Writing website copy that converts

Getting visitors to your website is one thing—getting them to take action is another. Whether you want them to book a call, sign up for a newsletter, or make a purchase, your website copy plays a crucial role in conversion. But let’s be honest: most website copy is either too vague, too salesy, or just plain forgettable.

So, how do you write website copy that actually converts? Let’s break it down into practical, actionable steps.

Start with keyword research, but don’t overdo it

Yes, SEO matters. You want people to find your website, but stuffing your pages with keywords like “best affordable marketing agency for small businesses” isn’t going to win over visitors. Instead, focus on intent-based keywords—what are people actually searching for when they need your product or service?

Imagine a bakery owner searching for help with digital marketing. They’re not typing “best digital marketing agency”. They’re searching for “how to get more local customers for my bakery.” If your copy speaks directly to that, you’ve already made a connection.

For a deeper dive into keyword strategy, check out how to avoid keyword cannibalization.

Sell the solution, not the product

Most businesses make the mistake of focusing on what they do instead of what their customer gets. People don’t buy products or services; they buy solutions to their problems.

Let’s say you sell accounting software. The typical approach would be listing features like “automated expense tracking” and “real-time reporting.” But does that speak to the customer’s real pain points? Probably not.

Instead of: “Our software includes automated expense tracking, real-time reporting and cloud backups.”

Try: “Tired of drowning in receipts? Our software tracks expenses automatically, so you can focus on running your business.”

The second version taps into an emotional frustration and presents a clear, desirable outcome. If you need help structuring content that connects, check out how to create unique content.

Keep it readable and flow naturally

People scan, they don’t read. If your copy looks overwhelming, visitors will bounce. Make your content effortless to read by:

Using short paragraphs and sentences
Adding bullet points for key benefits
Breaking sections up with headers
Writing in a natural, conversational tone

Think of your website like a friendly guide rather than an instruction manual. Your copy should feel like a conversation, not a corporate report.

For guidance on making blog posts more effective, check out 10 practical steps to freshen up your blog post.

Be unique—Ditch the generic phrases

Your audience has seen phrases like “We offer innovative solutions” or “We provide top-quality service” a million times. Instead, show your personality and what makes your business different.

Picture this: two coffee shops sit across from each other. One advertises “high-quality coffee and excellent service.” The other says, “We roast our beans fresh every morning so you get the smoothest cup of coffee in town.” Which one would you visit?

Instead of: “We help businesses scale with expert marketing strategies.”

Try: “Marketing that actually works. No fluff, no gimmicks—just strategies that bring in customers.”

For more on improving website clarity, read is your website confusing visitors?

Strong, clear calls to action (no guesswork)

Visitors shouldn’t have to guess what to do next. Be direct about the action you want them to take. Use action-oriented, benefit-driven CTAs like:

Instead of:
“Learn more” → “Get the free marketing plan”
“Sign up” → “Start growing your business today”
“Contact us” → “Let’s talk about your growth strategy”

Imagine a customer browsing your site. They’re interested, but hesitant. A strong call to action gives them that final nudge to take the next step. If you need to refine your site’s structure, check out how to simplify your website’s navigation.

Put this into action with the challenge!

Want to put these strategies to the test? Take part in the Copywriting challenge by Progress Planner Pro and see how effective your website copy really is. You’ll learn how to refine your messaging, connect with your audience and write copy that actually converts.