The Secret to Writing Website Copy That Converts

Why Your Website Copy Matters

Your website is your business’s digital storefront, and its copy is the salesperson. While a sleek design might grab attention, it’s the words on your site that convince visitors to take action. Whether your goal is to generate leads, drive sales, or encourage sign-ups, well-crafted website copy can make all the difference.

So, what’s the secret to writing copy that converts? Let’s break it down.

Start with Your Audience in Mind

1. Know Who You’re Talking To

Effective website copy speaks directly to your target audience. Before you start writing, ask yourself:

  • Who is my ideal customer?

  • What problems are they trying to solve?

  • What motivates them to take action?

When you understand your audience, you can tailor your message to address their specific needs and desires.

2. Use Their Language

Skip the jargon and technical terms unless your audience expects it. Use simple, conversational language that mirrors how your audience talks about their problems and goals. This makes your copy relatable and easy to understand.

Focus on Benefits, Not Features

One of the biggest mistakes in website copywriting is focusing too much on what you offer instead of why it matters to your audience. People care about how your product or service will improve their lives, not the technical details.

How to Highlight Benefits:

  • Instead of saying, "Our software has advanced analytics," say, "Make data-driven decisions with ease using our advanced analytics."

  • Instead of "We offer 24/7 customer support," say, "Get peace of mind knowing help is always available."

Show your audience the outcome they can expect by choosing your business.

Create Compelling Headlines

Headlines are the first thing visitors see, and they determine whether someone stays on your site or bounces. Your headlines should:

  • Grab attention.

  • Clearly convey value.

  • Encourage the visitor to keep reading.

Examples of Strong Headlines:

  • "Save Time and Money with Our Easy-to-Use Platform."

  • "Transform Your Home with Expert Remodeling Services."

  • "Struggling with [Problem]? Here’s the Solution You Need."

Use Clear Calls-to-Action (CTAs)

Your copy should guide visitors toward a specific action, whether it’s filling out a form, making a purchase, or scheduling a consultation. CTAs should be:

  • Action-oriented: Use verbs like “Get,” “Discover,” “Start.”

  • Clear: Tell the visitor exactly what they’ll get (e.g., "Download Your Free Guide").

  • Visible: Use buttons or links that stand out on the page.

Examples of Effective CTAs:

  • "Get Your Free Quote Today."

  • "Start Your Free Trial Now."

  • "Schedule Your Consultation."

Build Trust with Social Proof

Visitors are more likely to convert when they see that others trust and value your business. Incorporate social proof throughout your site, such as:

  • Testimonials and reviews.

  • Case studies or success stories.

  • Logos of well-known clients or partnerships.

  • Data or stats that highlight your results (e.g., "Trusted by 10,000+ customers").

Keep It Scannable

Most people skim website content, so make your copy easy to read:

  • Use short paragraphs and sentences.

  • Break up text with subheadings.

  • Include bullet points or numbered lists to highlight key information.

Test and Refine

Writing great website copy isn’t a one-and-done task. Use tools like Google Analytics or heatmaps to track how visitors interact with your site. Test different versions of your copy to see what performs best, and make adjustments as needed.

Common Mistakes to Avoid

  1. Focusing Too Much on Yourself: Your copy should be about your audience, not your business.

  2. Being Too Vague: Specifics sell. Avoid generic statements and get clear about the value you offer.

  3. Skipping Proofreading: Typos and errors can undermine your credibility. Always review your copy carefully.

Make Your Words Work Harder

Great website copy doesn’t just inform—it persuades. By focusing on your audience, highlighting benefits, and using clear CTAs, you can turn your website into a conversion powerhouse.

Need help crafting website copy that drives results? No Bullshit Marketing specializes in creating clear, compelling content that speaks to your audience. Let’s get started today!

Ann Brennan