How to Write Website Copy That Actually Converts

Every business needs a website. But having a website and having one that *works* are two very different things. The difference almost always comes down to the copy.

**Start with the reader, not the business**

The most common mistake in website copy is talking too much about the business and not enough about the reader. Your visitor arrives with a problem — they want to know whether you can solve it.

**Clarity over cleverness**

Journalism taught me that the clearest sentence is almost always the best sentence. Jargon and buzzwords erode trust. Simple, specific language builds it.

**Structure the journey**

Good website copy leads the reader from recognition to understanding to confidence to action. Every paragraph should move the reader one step forward.