How to Write Website Copy That Converts

Your Words Do the Selling

In a physical store, you can greet customers, answer questions, and guide them to what they need. Online, your website copy does that job.

Good copy converts visitors. Bad copy bounces them.

The Fundamental Shift

Most business owners write about themselves:

• "We have 20 years of experience"
• "We're passionate about quality"
• "We provide innovative solutions"

Customers don't care about you-they care about themselves.

Instead: Write about what you do for them.

Before vs After Examples

Before: "We are a leading provider of accounting services" After: "Never worry about BAS again-we handle it all"

Before: "We use the latest technology" After: "Your project finished in days, not weeks"

Before: "Quality is our priority" After: "Guaranteed satisfaction or your money back"

The Problem-Solution Framework

Every effective page follows this structure:

1. Identify the problem - Show you understand their pain
2. Agitate it - Make them feel the cost of inaction
3. Present your solution - Position yourself as the answer
4. Prove it works - Testimonials, case studies, guarantees
5. Call to action - Tell them exactly what to do next

Headlines That Hook

Your headline has one job: get them to read the next line.

Techniques that work:

• Specific numbers: "Save 5 hours a week on bookkeeping"
• Questions: "Tired of websites that don't convert?"
• How-to: "How to get more customers without paid ads"
• Direct benefit: "More leads. Less work. Guaranteed."

The Power of Specificity

Vague claims feel generic. Specific claims feel real.

Vague: "We serve many happy customers" Specific: "We've helped 143 Sydney businesses grow online"

Vague: "Fast service" Specific: "Average response time: 2 hours"

Social Proof Elements

Let customers sell for you:

• Testimonials with real names and photos
• Case studies with specific results
• Review counts and star ratings
• Client logos (with permission)
• Industry recognition or certifications

Clear Calls to Action

Every page needs one primary action:

• Use action verbs: "Get," "Start," "Download"
• Create urgency when genuine: "Limited spots available"
• Reduce friction: "Free quote, no commitment"
• Make it stand out: Contrasting colour, prominent placement

Common Mistakes

• Walls of text without breaks
• Jargon only you understand
• Features instead of benefits
• No clear next step
• Too many competing actions
• Missing contact information

Writing for Australian Audiences

• Be direct but friendly
• Avoid overselling-Australians detect hype
• Use "we" and "you" naturally
• Mention local presence if you have it
• Don't be afraid of humour where appropriate

Test and Improve

Good copy is refined, not written. Try different headlines, change your CTAs, and track what works.

See our conversion-focused approach in every site we build.