A beautiful website means nothing if your content doesn't convince visitors to take action. Here's how to write copy that converts.
Lead with Benefits, Not Features
Bad: "Our software has 256-bit encryption"
Good: "Your data is protected by bank-level security"
Customers care about what you do FOR them, not what you do.
Use Clear, Simple Language
- Write at an 8th-grade reading level
- Avoid jargon unless your audience expects it
- Short sentences and paragraphs
- Use bullet points for scannable content
The AIDA Framework
- Attention: Headline that grabs interest
- Interest: Engage with relevant pain points
- Desire: Show them the solution and benefits
- Action: Clear call-to-action
Social Proof Matters
Include testimonials, case studies, client logos, and review scores. People trust other people more than they trust your marketing claims.
Every Page Needs a CTA
What do you want visitors to do? Make it obvious. "Contact Us", "Get a Quote", "Book a Call"—every page should guide them toward the next step.
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