How to Write Website Copy That *Actually* Sells (Without Sounding ‘Salesy’)
Alright friend, listen… I don’t care what you’ve learned about writing over the years.
Because writing *effective* website copy that sells has a specific method of its own.
And I’m here to share that method with you in 4 easy steps.
But first… I want you to think of something you bought recently… or even years ago.
Maybe it was your morning iced coffee with a double shot of espresso. Or heck… even a house!
When you decided to pull out your wallet, what actually convinced you?
Was it the fact that your coffee was made from high-quality beans imported from Brazil?
Or was it because that first sip of your favorite coffee always seems to make your whole morning feel better?
And when you bought your first house (or apartment), was it because you thought:
“Wow, the foundation is perfect. Very logical. Very responsible.”
Or was it because you could picture yourself living it in?
Waking up every morning… making breakfast in that dreamy kitchen…standing at the island you’ve always wanted.
Because here’s the truth:
People don’t buy based on logic - they buy based on emotion!
Sure, the logical stuff stills matters, but it’s rarely the thing that makes people take action.
And the same rule applies when it comes to writing website copy that sells.
So, with that in mind… let’s get into it!
(And if you’re a small business owner trying to sell without sounding pushy, you’re going to love this!)
How to write website copy (quick overview).
So, if you’ve been stuck, staring at your empty word doc, wondering where to begin and how to even write website copy, here’s a quick rundown of the foundation you need to know…
Website copy isn’t about sounding “professional” or listing off facts about your offer that come across dry and impersonal (like a resume).
It’s about making your audience feel like:
“Oh my gosh… they get me and this is exactly what I need!”
And the best way to achieve this is by writing website copy that:
Makes it instantly clear what you do (and who it’s for).
Speaks directly to your audience’s current struggle (in a way that feels natural and relatable).
Shows them what’s possible (aka the transformation they actually want).
Explains how you can help and solve their problems.
Shows why you’re a perfect fit for them over someone else.
Makes them feel connected to you on a personal level (building trust).
Gives them a clear CTA (call to action).
Because the truth is… your target audience wants to land on your site and feel seen, safe, and connected with the real human behind the screen (you).
They want to feel confident that you’re the right fit for them in every way.
Now… let’s break it all down into 4 simple steps so you can write website copy that actually works and sells for you!
Step 1 - Make sure it’s obvious who you are and what you offer.
Your audience already knows they need help.
That’s why they’re searching on Google for someone like you.
And when they land on your website, they want two things:
Clarity.
And speed.
Because people have short attention spans. They click fast, but tend to X out even faster if they’re not immediately met with what they want.
That’s why as soon as someone lands on your site, it should be painfully obvious who you are and what you offer.
So, your target audience knows they’re in the right place.
This should always start with your H1 tag (Heading 1) on your websites homepage.
For example, the first few lines on my homepage are:
“Your go-to website copywriter for creatives.”
“It’s time to turn your story into your biggest sales weapon.”
“With SEO-optimized website copy and/or blog content, designed to make you stand out, attract your dream clients, and sell (without the sleaziness of sounding ‘salesy’).”
My homepage.
It needs to be THAT clear and straightforward -for your audience and for SEO-.
Because Google also uses your headline to understand what your page is all about.
So this isn’t the time to get overly creative and vague with something witty like:
“Words have power, use them wisely.”
Yeah… that literally used to be my old homepage heading when I first became a copywriter and didn’t know what the hell I was doing.
Now looking back? I laugh at it.
If someone landed on my site, they wouldn’t know who I am or what I’m selling.
They would have to continue scrolling to find out.
Which is the fastest way to lose a potential client.
If your audience doesn’t instantly understand what you do, they won’t stick around long enough to even read your website copy… which means you won’t get the sale.
This may seem like a small thing in the grand scheme of your website copy.
But this one change alone can make all the difference.
Because it’s your first impression and it builds trust right off the bat.
Quick takeaway: Your homepage heading should always say:
What you do.
Who it’s for.
And what result you get them get.
Step 2 - Focus on your audience’s pain points and desires.
Your target audience needs to feel three things when they land on your website:
You get them.
You care.
And you actually understand what they’re going through.
So when you write your website copy, don’t just talk to them about what you offer.
Speak to their current reality, in a natural, conversational type of way.
Show them you understand:
What they’re struggling with.
How it’s affecting them.
And what they really want instead.
For example, if you’re an online business coach, your copy might say something like:
“You’ve worked hard to build your dream business. And you couldn’t be prouder. But lately, you’ve been feeling stuck.
You’re ready to take on more clients, make more sales, and see real growth.
But the question of “where do I even start?” feels too overwhelming. Plus, you don’t have time to play trial and error.
But the thought of leaving your business at ‘good enough’, isn’t an option for you.”
Meet your audience where they’re currently at in life.
Not the future.
Because that’s the whole reason they’re on your website to begin with.
It’s personal.
As they read it should make them think:
“Yes! That’s exactly how I’ve been feeling. This person gets me. And i’m so excited to see what else they have to say and offer!”
When people feel understood, they feel safe, and they trust you.
Trust plays a huge role in selling.
Quick takeaway: Your website copy should reflect:
Where your audience is *now*.
Where they want to be.
