How to Write Website Copy That Converts
Website copy has one job: help the right visitor understand what you offer and decide to act. It does not need to be clever. It needs to be clear. Here is how to write text that earns enquiries and sales.
Know who you are writing for
Picture a single typical customer. What problem are they trying to solve? What words do they use? What worries them? Write to that person directly, using "you" rather than "we" where you can.
Lead with the benefit
Visitors care about what you do for them, not how long you have existed. Instead of "We are a family-run firm established in 1998," try "Reliable heating repairs, fixed the same day." Put the customer's outcome first and your credentials as support.
Be specific
Vague claims like "high quality service" mean little. Specific details persuade: "Free quote within 24 hours," "fixed-price packages," or "10 years of experience with period properties." Use numbers only when they are accurate and verifiable.
Use plain language
Short sentences and everyday words are easier to read and understand, especially on a phone. Avoid jargon unless your audience expects it. Read your copy aloud: if you stumble, simplify.
Structure for scanning
Most visitors skim before they read. Help them with:
- A clear headline that states the main point
- Short paragraphs of two to four lines
- Descriptive subheadings
- Bullets for lists
- Bold for key phrases, used sparingly
Answer objections
Think about what might stop someone from contacting you: price, time, risk, trust. Address these directly with FAQs, guarantees, process explanations, and testimonials. See FAQ pages and SEO.
Include a clear next step
Every page should tell visitors what to do next. Use direct, specific button text such as "Request a free quote" rather than "Submit." Read more in how to write calls to action.
Show proof
Testimonials, case studies, and results help your claims feel credible. See social proof.
Think about SEO without obsessing
Use the terms customers search for in titles, headings, and body text, as found through keyword research. Then write naturally.
Keep your voice consistent
Whether you are friendly, formal, or playful, stay in character across pages. This supports brand consistency.
Edit ruthlessly
Cut filler words and repeated points. Ask of each sentence: does this help the reader decide? If not, remove it.
Test and improve
Try different headlines or button wording and see what performs better. Learn how in A/B testing for small websites.
The bottom line
Clear beats clever. Know your reader, lead with benefits, be specific, and always give a next step.