How to write website copy (the insanely in-depth guide)
So obviously I’m biased, but as a website copywriter, I do think website copy is one of the most important things you can use to build your business.
A lot of people honestly prioritise design more than copy, but as somebody who’s been doing this for several years and who works with designers all the time, I promise you that copy is just as important as design, if not more so sometimes.
Great copy clarifies. Great copy persuades people. Great copy is how you show people why they should hire you. You answer all of their questions, you explain what makes you different, how you do things, why you’re the perfect person for them, why they should choose you, and how you’re going to make their lives better.
It’s basically your chance to convince someone that you are the best person for whatever they need and that you are better than your competitors. And as great as design is, or social media, nothing else is going to do that the way a website can.
There are actually so many benefits to website copy that I can’t even get into all of them in the introduction. I’m going to write a separate post on this, but website copy and having a really great website with great copy should be the end-all, be-all of your funnel, your promotion, and everything.
So in this in-depth guide, we’re going to talk about how to write website copy that converts, that speaks to the right people, and does everything it’s supposed to do, as well as how to do website SEO.
So grab a drink because it’s going to be a long one, and let’s get started.
Hi, I’m Elle…
Website Copywriter, Unapologetic Girls’ Girl, And (According To Clients) An “Absolute Dream.”
What Is Website Copy?
So the big question, what is website copy?
Website copy is literally just the text or words on your website. So everything that’s written on the website is your copy. It’s slightly different to content writing in the sense that copy is designed to convert, as in sell or achieve a specific goal, whereas content writing like blogs is more for educational purposes. They serve slightly different roles in your funnel.
Website copy matters for so many reasons that I couldn’t even get into all of them in this post. However, just to give you a few, obviously it sells for you. It converts your website visitors into inquiries or sales. It convinces people to buy from you or hire you. It also convinces people that you are better than your competitors.
It helps create emotions so that people build an emotional connection with you or your brand. It helps build trust with your readers. It helps emotionally connect with your readers and show them that you understand their problems and prove to them that you have the solution for them.
It answers all of their questions so you don’t have to spend hours on sales calls or inquiry calls talking to them. Essentially, it should do everything that you don’t want to do in your business. It should sell for you, convince for you, save time for you, differentiate you from your competitors, help you stand out, and help you get your readers’ attention.
With SEO added into that, it should also make it easy for people to actually find your business and know that you exist.
So now that we know that website copy is so important and all of the benefits, let’s talk about writing website copy and how that actually works.
I’m also an ambassador for romanticizing business and making it fun, an expert in non-toxic conversion copy, a Miranda Priestley apologist, and my actual job description should really be ‘matchmaker for you and your dream clients“
If you liked reading this blog post – I would love to hang out more with you 🙂
And these, IMO, are the best ways for us to that:
Before You Write: The Strategy Layer
Before you even start writing your copy, you need to think about strategy. This is basically your brand messaging, and if you don’t know what brand messaging is, I have a post here that walks you through everything to do with brand messaging, so read this after you read this post or before you continue this guide.
Brand messaging includes figuring out your audience, figuring out what makes you different, and understanding what kind of things you’re going to talk about in your copy.
So let’s have a quick breakdown of what you should be thinking about in terms of your messaging and what kind of strategy you’re going to need to get ready before you start.
Define your audience
This is figuring out who you are speaking to specifically, not generically.
What do I mean by this?
Defining your audience is choosing your ideal client, your ideal audience, the exact person that you want to work with or that is going to buy from you, and making sure that you are writing to that person at all times.
You are not writing to everyone on your website.
You don’t want to sell to everyone, you don’t want to work with everyone.
Your website should speak to the exact person that you want to sell to or work with. Your brand voice should be speaking to that person, and the words you use should be speaking to that person.
So the first thing you’re going to do with your strategy is define your target audience. You are going to write a bio about who you’re speaking to, who they are, what they do in their free time, what they’re into, what their hobbies are, where they live, what they do for work, and get a really clear image of a very specific person.
