How to Write Website Copy That Sells

Talk About Them, Not You

The most common copy mistake is leading with "we." Customers care about their own problem. Start every section with what they get, then explain how you deliver it.

Be Clear Before Clever

A clever headline that confuses is worse than a plain one that lands. Say exactly what you do and who it's for. Save personality for once clarity is locked in.

Write the Way People Talk

Short sentences. Real words. Read it aloud — if it sounds like a brochure, rewrite it until it sounds like a helpful human.

Lead Every Section With a Benefit

• Turn features into outcomes
• Use specifics, not adjectives — "loads in under 2 seconds" beats "super fast"
• Back claims with proof

End With One Clear Action

Every page should make the next step obvious. One primary call to action, repeated, beats five competing ones.