Words Are Your Best Salesperson
Your website copy works 24/7, speaking to every visitor simultaneously. Great copy converts browsers into buyers. Mediocre copy sends them to your competitors. Here’s how to write website copy that actually works.
Lead with Benefits, Not Features
“Our software has 256-bit encryption” is a feature. “Your data is protected by bank-level security” is a benefit. Customers don’t buy features — they buy the outcomes those features enable. Every sentence should answer the reader’s unspoken question: “What’s in it for me?”
Write for Scanners
Most web visitors scan rather than read. Use short paragraphs (2-3 sentences max). Bold important points. Use bullet lists. Include clear subheadings that tell the story even if someone only reads the headers.
Use Social Proof Strategically
Place testimonials near CTAs, where doubt is highest. Include specific results when possible. “Brandastic increased our leads by 200% in 6 months” converts better than “Great company!”
One Page, One Goal
Every page should have a primary action you want visitors to take. Don’t dilute with competing CTAs. Your homepage can have secondary navigation, but every service page should drive toward one conversion goal.
Write Like You Talk
Read your copy out loud. If it sounds stiff or corporate, rewrite it. The best converting websites sound like a knowledgeable friend giving advice, not a brochure.