And I want you to give them a name so that you have a picture of them in your head every time you write anything on your website.
Clarify your offer
This is deciding what you sell or what you do.
What is the main thing or things that you sell or do in your business?
Who is it for?
What do people get? And what are the outcomes that they get?
I want you to answer those questions because you’re going to need to be able to clearly explain that on your website when you write it.
Understand pain points and desires
A pain point is the problem that someone is having. It is the struggle that someone is experiencing in their life, which is why they’re looking for your solution or whatever you do to fix it. The desire is what they want. It’s the outcome they want in their life that will fix their problem.
So basically, a pain point is a problem and a desire is what they want. You can think of this as emotional and practical. The practical side is what is physically or logically going wrong, and the emotional side is how it makes them feel.
So for example, if your website is selling physiotherapy, the practical issue might be that they are having back pain and it makes life hard. The emotional pain might be that they can’t play with their kids as much as they want to.
The practical desire is they want to experience less back pain and fix the problem. The emotional desire is they want more mobility to spend time with their family and feel younger again.
You want to figure out what your offer is doing, like the pain points for your audience and their desires, and how your offer is going to help solve that.
Then you want to do some research into VOC, which is Voice of Customer data. This is looking through any sales calls you’ve had, testimonials, reviews, surveys you’ve run, or research from your own audience. If you don’t have that, you can also look at competitors.
You want to figure out what people are actually saying in the real world, what problems they’re talking about, what solutions or desires they’re talking about, and what language they’re using. This is all really going to help you when you write their copy.
So you’re going to go and do this first. Like I said, if you’re not too sure how to do this, I do have an in-depth blog post on brand strategy that you might want to read first to help you with this.
And once you have all of this information, you’re going to come back and be ready to start with the next stage.
The Core Principles of High-Converting Copy
Okay, welcome back.
Congratulations for doing the strategy, because that is one of the big pieces of work.
So the next thing that we’re going to talk about before you start writing your copy is how to actually write high-converting copy and the basic principles of high-converting copy.
Because as you’ll see when you sit down to write, everybody thinks that it’s easy to write, and it can feel harder than it needs to be.
There are also certain things you want to follow when you’re writing that will make it easier for your audience to enjoy your copy, easier for them to read, and more likely for it to
Clarity over cleverness
There is a debate about this sometimes in copywriting, but I will stand by this. As much as you want to be clever, you need to focus on making your copy clear. If people cannot understand what you’re saying, it doesn’t matter how cute, witty, or clever it is. If they can’t understand it, they’re not going to buy.
Buying or hiring somebody, or making any sort of commitment, whether that is subscribing to a newsletter or booking a discovery call, is a commitment for people and it can give them anxiety. If they don’t know exactly what they’re going to get when they click a button, or in an offer they’re purchasing, or when they make a purchase, they’re not going to do it because the lack of clarity will give people anxiety.
So do not make your copy confusing. Do not name your offer something so clever that people don’t understand what they’re buying. Don’t make your button copy so quirky and clever that people don’t know what’s going to happen if they click on it.
Focus on making sure it’s clear, and re-read your copy every single time and ask yourself: is this clear? Is this immediately obvious? What am I saying? What is going to happen next? What is on this page?
Specificity
Specificity is so much better than vague language, and this is why I want you to write to one specific person instead of writing to everyone. You might feel like you can’t get too specific because it might turn people away, but you are actually more likely to bring people in by doing that.
For example, if you said in a sentence, “We’ll fix your back pain,” that’s true, but is that really going to emotionally connect with somebody? Probably not.
Whereas if you said, “No more will you wake up stiff and aching, struggling to get yourself out of bed, wishing you could just crack your muscles and get rid of that constant pain that is just hanging over you,” that is a lot more emotional. It’s going to speak to people more, and it’s going to get their interest more.
Obviously that might sound a bit dramatic, but by being specific you create more emotional connection. You help create a picture in people’s minds, you catch their attention, and your copy becomes more memorable. So don’t be scared to be specific.
