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How to Write Website Copy for Small Business That Converts

Image of SEO tag depicting Writing words that win clients

How to Write Website Copy for Small Business That Converts

The Blank Page Struggle

You’ve got your small business website ready to go but now comes the hard part: the words.

Maybe you’ve stared at a blank page thinking “Where do I even start?”. Or you’ve written something that sounds fine… but doesn’t really capture who you are or why people should work with you. It’s frustrating because you know your business is great - but how do you put that into words?

Here’s the good news: with the right approach, writing website copy doesn’t have to feel overwhelming. You don’t need to be a “writer” you just need a clear way to connect with your clients.

Why Words Matter More Than You Think

Your design may catch someone’s eye, but it’s the words that make them stay and take action. Good website copy doesn’t just describe your business; it speaks to your client’s needs and shows them the outcome they’ll get by choosing you.

Think of it this way: your website design sets the stage, but your copy is what convinces someone to take their seat and stay for the whole show.

Tips for Writing Copy That Works

  • Write for your audience, not yourself. Instead of “We do bookkeeping,” try “Save hours every week and feel confident your books are sorted.”

  • Keep it simple. Everyday language beats jargon every time. If you wouldn’t say it to a client face-to-face, don’t write it on your site.

  • Use headings and bullet points. People skim make it easy for them to grab the key info.

  • Highlight outcomes. Show the result, not just the service. “Professional website design” becomes “A website that makes you look professional and attracts clients.”

  • Include calls to action. Don’t assume people will know what to do next. Guide them: book, call, email, or buy.

The Positive Impact of Good Copy

When your website copy is clear and client-focused, you’ll:

  • Build trust quickly because clients feel understood.

  • Reduce confusion and endless back-and-forth emails.

  • Convert more visitors into enquiries or sales.

  • Position yourself as the obvious choice in your industry.

FAQs

Q: Do I need to hire a copywriter?

A: Not always. Many small business owners can write their own copy with a little guidance, but a copywriter with an external perspective can polish and elevate it if you’re stuck.  

Q: How much copy should be on a website?

A: Enough to clearly explain what you do, answer key questions, and guide people to the next step without overwhelming them.

Q: Should I write in first person (“I”) or third person (“we”)?

A: Use whatever feels authentic to your brand. Just keep it consistent across the site.

Ready to take the next step?

If you’re serious about showing up professionally online, check out our Small Business Website Design servicessimple & stress-free, affordable, and tailored to your business.

Not sure where your current site stands? A quick Website Audit will give you clarity on what’s working and what’s costing you customers.

Missed Part 2? Go back and read Do You Really Need a Small Business Website? (The Answer is Yes) to see why having a site is non-negotiable.

This article is part of my 8-part Small Business Website Design Series:

  1. Small Business Website Design: What You Need to Know Before You Start

  2. Do You Really Need a Small Business Website? (The Answer is Yes)

  3. How to Write Website Copy for Small Business That Converts - you are here

  4. Website Design for Small Business: Simple, Affordable, and Effective

  5. Business Website Design: How to Stand Out From the Competition

  6. What to Look Out For When Moving Your Website to a Different Platform

  7. Why Regularly Updating Your Website Matters (and How It Helps You Rank on Google)

  8. Landing Pages: What They Are and Why Small Businesses Need Them



 

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