how to write copy for websites
A practical, step-by-step guide to writing website copy that engages visitors, improves SEO, and drives conversions.
Clear, compelling website copy turns visitors into customers. This guide gives you templates, headline formulas, SEO tactics, and conversion-focused examples you can use immediately—no fluff.
Why great website copy matters
Visitors decide within seconds whether they'll stay. Your words need to quickly explain who you are, what you do, and why it matters — while also helping Google understand your pages.
How to write website copy — a 7-step process
Follow these steps in order. Each step is short, practical, and designed to be repeatable for every page on your site.
- Define the page goal — What single action do you want visitors to take? (Call, book, request a quote, buy). Keep the goal top-of-mind while you write.
- Identify the primary audience — One sentence: who are they, what problem do they have, and where are they in their decision process? Example: "Homeowners in Brisbane looking for an emergency plumber who can arrive same-day."
- Write the headline that answers their problem — Your headline should promise the main benefit or outcome. Use formulas in the next section.
- Open with clarity, not cleverness — First 1–2 lines should say exactly what you do, who for, and why it matters. Avoid vague marketing speak.
- List benefits (not just features) — Use 3–6 short benefit bullets that explain outcomes. Each bullet answers "What's in it for me?"
- Support claims with proof — Add a testimonial, short case study, stats, or logos that back your statements.
- End with one clear CTA — Make the next step obvious: "Book a free inspection", "Get a quote in 60 seconds", or link to a phone number with click-to-call.
Tip: write quickly in plain language first, then edit for persuasion and SEO.
Headlines that hook — tested formulas
Headline formulas
- Solution + Timeframe: "Same-day plumbing repairs — fixed today."
- Benefit + Specific Audience: "Marketing websites that get local trades 3x more calls."
- Number + Promise: "5 ways to stop your website leaking leads."
- Question that reflects intent: "Need a cleaner who arrives on time every week?"
- Fear + Relief: "Worried about website downtime? We keep you online 99.9%."
Quick headline checklist
- Does it target one audience?
- Does it promise a clear benefit?
- Can someone understand it in 2 seconds?
- Use power words sparingly: free, fast, proven, guaranteed
- Test 3 variations — keep the winner
Examples — before & after
Before: "We Provide Quality Plumbing Services"
After: "Same-Day Emergency Plumbers — Local, Fast, Guaranteed"
Before: "Web Design for Small Businesses"
After: "Professional Websites That Win Local Customers — Live in 60s"
Crafting a short, powerful value proposition
A value proposition is a single sentence (or two) that explains why a visitor should choose you. Keep it specific and outcome-focused.
Value prop formula
[Who you help] + [What you do] + [Primary benefit or result] + [How you’re unique]
Examples:
- "We help Melbourne tradies get more local calls with high-converting websites—built in 24 hours."
- "On-demand cleaners — book online, confirmed within 60 minutes, satisfaction guaranteed."
Microcopy: what to show above the fold
- Headline (main promise)
- 1-line subheadline (value prop)
- 3 benefit bullets (quick scan)
- Primary CTA (clear next step)
SEO tactics that don't ruin your copy
Good copy and SEO are complementary. Use these practical SEO steps that preserve readability and conversion potential.
Keyword strategy (practical)
- Primary keyword: one phrase per page (e.g., "melbourne emergency plumber").
- Secondary keywords: 3–5 related phrases to use naturally.
- Place primary keyword in: URL, H1, first 100 words, meta title, meta description.
- Don't keyword-stuff; write naturally for humans first.
On-page SEO checklist
- Title tag: 50–60 chars, include primary keyword early.
- Meta description: 115–155 chars, compelling CTA (e.g., "Call now for same-day service").
- H1 and H2s: use clear, descriptive headings; include keyword once or twice.
- Alt text for images: short, descriptive, include keyword if relevant.
- Internal links: link to relevant service pages with descriptive anchor text.
- Schema: use LocalBusiness, Product or Service markup where relevant.
