Good website copy: how to write so it sells

Even the prettiest website won’t help if the copy is complicated or only talks about you. Good copy quickly reassures the visitor they’re in the right place and guides them to act.

Write about the customer, not yourself

Instead of “we are a company with a long tradition”, try “you’ll save time and hassle”. People are looking for a solution to their problem. Show them right away what’s in it for them.

Short and clear

Short sentences, plain words, no jargon. A visitor doesn’t read a website — they scan it. Help them with headings and short paragraphs so they grasp the point within seconds.

A clear call to action

Every page should have one clear next step: send an inquiry, call, order. Don’t hide it. When a person doesn’t know what to do, they do nothing.