Your website shouldn’t just inform—it should sell.
If your website is getting traffic but not converting, there’s a good chance your copy is letting you down. Wanna know the secret? Your web copy shouldn’t just describe what you do. It should make people want to work with you. It should do the selling for you.
So, how do you make that happen? Let’s break it down…
1. Start with a strong hook (make them feel something)
Your first line should stop them in their tracks. It should be bold, captivating, or even a little controversial. Something like:
🚫 “Welcome to our website!” ← Boring. Nobody cares.
✅ “If your website isn’t bringing in leads, it’s not a website.It’s a glorified business card.”
See the difference? The second one makes people think. It hooks them. That’s your job in the first few seconds.
2. Agitate their pain point (make them think you’re reading their mind)
Great copy makes your reader nod along, questioning whether you’ve been secretly tracking their search history.
Instead of saying: “We help businesses improve their marketing.”
Try: “Sick of pouring hours into content that gets crickets? Wondering why your competitors are booked out while you’re stuck chasing leads? Let’s fix that.”
You want them to feel seen, understood, and desperate for a solution.
3. Don’t just list benefits. Show the ‘so that’ factor
A big mistake? Stopping at what you do instead of explaining why it matters.
🚫 “My brand strategy will help you articulate your value.”
✅ “My brand strategy will help you articulate your value—so that you can nail that presentation, land the deal, and win a zillion dollars in investment.”
The second one paints a picture of success. That’s what sells.
4. Make it skimmable (because nobody reads every word)
People are time-poor and impatient. Big blocks of text? They’ll scroll right past. Instead:
✔ Use short paragraphs (1–2 sentences max)
✔ Add subheadings with SEO-friendly keywords
✔ Break it up with bullet points, bold text, and visuals
✔ Cut the fluff—every word should earn its place
5. Tell stories. They’re way more persuasive than any sales pitch
People connect with people, not faceless brands. Stories make your message stick. Instead of just saying “We create websites that convert,” share a real client experience:
“When Sarah launched her new photography offer, she had a beautiful website… that no one was visiting. We rewrote her copy, optimised her messaging, and within two months, she tripled her inquiries. Now she’s booked solid.”
That’s powerful. That’s memorable. That sells.
6. Add a clear, compelling call-to-action (CTA)
You can have the best copy in the world, but if you don’t tell people what to do next, you’ll lose them.
✅ Make your CTA specific (“Book your free strategy call” > “Contact us”)
✅ Put CTAs throughout the page—not just at the bottom
✅ Use urgency or exclusivity (“Spots are limited”) to nudge action. Side note, make sure it’s authentic and that you’re actually going to close the doors when you say you are. There’s nothing ickier than false urgency.
7. The golden rule: make it about them, not you
🚫 “We’re a leading marketing agency with years of experience helping businesses thrive.”
✅ “You need leads, sales, and marketing that works. We help you get there.”
Spot the difference? One talks about the business. The other talks to the client. Always write like you’re having a conversation with them.
TLDR? Your web copy should work harder than you do.
When done right, your website isn’t just a digital brochure—it’s a silent salesperson, converting visitors into clients while you sleep. If your web copy isn’t doing that, it’s time for a rewrite. And if you need help? Let’s chat.
