You’ve got the design, the colors, the photos — but something still feels off on your website. Nine times out of ten? It’s the copy.
Your website copy is what speaks directly to your audience. It explains what you do, why it matters, and why they should choose you. But here’s the catch: most of us weren’t born copywriters. And when you’re DIYing your site, the words can feel like the hardest part.
The good news? You don’t need to be a pro to write copy that connects. With a few simple strategies, you can write words that sound like you, resonate with your clients, and actually get people to take action.
1. Lead with Benefits, Not Features
People don’t just want to know what you do — they want to know how it helps them.
Example:
- Feature: “I offer brand photography sessions.”
- Benefit: “I capture timeless photos that help you feel confident showing up online.”
💡 Ask yourself: “So what?” after every sentence. If the answer highlights the client’s transformation, you’re on the right track.
2. Keep It Conversational
Your website isn’t a term paper — it’s a conversation with your dream client. If your copy feels stiff or overly formal, it won’t connect.
Fix it:
- Write like you talk (then polish it up).
- Use contractions (“you’re” instead of “you are”).
- Sprinkle in personality — it’s okay to be warm, witty, or even a little cheeky.
Tools like Grammarly or Hemingway Editor can help keep your writing clear and approachable.
3. Create a Clear Path
Every page should guide your reader toward one main action. Too much text or too many choices = decision fatigue.
Fix it:
- Use headlines and subheadings to break up content.
- End every page with a call-to-action (Book Now, Contact Me, Shop Templates).
- Use buttons instead of buried links to make actions obvious.
4. Use Testimonials Strategically
One of the easiest ways to “write less but say more” is to let your clients do the talking for you.
Fix it:
- Place testimonials near your services to reinforce your offers.
- Highlight specific results (“helped me double my bookings”) instead of vague praise.
- Rotate a few throughout your site for variety.
💡 Collect testimonials easily with Google Forms or Typeform.
5. Edit Ruthlessly
Good writing is often rewriting. Don’t be afraid to cut, simplify, or rearrange.
Fix it:
- Trim long paragraphs into 2–3 sentences.
- Cut jargon your clients won’t understand.
- Read everything out loud — if it sounds awkward, rewrite it.
6. Add Personality with Microcopy
Microcopy is the small stuff — form placeholders, button labels, error messages. These little touches can add a lot of personality and make your site feel human.
Examples:
- Instead of “Submit,” your button could say “Let’s Do This!”
- Instead of “404 Page Not Found,” you could say “Oops! Looks like you’ve wandered off the path.”
Putting It All Together
Strong website copy isn’t about being fancy. It’s about being clear, client-focused, and authentic to your brand voice. When you highlight benefits, keep things conversational, and add calls-to-action, your words will do the heavy lifting of converting visitors into clients.
Want a Copy Cheat Sheet?
That’s exactly why I created the Website Design Ultimate Checklist. It’s not just about visuals — it also covers the copy basics you need on each page so your site feels complete.
👉 Download the free checklist here and take the guesswork out of writing your site.
Templates That Guide Your Copy
The layouts in my Showit Template Shop are designed to guide your copy naturally. Each section has space for your headline, story, services, testimonials, and calls-to-action — so you’re never left wondering “what do I even write here?”
Instead of fighting with a blank page, you’ll have a framework that makes copywriting feel simple (and dare I say… fun?).
Final Thoughts
You don’t need to be a copywriter to write copy that connects. All you need is clarity, a little strategy, and a willingness to write like a human instead of a robot.
And remember: the words don’t have to be perfect — they just have to be yours.
