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Have you ever noticed the frustration that creeps in when your website traffic numbers look promising, yet conversions refuse to budge? According to research, the average conversion rate across industries is just 2.35%, leaving many marketers and business owners feeling stuck. It’s like having a store brimming with visitors who just aren’t picking up your products.
Here’s the good news: writing effective website copy can change that, and there’s a formula to do exactly this.
By tapping into your visitors’ pain points and offering clear, actionable solutions, you can increase conversions and turn your website into a sales powerhouse.
In this article, you will learn how to write compelling web copy for the two most important pages:
- Your homepage,
- Your service/product pages
On top of that, you’ll walk away with practical tips on how to do the below right away:
- Create an irresistible hero section that draws people in
- Clearly convey your value on service/product pages using concise messaging
Whether you’re revamping your entire website or fine-tuning your copy, these proven strategies will help you connect with your audience and guide them toward conversion.
Web Copywriting Formulas
To write website copy that converts, it’s essential to understand that each word you use should have a purpose: building trust and guiding visitors toward your desired action.
Here are some fundamentals to keep in mind:
- Address Pain Points: Your visitors are looking for a solution to a problem or seeking to fulfil a specific need. If your web copy doesn’t address their concerns, they’ll quickly move on. Identify their pain points and speak in terms of their problems. It’s less about you and more about them. One way you can do that is by using more “you” based language and less “we” based language
- Act as an Extension of Your Sales Team: Your web copy should feel like a conversation with a helpful guide who understands their challenges and can clearly show how your offerings provide a solution. Frame the copy as if you’re speaking directly to them
- Be a Guide, Not the Hero: Position yourself as a trusted partner who empowers visitors to be the heroes of their own stories. Use language that shows how their lives will improve after working with you. One way you can implement this tactic is by using the Storybrand framework for your website copy
- Clarity Above All: Confused visitors don’t convert. Avoid jargon and dense paragraphs. Break down your key messages into digestible chunks, use headings liberally, and keep your paragraphs short and clear
- Calls to Action (CTAs): A compelling call to action should make it clear what the next step is and create urgency. Don’t use generic CTAs like “Discover Your Solution” for example. That’s vague. Instead, be more specific. A better example might be “Browse Course Guide.” It’s specific, to the point and the action step is easy for the user to comprehend
The following sections will guide you through applying these principles to your homepage, service/product pages, and landing pages for optimal conversions.
How to Write Copy for The Hero Section (Above the Fold)
The hero section, or the above-the-fold content that visitors see first, is critical in shaping their initial impression of your website.
You’ve only got about 5-10 seconds to capture their attention and convince them to stay.
This all starts with what we call the “One Liner.”
What is a “One Liner”?
You can think of the one-liner as a super-condensed “elevator pitch”. It quickly answers the questions, “so, what do you do?” and piques curiosity so people can’t help but say, “Tell me more.”
Although the main message isn’t the only place to house your One Liner, it’s the best place to start.
Here’s some great examples of one-liners to get your juices flowing:
- Have all the answers to your organisation’s revenue generating problems
- Member Jungle is everything you need to manage and grow your club under one login, allowing you to get back to enjoying your club
- Comprehensive coverage from a local, independent insurance agency
- Leverage Technology to Work for You, Not Against You
- Expand Your Coffee’s Potential with Industry-Leading Technology
- Your one source for business products, furniture and technology.
All the words used in the one-liner are strategic. For example, in the second point we mention “get back to enjoying your club”. This relates to a buyer’s frustration and addresses this instantly in one line by providing a solution, that is “everything you need to manage and grow your club under one login”.
By highlighting the frustration, we apply pressure to the buyer, and then provide relief with the solution we’re offering, all in one line.
Here’s some good vs bad examples.
Example of ambiguous fluff with a weak offer:
Here’s an example of a business in the same industry but with a STRONG offer:
So, how can I create a strong one liner for my home page?
Every offer we use above the fold should do one (or multiple) of the following:
- Promise an aspirational identity
- Promise to solve a problem
- State exactly what you do
Promise an aspirational identity
We want to promise our customer that they can achieve their ideal identity. Can we help our customer become competent in something?
Think about how your buyer might transform for the better after working with you. Spell this out. An example for a cooking school might look like ‘Become a Pro in the Kitchen’.
Promise to solve a problem
If you can solve a problem, make it clear. We want to make sure we’re making both the problem and the solution clear. A good example of this can be seen below:
State exactly what you do
Tell your customer exactly what it is that you do. Be as simple as possible. The second IT services business I shared above is a great example of this.
By crafting a compelling hero section that immediately resonates with your visitors, you lay the groundwork for increased engagement and conversions. Now, let’s dive into writing the rest of your homepage copy.
