Copy that sells: how to write for your business website

A beautiful website that doesn't sell is an empty shop window. What makes the difference is the copy: the words that tell visitors why they should choose you. Here's how to write copy that turns visitors into customers.

Talk about the customer, not about yourself

The most common mistake is writing only about how good you are. Customers aren't looking to learn about you; they want to know what's in it for them. Instead of "we have ten years' experience", say "you save time and money by working with an experienced team".

Be clear, not complicated

Overloaded copy full of pompous jargon drives people away. Write simply, as if you were explaining things to a friend. If a sentence can be said more briefly, say it more briefly. Clarity sells; confusion sends visitors to your competitors.

Answer the questions in your customer's head

• What exactly do I get?
• How much does it cost, and why is it worth it?
• Why should I trust you?
• What do I need to do next?

Good copy answers these before the visitor even has a chance to ask.

Tell them clearly what to do

Every important page needs a clear call to action: call us, request a quote, place an order. If you leave visitors guessing what comes next, they'll leave. A clear button, at the right moment, makes all the difference.

Good copy helps with Google too

As well as selling, clear and useful copy also helps with SEO. Google rewards pages that answer people's questions well. So good copy works twice over: it convinces the customer and lifts you up the search results.

How we help

We build websites where structure, design and copy work together to turn visitors into customers. If your website gets traffic but few enquiries, the problem is often the message. Get in touch and we'll take a look together.