How to write website copy that turns visitors into customers
A simple framework for headlines, service pages and calls to action — written for the customer, not for yourself.
Most business websites talk about the business: "We are a passionate team committed to excellence." Customers don't care yet. They want to know if you can solve their problem, and what to do next. Good website copy is built around them.
Start with the customer's problem
Before writing a word, list the questions a customer has when they arrive: What does this cost? How long does it take? Do you serve my area? Have you done this before? Why should I choose you? Your pages should answer these, in roughly that order of importance.
A simple structure for any page
- Headline: what you do and who it's for, in plain words.
- Subheading: the main benefit or outcome.
- Call to action: the one next step.
- The details: what's included, how it works, what it costs or how pricing works.
- Proof: examples, reviews, credentials.
- Common questions: handle objections before they stop someone.
- Call to action again.
Write the way you speak
Read your copy out loud. If it sounds like a brochure, rewrite it like you're explaining it to a customer across the counter. Short sentences. Everyday words. "We fix leaks the same day" beats "We provide expedited plumbing remediation services."
Turn features into benefits
A feature is what something is; a benefit is what it does for the customer. "Online booking" is a feature. "Book a time that suits you in 30 seconds, day or night" is a benefit. Lead with the benefit and back it up with the feature.
Be specific
Specifics are more believable than superlatives. "Most repairs are done in one visit" is stronger than "the best service in the GTA." Use real numbers only when they're true and you can stand behind them.
Make buttons say what happens
"Submit" and "Learn more" are vague. "Get my free quote," "Book a consultation" or "See pricing" tell people exactly what they'll get.
Edit ruthlessly
After your first draft, cut every sentence that doesn't help a customer decide. Then cut again. Clear and short almost always wins.