Same products, different words. Watch people start saying yes more.
Key takeaways
- Sell the outcome, not your product.
- Lead with emotion, not logic.
- Focus on showing one strong benefit.
- Use numbers, not adjectives. Then back it up.
- Let your customers do the bragging.
- Write to someone, not everyone.
- Use short lines and clear space. Write for short attention spans.
- Cut the buzzwords and sound human.
How to write a compelling website copy
Most brands don’t lose sales because of bad products. They lose them because of unclear messaging. Here’s how to be not them.
1. What we do → what you get
Sell the hole, not the drill. That line’s been around since Professor Levitt. It’s that old.
Also applies to writing for your website.
Your audience doesn’t really need to know all the bells and whistles of your product. They do not need to hear if you’re #1 rated.
They just want to know one thing: can you solve their problem?
Bad: "The modern AI customer service platform."
Good: "Close tickets 20% faster."
Bad: "A world-class SaaS solution for growing enterprises."
Good: "Grow revenue 30% without adding new hires."
Bad: "An innovative, cloud-powered analytics tool."
Good: "Get a website audit in under 20 minutes."
Think of your customer, look at their problem, and tell them you’re the solution.
Pro tip: Dig through your transcripts and customer chats. Use the exact words people use to describe their poblems.
2. Facts first → feelings first
All sales are emotional.
"But we’re B2B, there’s no human involved."
Wrong. There’s always a human behind that company keyboard. And they have feelings. Trust is a feeling. Wanting more customers is a feeling.
Bad: "Our platform streamlines business workflows through data-driven automation and enterprise-grade integrations."
Good: "Finally get your weekends back."
Bad: "We help organizations increase efficiency and optimize collaboration."
Good: "Your team will stop dreading Monday."
So instead of leading with logic, lead with emotion. Make them feel the pain of staying stuck, then show the relief of fixing it.
After that, drop your stats to make it real.
3. Features list → one clear promise
Focus on a single, irresistible outcome. Clarity converts.
If you confuse them, you lose them. So give them one great thing to remember.
Bad: "Our platform offers seamless integrations, dynamic dashboards, multi-user permissions, and customizable workflows."
Good: "Finish projects 2x faster."
Bad: "We provide real-time analytics, automated reporting, and insights powered by AI."
Good: "Spot revenue leaks. Save $10,000 a month."
Bad: "Our CRM is flexible, scalable, and built for growth."
Good: "Turn more visits into customers."
4. Adjectives → numbers
Adjectives are cheap. Anyone can claim they’re innovative, powerful, or the best.
But numbers tell the truth. As long as you back it up with case studies.
Bad: "Our platform delivers powerful results for leading brands."
Good: "Our clients see an average 32% lift in conversions within 90 days."
Bad: "We help teams save tons of time."
Good: "Cut reporting hours by 40% ."
Bad: "We’ve helped hundreds of happy customers."
Good: "Trusted by 870 companies across 14 countries."
But remember, if you don’t back it up with proof, you’re just bluffing.
5. We say → they say
Another way to back up your claims is to let others do it for you.
People believe people. So instead of telling the world how great you are, have your customers do it for you.
Bad: "We helped Company X increase revenue by 30%."Good: "Our revenue jumped 30% in three months after working with them." - Sarah, Growth Manager at Company X
That one quote carries more weight than a thousand claims.
Ask your customers to leave a review (or better yet, record a short video). Then put those front and center on your website.
Best proof is borrowed.
6. Everyone → you, specifically
Talk like you know who’s reading.
Think about your ideal customer. Who are they? What’s their day like? What do they need right now?
Specificity makes people feel seen. You don’t have to know their name, just enough for them to think, "that’s me."
Bad: "Our tool helps businesses of all sizes manage workflows efficiently."
Good: "Built for sales teams. Qualify leads 50% faster."
Bad: "We serve companies across multiple industries."
Good: "Made for small eCommerce stores. Cut update time by half."
When your message feels personal, people stop and lean in closer to listen to you.
Protip: Do you have multiple ICPs and use cases? Create different pages for each. ChatGPT will love you.
7. Word soup → scannable chunks
Break walls of text into short, bite-size lines.
Readers skim, not study.
A 2024 eye-tracking study found people only fixate on individual lines of text, skipping walls of text most of the time.
Put the most important message (for them, not you) at the top, in the biggest font. They won’t miss it.
Bad:"Our all-in-one platform offers advanced analytics, multi-department collaboration, and integrated communication tools that enhance productivity and efficiency across your organization."
Good: "All your projects and metrics: now in one place."
Make your copy look light, and people will read it.
8. "Next-gen, game-changing" → words people actually use
Buzzwords kill trust. Speak like a human who means it.
Ask yourself: Would I say this if my audience were sitting right in front of me?
No? Then delete it.
Bad: "Our next-generation, AI-driven solution revolutionizes digital transformation."
Good: "Cut your response time by 40%."
Bad: "A groundbreaking platform built to redefine efficiency."
Good: "Finish projects in days, not weeks."
Bad: "An innovative, best-in-class experience for modern enterprises."
Good: "Used daily by over 100 Fortune 500 teams."
FAQ
Things our clients ask our copywriters.
1. How many of these message shifts should I use at once?
As many as fit naturally. The goal is to sound clear and human, not tick boxes.
2. What if my brand voice is formal?
Formality isn’t the problem. Foggy writing is. You can be professional and still sound like a person.
3. Do these shifts work for B2B?
Yes. Every company decision still starts with a human.
4. How do I find the right numbers to use?
Case studies, analytics, customer results, sales calls. Anything verifiable. Never guess, because it shows.
5. Can I still use creative language?
Absolutely. Just make sure creativity helps clarity. Clever is good. Confusing is not.
