Website Copy That Actually Sells
Let’s talk about the written word. A big factor of a website is the copy, and it is something that is difficult to get right. We often see entrepreneurs write their site like it’s a novel about themselves. But the truth is, your website isn’t about you, it’s about your user. Good website copy makes them feel like you get them, and it gives them a clear reason to take action. And you want to do all that without making the user feel like they have to sort through paragraphs to learn about you.
Step 1: Know Who You’re Talking To
The best copy starts with understanding your audience. Not just their demographics, but their mindset:
- What do they want?
- What are they struggling with?
- How do they want to feel after working with you?
Your words should reflect their story, not just yours.
Step 2: Use “You” More Than “I”
Review your homepage. How many times do you say “I” or “we” versus “you”? If the balance is off, rewrite with your user in mind.
Instead of:
I’m a designer who helps people build websites.
Try:
You’re ready for a website that reflects the business you’ve built, and gets results.
Step 3: Make the Journey Easy
Guide visitors through your site with clear calls-to-action:
- What should they do next?
- Why should they trust you?
- What’s the value in reaching out now?
Use headings, bullet points, and subtext to break up info and help scanners stay engaged.
Step 4: Match Your Brand Voice
Is your tone fun and casual? Warm and thoughtful? Bold and direct? Keep it consistent throughout, from your homepage hero to your FAQ section. The copy should sound like the same human is behind it all.
Step 5: Don’t Say “We” Unless You Have a Team
A lot of people think that by using “we” in their copy, they will sound more professional or more successful with their business. This isn’t true. You are simply breaking trust and not giving your user a true idea of who you are.
User-focused copy doesn’t mean ignoring yourself, it is about making sure you are aligned and connecting with your people. When your website shows your value and speaks their language, they’re much more likely to connect and convert into paying customers. Yes please! To talking to your people rather than at them because who likes that?!
