What Is Website Copy? How to Write Words That Connect and Convert
If you’ve ever wondered what is website copy or how it impacts your website messaging, you’re not alone. Many entrepreneurs, authors, speakers, and service providers focus on the design of their site but overlook the words. Yet copy is what communicates your value, builds trust, and turns visitors into clients.
Think of your website as the hub of your online presence. The design captures attention, the images create atmosphere, but the copy — the words — do the work of connecting with your audience and inviting them to take the next step.
What Is Website Copy?
Website copy is the text on your site. But it’s not just filler words. Strong copy is strategic writing that:
Reflects your brand voice
Resonates with your ideal client
Guides visitors toward action
Improves SEO and discoverability
Examples of website copy include:
Headlines and subheadings
Service descriptions and sales page content
Blog posts and FAQs
Calls to action (buttons and links)
Meta titles and descriptions
In other words, website copy is your website messaging. It’s how you communicate who you are, who you help, and why someone should choose you.
Why Website Messaging Matters
Your audience decides in seconds if your site is relevant to them. Clear and compelling website messaging builds trust and credibility, while vague or generic copy drives people away.
Good copy:
Clarity — “Strategic, attractive web design for authors, speakers, and service providers.”
Connection — “Are you a busy entrepreneur who knows your website isn’t working but feels too overwhelmed to fix it?”
Conversion — “Apply to work with me today” or “Explore my website templates.”
Bad copy:
“Welcome to my website.”
“We design websites to grow your business.”
“The web designer you’ve been looking for!!”
The difference? One set speaks directly to the visitor’s needs. The other is vague, hypey, or self-focused.
How to Write Website Copy That Connects
Strong copy isn’t about being fancy. It’s about showing your ideal audience you understand their struggles and offering a solution. Here’s a simple framework you can use:
Who it’s for — Name your audience clearly.
“For Christian entrepreneurs and creators who want to grow their online presence.”The problem — Call out their challenge.
“Your website feels outdated or too hard to update, and you’re tired of relying on someone else for every small change.”The promise — Share the outcome.
“A professional Squarespace site that’s strategic, credible, and easy to manage.”The proof — Back it up with testimonials, process, or experience.
The path — Show them the next step.
“Apply to work with me” or “Choose a website template.”
This framework helps you keep your website messaging clear, empathetic, and actionable.
Website Copy Page by Page
Homepage:
Hero headline that names the audience and promise
Subhead with a key benefit
Clear CTA buttons
Quick proof point (testimonial, stat, or portfolio sample)
Services:
Outcomes and benefits in bullet form
Clear inclusions and process overview
FAQ addressing objections
CTA back to apply or book a call
About:
Your story and why you serve your audience
What makes your perspective unique
CTA to services
Blog:
Posts that answer questions your ICA is already asking (what is website copy? how to write website copy?)
Internal links to services and templates
Contact:
Invitation, simple form, and clear next steps
SEO Tips for Website Copy
You don’t need to be an SEO pro to improve your discoverability. Start with these basics:
Use phrases your audience actually types, like what is website copy, website messaging, and how to write website copy.
Place your main keyword in your headline, intro, 1–2 subheadings, and naturally throughout the page.
Write meta titles and meta descriptions that summarize your page.
Add internal links between your blogs and services.
Keep your writing skimmable with short paragraphs and bullets.
DIY, Hire, or Work With a Designer-Writer?
When it comes to writing your site copy, you have options:
DIY: Budget-friendly and doable if you follow a framework like the one above.
Hire a copywriter: Brings clarity and polish, but you’ll still need design.
Work with a designer who writes: A cohesive approach that combines design, copy, and strategy for a site that looks good and reads well.
I offer custom Squarespace websites that include both design and copywriting so you walk away with a complete, strategic site that works for you.
Final Thoughts: Copy Is What Turns Browsers Into Buyers
Most people focus on design and images, but without the right website messaging, your site won’t reach its potential. Good copy makes your audience feel seen, helps them trust you, and shows them exactly how to take the next step.
If you want professional support:
Apply to work with me for custom design + copywriting
Shop my website templates for a DIY option with built-in strategy
Or book a website audit to get personalized feedback
Your words matter. Let’s make sure they’re working as hard as your design.
