What exactly is a website copy, and what does it do?

Website copy is the text or written content of any website that describes what that particular business does, who it serves, and what you want the visitor to your website to do. You will find website copy across key pages of each website, including home, about, product or service pages, landing pages, FAQs, and contact forms. The purpose of website copy is to guide visitors on your website to answer their questions and nudge them, gently, to take action (e.g., sign up, purchase, or contact).

Website copy is often shorter and more to the point than blog content, and functions differently as its primary purpose is to convince visitors to take action. Think of your website copy as your digital salesperson – working around the clock to connect with your audiences and convert interest into action. Alright, let’s get real. Turning random site lurkers into actual leads or buyers? That’s the name of the game. Here’s how you do it, no fluff, just stuff you can swipe and use, like, today.

Here is a short illustration from a made-up online fitness coaching program:

Headline: “At Last, A Fitness Plan that Accommodates Your Life.” 

Sub headline: “No more crash diets. No more ‘unrealistic schedules.” Just personal coaching that works on your terms.” 

Call-to-Action: [Get Your Free 7-Day Plan]

This copy is:

• Clear – Tells you exactly what’s being offered.

• Emotional – Addresses common frustrations (crash diets, time pressure).

• Actionable – Includes a clear next step.

1. Figure Out Who You’re Even Talking To  

Before you start clacking away at the keyboard, stop and ask yourself, Who’s this for? Writing without a target is screaming into the void. You want your words to vibe with your dream customer, not just anyone who stumbles in.

Like, say you’re talking to twenty-somethings grinding through job hunts. Don’t bore them with stiff, corporate-speak. Go for:

“Ready to snag the job you want?”

Not this snooze fest:

“Our consulting services offer professional development solutions.”

See? Knowing your people makes everything click.

That’s why the best digital marketing institute will always emphasize user understanding before anything else.

2. Website Copy Needs a Clear Value Proposition Fast

You’ve got about three seconds to grab attention, make them count. Lead with a line that screams, “Here’s why this matters.

Suppose you’re selling those eco-friendly cleaning sprays. You want something like:

“Strong, natural cleaning that’s safe for your home and the earth.”

Boom, you just told people what’s good, why they should care, and (bonus!) made yourself sound like a decent human.

3. Sell the Benefits, Not Just the Shiny Stuff  

Listing features is easy—but that won’t win hearts (or sales). People don’t want specs; they want solutions. Don’t just write:

“This chair is made of ergonomic mesh and aluminum.”

Make it matter:

“Work in comfort for hours with a chair that supports your posture and keeps you cool.”

Every time you mention a feature, ask yourself: “Why should they care?” Then write that

4. Website Copy Works Best When It’s Simple and Clear

Look, you don’t win any prizes for using $10 words. You lose people. Ditch the tech jargon. Make it sound like you’re talking to a buddy.

Complicated:

“Our proprietary platform facilitates optimized communication workflows.”

Yawn. Just say:

“Our app makes team chats faster and easier.”

If a middle-schooler could read it without crying, you’re golden.

5. Guide the Reader With Clear Structure

Most people skim. So structure your copy with:

• Headings
• Bullet points
• Short paragraphs
• Calls to Action (CTA) buttons   

Each stage should lead visitors along a journey, through to what feels like the logical next point in the story you are trying to tell – problem, solution, action. A CTA should be clear/relevant – a button that makes sense – e.g., Get Started, Download Now; it is the next logical step in the story you’re telling.    It’s important to guide visitors; support them. Make it easy, something that is obvious, and something that matches their journey.

Example CTA:

• “Get your free trial.”
• “Book a demo”
• “Start saving today.”

CTAs should be specific, action-oriented, and placed throughout the page, not just at the end.

6. How Website Copy Can Build Trust and Credibility

Consumers are inclined to purchase from companies they trust. Leverage your copy to increase buyers’ confidence and eliminate any doubt. 

Some examples include:

Customer testimonials: “This course got me my first job!” Ayesha R.

Certifications or guarantees: “100% refund guarantee”.

Social proof: “Over 5,000 customers have benefited from this”. 

Even a simple stat or quote can help you move the needle.

7. Tell a Mini Story

Stories stick. You don’t need a full novel, but a short narrative helps people emotionally connect with your product or service.

Example for a fitness coach website:

“I started this journey 50 pounds heavier and completely burnt out. Today, I help others feel strong, healthy, and energized—without crash diets.”

Stories turn facts into feelings.

8. Optimize for SEO but Don’t Stuff

Search on the keywords that your audience is searching for (such as “cheap web design for small business”) and make it sound like it is natural. Stuffing keywords in your content is spammy, makes for poor readability, and decreases trust.

A well-written, helpful page will naturally include the right phrases—and rank better over time.

Just like when researching the digital marketing course duration and fees, it’s about using real search terms your audience cares about—then working them in smoothly.

9. Test and Improve Your Copy

Even great copy can get better. Use tools like:

A/B testing to compare two versions of your headline or CTA

Heatmaps to see where users click and stop scrolling

Feedback forms to ask visitors what they found confusing

Good copy evolves as you learn more about your audience.

Final Thoughts

Let’s face it – writing website copy that converts isn’t about being the next Shakespeare. It’s about connecting.

Be aware of your audience. Speak in a way that resonates with them. Speak to the point. Don’t complicate it with jargon, and convey that you know their pain and how you can be their solution. Then give them an easy next step: click, call, sign up. Done.

This is true whether it is your homepage, a description of a service, or a product offer. Be real, clear, and Useful. Write like a human, for humans.

And when you’re ready to learn how to write persuasive, high-converting copy from day one, check out the upcoming online digital marketing course at Ace Web Academy. You’ll find out all the details on course lengths, fees, and virtually led lessons from some of the very best digital marketing schools, purposefully designed to help you succeed in today’s ever-changing landscape.