How to Write Website Copy That Actually Sells Your Services
Your website isn't just a digital brochure. It's your most powerful sales tool working 24/7 to convert visitors into paying clients. Most small businesses struggle with writing copy that actually sells their services. They either sound too generic, too stiff, or completely miss what their ideal clients need to hear.
After working with hundreds of small businesses on their websites and marketing strategies, we've seen firsthand what separates copy that converts from copy that falls flat. The difference isn't about being the fanciest writer, it's about being strategic, authentic, and customer-focused.
In this guide, we'll break down exactly how to write website copy that sells your services, complete with real-world examples of good versus bad copy across different industries.
The Foundation: Understanding What Website Copy Actually Does
Before we dive into examples, let's establish what effective website copy accomplishes:
Clearly communicates what you do and who you serve within seconds
Addresses your ideal client's specific pain points and demonstrates you understand their challenges
Differentiates you from competitors by highlighting what makes you uniquely valuable
Builds trust and credibility through authentic voice and social proof
Guides visitors toward taking action with clear, compelling calls-to-action
Bad website copy fails at one or more of these functions. Good website copy accomplishes all of them and it does so in a way that feels natural and genuine to your brand.
The Five Biggest Website Copy Mistakes (And How to Fix Them)
Mistake #1: Starting with "Welcome to Our Website"
Your homepage headline is prime real estate. Don't waste it on pleasantries that tell visitors nothing about what you actually do or why they should care.
Bad Example (Wellness Practitioner):
"Welcome to Serene Wellness! We're so glad you're here."
Good Example:
"Find Relief from Chronic Pain Through Holistic Bodywork and Personalized Wellness Plans"
Why it works: The good example immediately tells visitors what you do, who you help, and the transformation you provide. It speaks directly to someone searching for chronic pain solutions.
Mistake #2: Making It All About You Instead of Your Client
Your visitors don't care about your business philosophy or credentials, at least not yet. First, they need to know you understand their problem and can solve it.
Bad Example (Marketing Consultant):
"I'm a certified marketing strategist with 10 years of experience. I'm passionate about helping businesses succeed through innovative digital marketing solutions."
Good Example:
"Tired of posting on social media with zero results? You're not alone—most small business owners waste hours creating content that never converts. Let's build a marketing strategy that actually brings in clients without consuming all your time."
Why it works: The good example starts by acknowledging the visitor's frustration, validates their experience, and then positions the solution. It uses "you" language instead of "I" language.
Mistake #3: Using Vague, Meaningless Buzzwords
Words like "innovative," "cutting-edge," "world-class," and "solutions" have been used so much they've lost all meaning. They don't differentiate you or tell visitors anything concrete about what you offer.
Bad Example (Web Designer):
"We provide cutting-edge web solutions that leverage innovative technologies to create synergistic digital experiences for forward-thinking businesses."
Good Example:
"We design fast-loading, mobile-friendly websites that turn visitors into customers. No technical jargon, no months-long timelines—just beautiful, functional websites that help your business grow."
Why it works: The good example uses specific, concrete language that tells visitors exactly what they're getting and what benefits they'll experience. It also addresses common pain points (technical confusion, long timelines).
Mistake #4: Listing Features Instead of Benefits
Your clients don't buy features. They buy the outcomes those features create. Every feature should be connected to a tangible benefit that improves their life or business.
Bad Example (Photographer):
"Our photography packages include 4 hours of coverage, 300+ edited photos, and an online gallery with download rights."
Good Example:
"Relax and enjoy your wedding day while we capture every meaningful moment. You'll receive 300+ beautifully edited photos that tell your unique story—preserved forever in a private online gallery you can share with loved ones for years to come."
Why it works: While both examples mention the same features, the good example connects each feature to an emotional benefit. It helps the client envision how they'll feel and what they'll experience.
Mistake #5: Weak or Missing Calls-to-Action
If you don't tell visitors what to do next, they'll leave your website without taking action. Every page should have a clear, specific call-to-action that matches where the visitor is in their decision-making journey.
Bad Example (Business Coach):
"Contact us to learn more."
Good Example:
"Book your free 30-minute strategy call and walk away with three actionable steps to increase your revenue this quarter. No strings attached."
Why it works: The good example is specific about what happens next, removes risk ("free," "no strings attached"), and emphasizes the value they'll receive (three actionable steps).
Industry-Specific Examples: Good vs. Bad Copy
For Service Providers (Therapists, Coaches, Consultants)
Bad:
"I help people overcome their challenges and achieve their goals through personalized coaching sessions."
Good:
"Feeling stuck in your career despite working harder than ever? Together, we'll uncover what's holding you back and create a clear action plan to land the promotion or career change you've been dreaming about without burning out in the process."
For Retail and Product-Based Businesses
Bad:
"Shop our collection of handmade candles in various scents and sizes. We use high-quality ingredients and eco-friendly packaging."
Good:
"Transform any room into your personal sanctuary with our hand-poured soy candles. Each scent is carefully crafted using clean, non-toxic ingredients—because your home should smell amazing without compromising your health or the planet."
