Key Takeaways:

• Good website copy speaks directly to the reader and focuses on their benefit
• Every page needs a clear goal – the copy leads there
• Simple language convinces more than jargon

The best web designer in the world can't help you if your copy doesn't convince. Visitors read before they click. They read headlines, scan paragraphs, check arguments. Only when the copy convinces them do they become customers.

Many companies invest thousands in design and technology, but write their own copy – between two meetings, without a clear strategy. The result is websites that look good but don't sell. The hero section is perfectly designed, but the text in it says nothing.

What Makes Website Copy Different

Nobody reads website copy from beginning to end like a book. Visitors scan. They jump from headline to headline, paragraph to paragraph. When something catches their attention, they read more closely. If not, they scroll on – or leave.

This means: Every headline must work on its own. Every paragraph must provide value. Every sentence must justify its weight. Filler text that just fills space is wasted screen real estate.

Website copy also always has a goal. You want the reader to do something: buy, inquire, sign up, download. Every piece of copy leads to this goal or leads away from it. Neutral copy doesn't exist.

The First Rule: Write for People, Not Search Engines

In the past, SEO writers stuffed keywords into every sentence. "Are you looking for a lawyer in Berlin? Our lawyer in Berlin helps you as a lawyer in Berlin with all legal questions in Berlin."

Those times are over. Google understands context, synonyms, and natural language. Optimizing meta tags is important, but body copy must be written for humans. If text reads unnaturally, it hurts both user experience and rankings.

Write like you would speak – only more precisely. Read your texts aloud. Do you stumble? Do they sound stilted? Then revise them.

The Structure of Persuasive Website Copy

Headlines: The Door Openers

The headline is the most-read element on every page. This is where it's decided whether someone reads on or clicks away. A weak headline ruins even the best following text.

Strong headlines promise a concrete benefit. They create curiosity without deceiving. They address a problem the reader has.

The difference: Weak headlines describe what's on the page. Strong headlines say what the reader gets from it.

The First Paragraph: Deepen Interest

Whoever read the headline and is still here is interested. The first paragraph must confirm and deepen this interest. Here you show that you understand the reader's problem.

Don't start with yourself. "We are a leading provider of..." interests nobody. Start with the reader. "You know the feeling: The website is live, but inquiries aren't coming."

Address pain points directly. Show that you understand what keeps the reader up at night. Only then are you entitled to talk about your solution.

The Main Body: Convince Through Substance

After the opening come the details. Here you explain what you offer, how it works, and why it's better than alternatives. Here you provide proof.

Structure with subheadings. Every new thought gets its own heading. This way scanners can jump directly to points that interest them.

Use concrete numbers instead of vague statements. "We have lots of experience" convinces nobody. "In 15 years we've successfully completed 847 projects" is tangible.

The Call-to-Action: Move to Action

Every page needs a clear conclusion. What should the reader do now? The call-to-action makes it unmistakable.

The CTA text makes a difference. "Submit" is a description. "Get Your Free Quote Now" is a promise. Describe the result, not the process.

Place CTAs at logical points: after convincing arguments, at the page bottom, sometimes in between. The reader should never have to search for how to take action.

The AIDA Formula for Website Copy

AIDA stands for Attention, Interest, Desire, Action. This classic advertising formula also works on the web.

Attention: The headline catches attention. It interrupts the scroll flow and forces a look.

Interest: The opening arouses interest. It shows that something relevant is coming, that the reader should keep reading.

Desire: The main body creates desire. It paints a picture of how the reader's life becomes better with your solution.

Action: The CTA calls for action. It makes the next step easy and tempting.

Copy for Different Page Types

Homepage: The Overview

The homepage is your storefront. It must make clear in seconds what you offer and for whom. Don't try to say everything – link to subpages for details.

Focus on what's most important. What's your core promise? What differentiates you? What action do you want? These three points, no more.

Service Pages: The Details

Here you get specific. What exactly do you offer? How does it work? What does it cost? What results can customers expect?

Answer all questions a potential customer might have. Anticipate objections and defuse them. FAQ sections can help, but integrated answers in body copy are often more elegant.

About Page: The Connection

This is about trust. Who's behind the company? What values drive you? Why should someone work with you?

Tell your story, but make it relevant to the reader. "We were founded in 2010 because the founder was frustrated by..." connects your story with a problem the reader also knows.

Common Mistakes and How to Avoid Them

Too Much Jargon

Your customers aren't experts in your field. Write so an outsider understands everything. If you must use a technical term, explain it.

The test: Would your mother understand the text? If not, simplify it.

Sentences Too Long

Short sentences work better on the web. One thought per sentence. Period. Paragraph.

That doesn't mean all sentences should be the same length. Variation keeps the reading flow interesting. But if a sentence runs over three lines, it's too long.

Too Little "You," Too Much "We"

Every sentence that starts with "We" should be questioned. Can it be rephrased to put the reader at the center?

"We offer customized solutions" becomes "You get a solution that fits your exact requirements." The content is the same, but the focus shifts to the reader.

The Writing Process: From Blank Document to Finished Copy

Good copy doesn't happen on the first draft. It happens in revision.

Write the first draft quickly. Don't criticize, don't delete, don't perfect. Get all thoughts on paper.

Then revise. Cut everything that doesn't lead to the goal. Shorten long sentences. Replace weak verbs with strong ones. Check every headline.

Let the text rest. With fresh eyes you see problems you overlooked while writing.

Read aloud. The mouth stumbles over what the eye misses.

Connecting Website Copy and SEO

Good website copy is also good SEO copy. When you write for people searching for solutions, you automatically use the terms they search for.

Place your main keyword in the headline and first paragraph. That's not SEO trickery, it's logical: If you're writing about tax consulting in Hamburg, those words belong prominently at the beginning.

Related terms distribute naturally through the text. When you write about conversion optimization, terms like conversion rate, A/B testing, and landing pages fall naturally.

Check your existing copy with our SEO Analyzer and identify optimization potential for content and technical SEO.

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Frequently Asked Questions

How long should website copy be?

As long as necessary, as short as possible. A service page for a complex B2B product needs more text than a simple contact page. What matters is that every sentence provides value. No filler, regardless of page length.

Should I hire a professional copywriter?

If you don't enjoy writing or don't have time, yes. Good copywriters cost $100-500 per page, but save time and deliver better results. For important pages like the homepage, the investment almost always pays off.

How often should I update my copy?

Check at least annually. Is the information still current? Are the numbers still right? Have your offerings changed? Outdated copy hurts trust and can cause SEO problems.