And if you’re not sure how to be specific, this is where your voice of customer data comes in. You can use phrases you see there that feel valuable or interesting, or that stick with you, and use that to inform your copy.
Benefits over features
There is a bit of nuance here, and I actually disagree with the idea that features don’t matter.
I think benefits and features are equally important, but this principle still makes sense.
A feature is the specifics of your product or offer. A benefit is what that actually does in someone’s life.
For example, as a website copywriter, a feature of my offer is SEO research and optimisation. The benefit is that people will find your business on Google for free, meaning you get free traffic and free eyes on your business.
The reason people say to focus on benefits over features is because benefits are more emotional. They help paint the picture of how you’re going to improve someone’s life, and they are more likely to convert people.
But don’t ignore features, because different types of people read your website. Some people are more logical, and they want the details. So make sure you include both.
A simple way to do this is: feature, so that, benefit.
Have one goal per page
It can be tempting to say everything on every page, but you shouldn’t. Each page exists for a different reason.
Your homepage should have one main goal. Where do you want people to go next? Do you want them to go to your services page, book a call, or buy something?
Your about page might have the goal of getting people to inquire. Your subscribe page might have the goal of getting people to sign up. Each page should focus on one main action.
This helps avoid pages becoming too long or overwhelming.
Don't Overwhelm Your Reader
Each page should have a logical flow and one main idea that you lead people through from start to finish.
You don’t need to include everything on every page of your website. Some things can be saved for inquiry calls, FAQs, or blog posts. Be intentional with what you include and avoid information dumping.
The Anatomy of a High-Converting Website
So what makes a high-converting website?
There are specific pages on your website that every single website should have, and then there are going to be pages on your website that are very specific to you. Obviously, the answer to this question is “it depends,” like most things in business, but today we’re going to talk about the main pages you want to have on your website and some of the other pages that you could have that are optional.
Then in this guide, we’ll break down those main pages and how to write them.
So what are the main pages?
A Homepage.
100%, every single website needs a homepage.
This is the page that most people will land on first when they come to a website. It is where you introduce your brand, explain who you are, what you do differently, and what you offer. The very basic main things that they need to know about you need to go on this page.
Every website needs an about page.
This is how you build trust with your readers. This is where the emotional readers are going to connect with you the most. And this is basically a page where you are going to tell them everything they need to know about you, your brand, or your business to know whether or not they want to buy from you or work with you.
A services or product page.
This is where you give them the specifics about what you do. So if you’re a service provider or a founder, this is where you’re going to talk about the services that you provide and the specific things that you do. If you’re a coach, you’re going to talk about your coaching programs. If you’re a copywriter like me, you would talk about your different packages.
Or a product page if you are an ecommerce business. This is where you would talk about your products, what each one does, the ingredients in them, how they were made, and everything that’s included.
If you’re a SaaS company or a tech company, this might be your features and pricing page, where you give them the specifics of what is included in each pricing package, what features they get, and the technical information they need to know.
You also need to have a contact page.
This is how people can get in contact with you. This is specifically for service providers, consultants, or coaches. This is how they can enquire, book a call with you, or get in touch.
You can have a checkout page if you are an ecommerce or SaaS company.
Then the other pages that you might want to have, which are optional but quite good to include, are:
You might want to have a blog if you are interested in growing your business through blogging, which I 100% think you should. And if you’re not sure how to do that, I have a blog post on it.
You might want to have a subscribe page if you have newsletters or freebies and want to keep them in one space.
You can have a resources page if you have a lot of free resources.
You might want to have a shop page if you have paid resources, like templates, small offers, workshops, or anything like that.
Any other pages you need are going to depend on your business.
You might want an FAQs page if people have lots of questions that can’t fit on other pages. You might want a pricing page if you’re ecommerce or SaaS.
You might want a testimonials or reviews page. And you might have different services or product pages, or different landing and sales pages for each offer.
That gets a little more technical, but for the purposes of this guide, we definitely want a homepage, about page, services page, and a contact page.
