How to Write Website Copy That Converts

Why Your Website Copy Matters More Than Design

Here's a truth most business owners don't want to hear: You can have the most beautiful website in the world, but if your copy is weak, nobody's buying.

Studies show that changing just a headline can increase conversions by 30% or more. Words sell. Design supports. And yet, most small businesses throw up whatever copy "sounds good" without any strategy.

In this guide, you'll learn the exact frameworks professional copywriters use to write website copy that turns browsers into buyers.

The Psychology Behind Converting Copy

People Don't Read—They Scan

Eye-tracking studies show website visitors:

Read in an F-pattern (top, then down the left side)
Spend an average of 5.59 seconds looking at written content
Focus on headlines, subheadlines, and bullet points

What this means for your copy:

Front-load important information
Use clear, scannable formatting
Make every word earn its place

Emotion Drives Action

People make decisions emotionally, then justify with logic. Your copy needs to:

Identify the pain — What problem keeps them up at night?
Agitate the pain — What happens if they don't solve it?
Present the solution — How do you make their life better?

This is the classic PAS framework (Problem-Agitate-Solve), and it works because it's how humans naturally process decisions.

Trust Must Be Earned Quickly

Visitors are skeptical by default. Your copy must:

Prove you understand their situation
Demonstrate credibility and expertise
Remove risk and objections
Show social proof

Writing Headlines That Stop the Scroll

Your headline is the most important piece of copy on your website. 80% of people read the headline, but only 20% read the rest.

The 4 U's of Great Headlines

Useful: Does it promise a clear benefit?

Urgent: Is there a reason to act now?

Ultra-specific: Does it avoid vague claims?

Unique: Does it stand out from competitors?

Headline Formulas That Work

The "How To" Headline:

"How to [Achieve Desired Result] Without [Common Pain Point]"

*Example: "How to Get More Customers Without Spending a Fortune on Ads"*

The Number Headline:

"[Number] Ways to [Achieve Result] in [Timeframe]"

*Example: "7 Ways to Double Your Website Leads in 30 Days"*

The Question Headline:

"Are You Making These [Number] [Topic] Mistakes?"

*Example: "Are You Making These 5 Website Mistakes That Kill Sales?"*

The Direct Benefit:

"Get [Specific Result] — [Credibility/Guarantee]"

*Example: "Get a Professional Website in 7 Days — Guaranteed"*

Headlines to Avoid

Clever wordplay that confuses people
Generic statements ("Welcome to our website")
All about you instead of the customer
Anything vague ("Quality Solutions for Your Business")

Writing Body Copy That Converts

Start With the Customer, Not Yourself

Wrong: "We are a leading provider of professional web design services with over 10 years of experience..."

Right: "You need a website that brings in customers—not one that just sits there looking pretty. Most small businesses struggle because their site was built by someone who knows code, but doesn't understand marketing..."

See the difference? The second version is about *them* and their problem.

Use the "So What?" Test

After every sentence, ask "So what? Why should they care?"

Before: "We use the latest web technologies."

*So what? Why does that matter to me?*

After: "We use the latest web technologies—which means your site loads in under 2 seconds (before your competitors' even finishes loading)."

Write at an 8th Grade Reading Level

This isn't about dumbing down—it's about clarity. Research shows:

Higher readability = higher conversion rates
Complex language creates friction
Simple words feel more trustworthy

Tools to check: Hemingway Editor, Readable.com

Use Specific Numbers

Specifics are more believable than generalities.

Weak: "We've helped many businesses grow."

Strong: "We've helped 247 small businesses increase their leads by an average of 43%."

Crafting Calls-to-Action That Get Clicks

Your CTA is where the conversion happens. Get it wrong, and everything else was wasted effort.

