A beautiful website with vague, waffly words is like a smart shop with nobody behind the counter. People look around, feel a bit lost and leave.
You don’t need to be a professional writer to improve your website copy. You just need to follow a few simple rules.
Write for one person
Picture your ideal customer and write as if you’re talking to them over a coffee. Use “you” and “we”. Keep sentences short. If you wouldn’t say it out loud, don’t write it.
Lead with what they get
People don’t buy features, they buy results. Instead of “We use high-quality 350gsm silk card”, try “Business cards that feel as good as they look”. Then back it up with the detail.
Nail the headline
Your main headline should say what you do and who it’s for – ideally with a hint of why you’re different. Clever wordplay is fun, but clarity wins every time.
Cut the jargon
Every industry has its own language. Your customers don’t speak it. Swap “bespoke omnichannel solutions” for words a normal person would use.
Make it easy to scan
Most people skim. Help them with:
- Clear subheadings that tell the story on their own
- Short paragraphs (two or three sentences is plenty)
- Bullet points for lists of benefits or features
- Bold text for the really important bits (but not too much)
Show proof
Anyone can say they’re brilliant. Reviews, testimonials, case studies and photos of real work do the convincing for you. Put them near the point where people make a decision.
Tell people what to do next
End every page with a clear call to action. “Get a quote”, “Book a call” and “Send us your artwork” are all better than a lonely “Contact us” link at the bottom.
Read it out loud
This is the best editing trick there is. If you stumble over a sentence, rewrite it. If you get bored, cut it.
Need a hand?
If writing isn’t your thing, that’s fine – it’s ours. We write copy for every website we build, and we can refresh the words on your existing site too.