How to Write Website Copy That Actually Converts

Website copywriting is one of those things everyone thinks they can do — until they try. The reason most website copy is bad isn't that people can't write. It's that they're writing about themselves when they should be writing about their customer.

Here's how to fix it.

The One-Second Test

Someone lands on your homepage. Within one second, they need to understand: what do you do, who do you do it for, and why should I care. Read your current homepage headline. Does it pass that test?

'Welcome to Smith & Co. We've been serving our community since 1987' → Fail.

'We build fast, beautiful websites for tradespeople who want more leads' → Pass.

Speak to the Problem, Not the Solution

Your customer doesn't wake up thinking 'I need a website redesign.' They wake up thinking 'I'm not getting enough enquiries' or 'I look less professional than my competitors' or 'I can't update my own site without paying a developer'.

Lead with the problem. Then introduce your solution. This is what separates converting copy from copy that just fills space.

Use the Words Your Customers Use

Read your reviews. Read your competitor's reviews. Listen to the specific words people use when they describe their problems. Mirror that language back to them. 'Outdated website' converts better than 'legacy digital presence'.

Kill the Jargon

'Leveraging innovative solutions to deliver synergistic digital outcomes.' What does that mean? Nothing. Nobody. Write like you'd talk to someone at a networking event — clear, direct, human.

Short Sentences. Short Paragraphs.

People don't read websites — they scan. Big walls of text get skipped entirely. Short sentences get read. And absorbed. Especially on mobile.

One Page, One Goal

Every page on your site should have a single primary goal — usually to get the visitor to take a specific action. Your homepage drives them deeper into the site or to contact you. Your service pages drive them to enquire. Don't muddy the water with multiple competing calls to action.

If you'd like us to review your current copy and suggest improvements, get in touch with Dab Hand Marketing. It's something we do as part of every project — and occasionally as a standalone service.