5 Tips for Writing Good Website Copy

Why Writing Good Website Copy Matters

Writing copy for your website can feel daunting. The pressure is on to create a space that attracts customers and makes them want to stay. Because that’s what good copy should do: not just inform, but engage and convert.

So you sit there staring at a blank screen while questions pile up in your head – Where should I start? What should I write? How should I write it?

If done right, your website copy can bring you immense value by:

• Attracting qualified leads;

• Making them remember you;

• Converting them into customers.

But how do you make sure your copy does that?

There is no universal formula. What works well for one company or industry could yield bad results for others. Still, there are some fundamental principles that every copywriter should follow in order to write good website copy. Below are five of the most important.

1. Be Prepared

Whether you are writing about SaaS or selling cosmetics, the first, unskippable step before even starting to write is the same: research your audience.

Imagine explaining what you do, first to a potential business partner, then to a potential life partner on your first date. Would you use the same words? Probably not (unless you’re dating your business partner… but that’s another story).

The point is, once you have your buyer persona in mind, you will find it much easier to choose the right tone, style, and terminology in order to grab their attention and turn it into action.

2. Be Clear

We’ve all seen it: the homepage that boldly proclaims, in shiny letters, something vague like “We are reshaping the future of communication”. Nice, but how? What is it – exactly – that you do? What product or service are you trying to sell? If these questions are only answered after a lot of scrolling and clicking through secondary pages and “learn more” buttons, then your copy has failed.

Your home page is your store front and it needs to attract the right type of customers by explaining clearly what you do or how you solve a problem.

Consider this: 55% of all pageviews get less than 15 seconds of attention. That's why keeping your message clear and immediately understandable is key to writing good website copy. A store that sells blankets with a vague slogan on their window like “Feel the warmth” or “Stay warm through the winter” risks attracting customers that are looking for coats or fireplaces. A much clearer slogan – like “Blankets that keep you warm through the winter” – would save everyone a lot of time and confusion.

3. Be Consistent

Good website copy should have one, consistent style and tone of voice that reflects both your brand identity and your audience’s expectations.

Based on your audience research, choose a tone and style that best resonates with your potential clients – what do they have in common? How would they like to be addressed?

Then consider how you would like to be perceived in the industry. Do you want to position yourself (or your business) as a thought leader – professional, detached, but reliable – or do you prefer a more casual, friendly approach? Or maybe something in between.

Whatever you choose, stay consistent across all platforms and touch points. A consistent voice builds brand recognition, credibility, and customer loyalty.

4. Be Human

Today more than ever, customers value authenticity. Adding a human touch to your content can bring you closer to your customers.

Make your website copy more “human” by:

• Sharing real stories and behind-the-scenes insights.

• Showing your customers that you understand their problems and can solve them.

• Being inspiring and making your audience feel empowered and eager to try something new.

• Making them think while offering valuable insights and new perspectives.

Remember: writing good website copy mostly means being real and honest. When you connect with your customers on an emotional level, they are far more likely to become loyal advocates.

Read more on the importance of human connection

5. Be Discoverable

If you want to know how to write good website copy, then being familiar with some SEO fundamentals is essential. Because you can have the best website in the world, but it’s worth nothing, if no one can find it.

Focus on:

• Keywords: use them naturally, your writing shouldn’t feel forced.

• Readability: simple sentences, active verbs, clear structure, and bullet points help both search engines and your readers.

• Website structure: a logical and intuitive menu structure will improve your website rankings as well as the navigation experience for your visitors.

Great copy also helps with SEO indirectly: if people spend more time on your site and share it elsewhere, search engines reward you.

Check out Google SEO Starter Guide for more information on SEO essentials.

Bonus Tip: Be Like a Local!

One extra tip for businesses who operate in more than one country: never underestimate the importance of localisation – it can determine the success or failure of your marketing efforts abroad.

When you’re adapting your website to a totally different market, it’s not enough to just swap one language for another – content needs to be adapted so that it's appropriate for the target market and aligned with the audience’s culture and expectations.

My advice here is to find an expert in localisation who speaks the target language at a native level and whose deep cultural knowledge can ensure great website copy, whatever the language.

Conclusion: Good Copy Is Never Finished

Writing good website copy is an ongoing process. As your business evolves, so do your customers, their expectations, and even the way they search online.

That’s why the best copywriters don’t just write – they test, measure, and refine. They look at bounce rates, conversion data, customer feedback, and adjust their words accordingly.

These five tips are a good starting point, but don’t stop there. Keep refining and make sure your copy stays fresh, relevant, and up to date.

Read also: What is a copywriter?