The Homepage
the homepage is the most important page on your website. It is the first page most people will land on. It’s going to tell people who you are, what you do, a basic breakdown of everything they need to know about you, and then direct them to the place that you want them to go on your website.
The first thing I want to stress, and I will say this throughout the website, is that there is no right way to write any specific page on a website.
There are best practices and there are sections that are best to include, which we talk about in this blog post, but every website will be different.
So you might need some extra sections on your homepage, you might need less. If you’re an ecommerce website, your homepage might look different. If you’re a service provider, your homepage might look different.
But there are a few sections that website homepages usually need, so let’s go through those.
- Opening section
- A “you’re in the right place” section
- An About me or about us section
- A services or product section
- A CTA
- Social proof
Let’s look at each of those individually.
Tthe opening section is your hero section.
It’s basically the first full screen section that people see on a website, and what you want to do here is tell people what your website is for, who you are, who it’s for, and what you do.
The absolute goal of this section is to let people know that they are in the right place and clearly explain what website they’ve just landed on.
You want to grab attention.
You want to speak directly to your audience.
You want to say something that sticks in people’s minds and makes them feel like they’ve landed in the right place.
Next is the “you’re in the right place” section.
This is a bit longer than the homepage intro, although the length doesn’t matter as long as you’re saying what you need to say.
I’ve heard this called a lot of different things, but essentially this is the section where you convince your reader that you get them and that you understand them.
So you’re either speaking to their desires, speaking to their pain points, or showing them that you understand their problem and that you have a solution.
Then you have the about section.
This is where, if you’re a service provider or founder, you introduce yourself.
If you are a SaaS company or ecommerce brand, you might talk a little bit about what makes your company different and link to your about page.
This section is just to help humanise the brand and connect emotionally with your audience, and then link them to your about page for people who want more.
The next section is either a services or product section.
This is where you give a brief overview of what you offer, what you do, a bit of the specifics, and then you link out to your services page.
Then you need a CTA.
Which is basically telling people what to do once they get to the bottom of the page.
So you could tell them to enquire, book a discovery call, go to your services page, read your blog, whatever it is. Just make sure you’re guiding them instead of leaving them stuck.
The other thing your homepage absolutely needs is:
Social proof
I have a whole blog post on this, but to keep it simple, it’s anything that proves people can trust you, including testimonials, reviews, statistics, certifications, partnerships, or past work.
You really want this on every page because anyone can say anything online. You need to prove it.
Some other things you could add to your homepage are links to your blog, your subscribe page, your podcast, or your shop.
A homepage can be a bit tricky to write because it covers a lot, but the main thing is focusing on the main goal you want people to take.
Once you’ve done that, anything extra can go further down the page.
About Page
Okay so like most website copywriting tasks, the about page is my absolute favourite page to write, to the point that I have a full-blown post about how to write an about page.
So again, I’m going to stress that there is no right way to do an about page, and specifically there is no right way to do an about page.
All your about page needs to do is build trust with your audience and emotionally connect with them.
That is the main goal of this page. It is written for emotional decision makers and this page is to humanise your brand, to tell people everything that they need to know about you so they trust you, like you, and remember you when it comes time to choose you.
So there is no specific set number of things that you need on your about page, and it’s different for everyone, but here are a few examples of things that you can add.
Any social proof, certifications or awards that you’ve won to build trust.
Your backstory or the story of your brand to humanise it.
Some fun facts or interesting information about yourself to make you likable and memorable.
Any information that shows your readers that you understand them and get them, for example if you’ve been in the same place they’ve been in.
Your unique selling points or anything that you are doing differently to someone else in your industry.
Essentially, the best way to approach writing this page is to think about these questions:
What makes me different to other people in my industry?
What makes me likable or interesting?
What about me or my story is relatable to my audience?
What can I say that will make my audience trust me?
What does my audience care about in terms of my industry or my brand?
Like I said, I have a full blog post about how to write an about page, so I’m not going to go too much deeper into this, but don’t overthink it and definitely, definitely have fun with this page because you get to be the most creative here.