How to Write Copy for the Rest of Your Homepage
After pulling visitors in with an engaging hero section, the rest of your homepage should reinforce your value proposition and encourage deeper exploration.
Here’s how to create copy that keeps visitors engaged:
- Address Key Pain Points: Expand on the pain points introduced in your hero section. Clearly articulate the challenges your target audience faces and how your solutions specifically address them. For instance, “Manual data entry taking up hours of your team’s time? Our automated software reduces paperwork and increases efficiency”
- Highlight the Transformation: Show visitors how their lives will improve by working with you. Frame this transformation from their perspective, using relatable scenarios and customer testimonials. For example, “Our clients save an average of 10 hours per week after switching to our automated solutions”
- Position Yourself as the Guide: Make it clear that your company is here to support them on their journey. Use language that positions them as the hero and your business as the guide. For instance, “We’re here to help you automate your processes so you can focus on growing your business”
- Provide a Roadmap to Success: Outline a clear three-step path that visitors can follow to get started. Include simple steps that explain the process of engaging with your business. An example could be, “1. Schedule a free consultation. 2. Customise your solution. 3. Watch your team thrive”
- Strategic Calls to Action (CTAs): Add CTAs at regular intervals throughout the page, inviting visitors to learn more or take the next step. Make sure each CTA aligns with the surrounding content
- Engaging Visuals and Videos: Include high-quality images or videos that visually reinforce your value proposition. A video testimonial, product demonstration, or infographic can give visitors a clearer understanding of your offerings. Usually, images and videos that show the outcome and/or emotion your target audience will feel once working with you are great to use on your home page
By putting the rest of your homepage through the lens of a potential customer, you’ll create an engaging experience that encourages visitors to explore your website further.
With the homepage covered, let’s move on to writing effective service and product pages.
How to Write Copy for Your Service/Product Pages
Service and product pages are essential for explaining your offerings and guiding visitors toward conversion.
Here’s how to write clear, compelling copy for these pages:
- Clarify Your Services: Use straightforward language to describe what your services/products are and the benefits they provide. Avoid jargon and long paragraphs. Break down the information into digestible sections that focus on how each service solves a specific problem. For instance, “Our software automates manual tasks, reducing errors and freeing up your team’s time for strategic work”
- Highlight Outcomes: Customers want to know what results they can expect from using your services. Provide specific outcomes to make the value tangible. You could say, “Our clients see a 25% reduction in operational costs after implementing our streamlined solution”
- Show How to Get Started: Don’t make it complicated for your buyers. Give them a clear step by step process on how they can begin working with you. For example, “1. Request a free consultation. 2. Receive a customised solution plan. 3. Start your transformation”
- Include Multiple CTAs: Strategically place CTAs throughout the page to prompt visitors to take the next step. Tailor each CTA to the stage of the buyer’s journey the visitor is in. For example, you might use “Get a Quote” for buyers that are closer to purchasing and you might use “Download Our Buyers Guide” for buyers that aren’t quite ready
- Incorporate Video Content: Add a short video that explains your services or products, walking visitors through the unique features and benefits. A video demo or a customer testimonial can increase engagement and help visitors visualise how your offering can help them
- Testimonials and Social Proof: Include customer testimonials, case studies, or data points that reinforce your credibility and show that your services deliver results. For example, “Our clients have saved over 10,000 hours collectively by switching to our automated platform.” Whenever you’re sharing data points or credibility points, make sure to focus less on yourself and more on how you helped people just like your customer
- Avoid Confusion: Use bullet points, graphs, and other concise formats to prevent overwhelming your audience with information. Each section should focus on one concept at a time and guide visitors logically through the page
Service and product pages that are clear, benefit-driven, and strategically structured will help visitors feel more confident in moving forward with you.
So, What’s Next?
Writing website copy that converts is both an art and a science. By understanding your audience’s needs and addressing their pain points with clear, compelling language, you can guide them through their journey and turn curious visitors into satisfied customers.
To recap, follow these key principles:
- Hero Section (Above The Fold): Craft a headline that addresses a significant pain point and promises a solution within the first few seconds. Back it up with a subheading, a strong call to action, and visuals that align with your message
- The Rest of Your Homepage: Position your business as a helpful guide and showcase the transformation that customers will experience after working with you. Use clear roadmaps and strategic CTAs to keep them engaged
- Service/Product Pages: Be specific about your services or products and how they address customer challenges. Use video content, testimonials, and strategic CTAs to clarify your offerings and guide visitors toward conversion
Ultimately, your website copy should feel like an extension of your sales team, guiding visitors toward their goals while positioning your business as a trusted partner.
Next, get a step by step guide on exactly how to structure your home page, section by section, by using a formula we call Storybrand.
Read: What is Storybrand and How Telling Your Story Clearer Can Generate More Revenue
