Your website is live, the design looks great — but somehow nothing's happening. Few inquiries, barely any time on page, visitors vanishing after a few seconds. What's going on? In many cases, it's not the design. It's the copy.
Good web design attracts visitors. But your copy is what convinces them to stay, to read, to click — and ultimately to buy or get in touch. Most small businesses invest thousands of euros in design and development, then write their copy on the side in half an hour. That's like buying a Porsche and putting bicycle tires on it.
In this article, I'll show you how to write website copy that actually works — even without a professional copywriter. Practical, actionable, and with examples.
Why Website Copy Matters So Much
Here's a number that might surprise you: 80% of visitors scan your website. Only 20% actually read word for word. That means your copy needs to work for both groups — the scanners and the readers.
Scanners need clear headings, bold highlights, short paragraphs, and lists. They jump from heading to heading and decide within seconds whether the content is relevant. Readers need depth, arguments, examples, and personality.
If your copy is nothing but long blocks of text without structure, you'll lose 80% of your visitors immediately. If it's nothing but bullet points, it lacks the persuasive power for the 20% who actually read.
The solution: Copy that does both. Scannable in structure, persuasive in detail. That's exactly what you'll learn in this article.
The Homepage: Your Most Important Storefront
The homepage is the first page most visitors see. You have about 3 seconds to convince them they're in the right place. That's less time than it takes to read this paragraph.
The Headline: Value Proposition, Not "Welcome"
The most common mistake on homepages: "Welcome to our website" or "Welcome to Company XY." That tells the visitor absolutely nothing. They already know they're on your website — they want to know what you can do for them.
Bad: "Welcome to Miller Consulting" Better: "We help mid-sized businesses legally reduce their tax burden by up to 30%"
Bad: "Your partner for web design" Better: "Websites that bring you customers — not just look good"
Your headline should make clear in one sentence what specific benefit you offer. No fluff, no buzzwords. Straight talk.
The Subheadline: What You Do and For Whom
Right below the headline comes a subheadline that explains what you specifically do and for whom. Two to three sentences are enough.
Example: "I design and develop professional websites for small businesses and freelancers. Custom-built, modern, and designed to turn visitors into customers."
Social Proof: Building Trust
Visitors don't trust you right away — and that's completely normal. That's why you need social proof: customer testimonials, logos of companies you've worked with, numbers ("50+ satisfied clients"), reviews.
Place social proof prominently on the homepage — ideally above the fold (the visible area without scrolling).
The Call-to-Action: What Should the Visitor Do Now?
Every homepage needs a clear CTA. "Book a free consultation now," "Request a quote," "View portfolio" — not just "Learn more." The CTA needs to be specific and tell the visitor what happens next.
The About Page: Underrated and Decisive
Did you know that the About page is usually the second most visited page after the homepage? People want to know who they're dealing with — especially with services that are built on trust.
Yet most About pages look like this: "The company was founded in 2015 and is based in Munich. Our team consists of experienced professionals." Yawn.
What a Good About Page Needs
1. Your story: Why do you do what you do? What drives you? People connect with stories, not facts. You don't have to write an autobiography — but an honest glimpse into your journey builds trust.
2. Personality: Show who you are. Not everyone has to write funny or casually. But authentically. If you're the quiet, analytical type — show that. If you're laid-back and direct — show that. The key is that it feels real.
3. Prove your expertise: Don't just claim you're good — show it. Numbers, years of experience, projects, client testimonials, certifications. Concrete proof beats empty claims.
4. A photo: Sounds trivial, but a real photo makes a huge difference. People want to see a face. No stock photo, no avatar — you, for real.
Check out my About page as an example — you'll see how this works in practice.
The Services Page: Benefits Over Features
This is where 90% of businesses make the same mistake: they list their features instead of communicating the benefit. The customer doesn't care about your features — they want to know what's in it for them.
Features vs. Benefits — The Difference
| Feature (boring) | Benefit (persuasive) |
|---|---|
| Responsive design | Your website looks perfect on every device |
| SEO optimization | Your customers find you on Google |
| Fast loading times | No visitor bounces because they had to wait |
| Custom development | A website that's one of a kind — yours |
| CMS integration | You can update content yourself, no developer needed |
See the difference? Features describe what you do. Benefits describe what the customer gets out of it. You can take a closer look at the benefits on the services page.
Structure of a Good Services Page
For each service, I recommend this structure:
- Headline with value proposition (not just the service name)
- Brief description (2-3 sentences: What does this do for the customer?)
- What's included (concrete list)
- Who is this for? (name the target audience)
- CTA (link to the contact page or quote request)
This structure helps visitors scan quickly while still getting all the information they need.
Ground Rules for Good Website Copy
No matter which page you're writing — these ground rules apply everywhere:
Short Sentences, Short Paragraphs
Long, nested sentences work in academia. On websites, they're poison. Keep your sentences under 20 words. Paragraphs should be no more than 3-4 lines long.
Bad: "Our company, which was founded in 2015 by experienced specialists who previously worked at various well-known agencies and companies, offers you comprehensive services in the areas of web design, web development, and online marketing."
Better: "Since 2015, we've been building websites that bring in customers. Our focus: web design, development, and online marketing."
Active Voice Over Passive
Passive phrasing sounds bureaucratic and distant. Active voice is more direct and lively.
