Most people think learning how to write website copy means sounding clever, creative, or just a little different from the rest, but it’s actually way more about being clear in the eyes of your customer (and search engines).
Good website copy helps people (and Google) understand what you do, who for, and why they should pick you to do it. If any of that isn’t immediately obvious to your reader, they’re bouncing off your site and onto someone else’s.
I’m Ali, and I’m a freelance copywriter who has been writing web copy for over 20 years. This is what I know about how to write website copy that actually converts.
Clarity beats cleverness every time
I’m a business owner myself, so I understand the urge to stand out using witty wording and little jokes.
And I’m not saying you can’t show your personality – you ABSOLUTELY can and should – but it’s a balancing act, because if your message isn’t clear they won’t stick around long enough to fall for your uniqueness.
When a person lands on one of your webpages, you have literal seconds to convince them you’re the answer to their problems – it doesn’t matter if that problem is which coach to help them change career or which ring to buy their wife.
Website copywriting is ALWAYS about your customer (even your ‘about’ page)
This is one of the biggest mindset shifts in copywriting, because the temptation is to shout about how amazing you are. And you still can, but you need to be smarter about it.
Your website isn’t a list all of the great things you can do; it’s there to show your customer what they can get from you.
Instead of writing:
“We have 20 years of experience in the corporate coaching industry.”
I’d reframe it as:
“For over 20 years, we’ve been helping ambitious leaders like you build confidence and unlock new career opportunities.”
It might seem small, but it makes all the difference in terms of readers seeing themselves in your content, from your homepage to each blog post.
Use simple, specific language in your website copy
Some people tell me that when they sit down to write copy, something weird happens and they find themselves sounding like a GCSE exam paper or a corporate bot.
Good copy is simple and natural. And while your tone of voice can range from super casual to ultra corporate, it still needs to sound human and accessible to every potential customer to create a good user experience.
Just because you’re an expert in your field, doesn’t mean your audience is.
So, for example – instead of saying:
“We deliver bespoke digital solutions.”
Try:
“We create professional websites that work as hard as you do – unique to your business, loved by your customers.”
Structure matters
Bad structure can be the downfall of good writing. If it looks messy, people aren’t likely to give it a chance.
The main thing to remember about structure is that we are ALL skim readers, so great copy has:
- Short paragraphs for easy scanning
- Clear subheadings explaining each section
- One message per section so it’s digestible
- Features like bullet points, numbered lists, and quotations to break up blocks of text.
A visitor should be able to skim your site and still understand who you are, what you do, and what to do next – only then will they start to actually read it properly.
Writing website copy without SEO is a bit pointless for most businesses
Writing website copy without SEO is a bit pointless for most businesses, because one of the major reasons to have a good website is to help your target audience find it from Google and other search engines.
You could have the most beautifully written, personality-packed copy in the world, but if no one ever finds your website, it’s not doing its job.
SEO (search engine optimisation) is the process of naturally weaving keywords into your website wording so your site is found by the right people.
Keywords are simply words and phrases your audience might typically type into a search engine, like “modern silver rings”, “career coach for women over 50”, or “gluten-free brownie recipe”.
I like to think of it like this: without SEO, your site is like a stunning shop down a hidden side street with zero signage.
Blending great copy with solid SEO means your wording can attract, engage, and convert customers.
Never forget your call to action
It may sound obvious, but you’d be surprised how many websites I see that don’t actually tell a user what to do next.
And if you don’t tell them, they’re unlikely to do it.
Make it easy for them to continue their experience with your brand by clearly giving next steps on each website page.
This is your call to action.
A strong call to action (CTA) is what turns passive readers into actual enquiries, bookings, or sales.
Some examples of calls to action could be:
- Book a call
- Get a quote
- Shop the collection
- Follow us on Instagram
- Sign up to the newsletter
- Read the next blog
It doesn’t have to be overly salesy or pushy – just a nudge in the right direction.
How to know if your web copy is working
Ask yourself:
- Do new visitors instantly understand what I offer?
- Am I getting the right kind of enquiries (if any)?
- Does my website sound like my business today, not five years ago?
- Does it show up on Google when I search for things my customers are likely to look for?
If you hesitated or said no to any of those, it’s time to hand the reigns over to a professional to make sure it’s a yes on all counts.
Time for better website copy? Hire me as your copywriter
Ready to make your website your best-performing team member with compelling copy and sharp SEO?
I’d love to help.
I’m Ali, a freelance copywriter based in Lancashire working with clients across a variety of UK-wide industries.
Browse my website copywriting packages or email me to enquire now.