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Writing website copy is harder than most people expect. You sit down to write a headline, a service description, or an “About” page, and suddenly every sentence feels flat, awkward, or worse, full of clichés. You know your words should convince visitors to take action, but instead, your site just feels… ordinary.
Here’s the truth: great website copy isn’t about fancy words or clever turns of phrase. It’s about clarity, empathy, and speaking directly to your buyer’s needs.
And with the right approach, anyone can do it.
That’s why in this article, you’ll find 13 practical copywriting tips that will instantly make your website more engaging and more effective. These aren’t abstract theories, they’re simple, proven principles you can apply to your own site today.
- Tip #1: Write like a human
- Tip #2: Be a teacher, not an expert
- Tip #3: Ask yourself: What situation leads them to you?
- Tip #4: Focus on benefits, not just features
- Tip #5: Stop talking about yourself
- Tip #6: Don’t forget to say what you actually do
- Tip #7: Pay attention to your competition
- Tip #8: Be specific
- Tip #9: Know and explain your “why”
- Tip #10: Understand the basics of SEO
- Tip #11: Define the intention of each page
- Tip #12: Balance text with visuals
- Tip #13: Don’t aim for perfection
- FAQs
Tip #1. Write Like a Human
When you sit down to write your website, it’s easy to slip into stiff, formal language. You want to sound professional, so you start saying things like “We provide innovative solutions for businesses of all sizes.”
The problem? Nobody actually talks like that. And if your website doesn’t sound human, it won’t connect.
Instead, write the way you would speak to a real customer in conversation. Use plain language. Short sentences. Everyday words.
For example:
- Instead of: “We leverage industry-leading technology to deliver scalable results.”
- Try: “Use the right tools to help your business grow.”
Simple, human copy builds trust. Visitors feel like they’re hearing from a person, not a corporate robot. And that connection makes them far more likely to keep reading and to take the next step.
How to Train ChatGPT to Write Like You
Tip #2. Be a Teacher, Not an Expert
Most people think their website should prove they’re the smartest in the room. So they load their copy with jargon, technical detail, and big claims about expertise.
But here’s the thing: your buyers don’t want a lecture. They want help.
That’s why the best website copy positions you as a teacher, not just an expert. Instead of trying to impress, focus on explaining. Break things down simply. Answer questions directly. Share knowledge generously.
For example:
- An expert says: “Our methodology incorporates agile, iterative frameworks designed for enterprise scalability.”
- A teacher says: “We work in short, focused sprints so you see results faster and can make changes along the way.”
The first sounds impressive but distant. The second builds clarity and trust.
When your copy feels like it’s guiding instead of lecturing, your visitors relax and they’re more likely to believe you can help them.
Tip #3. Ask Yourself: What Situation Leads Them to You?
Great copy starts with empathy. Before you write a word, ask: “What’s happening in my buyer’s world that makes them land on my site?”
Maybe they’re stressed because their current solution isn’t working. Maybe they’re frustrated because they don’t have the time or knowledge to solve the problem themselves. Maybe they’re hopeful, looking for a partner who finally “gets it.”
If you don’t understand the situation that brings them to you, your copy will fall flat.
For example:
- If you’re a financial advisor, your buyer might be worried about retirement savings.
- If you’re a web designer, your buyer might feel embarrassed by an outdated site.
- If you’re a cleaning service, your buyer might be exhausted from juggling work and home.
When you identify that context, your copy becomes sharper and more relevant. Instead of saying, “We provide cleaning services,” you can say, “Come home to a spotless house without lifting a finger.”
That shift, from what you do, to the situation they’re in, is what makes copy resonate.
How to Write Website Copy that Converts Website Visitors
Tip #4. Focus on Benefits, Not Just Features
It’s natural to want to describe what you do. But if your website only lists features, you’re making visitors do all the work of connecting the dots.
Buyers don’t just want to know what your service is. They want to know what it does for them. That’s the difference between features and benefits.
- A feature tells what the product or service includes.
- A benefit explains why that feature matters.
For example:
- Feature: “Weekly performance reports.”
- Benefit: “Know exactly what’s working and what’s not, so you can make smarter decisions.”
- Feature: “24/7 customer support.”
- Benefit: “Get help anytime, so you’re never left stuck when something goes wrong.”
The best website copy connects the two. You still mention features, but you always frame them in terms of the result they create.
