In short: Website copy sells when it uses your customers’ words, leads with the benefit, stays concrete instead of general and leads every page to exactly one action. The headline says what you do and for whom.
The headline says what you do
A visitor decides in seconds whether they’re in the right place. “Shopify stores for fashion brands” helps them. “We think further” doesn’t.
Write in your customers’ words
Read reviews, emails and inquiries. How do customers describe their problem? Those exact words belong on the page, because that’s how they search on Google too.
Concrete beats pretty
“Delivered in two days” instead of “fast shipping”. “In Freiburg since 2009” instead of “many years of experience”. Numbers and names make claims believable.
One page, one action
Inquire, buy, book? Every page has one main button, and its label says what happens: “Book an appointment”, not “Learn more”.
Cut
Read each paragraph and ask: would anyone miss it if it were gone? If not, delete it.
Read it out loud
What stumbles when read aloud stumbles when read silently too. Write the way you’d explain it on the phone and you’re usually right.
Frequently asked questions
Should you write website copy with AI?
As a draft, yes. Then a person has to step in: filler out, your own examples and customer words in. Otherwise the site sounds like all the others.
How long should homepage copy be?
Short enough to skim on a phone, long enough to answer the key questions. Details belong on subpages.
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