What Your Website Copy Should Really Be Doing

The right words don’t just sound nice - they work hard.

You’ve written your homepage, About page, maybe even a few service blurbs. You’ve tried to sound professional, engaging, maybe even clever. But something feels off. It’s not quite flowing. You’re not sure it’s landing. Or maybe you just did what you could at the time and moved on.

Sound familiar?

Here’s the truth: writing your own copy is hard. Even if you’re a great communicator. Even if you know what your business does inside-out. That’s because you’re in it: too close, too tangled. Often, the very things we focus on - sounding polished, using the ‘right’ words - aren’t what our copy really needs.

Let’s take a step back and ask: what is your website copy actually supposed to do?

Your Copy Should Guide - Not Confuse

First and foremost, your copy should help people find their way.

That means:

• Clear messaging on every page

• A logical, intuitive journey through your site

• A gentle nudge toward a next step

Think of your website like a friendly host. Visitors land on your homepage - they need to know where they are, what you offer, and whether they’re in the right place. Your About page should build trust. Your Services page should clarify options. And your Contact page? That’s your invitation.

Mini-check: Look at your homepage right now. Can a first-time visitor tell:

– what you do,

– who it’s for, and

– what they should do next?

If not, it’s time for a tune-up.

Your Copy Should Feel Like You (and Speak to Them)

The biggest misconception about website copy? That it needs to sound fancy, formal, or like someone else.

In truth, your copy should sound like you - your voice, your values, your energy - speaking to the right people in a way that makes them feel seen and understood.

While clarity is non-negotiable, connection is what gets people to stay. And that’s where tone comes in.

Are you warm and relaxed? Straight-talking? Cheerful and energetic? Quietly confident? Let that come through.

What is just as important is to make your reader the centre of the story. Talk about their needs, their hopes, their hesitations - and show them how you can help.

Every Word Should Earn Its Place

When you’re too close to your copy, it’s easy to cram in too much. But clutter creates confusion, and confusion costs you clients.

Here’s what to do instead:

• Cut the filler: “I believe that I am passionate about…” becomes “I help…”

• Avoid generic phrases: if a hundred other businesses could say it, rework it

• Use structure to support meaning: headings, subheadings, and lists help skim-readers (and they’re most of us)

A good trick is to read your copy aloud. You’ll spot long-winded sentences, wobbly transitions, and moments where your energy dips.

If it’s not helping your visitor, or leading them closer to action, it’s better to trim it out.

Your Copy Should Gently Guide People Toward Action

You’re not forcing. You’re inviting.

Your reader is looking for a solution, and it’s your job to show them the way. So don’t leave them guessing!

Calls to action (CTAs) aren’t just for the end of a page. You can weave them in gently, like:

• “Explore my services”

• “See how I work”

• “Let’s chat”

• “Read the blog post on self-editing”

(See what I did there?!)

Remember: some people are ready to book. Others just want to learn more. Your copy should give them both options - a clear path, with no pressure.

Pro tip: Think of every page like a conversation. What’s the next natural thing someone would want to know or do? Lead them there.

Connection Comes First

Ultimately, the best website copy doesn’t just inform - it connects.

It connects your values to your voice. Your voice to your reader. Your reader to your offer.

That’s what your copy should really be doing.

So if your site feels a bit off, or like a patchwork of old drafts and placeholder blurbs, you’re not alone. But you can shape it into something that works. Something that feels like you, and speaks to the people you most want to reach.

Your reader is looking to feel seen, understood, and assured.

Ready for Copy That Connects?

If you’re struggling, wondering where to start - I’d love to help.

Whether it’s a full edit or a few suggestions to polish what you’ve got, I’ll work with you to bring clarity, cohesion, and confidence to your copy.

Let’s make your words work harder, and feel more like you.