Copywriting That Converts
Published on 12.12.2024
Great websites don’t just look good—they speak to the user. And behind every website that works is clear, persuasive copy that connects, convinces, and converts. Copywriting isn’t just about words; it’s about guiding users through their journey with purpose. From headlines that grab attention to CTAs that drive action, this post lays out key tips and tricks to make your website copy work harder for you.
1. Lead with Clarity, Not Cleverness
The best copy is clear and to the point. Users don’t want to decode your messaging or guess what you’re offering.
- Make Your Value Obvious: Users should immediately understand what you offer and why it matters.
- Avoid Jargon: Use simple language that anyone can grasp.
- Write for Scanners: Most users skim content. Use short sentences, bullet points, and bolded key phrases to guide their eyes.
Real Talk: I’ve seen websites fall apart because the copy tried to be too witty or complex. Clarity wins every time.
2. Craft Irresistible Headlines 
Your headline is your first (and sometimes only) chance to capture attention. A good headline should:
- Be benefit-driven (focus on what the user gains).
- Be specific and actionable.
- Stir curiosity without resorting to clickbait.
Example: Compare these headlines for a scheduling tool:
- Weak: “A New Way to Plan.”
- Strong: “Plan Your Day in 5 Minutes or Less.”
3. Speak to One Person
Effective copy feels personal—like a conversation between you and the reader. Use words like “you” and “your” to make users feel seen and addressed.
- Write like you’re talking to a friend.
- Focus on the reader’s needs, not your features.
Example: “You deserve a tool that helps you save time, not waste it. Get started now.”
4. Turn Features into Benefits
Users don’t care about what your product does; they care about what it does for them. Every feature you list should connect to a clear benefit.
- Feature: “Bank-level encryption.”
- Benefit: “Your data is safe and secure, so you can focus on what matters.”
5. Write Compelling Calls-to-Action (CTAs) 
CTAs are where your copy drives action. Whether it’s signing up, buying, or learning more, CTAs should:
- Be clear and specific.
- Use action-oriented language.
- Create urgency without being pushy.
Example: “Start Saving Hours Every Week—Sign Up Free.”
6. Cut the Fluff
Every word on your website should serve a purpose. Avoid filler content and get to the point fast.
Before: “Our cutting-edge platform provides unparalleled tools to streamline processes and enhance efficiency.”
After: “Streamline your processes and get more done with less effort.”
7. Address Objections Upfront
Anticipate user doubts and address them:
- Use FAQs to answer common concerns.
- Highlight guarantees, refunds, or free trials.
- Include testimonials to build credibility.
8. Use Social Proof to Build Trust
Incorporate customer testimonials, ratings, and case studies into your copy.
Example: “‘This platform cut our reporting time in half—it’s a game-changer!’ – Mark, Operations Manager.”
9. Use Microcopy to Guide Users
Small text on buttons, forms, and tooltips can improve the user experience.
Example: “Your password must include a number.”
10. Test, Refine, Repeat
Copywriting isn’t a one-time task. Regularly test headlines, CTAs, and key messages to see what works best.
Final Thoughts: Copy That Works Works Hard
By leading with clarity, focusing on benefits, and addressing objections, you’ll create a site that not only converts but builds trust and loyalty.
Remember: Words matter. When copy works, so does your business.