Marketing Channels, Marketing Planning & Reporting

4 Tips for a Web Copy That Converts

web copy that converts
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Websites are an important marketing channel for small businesses. But how do you actually write web copy that converts web visitors into paying customers?

We often concentrate so much on actually getting the traffic to the website that we focus on the wrong things. There is nothing more frustrating than smashing it with your SEO and gaining lots of traction, but finding that barely any of these visits are converting to sales!

After all – once you’ve put in all the work and you finally get your ideal customers to find your website, you really want them to read it, love it and buy it. You want to turn them into loyal customers that love your brand.

So here are 4 basic principles of writing web copy that converts for your small business website. Check them out!

1. The customer is key

web copy that converts
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A lot of small business websites simply describe their services or products and how you can purchase them. But there’s a better way to win people over.

Ask yourself: Who is my target market? What are they looking for when searching online for what I offer? How can I help them and make their life easier?

Use this information to tell your website visitors what they gain from choosing you! Answer their questions, show them how you solve their problems and your conversion rate will be your best friend.

Another way to see if your focus is on your customer is to compare your use of “you/your” to words like “we/us/our” (or “me/mine/I”). There are free tools to help you with that (e.g. the Customer Focus Calculator). This article includes some great advice from Brad McMillan on how to work with your Voice of Customer data.

The general rule of thumb is that 70% of your web copy should be about your potential customer, 30% about yourself and your business. So how does yours look?

2. It’s all about the benefits

web copy that converts
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In marketing, we distinguish between features and benefits of a product. Features are basically a description of what your services include or your product can do.

But to write web copy that converts, you need to think about the product benefits. Those are the perks that your product has for the buyer, the solutions it provides for your customer’s problems, the answer to their needs. Basically – how will your product improve the life of your customer?

In order to make your web visitors buy from you, you should concentrate on your products’ benefits. You can add the features to the product description when people are looking for more details before they make a purchase.

But even there, the benefits make for a better headline than the dry, simple facts of your products’ or services’ features.

Find out more about how to use benefits and features for your small business marketing.

3. Focus

web copy that converts
Photo by Chase Clark on Unsplash

I know it is really tempting to tell the visitors to your website about ALL your products and services. You want to share every little thing you can do for them and, on top of that, what people you know can do for them!

But nothing is more confusing than that. So in every respect: Focus! When you want to write web copy that converts, you have to concentrate on your core expertise, your main product and your USP.

More importantly: Stay within your brand, the tone of voice that defines your company and don’t use jargon that your customer doesn’t understand. Be clear, simple and straightforward in what you’re offering and your customers will happily read on.

In addition to focusing, make sure you are consistent in your copy. Good SEO and marketing are what will get potential customers on to your website. Make sure that the copy you use on your website is reflected in your social media content and ads!

If you’re finding that you are getting a lot of traffic but few conversions, take the time to compare your marketing with your website. For web copy that converts, they need to be telling the same story.

Unsure about this? Stop and ask yourself – what am I actually selling? Check out this post to explore this further!

4. Typos

web copy that converts
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Typos and grammatical errors are quite off-putting when it comes to converting web visitors to loyal customers. I mean, does a company that doesn’t even spend the time to do a spell check look reliable and professional to you?

So, better take your time and check your web copy before it goes online. Sometimes, the longer you stare at something (particularly something you have written yourself) the harder it is to see any spelling or grammatical errors! Therefore, it never hurts to ask somebody to read through the text to double-check. A fresh pair of eyes might spot something you’ve missed.

Or else you might end up like this California-based travel agency that lost 80% of their business when they suddenly offered erotic instead of exotic destinations…

So there you have it – four top tips for website copy that converts! When you sit down and think about it, they all seem so straightforward. But when you’re busy juggling all the sides of your business, it’s easy to lose sight of these simple steps.

Copywriting is a very specific skill, which is honed over time. If you’re looking for books, articles or even online courses to help you grow in confidence, check out this list of collated resources from Neil Patel.

The most important thing, however, is that you are intentional with your copy. Think it through, cross-check with the list above, and don’t hash out a few paragraphs in an attempt to just “get it out there”!


If you are interested in reading more about this topic, have a look at these:

How to Write Compelling Copy in 12 Steps
6 Tips to Convert More Website Visitors Into Paying Customers
Actionable Marketing Copy: How to Convert More Leads for Your Small Business
Benefits & Features: How Can They Help Your Small Business Marketing?

Denise Strohsahl brand and marketing consultant for small businesses

Hello, I’m Denise from sandstonecastles, a brand & marketing consultancy based in Edinburgh, Scotland.

I help small business owners like yourself to find the right marketing that’s in line with your brand and values.