What’s holding them back.
What it’s costing them.
Step 3 - Communicate why your offer is the perfect solution.
You already know your offer is valuable.
But now you have to communicate that value in a way that your audience actually feels it.
Not just by listing off facts.
You want your reader to believe your offer will:
Help them reach the future they want.
Move them towards their goals.
And finally solve the problem that’s been weighing on them.
Let’s piggyback off the last example with the online business coach.
Your website copy could say something like:
“When you decide to hire a professional online business coach (especially one who's been in your shoes), you don’t have to figure it all out alone anymore.
Stop stressing and guessing as you go. And finally have a clear plan on what to do that’s tailored to your business.
So instead of spinning your wheels, you can confidently take action towards reaching your goals without burning yourself out.”
That’s what sells!
Because you’re speaking their language.
You’re not only proving that you get them, but that you’ve got them!
You’re showing them why your offer is well worth the investment.
This is where most people lose the sale, because they talk about their offer, but they don’t help the reader picture the real life transformation.
Quick takeaway: Don’t just explain what you offer… show your reader what life looks like after they say yes and move forward with you.
Step 4 - Show what sets you apart from your competition and why they should choose *you*.
Now, it’s time to show your audience why they should choose *you* over your competitors that offer the same things.
Because in today’s world there’s no shortage of options… that’s for sure.
That’s why it’s more important than ever to communicate:
What makes you different.
Your unique approach or way of doing things.
What you value.
What it’s actually like to work with you.
And why you’re the perfect fit for your dream client.
In other words, give them a taste of the *real* you that’s behind the screen.
Your one-of-a-kind personality.
And the things that set you apart.
So, if you’re that same online business coach, here’s an example of how you can infuse that into your website copy.
“Let’s get real for a second. Life isn’t always sunshine and rainbows, even when you’re following your dreams. Burnout is all too real. Second guessing yourself is a daily occurrence. And financial anxiety is a killer.
I’ve been there myself; I get it. In fact, that’s why I chose to become an online business coach.
I’ve already made all the mistakes, played trial and error, and figured out what actually works so you don’t have to.
Now, I’m thrilled to not only help you achieve your goals, but to get to know you and your amazing business in the process!”
In one paragraph you can show off:
What makes you human.
Your lived experience.
What your personality is like.
And what working with you will feel like.
Quick tip: Your mini ‘about’ section on your homepage is a great spot for this.
Because here’s the truth…
Your ideal client might very well come across you and someone else who offers the same thing, has the same skills, same experience, etc.
But they decide to go with the person they connect with.
The person they trust.
The operson that feels like the best fit.
(And hopefully that person is you!)
Remember, your dream clients want to work with someone who is:
Good at what they do.
Understands them.
Has the solution.
And enjoyable to work with.
So, show them that you check all those boxes!
Quick takeaway: Your personality isn’t fluff… it’s a selling point. It’s what attracts the right kind of people, builds trust, and helps your website copy convert.
‘How to Write Website Copy That *Actually* Sells (Without Sounding ‘Salesy’)’ Conclusion.
Bottom line… emotion and storytelling is key when it comes to engaging and winning over your dream clients.
And your website copy needs to communicate these things (in this order).
Who you are and what you offer.
That you understand your audience and what they’re struggling with.
That you understand what they want and where they’re trying to go.
That your offer is the solution they’ve been looking for.
And why you’re the best fit/what makes you different.
Here’s the truth that a lot of people forget…
When someone lands on your website, they’re not thinking about you.
They’re thinking about themselves.
Not in a negative way, it’s just human nature.
As they scroll your website they’re subconsciously looking for the answers to:
Can this person help me?
Do they get me?
Do I trust them?
Do I like their vibes?
And think about it…
Have you ever landed on someone’s website and found yourself chuckling or nodding along?
The vibes feel good, and you click with them?
And then on the flip side… have you ever felt turned off, bored, or even got the ick when reading someone’s website copy?
I know I’ve experienced both many times.
Feelings are powerful and play a huge role in decision making.
So when you’re writing your website copy, think of it like you’re writing a story.
A story where your target audience is the main character.
And don’t overthink it!
Have fun with it, put your real voice and values into it.
Because the key to writing website copy that sells, is realizing that you’re just a human talking to a another human.
Forget that it’s behind a screen.
Pretend you’re having a real conversation with a friend at a coffee shop.
It’s as simple as that!
Quick ending thoughts + resources.
I truly hope this article helped you understand how to write website copy that actually sells (without sounding salesy or stiff).
And if you want help with your website copy, SEO, or blog, you can check out my services!
I offer done-for-you, DIY, and a mix of the two.
Or if you’re more of DIY kind of person, I’ve got you covered too friend!
Download my freebie:
✨ “How to write website copy that sells”
Keep it handy and use it to improve your website copy as soon as today!
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And if you don't already know me...
Hi, I'm Christa! A freelance website copywriter who helps creatives and small business owners write SEO-friendly website copy that feels like you and sells without sounding salesy.
So, if you’re ready to attract your dream clients and make more sales, then I’d love to be your copywriting companion!
Check out my website - Get to know even more about me and my offer.
Snoop my services - I specialize in writing copy for websites and content for blogs. But I'm always open to client requests as well.
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