Web design · Copywriting
Most business websites describe the company. Copy that converts describes the customer’s problem and what happens next. Here is how to write it.
A homepage structure that works
Before-and-after rewrites you can copy
A ten-point editing checklist
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To write website copy that converts, lead with what the customer gets, not who you are. Say what you do, for whom and where in the first line. Use the words your customers use. Back every claim with a specific detail or proof. Make each page answer the questions a buyer has before they call, in the order they have them. End every section with a clear next step. Then cut anything a busy reader would skip. The rest of this guide gives you a page structure, real before-and-after rewrites and an editing checklist.
Nielsen Norman Group’s research found that most web users scan rather than read word by word, and its eye-tracking studies show people often skim in an F-shaped pattern: the top lines, then the start of each line down the page. That has three practical consequences:
The U.S. government’s plain language guidelines say the same in different words: write for your reader, use everyday words, keep sentences short and use “you.”
These are illustrative rewrites, not quotes from real clients.
Homepage headline
The “after” tells a visitor in five seconds whether they are in the right place. Only promise a turnaround you actually meet.
Service description
Specific actions replace adjectives. The reader can picture the service.
Call to action
A service page should do the job of a good first sales call. Cover, in this order:
Give each service its own page. One page listing ten services in a paragraph each ranks for none of them and convinces nobody.
Want a fresh set of eyes on your homepage copy? Book a free 30-minute call. We look at what you have now and tell you what we’d change first. No obligation.
Google’s guidance on helpful content asks whether a page is written for people first and shows real expertise. Good conversion copy and good SEO copy mostly overlap:
These words take up space without adding meaning: solutions, comprehensive, innovative, cutting-edge, world-class, tailored, unique needs, passionate, and “we pride ourselves.” Replace each with what you actually do, a number, or an example. Also cut claims you cannot back up. Visitors and search engines both discount unsupported superlatives.
The fastest way to better copy is to stop guessing what customers care about. Collect their actual words from:
A heating company might describe its service as “HVAC system replacement.” Customers search for “new AC unit cost” and write reviews about “no more hot upstairs bedrooms.” Use their language in headlines and first sentences, and keep the technical terms for supporting detail.
A call to action should say what happens when someone clicks, in the visitor’s terms. “Get my free quote” beats “Submit.” “See available times” beats “Learn more.” Add one short line that lowers risk: how fast you reply, that there is no obligation, or what the first conversation covers. Use one primary action per page so visitors are not choosing between five buttons, and repeat it after each major section so nobody has to scroll back up to act.
Match the action to the visitor’s stage. Someone reading a pricing guide may not be ready to call, but may download a checklist or book a short consultation. Someone on a service page with an urgent problem wants a phone number they can tap.
When we build custom WordPress websites, we plan page structure and copy around the questions buyers ask before they call. Your team can edit the copy any time, and you keep the site if you leave. See how structure and copy changes look in practice on our before and after page.
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Lead with what the customer gets, use their words, back claims with specifics, answer buyer questions in order, keep paragraphs short and end each section with a clear next step.
Long enough to answer what you do, for whom, why choose you and what to do next. Most effective homepages cover those points in short, scannable sections.
Use the search phrase in the title, main heading and first paragraph, answer related questions, and write for people first. Avoid keyword stuffing.
If nobody on your team writes clearly and has time, yes. At minimum, have someone who knows your customers edit every page.
It can speed up first drafts. Edit every page for accuracy, specific details and proof, since Google’s guidance rewards content that shows real expertise.
