How to Write Website Copy That Actually Converts
Most websites fail not because of poor design—but because the copy doesn’t connect. Your website exists to get people to take action: book, buy, call, subscribe. Clear, targeted copy is what gets them there.
Here’s how to write service-based website copy that converts visitors into clients.
1. Know Exactly Who You're Talking To
Copy that speaks to everyone reaches no one. Good web copy starts with clarity about your audience.
Ask:
What problem are they trying to solve?
What language do they use to describe it?
What hesitation might stop them from hiring you?
Use their words—not industry jargon. For example, don’t say “bespoke digital solution” when they’re Googling “help with setting up my business website.”
2. Make Your Homepage Pass the 5-Second Test
When someone lands on your site, they should know:
What you do
Who it's for
What to do next
A strong homepage headline does this fast.
Example:
“Therapy for Burnt-Out Professionals in Melbourne”
Keep it short. Then follow up with supporting copy and a clear call to action.
3. Use One Page Per Offer
If you offer multiple services, give each one its own page. This helps SEO and makes it easier for visitors to find what they need.
Each page should include:
Who the service is for
What problem it solves
What’s included
How to get started
Use clear headings, bullets, and simple language.
4. Write Like You Talk
People don’t read websites. They scan.
Use:
Short paragraphs
Plain English
Active voice
Questions and answers
Conversational tone
Good web copy sounds like a real person. Read it aloud. If it feels clunky or robotic, simplify it.
5. Include Social Proof
People trust other people. Add credibility with:
Testimonials
Client logos
Before/after case studies
Data or results
Use real names and outcomes if possible. This builds trust and reduces hesitation.
6. Make It Easy to Act
Every page should have one clear next step:
“Book a free discovery call”
“Download the guide”
“Start your project”
Use buttons, not just links. Make them easy to find. Use action-based copy like “Get Started,” not “Submit.”
7. Optimise for SEO Without Sounding Robotic
Use keywords naturally:
In your headlines (H1, H2s)
In meta titles and descriptions
In image alt text
In your first 100 words
Example: If you’re targeting “Squarespace designer for artists,” use it in key places—but don’t stuff it. Write for people first, search engines second.
Use Google’s SEO Starter Guide for best practices.
Bottom line: Website copy that converts is clear, focused, and action-driven. It speaks to your ideal client, solves their problem, and guides them to act.
