How To Write Website Copy That Converts
In case you’re not aware, your website is far more than a digital business card. It’s not a static placeholder for your business, it should be treated as your best salesperson, working 24/7. The right copy can grab attention, connect emotionally, and guide visitors to take action. The wrong copy? It leaves them clicking away. Here’s how to write website copy that not only sounds good but also converts browsers into clients.
Know Who You’re Writing For
Define your ideal client (what are their pain points, their goals, and even the language they use).
Tailor your tone and examples to resonate with them.
Speak directly to their needs rather than making it all about you.
For example: When you write your service packages, highlight the pain points they solve. If you’re a Virtual Assistant, instead of listing “social media posting” as a feature, show the benefit: “I take daily social media posting off your plate so you can reclaim hours each week and focus on working with your own clients.”
Create Compelling Headlines
Your headlines should grab attention in seconds.
Use benefit-driven phrases (e.g., “Get a Website That Wins Clients”).
Break long blocks of text into scannable chunks.
There is nothing great about a blog post or a page that is full of content that doesn’t have clear, compelling headlines to guide the reader. Strong headlines act like signposts, drawing people in, breaking up long blocks of text, and making content easy to skim. Without them, even the best ideas can get lost in a wall of words, leaving visitors overwhelmed or disengaged.
Focus on Benefits, Not Just Features
Features explain what you do; benefits explain why it matters.
For example: Instead of saying “Custom website design,” say “A tailored website that helps you attract the right clients and grow with confidence.”
Keep It Clear and Simple
Avoid jargon and fluffy phrases.
Use short sentences and simple language to help build trust.
Write as though you’re talking to a real person. Imagine sitting down for a coffee with a client - what words would you use, how would you explain things? That natural, conversational tone is exactly how your website copy should sound.
Use Calls to Action (CTAs)
Every page should guide the reader to the next step.
Examples: “Book a Free Call”, “Download the Guide”, “Start Your Project Today.”
Make CTAs clear, visible, and benefit-focused.
Build Trust with Proof
Showcase testimonials, case studies, and logos.
Add social proof where possible (logo’s of awards, client numbers, results).
Keep it authentic - real experiences speak louder than generic praise.
Structure Matters
Use a clear flow: problem → solution → benefits → proof → CTA.
Break up text with subheads, bullet points, and visuals.
Remember: most visitors skim before they read.
Conclusion
Writing copy that converts isn’t about being clever - it’s about being clear, relatable, and focused on your audience. When you speak directly to their needs and guide them with confidence, your website becomes a tool that sells while you sleep.
If you’re struggling with your website’s home page and have a feeling it’s not doing what it’s supposed to be doing, check out the Studio’s Playbook How To Create A High Converting Home Page.
It’s a practical step-by-step guide will help you build a homepage that’s more than just pretty - it’s purposeful. You’ll learn how to structure your content, guide visitors with clarity, and design a layout that builds trust and drives action. As a bonus, anyone who purchases the book also gets access to a live mockup example to explore and apply the concepts in real time, so you can confidently implement the changes yourself.
