Ever visited a website, scrolled past some boring bullshit text, struggled to find the info you were looking for, and thought, “I’ve gotta get my hands on what this business is selling?” Yeah… Didn’t think so.

Your website can either leave potential clients desperate to hire you or squash their interest altogether. It’s where they get a feel for your business and if it’s what they’re looking for. It’s also where you can tell them exactly why they should choose you over the competition. No pressure or anything, but having website copy that converts is fucking crucial if you want your site to work for you.

Don’t panic, though. You can absolutely write copy for your site that does the trick, and I’m going to tell you how. Today I’m giving you some of my top tips for whipping up website copy that will leave your dream clients chomping at the bit to work with you.

Get super clear on your end game

Let’s pretend that your website copy is a grown-up treasure map for your audience. It’s what guides them through your site and toward what they’re hoping to find. Obviously, in this case, the “treasure” would be taking the next step to work with your business. (I’m sure they’d also love a chest of fat fifty-pound notes, too, though.)

You can’t shape your visitors’ journey through your website if you don’t know what you ultimately want them to do. Without a clear idea of that end goal, it’s going to be pretty tough to help them get there, isn’t it?

Before you waste a second trying to write website copy that converts, you have to know exactly what your end game is. What action do you want visitors to take on your site? How would you define a successful website visit?

Maybe it’s filling out a contact form or booking a free consultation. Whatever that end goal is, figuring it out is a must for writing your website copy. No buts about it.

A dart hits a bullseye. Learn how to write copy that converts from Emma Griffin Writes.

Talk to your audience like they’re people (cos they are)

Have you ever met someone you immediately clicked with? Who left you feeling like they totally “got” you? It feels good to feel seen. People crave that feeling when they’re looking for businesses to work with.

Website copy that converts shouldn’t sound like the generic and soulless shit you read in business journals. It should sound like a real human wrote it. Better yet, a relatable human. One who gets the people visiting your site and what matters to them.

You want your audience to have that same sense of “being seen” when they’re reading your website copy that they do when they meet their new best friend. Forget trying to write grammatically perfect, textbook-worthy copy. It’ll just make you sound like a robot. And seriously, who wants to work with a robot? Do, for the love of all that is holy, make time to proofread, though!

Speak to pain points (but do it with empathy)

I’m not going to bore you with all the psychology stuff behind website copy that converts. But, there’s a lightbulb concept to share here, fellas: People need to know that your business will make life way fucking easier for them.

But how are they gonna know that if you don’t reflect their current reality back at them?? Good website copy tells visitors that you understand their pain points: the stuff they struggle with and maybe even keeps ‘em up at night.

Pain points generally fall into these categories;

Money pain points (where are they flushing cash down the drain?)
Time pain points (what are they wasting precious hours on?)
Process pain points (where are they getting lost with processes and details?)
Support pain points (what do they need help and support with but aren’t getting it?)

Your website copy should call out your audience’s big pain points. Then, it should let them know what your business does to solve those problems. Kind of like telling someone they’ve got spinach in their teeth but handing them floss straightaway. God, you’re a good egg, aren’t ya?!

They’ll see that your business is the “Thank Gaaawd” solution they’ve been crossing their fingers they’d find.

A puzzle piece with "Solution" fits into an open spot named "Problem." Learn how to write copy that converts with Emma Griffin Writes.

Cut the crap

Like that trendy highlighter makeup all the TikTok’ers are repping these days, less is more when it comes to your website copy.

Yes, you should share what your audience needs to know about your business and why they should work with you. Sure, there’s even an appropriate spot on your site for that meandering tale about what led you to start your business. But generally, website copy that converts gets to the fucking point.

You don't have to throw in heaps of adverbs and adjectives to sound smart, or repeat your point over and over again to make it clear. Flowery language doesn’t sell. Your audience is savvy, and they’re probably not drowning in free time. Don’t bore them with words for the sake of words.

That means hell no to:

Big fat paragraphs and long chunky blocks of text (snooore)
Industry terms your audience doesn’t give two shits about
Never-ending sentences filled with loads of commas (this is your website, not War And Peace, dudes)

Keep it simple. Good website copy gets your points across. It tells people what your business can do for them and, if it does its job, it sends them to that end goal feeling all warm and fuzzy about it.

Take charge and tell ’em what to do

Your website is not the place to fling shit about and hope something sticks. People need to be told what to do. Even if you write the slickest and clickable copy out there, without calls to action (CTAs), you’re not going to get the conversions you’re hoping for.

Website copy that converts tells visitors exactly what they should do next. It’s not pushy to point people to the action you want them to take on your site. In fact, they want you to tell them what to do.

It’s a worst-case scenario for someone to head to your site, like what they see, and get back to Google-ing because they don’t see a clear next step. It’d be like if someone told you they know a fantastic restaurant with a never-ending cheese menu but failed to mention what the place was called or where it was. It’d be a bloody tragedy. And we can’t have that.

Tips for how to write website copy that converts, from Emma Griffin Writes.

Give me 60 mins and I’ll give you the goods

If this is all making sense, but you’re just not sure how to make it work for your website, no worries. A 1-2-1 Copy Consultation with me is the power hour you need to get your website copy sparkling like that spenny highlighter in your Going Out-Out make-up bag. . I’ll tell you exactly how to transform your current copy or that draft you’ve been sitting on for months into website copy that converts. Trust me, you’ll be turning browsers into clients in no time.