Most website copy fails because it talks about the business instead of the visitor. Effective copy does the opposite — it speaks directly to the reader, addresses their situation, and makes the next step obvious.
Start with the headline. You have roughly five seconds to communicate your value proposition. If the headline is vague, clever, or requires context to understand, visitors will leave. Be direct. Say what you do, who you do it for, and why it matters — in one sentence.
Subheadings should expand on the headline, not repeat it. Use them to address objections, clarify the offer, or introduce a benefit. Each subheading should give the skimming reader a reason to stop and engage.
Body copy should be specific. Replace generic claims with concrete details. Instead of "we deliver exceptional results", say "we redesigned KaChing's website and they saw a measurable increase in demo requests within the first month." Specificity builds trust.
CTAs should feel like a natural next step, not a hard sell. "Book a strategy call" is better than "Buy now". "See our work" is better than "Click here". The best CTAs reduce friction and match where the visitor is in their decision process.
Finally, read everything out loud. If it sounds like a press release, rewrite it. If it sounds like a real person explaining the business to a smart friend, you are close.