The Secret to Writing Website Copy That Converts (Even If You're Not a Writer)
Your website copy is probably costing you customers.
I know that sounds harsh, but here's the truth: most business owners write website copy that sounds like it was written by a robot having a bad day.
"We are a leading provider of innovative solutions with over 15 years of experience in delivering exceptional results..."
Translation: "We're boring and we don't know how to talk to real people."
The Copywriting Disaster I Fixed Last Week
Last week, I worked with a local law firm that was spending $5,000/month on Google Ads but getting zero phone calls.
When I looked at their website, I found the problem immediately. Their homepage said:
"We are a full-service law firm specializing in personal injury, family law, and criminal defense. With over 20 years of experience, we provide comprehensive legal services to clients throughout the region."
Translation: "We're a law firm. We do law stuff. Call us maybe?"
I rewrote their homepage copy in 30 minutes. Here's what it said instead:
"Been in a car accident? Don't let insurance companies take advantage of you. Get the compensation you deserve. Free consultation, no fees unless we win."
Result: 23 phone calls in the first week. That's 23 potential clients they were missing every week.
Why Your Copy Sucks (And How to Fix It)
Problem #1: You're Writing for Yourself, Not Your Customer
Bad: "We are a professional web design company with 10 years of experience."
Good: "Tired of a website that doesn't bring you customers? Get a website that actually works."
The Fix: Start every sentence with your customer's problem, not your credentials.
Problem #2: You're Using Corporate Jargon
Bad: "We leverage cutting-edge technology to deliver innovative solutions."
Good: "We build websites that bring you more customers."
The Fix: Write like you're talking to a friend, not a board meeting.
Problem #3: You're Boring
Bad: "We provide comprehensive services to meet your needs."
Good: "Stop losing customers to your competitors. Get a website that converts visitors into paying customers."
The Fix: Use emotion, urgency, and specific benefits.
The 5-Second Rule
Your website copy has 5 seconds to answer these questions:
- What do you do? (Be specific)
- How does it help me? (Focus on benefits)
- Why should I trust you? (Social proof)
- What do I do next? (Clear call-to-action)
If your copy doesn't answer these questions in 5 seconds, visitors leave.
The Copywriting Formula That Converts
1. The Hook (Grab Attention)
Formula: Problem + Emotion + Urgency
Example: "Losing customers to your competitors? Your website is probably the problem. Stop the bleeding before it's too late."
2. The Promise (What You'll Get)
Formula: Specific Benefit + Timeframe + Guarantee
Example: "Get a website that brings you 3x more customers in 30 days, or we'll refund your money."
3. The Proof (Why You Should Trust Me)
Formula: Specific Results + Customer Story + Credibility
Example: "We've helped 47 local businesses increase their revenue by an average of 340%. Like Sarah's restaurant, who went from $8,000 to $48,000 per month."
4. The Call-to-Action (What to Do Next)
Formula: Action + Benefit + Urgency
Example: "Get your free website audit now and discover exactly what's costing you customers."
The Psychology Behind Converting Copy
1. Pain Points Over Features
Instead of: "We offer responsive web design" Say: "Stop losing mobile customers with a website that doesn't work on phones"
2. Specific Numbers Over Vague Claims
Instead of: "We have many satisfied customers" Say: "We've helped 127 local businesses increase their revenue by an average of 340%"
3. Urgency Over Availability
Instead of: "Contact us for a quote" Say: "Get your free audit today before your competitors do"
4. Benefits Over Features
Instead of: "We use the latest technology" Say: "Get a website that loads in 2 seconds and converts visitors into customers"
The Copywriting Templates That Work
Homepage Hero Section
Template: "[Problem your customer has]? [Your solution] in [timeframe]. [Specific benefit] or [guarantee]."
Example: "Tired of a website that doesn't bring you customers? Get a website that converts visitors into paying customers in 30 days, or we'll refund your money."
About Us Section
Template: "We help [specific type of customer] who are struggling with [specific problem] to [specific result] so they can [ultimate benefit]."
Example: "We help local service businesses who are losing customers to their competitors to get more phone calls and increase their revenue so they can finally stop working 80 hours per week."
Service Page
Template: "[Problem] is costing you [specific loss]. Our [service] helps you [specific benefit] in [timeframe]. Here's how..."
Example: "A slow website is costing you 40% of potential customers. Our website optimization helps you get 3x more customers in 30 days. Here's how..."
The Copywriting Mistakes That Kill Conversions
1. The "We" Epidemic
Bad: "We are a company that provides services..." Good: "You need a solution that..."
2. The Vague Benefit
Bad: "We provide quality service" Good: "Get your project done 50% faster"
3. The Missing Call-to-Action
Bad: "Contact us for more information" Good: "Get your free quote in 30 seconds"
4. The Corporate Speak
Bad: "We leverage innovative solutions" Good: "We solve your problems"
The 10-Minute Copy Audit
Want to fix your website copy right now? Answer these questions:
- What's the main problem your customer has?
- How does your solution fix it?
- What specific results do you deliver?
- Why should they trust you?
- What should they do next?
If you can't answer these in 10 minutes, your copy needs work.
The Copywriting Test That Never Fails
Read your website copy out loud. If it sounds like something you'd say to a friend, it's good. If it sounds like a corporate brochure, it's bad.
Test: "We are a leading provider of innovative solutions..." Result: Sounds like corporate BS
Test: "Stop losing customers to your competitors..." Result: Sounds like a real conversation
The Bottom Line
Your website copy is either working for you or against you. There's no middle ground.
The good news? Fixing bad copy is one of the fastest ways to increase conversions. You don't need a huge budget or fancy tools—just better words.
Ready to Write Copy That Converts?
Your website copy is probably costing you customers right now. The question is: are you ready to fix it?
Want to see exactly what's wrong with your current copy and how to fix it?
Ready to write copy that actually converts? Get your free copy audit and discover exactly what's wrong with your website copy.