Because at the end of the day, buyers don’t care about the bells and whistles. They care about how you make their life easier, better, or more successful.
Tip #5. Stop Talking About Yourself
One of the biggest mistakes businesses make on their websites is turning every sentence into a story about them.
- “We’re passionate about excellence.”
- “We’ve been in business for 20 years.”
- “We pride ourselves on innovation.”
The problem? Visitors don’t come to your site to learn about you. They come to find out if you can help them.
When your copy is self-focused, you’re making the visitor work too hard to see why it matters. Instead, flip the perspective. Make your buyer the hero.
For example:
- Instead of: “We offer the fastest response times in the industry.”
- Try: “Get the answers you need, when you need them, without long waits.”
It’s not about erasing your story altogether. It’s about making sure every detail connects back to the person reading.
The less you talk about yourself, the more your buyer feels seen and the more likely they are to trust you.
How to Write Website Copy that Converts Website Visitors
Tip #6. Don’t Forget to Say What You Actually Do
It sounds obvious, but you’d be surprised how many websites bury the most important detail: what the business actually offers.
Sometimes it’s hidden under buzzwords like “solutions” or “services.” Other times it’s spread across so many pages that a visitor leaves still wondering, “So… what do they do again?”
If someone has to dig for the basics, they won’t stick around.
Your website should make it clear — within seconds — exactly what you do and who you do it for.
For example:
- Vague: “We help businesses thrive in today’s fast-paced world.”
- Clear: “We build modern websites that attract more customers and increase sales.”
Clarity beats cleverness every time. If your visitors can’t tell right away what you offer, your copy is failing — no matter how nice it sounds.
So before you hit publish, ask yourself: Would a stranger know what my business does after five seconds on my site? If the answer’s no, it’s time to rewrite.
Tip #7. Pay Attention to Your Competition
Your website doesn’t exist in a vacuum. When people are shopping around, they’re almost certainly comparing you to others in your space.
That’s why it pays to know how your competitors are talking, not so you can copy them, but so you can stand out.
Look at the words they use, the promises they make, and the way they frame their offers. Then ask yourself:
- Where are they vague, and how can I be clearer?
- Where are they generic, and how can I be more specific?
- Where are they self-focused, and how can I shift the spotlight to the buyer?
For example, if every competitor says “We provide high-quality service,” that phrase becomes meaningless. Instead, you might say: “97% of our jobs are completed within 24 hours, guaranteed.”
Knowing what’s out there helps you write copy that doesn’t blend in, but sets you apart. And in a crowded market, that difference is often what wins the sale.
How to Use SEMRush to Research your Competition for Free
Tip #8. Be Specific
Vague copy is forgettable. Specific copy is convincing.
When you use broad statements like “We deliver great results” or “We provide high-quality service,” visitors are left wondering: What does that actually mean?
Specifics make your copy more believable and easier to trust.
For example:
- Vague: “We’ve worked with lots of companies.”
- Specific: “We’ve helped more than 300 small businesses increase their online sales in the last two years.”
The more concrete your claims, the stronger your copy becomes. Numbers, timelines, real examples, and even customer quotes all help bring your words to life.
So when in doubt, cut the fluff and add detail. Clarity and precision are what turn a nice-sounding sentence into a persuasive one.
Tip #9. Know and Explain Your “Why”
Your website shouldn’t just tell people what you do, it should also give them a sense of why you do it.
Buyers aren’t only looking for a service or product. They’re looking for a partner they can trust. And part of building that trust is showing them what drives you.
But here’s the key: your “why” isn’t just about your passion. It’s about why your work matters to them.
For example:
- Instead of: “We started this business because we love design.”
- Try: “We believe every small business deserves a website that feels professional and helps them compete with bigger players.”
Both explain a reason, but the second ties your motivation back to your buyer’s needs.
Your “why” doesn’t have to be a long story. A single sentence that connects your purpose to their outcome is enough to give your copy an extra layer of authenticity and trust.
Read: Why Trust is The Ultimate Ingredient for Sales
Why Trust is The Ultimate Ingredient for Sales
Tip #10. Understand the Basics of SEO
Even the best-written website copy won’t help your business if no one can find it. That’s where SEO (search engine optimisation) comes in.
You don’t need to be an SEO expert to make a difference. A few simple practices can go a long way:
- Use keywords naturally – Include the words and phrases your buyers are actually typing into Google, but weave them in naturally so your copy still sounds human.
