Website copy people actually read
How to write about your business so a visitor understands in seconds how you can help them.
People don’t read websites — they scan them. If it isn’t clear within seconds what you offer and why it deserves attention, the visitor moves on.
Write about the client, not yourself
“We are a dynamic team of professionals with years of experience” says nothing. “We’ll help you launch a website in a month and stay with you after launch” is a promise someone can weigh up.
Most important things first
The first screen should answer three questions: what you do, who it’s for and what to do next. Everything else goes below.
Short paragraphs and headings
- One paragraph, one idea.
- Headings that can be read on their own and still convey the point of the page.
- Lists instead of comma-separated runs.
Specifics instead of adjectives
“Quality, fast, affordable” is what everyone writes. Instead, name timelines, show examples of work, quote a review from a real client.
One action per page
Every page should lead to a specific step: book, call, send an enquiry. If there are five buttons, people press none.
Read your copy out loud. If you wouldn’t say it that way to a client in conversation, rewrite it.