How to Write Website Copy That Converts

You can have the most beautiful website in the world, but if your words don't connect with visitors, they won't stick around. Great website copy speaks directly to your audience's needs, builds trust, and guides them toward taking action.

Know Your Audience

Before you write a single word, understand who you're writing for. What are their pain points? What language do they use? What questions do they have? The more you know about your audience, the more effectively you can speak to them.

Create a customer avatar: give them a name, age, job, and describe their daily challenges. When you write, imagine you're having a conversation with this one person.

Lead With Benefits, Not Features

People don't care about what your product does—they care about what it does for them. Instead of listing features, explain the benefits. Don't say "24/7 customer support." Say "Get help whenever you need it, day or night."

For every feature, ask yourself: "So what? Why does this matter to my customer?" That answer is your benefit.

Write Headlines That Hook

80% of people read headlines, but only 20% read the rest. Your headline needs to grab attention and make a promise. Be specific, address a pain point, or create curiosity. "Grow Your Business" is weak. "Double Your Leads in 30 Days" is compelling.

Keep It Simple

Write like you talk. Avoid jargon, industry buzzwords, and complex sentences. Aim for a Year 8 reading level—not because your audience isn't smart, but because simple writing is faster to read and easier to understand.

Use short paragraphs, bullet points, and plenty of white space. On the web, people scan before they read. Make it easy for them to find what they need.

Create Urgency (Without Being Pushy)

Give visitors a reason to act now rather than later. Limited-time offers, showing scarcity, or highlighting what they're missing can motivate action. But be genuine—fake urgency damages trust.

End With a Clear Call-to-Action

Every page should guide visitors toward one clear action. Make your CTAs specific and action-oriented: "Get Your Free Quote" is better than "Submit." Tell them exactly what will happen when they click.