Design grabs attention.
But it’s your copy that closes the deal.
If your website looks the part but still isn’t generating leads or sales, your words might be letting you down.
At Smarter Sites, we’ve seen beautifully designed websites underperform simply because the messaging didn’t connect. So in this insight, we’re breaking down how to write clear, confident website copy that actually converts.
1. Lead With a Clear Value Proposition
Your homepage headline is prime real estate. Don’t waste it on vague statements like “Innovative solutions for modern businesses.”
Instead, tell visitors:
- What you do
- Who it’s for
- What outcome they can expect
💬 Example:
“Lead-generating websites for UK-based service businesses — without the fluff.”
2. Write for Your Visitor, Not Yourself
It’s tempting to lead with “We’ve been in business 15 years…”
But your visitors care more about what you can do for them.
Focus on benefits, not features. Show that you understand their pain points, and explain how you solve them.
💬 Before:
“Our platform is built using the latest tech.”
💬 After:
“Fast, reliable websites that your customers won’t bounce from.”
3. Use Natural, Human Language
Ditch the jargon and write like you talk.
Your website should sound like a real person, not a corporate brochure.
If your target audience wouldn’t use a phrase in a conversation, it probably doesn’t belong on your site.
Bonus tip: Use tools like Hemingway App or Grammarly to keep things simple and readable.
4. Guide People With Strong CTAs
Each page should have a purpose — and a clear next step.
Use strong verbs and avoid weak phrases like “Click here.” Try:
- Book your free review
- See pricing
- Start your project
- Let’s talk
And repeat your call to action more than once. People skim — make sure they see it.
5. Build Trust Through Copy
Don’t rely on design alone to build credibility. Use your copy to back up claims with proof points:
- Mention results
- Reference real clients
- Highlight years of experience or success rates
- Include testimonials in your messaging flow
💬 Example:
“Trusted by over 120 small businesses across the UK.”
6. Break It Up (Nobody Reads Walls of Text)
People scan, especially on mobile.
Keep your paragraphs short. Use bullet points, subheadings, and plenty of white space to guide the eye.
Rule of thumb: If it looks like a chore to read, most people won’t.
7. Revisit and Refine Regularly
Your business evolves — so should your copy.
Test different headlines. Switch up your CTA. Look at what’s performing well in analytics and what’s falling flat.
Small copy changes can lead to big conversion lifts over time.
Stuck? We can help.
Copy is one of the most powerful (and overlooked) tools on your website.
And if it’s not clicking with your audience, your site won’t convert — no matter how pretty it looks.
At Smarter Sites, we write and refine website copy that’s built to convert — without the fluff.
Request a free website review and we’ll tell you exactly what’s working (and what isn’t).
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