Writing your own website copy can feel overwhelming. Where do you start? What do you say? How do you make it sound professional without hiring a professional?
Here’s the thing: you don’t need to be a wordsmith. You just need a framework. Follow these steps and you’ll have copy that connects with your audience and drives action.
Start With Your Customer, Not Your Product
Before you write a single word, answer these three questions:
- Who is my ideal customer?
- What problem are they trying to solve?
- How does my product or service make their life better?
Everything you write should flow from these answers. Your customer is the hero of the story — your business is the guide that helps them win.
The Homepage Formula
Your homepage needs to do three things fast:
1. Say what you do — in plain language, above the fold. No jargon, no fluff.
2. Show why it matters — connect your service to a real benefit. “Save 10 hours a week” is better than “streamline your workflow.”
3. Tell them what to do next — one clear call to action. Make it impossible to miss.
Write Like You Talk
The biggest mistake non-writers make is trying to sound “professional.” They use stiff, formal language that creates distance instead of connection.
Read your copy out loud. If it sounds like something you’d never actually say to a customer face-to-face, rewrite it. Conversational copy builds trust faster than corporate speak ever will.
Use the “So What?” Test
After every sentence, ask yourself: “So what? Why should my customer care?”
This simple test forces you to focus on benefits instead of features. Your customer doesn’t care that your software has “AI-powered analytics.” They care that it “shows you exactly where you’re losing money — in 30 seconds.”
Structure for Scanners
Most people won’t read every word on your page. Design your copy for scanning:
- Use descriptive subheadings (not clever ones)
- Keep paragraphs to 2-3 lines
- Use bullet points for lists
- Bold the most important phrases
- Include plenty of white space
Don’t Forget Social Proof
Testimonials, case studies, client logos, and specific numbers build credibility faster than anything you can say about yourself. Sprinkle them throughout your pages — not just on a dedicated testimonials page nobody visits.
Your Next Step
You don’t need to rewrite everything at once. Start with your homepage, apply this framework, and see how it feels. Small improvements in copy can lead to big improvements in conversions.
Want a professional eye on your copy? Send us your URL and we’ll give you honest feedback.