How to Write Website Copy That Converts (Even If You're Not a Writer)
Real talk: A pretty website with bad copy is like a luxury car with a flat tire—looks good, but it won’t get you very far.
As a web designer (and a new mama—hi from maternity leave 👶🏽), I’ve seen this happen more times than I can count: A beautifully designed site goes live… but the words? They don’t do the design—or the business—any favors.
Whether you're customizing one of my Squarespace templates or building your site from scratch, great design needs great copy to be effective. Your website’s words should do more than just fill space—they should guide, connect, and convert.
Not sure where to start? Grab a hot coffee (I know I will), and let’s break down how to write website copy that actually works.
Start With Strategy (Not a Blank Page)
Before typing a single word, get clear on who you're talking to, the problem they need solved, and the solution you are bringing. Ask yourself:
Who is my ideal client or customer? Get very specific!
What are they struggling with/what are their pain points?
How can my product/service solve their problems?
Your answers shape everything that follows—tone, content, layout, even the calls-to-action. Because writing website copy isn’t just about sounding nice. It’s about solving a problem.
Page-by-Page Copy Tips (Because Not All Pages Are Created Equal)
Let’s go page by page and talk strategy that sticks.
🏠 Homepage: The “first impression” page
Your homepage should clearly communicate:
Who you help
What you offer
Why it matters
Think bold headlines, short value-packed blurbs, and one strong call-to-action. Don’t make people dig for the good stuff.
💡 Pro tip: If a stranger can’t tell what you do in 5 seconds, your homepage needs a rewrite.
👩🏽💻 About Page: Tell your story (without writing your memoir)
This page isn’t just about you—it’s about why you are the right person to help them. Include:
A personal touch (let them connect with the face behind the brand)
Relevant credentials or milestones
A short “why I do this” message
A call to action (yep, even here!)
🛠 Services Page: Focus on benefits, not just features
Instead of saying “60-minute coaching session,” try:
“Get clarity and a custom strategy in just one hour—so you can stop overthinking and start taking action.”
Focus on what your service does for your client. Use bullet points, testimonials, and short paragraphs to build trust quickly.
✉️ Contact Page: Don’t leave them guessing
Want more inquiries? Make it easy to reach you.
Keep your form short and sweet
Tell people what happens after they hit “Send”
Add your email or social media if you’re open to that
Pro tip: Use a friendly header like “Let’s Chat” or “Start the Conversation” to make it feel personal.
🛍 Blog or Shop Pages: Intros & CTAs matter
Your blog posts and product pages need more than just info—they need direction.
Use engaging intros that hook your reader
Break up text with visuals or bullets
Add clear CTAs like “Read More,” “Buy Now,” or “Book a Call”
Your words should guide them through the page and tell them what to do next—because if you don’t ask, they won’t act.
Write Like You Speak—But a Little Sharper
Good website copy feels like a conversation, not a college essay. A few tips:
Use contractions (you’re, we’re, it’s)
Avoid jargon unless your audience totally gets it
Read it out loud—if it sounds weird, rewrite it
Stay consistent with tone (warm? bold? playful? pick a lane!)
If you're thinking, “But I’m not a writer…” Don’t worry—neither are most business owners. You just need to sound human and helpful.
Make It Easy to Skim (Because Nobody’s Reading Every Word)
Even the best copy gets skimmed. Here’s how to make sure your message still lands:
Use headings and subheadings to guide the eye
Break up long paragraphs into bite-sized chunks
Add bullet points where possible
Highlight important words with bold (but don’t go wild)
TL;DR: Design matters, but copy is what keeps people engaged.
Final Thoughts: Great Copy Converts
If you’ve ever wondered why your site isn’t getting the clicks, calls, or sales you hoped for—it might not be your design. It might be your words.
Luckily, you don’t have to figure it all out on your own.
👉🏼 My Squarespace templates include pre-written copy prompts on every key page to help you launch faster—and smarter. Check them out here.
And remember: Words are powerful. Use them well—and your website won’t just look good, it’ll work hard for you (so you don’t have to).
