Most business owners treat their website like a brain dump. All the right info is there, but it’s messy, overwhelming, and doesn’t give a visitor any reason to stick around (let alone buy).
Want to know the copywriting secret? High-converting website copy isn’t about cramming in every detail. It’s about giving your reader the right message, in the right order, so they know exactly what you do, how it helps them, and what to do next.
Here’s the structure I use when I write website pages for my clients, and how you can apply it to yours. (Full disclosure, every business is different. I order the content based on their ideal client experience, but all the elements are below.)
1. Hero section: grab attention in 5 seconds
Think of this as your shop window. If someone can’t work out what you do and how it helps them within five seconds, they’ll walk on by (or bounce, as we say).
What to include:
- A strong, scroll-stopping headline — so clear a 12-year-old would get it.
- A subheading that frames the problem you solve or the result you create.
- A call to action — book a call, sign up, shop now.
Example:
Headline: I write what you say and do. But better.
Subheading: For women in business.
CTA: Book a clarity call.
2. Problem or desire: speak to what’s really going on
This is where you show your reader you get them. Call out their frustrations or paint the picture of what they’re chasing.
What to include:
- Name their pain points.
- Agitate them a little — why does this matter?
- Show what’s possible if they fix it.
Example:
Your website shouldn’t feel like a guessing game. If people are confused, they leave. If they see themselves in your copy, they stay.
3. The solution: introduce your service
Now you step in with the answer. Keep it simple, confident, and clear. This is where you explain what you do and how it solves their problem.
What to include:
- Name your service or offer.
- A short description of what it is.
- The transformation it provides.
Example:
Introducing THE Brand Spirit™ — my signature process for turning your messy ideas into a crystal-clear brand personality that makes marketing simple and consistent.
4. Who this is for: make it crystal clear
This section helps your reader self-select. They should either nod along thinking “yep, that’s me”, or realise they’re not the right fit (and that’s fine).
What to include:
- A short line intro: “This is for you if…”
- 3–4 bullet points describing the people you serve (focused on their stage, situation, or mindset).
Example:
This is for you if:
- You’ve outgrown your DIY website and need copy that matches the level you’re playing at.
- You’re sick of wasting hours rewriting posts, emails or sales pages.
- You know your service is brilliant but your message isn’t landing.
- You want a clear framework that makes marketing easier, not harder.
5. Details and inclusions: what they actually get
This is the “show your working” part. Break down the features, but translate them into benefits. Nobody cares about a PDF unless you tell them what that PDF does for them.
What to include:
- Bullet points (easy to scan).
- Clear benefits linked to each feature.
- Investment (not “cost”).
Example:
- Brand X-Ray Report so you know exactly where your messaging is strong (and where it’s costing you clients).
- 90-minute strategy session so you leave with clarity, not more confusion.
- Messaging framework so you can stop wasting time rewriting the same thing 10 different ways.
6. The process: make it feel easy
People hesitate when they don’t know what’s coming next. Spell it out in three simple steps.
Example:
- Book a call.
- We map your brand together.
- You walk away with clear messaging that finally sticks.
7. Social proof: show it works
Don’t just tell people you’re great. Show them. Testimonials aren’t about how nice you are; they’re about the transformation you deliver. Or if you’re in creative industries, put your portfolio front and centre.
8. About / bio: why you?
Yes, there’s an About page. But on a service page, people still want to know who’s behind the offer. Keep it short, tie it back to the service, and make it about them.
Example:
I’ve spent 15 years helping businesses untangle their messaging. I believe marketing doesn’t have to be complicated. It has to be human.
9. FAQs: remove the “yeah, but…”
This is where you head off objections before they get in the way. Cost, overwhelm, “is this for me?” … answer them here.
Example:
Isn’t this just stuff I can Google?
Sure, but will you actually do it? This is about saving time and getting clarity you can use straight away.
10. Final call to action: close with confidence
Don’t leave them hanging. Remind them what’s possible and what to do next.
Example:
Ready to stop second-guessing your message? Book your call today. Spots fill fast.
The wrap up
Your website isn’t a novel. It’s not meant to be read cover to cover. People jump in and out. That’s why structure matters, so no matter where they land, they’re pulled into a flow that makes sense and points them to action.
Get this right, and your website stops being a pretty brochure and starts becoming your best sales tool.
