Most people don’t read websites – they scan them. That means if your copy isn’t clear, helpful and persuasive, you’re losing potential customers every single day.
Good website copy does more than fill space. It answers questions, builds trust, and guides people to take action. Whether you’re writing your own copy or working with a web designer, learning how to write words that convert is one of the best things you can do for your business.
In this guide, we’ll walk through what makes great website copy, page by page, with tips to help you improve your message and get more leads.
Why website copy matters
Your website copy is your online salesperson. It speaks for you when you’re not there. If it’s too vague, boring or confusing, people won’t stick around – let alone buy, book or get in touch.
Strong copy:
- Tells visitors what you do and who you help
- Shows them why they should trust you
- Makes it easy to take the next step
It doesn’t need to be clever – it needs to be clear.
1. Homepage copy: clarity and confidence
Your homepage needs to answer four questions quickly:
- What do you do?
- Who is it for?
- Why should they choose you?
- What should they do next?
Use a clear headline that includes your main service and location. For example: Before: Welcome to ABC Services
After: Trusted Plumbing Repairs in Manchester – Fast, Reliable & Affordable
Follow with a short intro paragraph that explains what makes you different. Then add a call to action like “Get a Free Quote” or “Book Now”.
2. About page copy: connection and trust
The About page isn’t just about you – it’s about why someone should feel confident hiring you.
Write in a friendly, natural tone. Talk about:
- How your business started
- What drives you to do what you do
- What makes you different from others
Add real photos, testimonials and trust signals like qualifications or awards. Keep it warm and down to earth – people buy from people they like.
3. Services page copy: clear and benefit-led
List each of your main services with a short paragraph for each. Focus on the benefits – not just the features.
Bad example: We offer garden design, installation and maintenance.
Better: From full garden redesigns to regular upkeep, we help you create an outdoor space that looks great all year round.
Use bullet points, subheadings and short paragraphs to make scanning easy. Include keywords naturally to help with SEO.
4. Individual service pages: deeper detail
If you have multiple services, give each one its own page. This helps with Google rankings and gives visitors the detail they’re looking for.
Each service page should:
- Start with a benefit-focused headline
- Explain what’s included or how it works
- Answer common questions
- Include a testimonial or result
- End with a call to action
Keep the tone helpful and confident. Don’t be afraid to repeat your message – people won’t remember what they only see once.
5. Testimonials page: proof and reassurance
Your testimonials page should build trust fast. Use short, believable quotes from real people. Include names, photos and locations where possible.
Mix in a few different types of reviews:
- Quick quotes about customer service
- Longer stories with results
- Screenshots from social media or Google
You can also spread testimonials across your whole site – don’t just keep them on one page.
6. Contact page: easy and clear
People should never have to hunt for how to contact you. Your copy should encourage them to get in touch.
Use friendly, welcoming language. For example: “Got a question or ready to book? Just drop us a message and we’ll get back to you within a few hours.”
Make sure your phone number is clickable on mobile, and that your contact form only asks for what’s needed – name, email, message.
Tips to improve any website copy
1. Use plain English
Big words don’t impress people – they confuse them. Use simple language that anyone can understand. Imagine you’re explaining it to a friend.
2. Write for skimmers
Most people scan rather than read every word. Use:
- Headlines and subheadings
- Bullet points
- Short paragraphs
- Bold text for key points
3. Talk to one person
Write like you’re having a conversation with one customer. Use “you” instead of “our customers” and “we” instead of your business name.
4. Focus on benefits, not features
Features describe what something is. Benefits explain why it matters. Feature: Our windows are double-glazed. Benefit: Keep your home warmer and your energy bills lower with double-glazed windows.
5. Add a call to action on every page
Every page should tell people what to do next – whether that’s getting in touch, requesting a quote or downloading a guide. Use clear, direct language like:
- Get a Free Quote
- Book Your Consultation
- Call Us Today
6. Use keywords naturally
If you want to rank on Google, use your location and service keywords – but keep it natural. Don’t stuff them in. Think about what your customer might search for.
Final thoughts
You don’t need to be a copywriter to write great website content. You just need to be clear, helpful and focused on your customer.
Start with your homepage, write like a human, and always guide people to take the next step.
If you’re stuck, overwhelmed or just want someone to do it for you, that’s where we come in.
At Strategy8, we build high-converting websites for local businesses across the UK – and we write all the words too. If you want a site that speaks clearly, builds trust and gets results, get in touch today for a free quote.