Services/ Product Pages
Let’s talk about a services or product page. I’m actually going to split it into two because they’re slightly different, so let’s start with a services page.
Services Pages
Your services page needs to tell people what you do, the specifics of what you do, and how they can buy or hire you for that thing.
So what do you actually need to include on this page?
You need:
- A strong hero section
- A problem section
- A solution section
- A list of your services
- Social proof
- A CTA
Okay, so let’s break those down.
For a strong hero section, you want an attention-grabbing headline that is memorable, that speaks to their exact problems or exact desires, and ideally you want to include a keyword.
For your problem section, you want to remind them of the problem that they’re having, empathise with it, and show them using specificity that you understand exactly what they’re going through.
For your solution section, you want to introduce yourself or your products or services as the solution, and then talk about how much better their life is going to look after they have that product or work with you.
Then you want to list your services, including the pricing, what’s included, the features and benefits, and the next steps they can take to get access to it.
You want social proof here as well. It doesn’t matter which type you use, but sprinkle it throughout the page.
Then you want a CTA telling them what to do next.
If you have other services, you can also include them on this page, but I would recommend picking one main service, leading with that, and then having secondary services as another section.
You can obviously add anything else that you think will convince them to work with you on this page, like an FAQ or “right for you” section where you say who it is and who it isn’t for.
You can also add anything that helps differentiate you from competitors.
Just make sure it is ultra clear what they are going to get and what the next steps are.
Product Pages
So for product pages, you still want a hero section as listed above.
And then you probably just want to list your products and mix that with social proof.
Because when people are visiting product pages for ecommerce businesses, for example, they really just want information on the features and benefits. They don’t want so much copy about you or your business or your process.
You should focus on putting that information into the product descriptions themselves, showing transformation or talking about desires in those descriptions.
And then each product description will have its own CTA.
Do you need more than one services page?
Possibly, it depends. If your services are wildly different from each other or you have offers that are very different and don’t make sense on one page, then yes, have separate pages. However, if your services are slightly connected, then no, you can keep them on one page. It doesn’t really make sense to split them unnecessarily.
So an example is I have website copy and website audits on one page because they’re very similar, but I have a separate services page for brand messaging bibles because that is a very different offer.
The Contact Page
Okay, so now let’s talk about the contact page and what you need to have on there.
So the contact page is basically your last chance to convince people to take action, whether that’s to buy from you, hire you, or work with you. It’s where you include your contact forms and ways for people to get in touch.
The biggest mistake most people make on this page is they literally just add a contact form and leave it at that. But that is wasting an opportunity to connect with your audience.
So we’re going to talk about what else you can add.
On this page, you should hav
- A hero section
- A benefit statement
- A way for people to contact you
- A closing statement or social proof
- Links to other parts of your website or funnel that could further convince them to work with you.
So let’s break that down.
The hero section, like on other pages, should be memorable, possibly include a keyword, and make people feel like they are in the right place and ready to take action.
Then your benefit statement is where you pick one really strong benefit of working with you and write it in a short, clear sentence.
The idea here is that this is your final convincing moment.
Almost like a conclusion or final CTA.
Then you make it as easy as possible for people to actually contact you, whether that’s email, a form, or a tool like HoneyBook or Dubsado if you use that.
Then you add either social proof or a strong closing benefit. Ideally both.
Pick something you know your audience really cares about that you haven’t already said elsewhere on the site.
Then add social proof again, like testimonials, reviews, or statistics that show other people have had a good experience working with you.
You can also add extra links here like blog posts, podcast episodes, or resources, so even if someone doesn’t convert, they stay in your ecosystem and keep engaging with your content.
How to Actually Write Your Copy
So – how do you write your copy, now that you know all of these things?
I’m going to go against typical advice here and say that it doesn’t really matter which part of your website you write first. People will always tell you that you need to do your headlines first or whatever, but what matters most is what feels easiest for you when you’re writing.
