Writing Website Copy

Core Idea

Website copy is the writing people read on a website. It includes headlines, service descriptions, button text, about page text, contact page text, product details, and short lines that help people know what to do next.

Good website copy says what the business does in plain language. People should not have to guess what is being sold, who it is for, where the business works, or how to contact someone.

The best copy usually starts with the customer’s question. They want to know if the business solves their problem, if it seems trustworthy, how much effort it takes to get help, and what happens after they reach out.

Videos

How It Works

A website headline should tell people what the business does before they scroll. A vague headline can make the whole site harder to understand. A direct headline gives people a reason to keep reading.

Service copy should explain the actual work. Name the service, describe the problem it handles, say what is included, and explain what someone should expect. Avoid writing only broad claims like better service, quality results, or trusted help.

Buttons should use plain action words. Call, book, request a quote, send a message, view services, and shop products are easier to understand than clever labels. Button text should match what happens after the click.

The about page should help people trust the business without turning into a long biography. Say who runs the business, what kind of work they do, where they work, and why someone can trust them with the job.

Summary

Website copy should make the business easy to understand. Say what you do, who you help, where you work, and how someone can contact you.

Write for people who are busy and trying to make a decision. Short paragraphs, plain headings, useful details, and clear buttons usually work better than clever slogans.

Practical Steps

• Write one plain sentence that explains what the business does.
• Use a homepage headline that says the main service clearly.
• List the main services before writing long paragraphs.
• Explain what is included with each service.
• Add location or service area details when they matter.
• Use button text that says what happens after the click.
• Break long copy into short sections.
• Read the copy out loud to catch awkward wording.
• Remove vague claims that could fit any business.
• Update copy when services, prices, hours, or contact details change.

Common Mistakes

• Writing a homepage headline that does not say what the business does.
• Using vague service descriptions.
• Trying to sound impressive instead of being useful.
• Making paragraphs too long.
• Using clever button text that confuses people.
• Forgetting to mention the service area.
• Copying another business too closely.
• Writing only about the business and not the customer’s problem.
• Leaving old services or prices on the site.
• Publishing copy without testing it on a phone.

Resources

• Writing Website Copy Video 1
• Writing Website Copy Video 2
• Writing Website Copy Video 3
• Writing Website Copy Video 4