Marketer Resources
Words That Win.
A Practical Guide to Writing High-Converting Websites
Why copy matters.
Why goes wrong.
What you’ll gain.
Your website is often the first touchpoint with your audience, or at least an early part of your relationship with them. Strong copy doesn’t just fill space—it builds trust, connects emotionally, and prompts action.
Generic headlines, buried value, fluffy jargon, weak CTAs.
A proven framework for every key page: Home, About, Services, Contact, so visitors know, like, and trust you fast.
Homepage. Your home page is basically a digital welcome mat. It’s the first thing your visitor sees before they walk in the door.
Primary Goal
Help a visitor understand within 5 seconds: Who you are, what you do, and what problem you’re here to solve for them.
Header
Headline
Benefit-driven and clear – Example: “Make Your Website Work Harder for You”
Checklist:
Sub-Headline
Supports the headline with specificity – Example: “We help startups attract ideal customers with conversion-optimized copy.”
Call to Action
Action + outcome – Example: “Get Your Free Conversion Audit”
Body sections
Problem → Solution
Briefly state how your brand solves your customer’s problem. "Struggling to stand out online? We craft copy that captivates and converts."
Clear statement of who you help
Trust Boosters
Include a few convincing stats or awards your company has earned. "500+ businesses served" • 4.9 average rating
Benefit-oriented headline
Visible, specific CTA
CTA Repetition:
Add another “Book a Call” or “View Samples” lower on the page.
Trust indicators (testimonials, numbers, awards)
About Page. People who make it here usually get there on purpose. They want to know more about your brand and what you’re about.
Primary Goal
Be human, believable, and memorable—beyond credentials.
Your origin story
What inspired your brand’s creation?
Highlight shared values and pain points.
Example Opener
“We built this company because we were tired of seeing bland copy on every website we visited. We decided to change that.”
Why it matters to them
Focus on the reader’s transformation, not your awards.
Example
“We trade award jargon to help you speak so your dream clients invite you to be part of their story.”
Tone & Voice
Use conversational “you” phrasing (if appropriate for your brand’s personality).
Be transparent: What we believe, and what we don’t.
Include photos of people on your team if you can, with captions.
Services Page. Demonstrate impact, not just features. This is where to show off the results your brand offers.
Primary Goal
Convert features and capabilities into clear, personal value.
Structure your offering
For each service—e.g., “Website Copy,” “Email Sequences,” “Brand Messaging”—use:
Challenging Header
What problem they face ("Website copy that doesn’t attract leads")
Benefit/Outcome
“See 20% more demo signups within 3 months.”
Your Value
“We craft conversion-focused copy that speaks to your ideal customer.”
Visual clarity
Break up text into concise bullets
Use tooltips or hover microcopy for industry terms
Micro CTA’s
“Learn more” / “See case study”
Add “Not sure what you need? Let’s chat.” CTA
Contact Page. Smooth, confident conversion. You’re almost there... Remember, guide your customer to their next step.
Primary Goal
Make reaching out irresistible and easy.
Heading
Remove Risks
Primary Form
Short and focused (Name, Email, Message)
Secondary Options
Phone number, Calendly link, email address
Forms
Provide Reassurance
“No commitment—just a relaxed discovery call.”
Extras
Embed a brief testimonial or mention client success.
Show business hours or a mini FAQ (“Is this call free?” “Yes!”)
Replace “Contact Us” with something more engaging,
Clarify Response Times
“We usually reply within 2 hours during business days.”
Example
“Let’s Talk About Your Next Big Idea.”