How to Write Website Copy That Turns Visitors into Customers
Writing your own website copy can feel overwhelming, especially when you’re staring at a blank page wondering what to say. The truth is, you don’t need to sound like a marketing expert to write great copy. You just need to focus on clarity, connection, and the customer.
What Is Website Copy and Why It Matters
Website copy is the text on your site, the words that tell visitors who you are, what you offer, and why they should care. Good copy isn’t just about describing your business. It’s about showing visitors that you understand their needs and that you can solve their problem.
Your website copy should make people feel confident, understood, and ready to take the next step.
Takeaway: The goal of website copy isn’t to fill space — it’s to guide visitors toward action.
Start With Who You’re Talking To
Before you write a single word, think about your audience. Who are they? What are they struggling with? What are they hoping to achieve? The more specific you get, the easier it becomes to write copy that speaks directly to them.
When you write as if you’re talking to one person — your ideal customer — your message feels more personal and genuine.
For example, instead of saying “We provide digital marketing services,” say “We help small businesses show up on Google and grow their online reach.” It’s clearer, warmer, and more focused on what your audience wants.
Keep It Simple and Conversational
Your copy doesn’t need to sound formal or complicated. In fact, the most effective websites use simple, natural language that mirrors how people actually talk.
Avoid jargon and industry buzzwords. Short sentences are easier to read, and conversational phrasing helps visitors feel comfortable.
If you can explain what you do out loud in a friendly way, that’s the tone your copy should have on the page.
Pro Tip: Write like you’re explaining what you do to a friend over coffee. That’s usually the clearest and most authentic version of your message.
Highlight the Benefits, Not Just the Features
People don’t just want to know what you do — they want to know why it matters to them.
Features describe your product or service. Benefits show the result your customer will get.
For example:
Feature: “Our online course includes eight video lessons.”
Benefit: “You’ll learn how to take control of your brand and start booking dream clients in just eight lessons.”
One explains what’s included. The other shows why it’s worth it.
Your audience is always asking one silent question: What’s in it for me? Answer that clearly, and your copy will immediately become more effective.
Use Headlines and Subheadings to Guide the Reader
Most people don’t read every word on a website. They scan. That’s why your headlines, subheadings, and call-to-action buttons matter so much.
Every section of your website should have a clear purpose and lead the reader to the next step.
For example:
Headline: Tell people exactly what you offer.
Subheading: Explain how it helps them.
Button or Link: Tell them what to do next (like “Book a Consultation” or “Shop the Collection”).
Include a Clear Call to Action
The best websites guide visitors to take action. Whether it’s filling out a contact form, booking a service, or joining your email list, your site should make it easy and obvious.
Every page should include one clear, direct call to action — ideally at both the top and bottom of the page. Use confident language that helps people feel ready, like “Get Started,” “Book Now,” or “Let’s Begin.”
Avoid vague phrases like “Learn More” unless the next page continues the story clearly.
Tell Your Story, but Keep It Customer-Focused
Your story matters, but your customer’s story comes first. Instead of writing long paragraphs about your background, focus on why what you do helps them.
For example, rather than saying, “I’ve been a designer for ten years,” try, “With ten years of experience, I’ve helped hundreds of small business owners create websites that finally reflect who they are.”
That subtle shift keeps the spotlight where it belongs — on the reader.
How Whale Made Sites Can Help
Writing about your own business can be hard, especially when you’re too close to the work to see it clearly. At Whale Made Sites, every website we design includes keyword-rich, SEO-friendly copy that helps visitors understand what you do and why it matters.
We craft words that sound like you, connect with your audience, and inspire people to take action, all while helping your site rank higher in search results.
If you’re ready for a website that doesn’t just look amazing but also sells your message effectively, get in touch here.
