Writing Your Own Website Copy? Here’s How to Get It Right
Your website is more than just a digital storefront—it’s one of your most powerful business tools. The words you choose should connect with your audience, guide them through your services, and ultimately, encourage them to take action. But writing your own website copy can feel overwhelming. Where do you even start? How do you make sure your message is clear and engaging.
If you’re tackling your own copy while I work on designing your site, here are some key best practices to keep in mind to ensure your words do the heavy lifting for you.
Know Who You’re Talking To
Your website isn’t just about you—it’s about your audience. Before you start writing, take a step back and consider who your ideal client is. What are their needs, desires, and challenges? With your brand strategy already in place, you have a solid foundation to guide you. Keep your ideal client in mind throughout your copy, and write in a way that speaks directly to them.
Use Emotion to Connect
People make decisions based on emotions. Your copy should reflect the feelings your audience experiences when they find the right solution (your business!). Whether it’s relief, excitement, or confidence, use language that taps into those emotions to create a stronger connection.
Keep Headlines Clear and Concise
Most website visitors scan rather than read every word. Your headlines should be short, impactful, and immediately communicate what’s in it for them. Instead of trying to be overly clever, focus on clarity—this helps visitors instantly understand your message and encourages them to keep reading.
Write in a Positive, Solution-Oriented Tone
Your website should make visitors feel confident that you can help them. While it can be tempting to highlight the negatives they might be facing, always frame your messaging around the solutions you provide. Creating a positive, approachable tone builds trust and makes your brand feel like the right choice.
Make It About Them, Not Just You
A common mistake in website copy is focusing too much on the business itself rather than the client. Your visitors want to know how you can help them, so instead of saying “I offer branding and web design services,” shift your wording to “You’ll get a brand and website designed to attract your ideal clients and grow your business.” Simple changes like using “you” more often than “we” or “I” make your copy more engaging and customer-focused.
What Is a Brand Voice and Why Does It Matter?
Your brand voice is how your business sounds when speaking to your audience. It’s the personality behind your words—whether that’s warm and friendly, professional and polished, or bold and energetic. A clear and consistent brand voice helps potential clients feel familiar with your business, builds trust, and makes your messaging more recognizable over time.
Speak in a Way Your Audience Understands
When writing your website copy, keep things natural and easy to understand. Think about how you would explain your services to a client in conversation—your website should reflect that same tone. If your business has a casual, approachable feel, let that come through in your writing. If you work in a more professional setting, keep your language polished but still inviting. The goal is to make sure your audience feels comfortable and understood when reading your copy.
Keep It Short and Impactful
More words don’t always mean more clarity. Your audience is busy, and they don’t have time to wade through paragraphs of text. Keep your copy concise, make every word count, and cut anything that doesn’t add value.
Use Links to Improve the Experience
Make navigating your website as seamless as possible by linking to important pages within your copy. Whether it’s directing them to your portfolio, about page, or contact form, internal links help visitors find the information they need without extra effort.
End With a Clear Call to Action
Identify your website’s primary goal—whether it’s growing your email list, generating leads through contact forms, or booking discovery calls. Consider your workflow and determine which action will be most effective in converting visitors into clients or driving sales.
Every page should feature a clear, action-driven statement that guides visitors toward that goal. Replace generic phrases like “Submit” with compelling alternatives such as “Book a Free Consultation” or “Start Your Project Today.” The more specific and intentional your CTAs, the more likely visitors are to take action.
While consistency is important, avoid using the exact same CTA on every single page. Tailor the CTA to the specific content of the page. For example, on a service page, “Get a Free Quote” might be more appropriate than “Book a Consultation.”
Writing your own website copy doesn’t have to be stressful. When you focus on clarity, connection, and action, your words will work alongside your visuals to create a site that truly represents your business. Need extra support? I’m happy to guide you through the process while I design your website!
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