For Local Service Businesses (Plumbers, Electricians, Contractors)
Bad:
"Family-owned plumbing company serving the greater Denver area since 1995. Licensed and insured."
Good:
"Burst pipe at 2 AM? We answer our phones 24/7 because plumbing emergencies don't wait for business hours. Same-day service, upfront pricing, and a guarantee that we'll leave your home cleaner than we found it."
For Restaurants and Food Businesses
Bad:
"We serve fresh, delicious food in a welcoming atmosphere. Perfect for date nights, family dinners, and special occasions."
Good:
"Craving authentic Thai food that tastes like you're dining in Bangkok? Our family recipes have been passed down for three generations—we import our spices directly from Thailand and make everything from scratch daily."
The Website Copy Formula That Works Every Time
Whether you're writing your homepage, service pages, or about page, this formula will help you create copy that converts:
Hook with a relatable problem or desire: Start by acknowledging what your ideal client is experiencing or seeking
Agitate the pain point: Help them understand why this problem matters and what happens if it goes unsolved
Position yourself as the guide: Demonstrate that you understand their situation and have successfully helped others overcome it
Present your solution: Clearly explain what you offer and how it solves their specific problem
Show proof: Include testimonials, case studies, or results that build credibility
Overcome objections: Address common concerns like price, time commitment, or uncertainty
Call to action: Tell them exactly what to do next and what they'll receive
It's about creating a logical, empathetic journey that helps visitors make an informed decision.
Writing Tips for Non-Writers
You don't need to be a professional copywriter to write effective website copy. Here are practical tips anyone can implement:
Read Your Copy Out Loud
If it sounds awkward or overly formal when spoken, it needs revision. Your website copy should sound like you're having a conversation with a friend. Knowledgeable but approachable.
Cut the Fluff
Every sentence should serve a purpose. If you can remove a word, phrase, or entire sentence without losing meaning, do it. Tight, concise copy is easier to read and more persuasive.
Use Specific Numbers and Details
Instead of "many satisfied clients," say "127 businesses launched in the past year." Instead of "quick turnaround," say "delivered within 5 business days." Specificity builds credibility.
Address One Person, Not "Everyone"
Write like you're speaking to a single ideal client sitting across from you. This creates intimacy and makes your copy feel personally relevant rather than generic.
Break Up Long Paragraphs
Online readers scan rather than read word-for-word. Use short paragraphs (2-3 sentences max), bullet points, subheadings, and white space to make your content easily digestible.
Front-Load Important Information
Put your most important points first. Many visitors will only read the first few lines of each section, so make sure those lines contain your key message.
Common Questions About Website Copy
How long should my homepage copy be?
Long enough to communicate your value and compel action, but not so long that visitors get overwhelmed. For most small businesses, this means 300-800 words on your homepage, strategically broken up with headings, images, and white space.
Should I write my copy before or after designing my website?
Ideally, copy comes first. Your messaging should drive your design decisions, not the other way around. However, copy and design often evolve together through an iterative process.
How do I write about my services without sounding salesy?
Focus on your client's needs and transformation rather than listing what you do. Instead of "I offer coaching sessions," say "You'll gain clarity on your next career move and confidence to pursue it." Lead with value, not sales.
Can I use humor or personality in my website copy?
Absolutely—if it's authentic to your brand! Personality helps you stand out and build connection. Just make sure it doesn't overshadow clarity or alienate your target audience.
How often should I update my website copy?
Review your copy every 6-12 months or whenever your business evolves. Update it if your services change, you target a new audience, or certain messages aren't resonating with visitors.
Your Action Plan: Auditing and Improving Your Website Copy
Ready to improve your website copy? Follow these steps:
Review your homepage with fresh eyes. Does it immediately communicate what you do, who you serve, and why visitors should care?
Identify anywhere you've used vague buzzwords or jargon. Replace them with specific, concrete language.
Check your feature vs. benefit ratio. For every feature you mention, connect it to a tangible benefit your client will experience.
Evaluate your calls-to-action. Are they specific, compelling, and present on every key page?
Read your copy out loud. Mark anywhere it sounds stiff, confusing, or inauthentic.
Ask someone who represents your ideal client to review your site. Can they immediately understand what you offer and whether it's right for them?
Test different headlines, CTAs, and messaging. Small copy changes can significantly impact conversion rates.
Writing website copy that sells isn't about tricks or manipulation
It's about clearly communicating your value in a way that resonates with your ideal clients. When you focus on their needs, speak their language, and guide them toward a solution, your website becomes a powerful sales tool that works around the clock.
Remember: perfect copy doesn't exist. What matters is copy that's clear, authentic, and customer-focused. Start with these principles, test what works for your audience, and continuously refine your messaging based on real feedback and results.
Your website copy is one of the most important investments you can make in your business. Get it right, and you'll attract more ideal clients, stand out from competitors, and grow your business—all while staying true to what makes you unique.
Ready to transform your business?
At Unlock Collective, we specialize in helping small businesses and entrepreneurs develop authentic brands and powerful digital presences that resonate with their target audiences.
Reach out to talk about how we can help elevate your business with strategic marketing, branding, and web design that truly represents your mission.
