customer has doubts. Good copy addresses these proactively.

Common objections:

• "Is this too expensive?"
• "Will this actually work for me?"
• "How long will this take?"
• "What if I'm not satisfied?"
• "Why should I trust you?"

How to handle objections:

For price concerns: Show value and ROI

"Our website packages start at $2,000—less than most businesses spend on Instagram ads in six months, but with results that last for years."

For trust concerns: Use social proof

"Join 500+ Massachusetts small businesses who trust us with their online presence."

For risk concerns: Offer guarantees

"Not happy after 30 days? We'll refund every penny."

For timeline concerns: Be specific

"Your website will be live in 3 weeks or less, guaranteed."

Use Specific Numbers and Details

Vague claims are forgettable. Specific details are believable.

Vague: "We've helped many businesses improve their online presence."

Specific: "We've built 127 websites for small businesses in the past 2 years."

Vague: "Fast turnaround time."

Specific: "Your logo delivered within 5 business days."

Vague: "Affordable pricing."

Specific: "Professional websites starting at $2,000."

Specificity builds credibility. Even if the numbers aren't massive, real numbers beat vague promises.

Tell Stories, Not Just Facts

Facts tell. Stories sell.

Instead of: "Our HVAC service includes 23-point inspection, filter replacement, and system optimization."

Try: "Last summer, the Martinez family's AC died during a heat wave. We got them back up and running within 4 hours—on a Saturday. Now they're part of our annual maintenance plan so it never happens again."

Stories create emotional connections. They help visitors see themselves in your customers' shoes.

Where to use stories:

• About page (how you started, why you care)
• Service pages (how you've helped others)
• Testimonials (specific results, not just "great service!")
• Blog posts (real examples over theoretical advice)

Write How You Talk

If you wouldn't say it out loud to a customer, don't write it on your website.

Corporate speak to avoid:

• "Leverage synergies"
• "Best-in-class solutions"
• "Holistic approach"
• "Value-added services"
• "Cutting-edge technology"

Real language to use:

• "Work together"
• "The best option"
• "Complete service"
• "Extra help"
• "Modern tools"

Read your copy out loud. If it sounds stiff or unnatural, simplify it.

The Power of "You" Language

Compare these two versions:

Version 1 (Company-focused):

"We offer professional photography services for events. Our photographers use state-of-the-art equipment to capture high-quality images. We provide same-day proofs and quick turnaround on edited photos."

Version 2 (Customer-focused):

"You'll get stunning photos of your event without worrying about the technical stuff. You'll see your proofs the same day, and have all your edited photos within a week. You focus on enjoying your event—we'll make sure you have beautiful memories to share."

The second version puts the customer in the picture (literally). It's about their experience, not your process.

Edit Ruthlessly

Good copy is tight copy. Every word should earn its place.

Cut these phrases:

• "In order to" → "to"
• "Due to the fact that" → "because"
• "At this point in time" → "now"
• "In the event that" → "if"

Eliminate redundancies:

• "Free gift" → "gift"
• "Past experience" → "experience"
• "End result" → "result"
• "Advance planning" → "planning"

Short sentences are powerful. They're easier to read. They keep people moving. See?

Test and Refine

You won't nail your copy on the first try. That's okay.

What to test:

• Different headlines
• CTA button text
• Page structure (benefits first vs. features first)
• Length (more detail vs. less)

How to know what's working:

• Track conversions (form submissions, calls, bookings)
• Ask customers what convinced them
• Use heat mapping to see where people stop reading
• A/B test major changes

The Copy Checklist

Before publishing any page, run through this:

□ Does my headline immediately communicate value?

□ Do I address the visitor's problem in the first paragraph?

□ Have I used "you/your" more than "we/our"?

□ Are my paragraphs short (2-3 sentences max)?

□ Have I included bullet points to break up information?

□ Is my call-to-action specific and action-oriented?

□ Have I addressed likely objections?

□ Did I include specific numbers and details?

□ Does my copy sound like a real person talking?

□ Have I cut unnecessary words and jargon?

□ Is there enough white space?

□ Would I want to read this?

Common Copy Mistakes to Avoid

Mistake 1: Burying the lead

Don't make visitors hunt for what you actually do. State it clearly in your headline and first paragraph.

Mistake 2: Being clever instead of clear

Cute wordplay might amuse you, but clarity converts. Save the creativity for marketing campaigns, not core website copy.

Mistake 3: Listing features without benefits

"Our software has 40+ integrations" means nothing until you say "Connect all your tools so you never enter data twice."

Mistake 4: Using industry jargon

If your grandmother wouldn't understand it, simplify it.

Mistake 5: Not proofreading

Typos and grammar errors destroy credibility faster than anything else.

Your Copy Action Plan

Ready to improve your website copy? Start here:

1. Homepage hero: Rewrite your headline using the "result without obstacle" formula. Make sure your subheading explains who you help and how.

1. About page: Add a story about why you started your business and what problem you wanted to solve.

1. Service pages: For each service, use the Before-After-Bridge framework. Then add bullet points for key features.

1. All CTAs: Replace generic button text with specific action phrases.

1. Entire site: Do a find-and-replace for corporate jargon and replace with plain language.

Make these five changes, and you'll see improvement in engagement and conversions.

Final Thoughts

Good copy doesn't need to be fancy. It needs to be clear, honest, and focused on helping your visitor.

You don't need to be a professional writer. You just need to understand your customer's problem and explain how you solve it—in their language, not yours.

Start with one page. Apply these principles. See what happens. Then do the next page.

Your website copy is working 24/7 to grow your business. Make sure it's saying the right things.

Need help getting your message right? [Let's talk about your website copy →](/contact)