As best practice, you should do keyword research before you write your headlines. I’ll talk about keyword research in a later section, but that will make it a little bit easier for you to write headlines that incorporate keywords. Some people prefer to write headlines first, some people prefer body copy first. It doesn’t really matter which one you do, you should just do whatever feels easiest for you.
Also, the order I’ve given you for each page is not strict. You don’t need to follow it exactly. You just need to have your hero section at the start of every page and then the order of the other sections can be flexible. You just need to make sure everything flows and makes sense and sounds convincing.
What are some tips I have for writing?
I think it makes sense to do an outline first and then work from that.
You can move things around later, but if you know which sections you’re writing and what you want to say in each section, and you plan that out in a basic outline first, it will make it a lot easier than staring at a blank page.
Another tip is to make sure your writing is conversational. Write the way you speak.
Read your copy out loud while you are writing it to make sure everything sounds like something a human would actually say.
When you are writing your button copy, make sure it is clear what will happen when someone clicks it.
One of my biggest pet peeves is copywriters making buttons too cute or clever, which ends up confusing people.
Your button copy should be obvious.
Start by writing a first draft.
Don’t overthink it and don’t worry about it being perfect. You can always come back and edit it later.
Make sure you are always speaking to one reader and writing directly to them.
And one more tip is to use your voice of customer research.
Try to include specific phrases or language that your audience actually uses. This is what makes copy feel real and resonant.
And when it comes to social proof, you do not need to use it just once per page. You can and should use multiple types of social proof throughout your website.
The more you use it (as long as it’s relevant), the better your conversion rates tend to be.
Writing Techniques That Can Boost Conversions
When it comes to editing your copy after your first draft, here are some things you want to look at.
First, you’ve probably written more than you need to, so go through and cut anything that is fluffy or not adding value. If it’s not helping clarity, confidence, or conversion, it can usually go.
You also want to make sure your language is clear. Go through your draft and ask yourself if anything is confusing. If it is, rewrite it so it’s simpler.
Make sure you are writing directly to your audience the entire time. If a section drifts away from that, cut it or rework it.
Avoid long sentences. Break them up. Keep paragraphs short and easy to read.
Try to make it scannable. Use clear headings so people can skim. Not everyone will read every word, so structure matters.
And wherever you can, use bullet points or lists to improve readability.
Finally, check for specificity. Make sure nothing sounds generic or like it could have been written by anyone. Add details that show you actually understand your audience deeply.
A Quick Note About Brand Voice
Let’s talk about brand voice really quickly.
This is something you need to decide before you start writing.
It’s important that your website is consistent with your brand voice everywhere else, whether that’s social media or your newsletter.
Your headlines can be more expressive and personality-led, but your body copy should focus more on clarity and explanation.
So the main thing to remember is:
Body copy = clarity first
Headlines = can have more personality
Buttons = always clarity first
On services pages especially, make sure you are clear and not trying to be overly clever, because people need to understand exactly what they are looking at or buying.
SEO and Website Copy: How They Work Together
Let’s have a quick conversation about SEO.
If you don’t know how to do SEO keyword research, this is where you should learn it properly elsewhere, because I can’t go fully in depth in this post.
But a simple explanation is that SEO keywords are search terms that people type into Google. If you want your website to show up when people search those terms, you need to use them strategically.
You’re going to find a main keyword for each page you want to rank for, and you want to include it in your headline and a few times throughout the page.
That is the absolute basics of SEO.
The other thing I will say is don’t write for Google only. Write for humans first. If a keyword doesn’t fit naturally, don’t force it. Google will actually punish keyword stuffing anyway.
Focus on readability first, because if someone lands on your site and it sounds unnatural, they will leave, and that defeats the purpose of ranking in the first place.
How to Know If Your Copy Is Working
Once you’ve written your website copy and ideally you have worked with a designer or you’ve designed your website yourself and it’s gone live, how do you know if it’s working or not?