Meta description templates
Title tag: [Primary keyword] — [Primary benefit] | [Brand]
Meta description: [Short benefit sentence]. [Social proof or offer]. [CTA: Call/Book/Get a quote].
Example: "Melbourne emergency plumber — fast, same-day repairs. Rated 4.9★ by 1,200 customers. Call now for a free quote."
Calls to action — make the next step obvious
CTAs should be single-minded and relevant to the page goal. Use urgency and a clear value exchange.
CTA formulas that work
- "Get a free quote — 60s form"
- "Book a demo — spots available this week"
- "Call now — emergency response in 30 mins"
- "Start free trial — no credit card"
Placement & testing
- Primary CTA above the fold and again after benefits.
- Use contrasting button colors and short text (2–4 words).
- A/B test wording and color — measure clicks and conversions.
- Mobile-first: make CTAs large and thumb-friendly.
Micro-CTAs for low-commitment actions
Not every visitor is ready to buy. Micro-CTAs reduce friction: "View prices", "See examples", "Download checklist". These increase engagement and move visitors down the funnel.
Trust signals that boost conversions
Testimonials
Short 1–2 line quotes with name, location, and outcome work best.
Case studies
One-page case studies with before/after metrics (calls, revenue) build credibility.
Certs & logos
Security badges, industry accreditations, and client logos increase trust at a glance.
How to write testimonial microcopy
Structure: Problem → Solution → Result. Example: "We were losing morning leads. Congero rebuilt our site and calls doubled in 3 weeks — James, Electrician, Brisbane."
Readability — make your copy scannable
- Short paragraphs: 1–3 sentences each.
- Use bullets & bolding: For benefits and key numbers.
- Active voice: "We install" vs "Installation is provided".
- Simple words: Aim for a 7th–9th grade reading level for broad audiences.
- Whitespace: Break content with images, CTAs, or quick stats.
- Accessible font sizes: Body text 16px+ on desktop, 18px+ on mobile.
Microcopy examples (scan-friendly)
Benefit bullet: "Same-day service — average response time 45 minutes."
Button: "Get a free quote"
Test, measure, improve — a simple CRO loop
"Changing CTA to 'Get a quote in 60s' will increase clicks."
Run A/B test for 2–4 weeks or until statistical significance.
Track clicks, form completions, and phone calls. Use analytics & call tracking.
Tools to use
Google Analytics + GA4 events, Google Optimize (or alternatives), Hotjar for session recordings, and simple call tracking for phone-based businesses.
Ready-to-use copy templates
Service page (short)
H1: [Primary keyword] — [Primary benefit]
Subhead: Quick one-line value prop that targets audience and outcome.
- 3 bullets: Benefit-driven features
- Why choose us: 2 lines, include social proof
- CTA: "Get a free quote — 60s"
Homepage hero
H1: [Big benefit] for [audience]
Subhead: 1 sentence that explains what you do and how fast.
- Bullets: 3 outcomes (time, cost, guarantee)
- Social proof: 1 testimonial + rating
- Primary CTA: "Start for free" or "Call now"
Email/lead magnet microcopy
Title: "Free checklist: 15 website fixes that double calls" — Description: "Enter your email to download — takes 30 seconds." CTA: "Send me the checklist".
Final checklist — use before you publish
- Headline clearly states benefit (2s test)
- Subheadline explains who + what + outcome
- Primary keyword in H1, URL, and first 100 words
- 3–6 benefit bullets above the fold
- One clear CTA (text + color) and micro-CTAs for low commitment
- At least one trust element (testimonial, stat, or logo)
- Meta title & meta description written and optimized
- Image alt text added, and images compressed
- Mobile check: tap targets, font sizes, and load speed
- Analytics events or conversion tracking configured
Frequently asked questions
How long does it take to write good page copy?
Should I write for Google or people?
How do I know which CTA to use?
Want professional copy + a website that converts?
Congero builds mobile-optimized websites and writes conversion-focused copy fast — live in 60 seconds and managed for $49/month. Unlimited updates, local SEO, and no lock-in contracts.
Prefer to write in-house? Use the templates and checklist above — or have our team draft the first version for you.