- Optimise your headings – Search engines pay close attention to headlines and subheads, so make sure they clearly describe the content on the page.
- Write for people first – Google rewards sites that are useful and easy to read. If you’re stuffing your copy with keywords and it sounds robotic, you’ll hurt your chances of ranking.
Think of SEO as making your copy discoverable. You’re not just writing for the person on your site right now, you’re also writing so more of the right people can find you in the first place.
Check out our full SEO guide below.
Read: The Ultimate Guide to SEO (Step by Step Guide)
The Ultimate Guide to SEO (Step by Step Guide)
Tip #11. Clearly Define the Intention of Each Page
Every page on your website should have a job. The problem is, many businesses try to make one page do too much and end up with a confusing mix of messages.
A homepage isn’t meant to explain everything you do in detail. A service page isn’t the place to tell your full company history. An “About” page isn’t where you should try to sell.
Instead, give each page a clear purpose:
- Homepage → Grab attention, explain what you do, and guide visitors deeper.
- Service/Product pages → Explain what’s included, highlight benefits, and overcome objections.
- About page → Build trust and show why your story matters to your buyer.
- Contact page → Make it easy to take the next step.
When you know the specific intention behind a page, your copy becomes sharper and easier to follow. And that clarity helps move visitors smoothly toward conversion.
Best Practices for Contact Us Pages on Your Website
Tip #12. Balance Text with Visuals
Good copy is powerful, but too much text on its own can overwhelm readers. That’s why design and copy should always work together.
Think about how your visitors read online: they scan. They pick out headlines, bullet points, and images before deciding if they’ll dive deeper.
If your page is one long wall of text, most people won’t stick around.
Here are a few ways to balance copy with visuals:
- Use subheadings to break content into clear sections.
- Add images or graphics that reinforce your message, not distract from it.
- Use white space so the page feels open and easy to skim.
- Embed video if it helps explain your service quickly.
The goal isn’t to use fewer words, it’s to present those words in a way that feels inviting and digestible. Copy pulls people in. Design keeps them there.
Tip #13. Don’t Aim for Perfection
One of the biggest barriers to effective website copy is overthinking. You want every line to be clever, polished, and flawless before you hit publish.
But here’s the truth: perfection is the enemy of progress.
Your website copy doesn’t need to be perfect. It needs to be clear, honest, and focused on your buyer. That’s it.
In fact, obsessing over perfection often leads to delays, or worse, copy that feels overworked and unnatural.
Instead, focus on getting the essentials right:
- Make it clear what you do.
- Show why it matters to your buyer.
- Guide them to the next step.
Once it’s live, you can refine and improve over time. The best copy is tested, measured, and adjusted, not polished endlessly in draft form.
So don’t let the pursuit of perfection hold you back. Publish, learn, and improve. That’s how copy gets better.
Frequently Asked Questions About Website Copywriting
1. Do I really need to hire a professional copywriter?
Not necessarily. A professional can help, but many businesses see huge improvements just by following the basics: writing like a human, focusing on benefits, and clarifying what they do. These tips are designed so anyone can start improving their copy today.
2. How long should my website copy be?
There’s no magic word count. Some pages need more detail, others less. What matters is clarity: does the page explain what you do, why it matters, and what step the visitor should take next? If it does, you’re good.
3. Can I make my copy SEO-friendly without sounding robotic?
Yes. SEO is about helping people find your site, not cramming in keywords. Use the words your buyers naturally search for, but always write for humans first. Clear, helpful content will rank better in the long run.
4. How often should I update my website copy?
Treat your copy as a living thing. Review it at least once or twice a year, or whenever your business changes. You don’t need to rewrite everything constantly, just keep it accurate, relevant, and aligned with your buyer’s needs.
5. What’s the biggest mistake to avoid?
Talking too much about yourself. Visitors care most about their own problems and goals. Keep your copy focused on them, not you.
So, What’s Next?
Writing great website copy doesn’t have to feel overwhelming. With the right mindset and a few proven techniques, you can create words that connect with your audience and drive real results.
Each of these tips is simple on its own. But together, they give you a framework for writing website copy that feels natural, builds trust, and most importantly, converts.
So take one page of your site today, apply a few of these tips, and see how much sharper and more engaging your copy becomes.
Next, learn how you can build a high converting learning centre on your website.
