When I first started creating websites for myself and for clients – one thing became clear very quickly: design might catch people’s attention, but words are what hold it.
It’s the copy that helps someone land on your site and think, “Yes, this is for me.”
But writing your own website copy? That can feel like a minefield. How much should you say? Where should everything go? How do you make it sound like you — without waffling or going off track?
If you’ve ever opened a blank page and felt completely stuck, or tried to rewrite your homepage for the tenth time, this blog is for you.
We’re going to walk through how to write clear, purposeful website copy that feels like you and connects with the people you most want to work with.
Start with your ideal client
Before you even think about writing, pause and ask: who am I writing this for?
Not just in general — get specific. Think about one person you’d love to work with and write like you’re talking to them.
Ask yourself:
- What are they looking for when they land on your site?
- What do they want to feel reassured about?
- What questions might they be asking in their head?
When you know what matters to them, it’s much easier to write copy that speaks to those needs directly.
Need help getting clear on your ideal client? Download my free workbook here.
Write like a real person, not a robot
This one is key. Your website is your online home and people want to feel like they’re being welcomed by you — not a corporate voice or a sales pitch.
So write how you speak. Use simple words, short sentences, and conversational phrases.
Try this:
- Instead of “we provide innovative solutions,” try “I help you find simple ways to…”
- Instead of “our services include,” try “Here’s how I can support you.”
If you’d say it out loud to a client, it’s probably a great fit for your website.
Make your message clear straight away
One of the biggest mistakes I see is hiding the most important message too far down the page.
Within the first few seconds, your visitor should understand:
- What you do
- Who it’s for
- Why it matters
Your homepage header is the perfect place to show this. For example:
“Acupuncture & Holistic Therapies for Women Navigating Perimenopause”
Clear, direct, and instantly relevant. That’s the goal.
Structure each page with purpose
Each main page (like your homepage, about and services) should guide people through a journey with a clear structure.
Here’s a helpful flow for most service pages:
- Headline – what you do and who for
- Intro – explain the problem or need you help with
- Service info – what’s included, how it works
- Benefits – how your client will feel or what they’ll gain
- Social proof – testimonials, reviews, or results
- Call to action – how to book or get in touch
Keep the layout clean and scannable. Break up text with headings and spacing so it’s easy to read – especially on mobile.
Include your keywords (without forcing it)
Remember the SEO basics here: use words and phrases your ideal client would actually type into Google.
Sprinkle these into your:
- Headings (H1, H2s)
- Intro paragraphs
- Service descriptions
- Image alt text
Don’t force it. Just write naturally and tweak to include those key terms where they fit.
End with a clear next step
Each page should include a warm, clear call to action, so people know what to do next.
That could be:
- Book a free call
- Fill out your enquiry form
- Download your lead magnet
Don’t be shy here. You’re guiding them, not pushing them.
Don’t try to do it all in one go
Website copy gets better with time, as you get clearer on your offers, your voice, and your clients. So don’t put pressure on yourself to perfect it all in one sitting.
Start with one page. Focus on clarity and connection. Then keep refining.
Want support?
If your website doesn’t quite feel like it’s doing its job, whether that’s bringing in enquiries, showing off your services, or reflecting your brand — Red Robin can help.
- Book a Power Hour — I’ll take a look at your site and together we’ll make a plan to improve it, so it works for you and doesn’t just look pretty.
- Done-For-You Services – Full website redesigns, audits, SEO support and content updates all available through Red Robin’s done-for-you packages.