So there are a few metrics that you can watch. If you set up Google Analytics on Google Search Console—again I am linking my friend Maria’s YouTube channel here—
You can measure how many people are landing on your website, if they’re reading the pages, how long they stay on each page, and if they click from page to page.
You can also see how many conversions you are getting from your website. Are people on your website hiring you when they land on it? Are people telling you that they liked your website?
You just wanna look out for other people visiting your website. If they are, are they staying on the pages? And are you getting conversions? Because that is the main thing. If you see that you’re getting visitors on your website but no one is buying from you and it’s not converting, then your website isn’t working.
That just might mean that you need to test some things. You might need to change some headlines, change some of the copy, see if you can try a different angle of an idea or talk about a different problem or a different pain point, or add some more social proof. It’s all about testing different things.
Or alternatively, you can work with a copywriter to get your website copy written or audited.
DIY vs. Hiring a Copywriter
The big question – should you write your own website copy, or just hire a copywriter?
Because I know that you’ve come this far, you’ve learned how to write your own website copy and maybe you feel really confident to do it, or maybe you’ve looked at all of this and you feel like it’s way too much work for you.
I’m gonna be honest with you – it is a lot of work. This is my job. It is not easy to write a website, so what are your options if you don’t want to do it yourself?
One, you can hire a website copywriter, which means that you won’t have to do anything.
Everything is gonna be done for you. You literally don’t have to do anything at all.
You could also work with a website copywriter and have them rewrite your website in a VIP day, which is something that I offer.
This is where you write your entire website and then you hire a copywriter for a VIP day, which is a lot more affordable than working with a copywriter to write your whole website, and over the course of one day they will rewrite your website for you to make sure that it converts.
Or you can hire a website copywriter for an audit, which means that they will send you a video review of your website telling you what’s working, what isn’t, and everything that you need to change, so you still have to write the website and then they will tell you how to change it.
These are usually super affordable. (I actually offer these for a fraction of what I would charge to write website copy.)
The other option is for you to DIY the website copy and just do your best to act as your own copywriter.
If you’re still not sure which of these you need, I actually have a blog post where I go through every single aspect of this and talk about whether or not you need to hire a copywriter or whether you should just DIY your site.
In conclusion to this super long, super in-depth guide
Writing your own copy isn’t easy, but it also doesn’t need to be as complicated as you think it might be.
As long as you are focusing on the right things, you are always speaking to your one specific dream client or ideal reader, and you’re using common sense to figure out what do they wanna learn from you, you can write and feel confident in setting up your own website and launching your business.
If you do need help, I am here to help you. If you want an audit, I also have other blog posts specifically about things like About Pages or doing your own SEO keyword research.
And I also have a recommendation for a course that will teach you in depth exactly how to write all of your website copy that was created by my friend Sara. It’s an amazing course and it will walk you step-by-step through exactly how to write every single section of your website, including a lot of the pages that we didn’t talk about today. Here is a link to the course if you wanted to learn more about it.
Regardless of what you choose to do, don’t overthink it. Just start writing. Get everything down on a page and remember you can always change it. You can always optimise it and you can always test it later. It is better for you to have a website that is promoting you because a website really does everything you need it to do, than to keep putting it off and not doing it because you’re worried it’s not gonna be perfect.
Good luck with writing, you’ve got this!
The Hot Gossip, The 411
More from The Blog
If you loved this post, and you want to get the 411 on more things copy and marketing – here’s your next read, all lined up.
Hi, I’m Elle
Website Copywriter, Unapologetic Girls’ Girl, And (According To Clients) An “Absolute Dream.”
I’m also an ambassador for romanticizing business and making it fun, an expert in non-toxic conversion copy, a Miranda Priestley apologist, and voted most likely to over-deliver and overshare.
But — you know what else I am?
A girl who’s tired of seeing talented, creative women settling for mediocre copy and generic branding because they think they have to do it all themselves, or they’re waiting for permission to step into their It Girl era and become the hot brand they’re supposed to be.
Which is why I’d love for you to finally get copy that reflects your full potential — even if you can’t quite yet put that into words.
