Your website isn’t just a brochure. It’s a sales tool — and your copy is the conversation that drives action.
Too many businesses write generic, fluffy content that sounds nice but converts no one. To move users from visit to value, you need copy that understands their intent, speaks their language, and directs their attention.
This article breaks down the 7 core principles of website copywriting that not only inform — but convert.
1. Write for One Reader
Forget “audience.” Start with one person. A specific persona. Give them a name, a goal, a problem.
Why? Because copy that feels personal — like it was written for me — is what gets read.
When you write for everyone, you convince no one. But when you write for someone specific, you create resonance and clarity.
2. Start with the Value, Not the Feature
People don’t buy features — they buy outcomes. Your website should answer:
- What do I get?
- Why does it matter?
- How does this make my life better or easier?
List the benefit before the feature, not the other way around.
3. Clarity Beats Cleverness
Clever copy might get applause, but clear copy gets conversions.
Avoid jargon, buzzwords, and abstract messaging. Be specific, tangible, and concrete:
- Instead of: “Scalable business solutions”
- Say: “Grow your revenue without growing your workload.”
If your reader has to think, they won’t act.
4. Make It Scannable
People don’t read websites — they scan.
Your copy should:
- Use short paragraphs
- Break ideas into bullets
- Emphasize key points with bold
- Lead with strong headlines
Clarity in structure = confidence in action.
5. Match Your CTA to the Page Intent
A homepage CTA should not be the same as a pricing page CTA.
Your CTAs should:
- Match the level of intent
- Reduce perceived risk
- Lead naturally from the content
Examples:
- Homepage: “See How It Works”
- Service Page: “Book a Free Strategy Call”
- Blog: “Download the Checklist”
6. Overcome Objections Before They Arise
Good copy anticipates what users are worried about — and answers it in the flow.
Where people hesitate, add copy that reassures:
- “No credit card required.”
- “Trusted by 1,200+ marketers.”
- “100% satisfaction guarantee.”
Use social proof, risk-reducers, and microcopy that clears friction.
7. Sound Human (But Strategic)
Don’t write like a brand. Write like a person who knows their stuff.
Voice and tone should be:
- Approachable, not robotic
- Confident, not arrogant
- Conversational, not casual
Personality builds trust. Strategy closes the sale.
Frequently Asked Questions (FAQs)
What makes good website copy?
Good website copy is clear, persuasive, structured for scanning, and aligned with the visitor’s intent. It helps users take the next step confidently.
How long should website copy be?
It depends on the page goal. Short pages (like landing pages) may convert better with focused copy, while service pages need more detail and context.
Can AI write high-converting website copy?
AI can assist, but the best copy comes from understanding your audience, your offer, and your differentiator — things only a human can fully grasp.
How do I test if my website copy is working?
Use A/B tests on headlines and CTAs, monitor bounce and conversion rates, and gather feedback through user testing or session recordings.
Do I need a copywriter for my website?
If conversions matter to you — yes. A professional copywriter will write with clarity, persuasion, and intent.