MARKETING
Design gets the attention, but words do most of the selling. A beautiful site with weak copy is a well-dressed salesperson who can't explain what they do. Here's how to write website copy that actually converts - without resorting to hype.
- Lead with the customer, not yourself. The fastest fix for most website copy: stop opening with "We are a leading provider of…" Open with the reader's problem or goal. "We" copy tells; "you" copy connects.
- Be specific. Vague claims - "innovative solutions," "world-class service" - are invisible, because everyone says them. Specifics are believable: not "we deliver results," but "most clients see more enquiries within the first few months.
- Sell benefits, backed by features. People buy outcomes. Tell them what they get ("a site that brings in leads while you sleep"), then support it with how ("built mobile-first, optimised for search").
- Write like a human. Read it aloud. If you wouldn't say it in conversation, don't write it. Clarity beats cleverness.
- One idea per section. Short paragraphs, clear subheads, plenty of whitespace. Most people scan before they read - write for scanners first.
- Make the next step obvious. Every page should answer "what now?" A clear call-to-action isn't pushy; it's helpful.
- Handle the doubt. Good copy anticipates hesitation - price, risk, "will this work for me?" - and answers it directly, removing the reason to leave.
- Prove it. Testimonials, results, and specifics do more than adjectives ever will. Show, don't claim.
The "so what?" test:
after every sentence about your business, ask "so what - why does the reader care?" If you can't answer, cut it or rewrite it until you can.
Good copy isn't about clever words. It's about being clear, specific, and respectful of the reader's time - and that will outsell competitors with bigger budgets and flashier designs.
