Website Copy That Converts
The words on your website are your best salesperson — or your worst. Here's how to write copy that turns visitors into customers.
The Fundamentals
Lead with benefits, not features: "Save 10 hours per week" beats "Automated scheduling system." People buy outcomes, not specifications.
Write for your reader, not yourself: Use "you" more than "we." Address their problems, desires, and objections.
Be specific: "We've helped 247 businesses increase revenue by 35% on average" beats "We help businesses grow."
Page-by-Page Guide
Homepage: Clear value proposition, key benefits, social proof, primary CTA. Answer: what do you do, who is it for, and why should I care?
About page: Your story, values, and team. Make it about how your experience benefits the customer, not a company resume.
Service pages: Specific problem → your solution → proof it works → next step. Each service gets its own page for SEO.
Contact page: Remove friction. Multiple contact options. Set expectations for response time. Include a compelling reason to reach out.
Common Mistakes
Using jargon your customers don't understand. Walls of text with no formatting. Missing calls to action. Talking about yourself instead of your customer. Being vague when you should be specific.