10 Simple Ways to Improve Your Website Copy for Higher Conversions

You’ve probably heard the saying “content is king.” Well, that’s especially true when it comes to website copy. If you want to improve your website’s conversion rate, you need to make sure your copy is effective.

In this blog post, we will discuss ten simple ways you can improve your website copy and boost your conversions!

Improve Your Website Copy

Don’t be a robot

When was the last time you had a riveting conversation with a robot? Never, right? Then why would you talk to someone like a robot?

Use clear, concise, and conversational language to get your point across without boring the user to death with industry jargon and robotic phrases. This will make your copy more relatable and enjoyable to read.

Emphasize benefits over features

No one cares about what your thing can do. They care about how it can help them solve their problem. That’s why you need to tailor your copy to focus on solving their pain points instead of that shiny feature you’ve been working on for the last year.

For example, imagine you’re selling a CRM system. Which of the following headlines would be more effective?

  • “CRM software with powerful features for sales teams”
  • “Get more deals closed and improve your team’s productivity.”

The answer is pretty clear, right? People don’t want to buy a bunch of features.

Mind your reading level

You might be an expert in your industry, but that doesn’t mean everyone else is. In fact, most people aren’t. That’s why you need to make sure your copy is written at a level that everyone can understand.

The average reading level in the United States is around the eighth-grade level. So, aim for a reading level that is around there when you’re writing your copy. You can use a tool like the Hemingway Editor to help with this.

Use a Clear Offer in your Call to Action

Use a Clear Offer in your Call to Action
Once you land on Shopify’s homepage you know exactly what they’re offering.

What is the offer? What do they need to do to get it? When will it expire?

You need to be clear and concise when explaining an offer on your website. If someone has to read your copy several times before understanding what you’re offering, you’re doing it wrong.

Your CTA (call-to-action) is one of the most important elements on your website. This is what you want people to do when they’re done reading your copy.

Make sure your CTA (call-to-action) is clear, concise, and actionable. For example, “Download our free e-book” is much better than “Check out our resources.”

Make your content user-friendly by making it skimmable

No one wants to read a wall of text. Breaking up your content into smaller paragraphs, bullet points, and lists make it much easier for people to skim and find the information they’re looking for.

People have short attention spans, especially when they’re online. If you make your content easy to scan, they’re likelier to stick around and actually read it.

Use images, videos, and infographics to break up your text and add visual interest. Just make sure they’re relevant to your topic and add value to your content.

Give your readers cues by using a visual hierarchy of text styles

Give your readers cues by using a visual hierarchy of text styles
Squarespace does a good job in highlighting the key points by changing font sizes.

Make it easy for readers to know what’s important and what’s not by using different styles of text. For example, you can use headlines, subheadings, and bold or italicized text to break up your content and give readers a visual cue as to what they should pay attention to.

You can also use color to grab attention, but be careful. too much color can be overwhelming and actually deter people from reading your content.

Utilize White Space

White space is your friend. It makes your content more visually appealing and easier to read. No one wants to feel like they’re staring at a wall of text.

So break up your content with paragraphs, headings, and subheadings. And don’t be afraid to use blank space on your web pages. It’ll actually improve the user experience.

Use the voice of the customer

One of the best ways to improve your website copy is to use the voice of the customer. This means using their language and writing from their perspective.

For example, if you’re selling software that helps businesses track their expenses, you might use the following headline: “Track your business expenses so you can save money.”

This speaks to the customer’s pain point and tells them how your product can help them. It’s much more effective than a headline that simply talks about features, like “Expense tracking software with powerful features.”

Use testimonials, reviews, and case studies

Growthbay does a great job of displaying social proof to potential customers.

Another great way to improve your website copy is to use social proof. This means using testimonials, reviews, and case studies from happy customers.

When potential customers see that other people are happy with your product or service, they’re much more likely to trust you and make a purchase.

So if you have any positive reviews or testimonials, make sure to showcase them prominently on your website. The same goes for case studies – if you have any, be sure to share them!

Use persuasive language

One of the best ways to improve your website copy is to use persuasive language. This means using words and phrases that will convince people to take action.

For example, instead of saying “our software is user-friendly,” you could say “our software is easy to use.” The latter is much more persuasive and will actually convince people to try your product.

Some other persuasive words and phrases include:

  • You won’t believe what our software can do!
  • Try it for yourself and see the results
  • Our customers love our product/service – you will too!

Final Thoughts on How To Improve Your Website Copy

It’s important to improve your website copy since it can be a simple and effective way to increase conversions and sales. Just remember to keep it clear, concise, and user-friendly. And don’t forget to use social proof!

If you follow these tips, you’ll be well on your way to improving your website copy and boosting your bottom line.


How can I make my website copy more relatable and enjoyable to read?

To make your website copy more relatable and enjoyable to read, avoid using industry jargon and robotic phrases. Instead, use clear, concise, and conversational language. Engage with your audience by communicating in a way that feels natural and human.

What should I focus on in my website copy to attract customers?

Rather than solely emphasizing the features of your product or service, focus on highlighting the benefits it offers to potential customers. Address their pain points and demonstrate how your offering can solve their problems. By shifting the focus to the value your product provides, you are more likely to attract customers.

What reading level should I aim for when writing website copy?

Aim to write your website copy at a reading level that is accessible to a wide range of readers. Considering that the average reading level in the United States is around the eighth-grade level, it’s advisable to target a similar readability. You can use tools like the Hemingway Editor to help you achieve a suitable reading level.

How can I create an effective call to action (CTA) on my website?

To create an effective call to action (CTA), ensure that it is clear, concise, and actionable. Clearly communicate the offer and provide instructions on how users can obtain it. Additionally, include any relevant information such as expiration dates or limited availability. Make sure your CTA stands out and is easily understood, avoiding any confusion for your visitors.

How can I improve the readability of my website content?

To improve the readability of your website content, make it skimmable and easy to digest. Break up your text into smaller paragraphs, incorporate bullet points and lists, and utilize visual elements such as images, videos, and infographics. By adding visual interest and providing content in easily scannable formats, you can enhance the user experience and encourage readers to engage with your content more effectively.

Nick Meagher
Nick Meagher

Nick Meagher is the founder of Icepick, a leading web design & development company based out of Fort Worth, Texas. With over 10 years of development experience in WordPress and Shopify he is passionate in helping businesses succeed online.

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