CTA Button Copy That Works

Bad CTAs:

Submit
Click Here
Learn More
Send

Good CTAs:

Get My Free Quote
Start My Website
Book My Free Call
Download the Guide
Show Me the Templates

Notice the pattern? The best CTAs:

Use first person ("My" not "Your")
Focus on the benefit, not the action
Are specific about what happens next

CTA Placement Strategy

Above the fold: Your primary CTA should be visible without scrolling

After benefits: Once you've built desire

At natural decision points: End of sections

Sticky or repeated: On longer pages

Reduce CTA Friction

Add supporting text that addresses objections:

"No credit card required"
"Free 14-day trial"
"Takes 2 minutes"
"Cancel anytime"
"Join 10,000+ businesses"

Writing for Different Page Types

Homepage Copy

Goal: Hook visitors, establish credibility, guide to next step

Key sections:

Hero: Clear value proposition, primary CTA
Problem: Show you understand their situation
Solution: How you solve it differently
Social proof: Testimonials, logos, numbers
Benefits: What they get (not features)
Final CTA: Strong close

Service/Product Pages

Goal: Overcome objections, prove value, drive action

Structure:

Headline: Specific benefit for this service
Overview: What it is and who it's for
Features → Benefits: What they get and why it matters
Social proof: Relevant testimonials
Process: How it works (reduce uncertainty)
Pricing: If applicable
FAQs: Handle common objections
CTA: Clear next step

About Page

Goal: Build trust and connection

The About page isn't really about you—it's about how your story serves the customer.

Include:

Why you started (relatable origin)
Who you help (so they self-identify)
What makes you different (values, approach)
Social proof (credentials, features, awards)
Team (put faces to the business)

Common Copywriting Mistakes to Avoid

1. Feature Dumping

Wrong: "Our websites include responsive design, SEO optimization, fast hosting, SSL certificates, and custom forms."

Right: "Your website will look perfect on any device, get found on Google, load lightning-fast, keep customer data secure, and capture leads 24/7."

Features tell. Benefits sell.

2. Trying to Please Everyone

When you write for everyone, you connect with no one. Get specific about who you serve:

Too broad: "We help businesses succeed online."

Targeted: "We help local service businesses get more calls and bookings through their website."

3. Weak Testimonials

Useless: "Great service! Highly recommend." — J.S.

Powerful: "Within 3 weeks of launching our new website, we got 47 new enquiries—more than the previous 6 months combined. The investment paid for itself in the first month." — James Smith, Smith's Plumbing, Manchester

Good testimonials include:

Specific results
Full name and company
Relatable situation

4. Burying the Lead

Don't make visitors scroll to find out what you do. Your value proposition should be immediately clear.

5. Forgetting Mobile

Over 60% of visitors are on phones. Your copy needs to:

Be scannable in short chunks
Have CTAs within thumb reach
Work in a single column

The Copy Review Checklist

Before publishing any page, ask:

[ ] Is it clear what we do within 5 seconds?
[ ] Does the headline promise a specific benefit?
[ ] Is the copy about them, not us?
[ ] Are benefits clear (not just features)?
[ ] Is there social proof visible?
[ ] Are CTAs specific and action-oriented?
[ ] Have we addressed likely objections?
[ ] Is the reading level appropriate?
[ ] Does it sound like a human wrote it?
[ ] Is there a clear next step on every section?

Real Before/After Examples

Homepage Hero — Before:

"Welcome to ABC Web Design. We are a full-service digital agency offering web design, development, and marketing services to businesses of all sizes."

Homepage Hero — After:

"Get a Website That Actually Brings You Customers. Most small business websites just sit there. Ours generate leads, rank on Google, and pay for themselves. See how in 60 seconds."

---

CTA Button — Before:

"Submit"

CTA Button — After:

"Get My Free Website Mockup"

---

Service Description — Before:

"Our SEO services include keyword research, on-page optimization, link building, and monthly reporting."

Service Description — After:

"Show up when customers search for what you do. We'll get your business ranking on Google so the phone starts ringing—without you lifting a finger."

When to Hire a Professional Copywriter

Consider hiring help if:

Writing isn't your strength
You're too close to your business to see it clearly
You need results fast
The ROI justifies the investment

Professional copywriters typically charge:

Per page: $150-$1,000+
Per project: $1,500-$10,000+
Retainer: $1,000-$5,000/month

Or, work with a done-for-you service like SEOJack—where professional copywriting is included in every website build.

The Bottom Line

Great website copy isn't about being clever or using big words. It's about:

Understanding your customer deeply
Communicating benefits clearly
Building trust quickly
Making the next step obvious

Your website copy is a salesperson that works 24/7. Make sure it's saying the right things.

Need a website with copy that actually converts? Every SEOJack website comes with professional copywriting tailored to your business and customers. See how it works or get started today.

How to Write Website Copy That Actually Converts (2025 Guide)