You can have the most beautiful website in the world, but if the words on it don't connect with your visitors, nobody is buying.
I've built plenty of gorgeous websites that didn't perform well initially — and the culprit was almost always the content. Weak headlines, vague descriptions, no clear benefits, no urgency. The design was there, but the words weren't doing their job.
Here's how to write website content that actually converts visitors into customers.
The Golden Rule: Talk About Them, Not You
The biggest mistake I see on business websites: too much "we" and not enough "you."
Bad: "We've been in business for 20 years and we pride ourselves on our quality workmanship and dedication to customer service."
Good: "You deserve a contractor who shows up on time, does the job right, and doesn't surprise you with hidden costs. That's what you get with us."
See the difference? The first is about the business patting itself on the back. The second is about solving the customer's problem and addressing their fears.
Write Headlines That Hook
Your headlines are the most important words on your website. 80% of visitors read the headline, but only 20% read the rest. If your headline doesn't grab them, nothing else matters.
Headline Formulas That Work
- Problem + Solution: "Tired of Unreliable Contractors? We Show Up On Time, Every Time"
- Benefit-focused: "Get More Customers With a Website That Actually Works"
- Question: "Is Your Website Costing You Customers?"
- Number-based: "5 Reasons Your Business Needs a Professional Website in 2026"
- Direct: "Custom Websites Starting at $199 — No Hidden Fees"
Lead With Benefits, Not Features
Features describe what something IS. Benefits describe what it DOES for the customer.
| Feature (Boring) | Benefit (Compelling) |
|---|---|
| 24/7 customer support | Get help anytime, even at 3 AM |
| Mobile responsive design | Your site looks perfect on any device your customers use |
| SSL encryption | Your customers' data is safe and they see a trust badge |
| Custom CMS | Update your own content anytime without paying a developer |
| SEO optimization | Get found on Google by people searching for what you sell |
Always ask: "So what? Why does this matter to the customer?" That's the benefit.
Address Objections Before They Come Up
Your potential customers have doubts. Smart website content addresses those doubts proactively:
- "It's too expensive" → Show value, ROI, and payment options
- "How do I know you're legit?" → Testimonials, reviews, portfolio, guarantees
- "What if I'm not happy?" → Satisfaction guarantee, revision policy
- "How long will it take?" → Clear timelines and milestones
- "I've been burned before" → Transparent process, references, contract details
Use Social Proof Everywhere
Nothing sells better than other customers saying you're great. Sprinkle social proof throughout your site:
- Testimonials on your homepage, service pages, and contact page
- Review stats — "4.9 stars from 150+ Google reviews"
- Case studies showing specific results
- Before and after photos or metrics
Write Clear Calls-to-Action
Every page should tell visitors exactly what to do next. And "Contact Us" is the weakest CTA you can write.
Weak CTAs: "Contact Us" / "Submit" / "Learn More"
Strong CTAs: "Get Your Free Quote" / "Book Your Appointment" / "Start Your Project Today"
Tips for better CTAs:
- Use action words (Get, Start, Book, Schedule, Download)
- Create urgency when appropriate ("Limited spots available")
- Reduce risk ("Free consultation, no obligation")
- Be specific about what happens next
Keep It Scannable
People don't read websites — they scan them. Make your content easy to scan:
- Short paragraphs — 2-3 sentences max
- Bullet points for lists (like this)
- Bold key phrases so scanners catch the important stuff
- Subheadings that tell a story even if you only read them
- White space — don't crowd your content
Avoid These Content Mistakes
- Jargon — Write like a human, not an industry textbook
- Walls of text — Break it up with headings, images, and whitespace
- Vague claims — "Best quality" means nothing. "Zero callbacks in the last 6 months" means everything
- Placeholder content — "Lorem ipsum" on a live site is embarrassing
- Typos and grammar errors — They scream unprofessional
Need Help With Your Website Content?
I don't just build websites — I help you craft the content that goes on them. Whether you need a full copywriting service or just guidance on what to write, I've got you covered.
