How to Write Website Copy That Converts as a Small Business Owner

Hello from a new voice on the blog! I’m Caitie, a conversational website copywriter and friend of Savannah’s.

And, since you have a website for your small business (or at the very least, need one), Savannah thought, “Hey, why don’t we have Caitie come talk to us about how to write website copy that converts?”

So here I am! But before we get to that, I have to ask…

Do you ever feel like you are *really* good at what you do, but you don’t really know how to talk — or heaven forbid, WRITE — about it? 

That’s a very common experience.

But no matter how amazing you are at your trade and no matter how incredible the results you get for your clients, if you can’t showcase your services in a way that gets people saying “I need that — and I need it now”...

You’re leaving money on the table. (And nobody wants to leave money on the table!)

There is, of course, a perfect place to fix that problem… and that place is (you guessed it!) your website.

When you know how to write website copy that converts, every single person landing on your site will be spoken to as if by an award-winning salesperson — no in-the-moment effort on your part required.

So, as a small business owner, what do you need to write to finally have website copy that converts?

We’ll get there, but first, let’s dig a little deeper into why the words matter so dang much.

Why the Copy on Your Website (Really) Matters

Your website has *one* job: 

To say the right words that get the right people to click BUY.

And maybe your website looks nice, and that does help!

But if it doesn’t also have…

A) strategy (like how to direct readers where you want them to go), and

B) strategic words (that get people wanting to go where you want them to)

that work alongside that nice design, those “right people” are a lot less likely to click BUY.

When the copy on your website is specific and benefits-driven, speaks directly to your ideal customer, and feels like a conversation between you and them…

That’s when you start to see more conversions.

Remember: good design gets attention, and good copy keeps attention — and gets people to take action.

Without that good, persuasive copy, your website functions more like a fancy online business card, instead of the “here’s why you should hire US over THEM” conversation it’s capable of being.

Your Website Copy Essentials

Now, onto what your website actually needs to say to see higher conversions.

There are core pages every website needs: a home page, an about page, a services page, and a contact page.

And each of those pages has its own essentials — so let’s go through each one.

Clear and compelling headlines that get people to want to keep reading

It needs to be instantly clear what you do, where you do it, and who you do it for. Confusion is your enemy, and if your readers feel it, they will almost definitely leave.

Use benefits-driven language

Telling people what you offer is important, but you can’t stop there. Your service descriptions have to show *and* tell. They need to highlight the benefits the services can provide, rather than just list included deliverables.

Elements to build the know/like/trust factor

Getting readers to know, like, and trust you is essential in getting them ready to book. 

Tell who YOU are and why you do what you do. (Remember, people buy from people — so they definitely want to know the human behind the business!)

Write with personality and make your website copy a memorable and, if it fits your brand, even a fun experience.

Include things like testimonials, years of experience, licenses, and guarantees so people feel safe making the decision to work with you.

These elements go a long way in boosting your conversions (and your bottom line).

Include clear calls-to-action that tell your readers what to do next 

If people don’t know what to do, they might not do it.

Even if they want their lawn taken care of…

And they are on a lawn maintenance company’s website…

And they are thinking, “You know what? I think I want to book with these guys!”...

If it isn’t abundantly clear WHERE and HOW they should inquire, they probably won’t do it.

Throughout your core website pages, you need explicit buttons that direct people to the actions you want them to take — i.e. call you, fill out a form, book a service, download a guide, sign up for emails, and so on — and also in your navigation, menu, and footer!

Make it SO easy for people to take action, and watch how more people actually do.

So… do you have a better idea of how to write website copy that converts?

I hope so!

Carve out some time this week to view your website if you were a new visitor, and ask yourself:

Is it strategically leading people to take action? Is it filled with strategic words that build trust, showcase your expertise, and share your unique story?

And if you need help, I’d love to support you.

I offer full done-for-you website copywriting services, as well as website copy audits for feedback on your existing site.

Head to my website to learn more or get in touch!

Thanks for reading this guest blog, and happy website writing!