Passive: "The website will be created by our team." Active: "We build your website."
Passive: "Customized solutions are offered." Active: "I develop customized solutions for your problem."
"You" Instead of "One" or "We"
Address your visitors directly. Not "one should pay attention to" or "our clients benefit from," but "you benefit from" and "make sure that." Direct address creates closeness and feels personal.
Of course, the tone needs to match the brand. A tax consultant for large corporations probably won't use casual language. But for most small businesses, freelancers, and solopreneurs, a direct, conversational "you" is the better choice.
Specific Over Abstract
Numbers beat adjectives. Every time.
Abstract: "We have lots of experience and many satisfied customers." Specific: "8 years in business. Over 50 projects. 4.9 stars on Google."
Abstract: "Fast loading times for better performance." Specific: "Loading time under 2 seconds — faster than 95% of all websites."
Scannable: Subheadings, Lists, Highlights
Think about the 80% scanners. Your copy needs:
- Subheadings every 200-300 words
- Bold text for the most important statements
- Lists for enumerations (just like this one)
- Short paragraphs (no more than 3-4 lines)
- Visual separation between sections
If someone reads your text using only the headings and bold text, they should still understand the core message.
SEO Copy vs. Reader Copy: Can You Do Both?
Short answer: Yes. Long answer: It's not just possible — it's necessary.
Google is smarter than ever. Keyword stuffing (cramming in the same keyword over and over) gets penalized. Google rewards copy that's written for humans while naturally incorporating relevant terms.
How to Incorporate Keywords Naturally
- Main keyword in the H1 heading (once, naturally phrased)
- Variations in H2 headings (not the same keyword every time)
- Natural mentions in the text (every 200-300 words, but only where it fits)
- Use synonyms and related terms ("website copy," "web content," "online copy," "copywriting")
- Don't write for Google — write for humans and optimize afterward
Rule of thumb: If a sentence sounds awkward because you forced a keyword in — rewrite it. Naturalness always comes first.
If you want to learn more about SEO fundamentals, also check out my article on common website mistakes — point 5 covers SEO in detail.
Common Mistakes in Website Copy
These are the mistakes I see on nearly every website I analyze:
Too Much "We" Instead of "You"
Many businesses write pages and pages about themselves: "We've been in the market for 20 years. We have 50 employees. We offer first-class quality." The visitor thinks: Good for you — but what's in it for me?
Solution: Flip the perspective. Instead of "We offer responsive web design," write "Your website works perfectly on every device."
Jargon and Buzzwords
Your customers aren't industry experts. Terms like "agile workflows," "synergy-oriented solutions," or "holistic approach" mean nothing to most people. Write so that a 15-year-old could understand it.
Bad: "We implement state-of-the-art UI/UX paradigms for maximum conversion optimization." Better: "We design your website so visitors enjoy staying — and become customers."
Long Copy Without Structure
Long copy isn't the problem. Long copy without structure is the problem. A 2,000-word article with clear headings, lists, and paragraphs reads easier than 500 words in a wall of text.
No Call-to-Action
Every page needs a call to action. What should the visitor do after reading? Contact you? Read on? Buy something? If you don't tell them, they'll do — nothing.
Copying Text From Competitors
Sounds obvious, happens constantly anyway. Beyond the legal risks: copied text sounds generic, doesn't fit your brand, and gets penalized by Google as duplicate content. Your copy needs to have your voice.
AI-Generated Copy — Yes or No?
The honest answer: Yes, but with a big caveat.
ChatGPT and other AI tools are fantastic as a starting point. They can help you create an initial structure, gather ideas, and overcome the blank screen. They're great for that.
But as a final product, AI copy doesn't cut it. Why?
1. It sounds generic. AI copy has a recognizable style — smooth, formulaic, interchangeable. Your visitors notice, consciously or subconsciously.
2. It has no real experiences. AI can't tell the story of how you saved a difficult project last month. It can't recreate real client conversations. Authenticity can't be simulated.
3. Google is getting smarter. Google increasingly detects AI-generated content and favors human-created content with genuine value. The "Helpful Content Update" rewards experience and expertise.
4. Your personality is missing. Especially for small businesses and freelancers, personality is the strongest selling point. AI copy has no personality.
How to Use AI Wisely
- Use AI for first drafts and brainstorming
- Thoroughly rework every text with your own voice
- Add concrete examples from your experience
- Include personality and opinions
- Check facts — AI loves to make things up
The result should be text where nobody can tell AI was involved. Because it sounds like you, not like a machine.
Conclusion: Good Copy Isn't Rocket Science
You don't have to be a professional copywriter to write good website copy. You just need to follow a few ground rules:
- Write for your visitors, not for yourself. Benefits over features, "you" over "we."
- Keep it short and scannable. Short sentences, clear headings, lists, bold text.
- Be specific. Numbers over adjectives, examples over platitudes.
- Be authentic. Your voice, your experiences, your personality.
- Don't forget the CTA. Every page needs a clear next step.
Copy is the part of your website that does the actual persuading. Design makes visitors stay. Copy makes them act.
If you need support with your next website project — not just with design, but also with content strategy — feel free to reach out. I'll help you build a website where design and copy work together.
And if you want to know what to look out for when hiring someone to build your website, here's the guide for you: Hiring a Web Designer: What to Consider