Read their minds, tell their story intro:
You’ve built the site. Chosen the fonts. Paid extra for the fancy hover animation.
But here’s the kicker: no one’s clicking, booking or buying.
Your bounce rate’s higher than your caffeine intake.
Here’s the hard truth: pretty websites don’t sell. Persuasive ones do.
And if your copy sounds like it was written for a school project – or worse, by a committee – you’re losing leads faster than you can say “hero section.”
This article is for founders, creatives and small business owners who want their websites to do more than just sit there looking pretty. If you’re ready to write copy that gets people to scroll, nod and – crucially – buy, read on.
At AE Studios, we’ve written for hundreds of brands, and we’ve seen what works. Great design grabs attention, but it’s the words that drive action. And the right words? They all start with you.
Table of contents
Use “You” Language Like Your Conversions Depend On It (Because They Do)
What it means
Most websites talk about themselves: “We are a boutique agency”, “We specialise in…”, “Our process is…”.
Problem is, no one cares.
Your reader’s brain is selfish. It’s filtering everything through a simple question: “What’s in it for me?”
Why it’s important
When you switch from “we” to “you”, you flip the spotlight. You’re no longer the star of the show – they are. That makes them feel seen. Understood. Sold.
And guess what? People buy when they feel understood, not when they’re impressed.
How to do it
- Change “We help businesses grow” to “You’ll grow faster with a strategy that actually makes sense.”
- Swap “Our team is passionate about branding” for “You’ll finally get a brand that actually looks like you.”
- Use second-person consistently: you, your, you’re. Speak directly to one person, not a vague audience.
Pro tip: Read your homepage out loud. If you sound like you’re pitching to a boardroom, rewrite it like you’re texting a friend.
Lead With What They Want, Not What You Do
What it means
Features are facts. Benefits are emotions. No one hires a website designer because they want a responsive site. They want more bookings. More credibility. Less cringe.
Why it’s important
People don’t buy services. They buy outcomes. If your copy doesn’t immediately scream “Here’s how your life gets better,” your dream clients are clicking off.
How to do it
- Open with a promise: “Your new website won’t just look good, it’ll actually convert.”
- Reframe features as results: “Built-in SEO tools” becomes “You’ll show up when people are searching for you.”
- Add proof: “Like James, who doubled his online bookings 3 weeks after launch.”
Make every benefit visual and tangible. If they can picture their future self high-fiving the air? You’re onto something.
Structure Your Pages to Keep Them Hooked (And Scrolling)
What it means
Even the best copy will flop if it’s buried in a wall of text or hidden behind vague headers. You need structure. Flow. Copy that moves people down the page and into action.
Why it’s important
Website visitors aren’t readers. They’re scanners. If they land on your site and can’t instantly tell what you do, who it’s for and why it matters – bye.
How to do it
- Start with a killer headline: one big benefit, clearly stated.
- Follow with empathy: show you understand their pain before pitching your offer.
- Add a transformation statement: “Before → After” format works like a charm.
- Include trust-builders: testimonials, logos, stats.
- End with one clear CTA. No “learn more.” No “submit.” Say exactly what they get.
Use simple formatting:
- Short sentences
- Bullet points
- White space galore
You’re not writing a novel. You’re writing for attention-deprived humans on their lunch break.
Wrapping Up: Stop Talking About Yourself
If your website copy feels like a sales pitch no one asked for, it’s probably because it’s all about you.
Flip the script. Talk to one person. Show them what they’ll gain. Use “you” like it’s your secret weapon (because it is).
Remember:
- “We” builds walls. “You” builds bridges.
- Benefits beat features.
- Structure isn’t just pretty – it’s persuasive.
Ready to Turn Your Site Into a Sales Machine?
Let’s make your website work harder – so you don’t have to.