Website Copy That Converts: The Rules That Never Change

Lead with the customer, not you

Most homepages open with 'Welcome to [business] — established 1987.' That's the third sentence you should write, not the first. Open with the customer's problem or desire, then show you're the fix.

'Boiler broken and it's -3°C outside? We can be at your door in under 90 minutes.' beats 'We are a family-run business.' every time.

Specific beats clever

'We deliver world-class digital experiences' means nothing. 'We build fast websites for UK trades — most launched in 3 weeks, from £1,500' means everything. Numbers, dates, prices, guarantees. Specifics build trust.

One idea per paragraph

Web readers scan first, read second. Short paragraphs (2–3 sentences max), one idea each, plenty of white space. If a paragraph runs longer than 4 lines on mobile, cut it in two.

Calls to action that sound human

'Submit' is not a call to action. Neither is 'Learn More'. Say what happens next: 'Get my free quote', 'Book my consultation', 'See the pricing'. First person ('my') consistently outperforms second person ('your').

Objection-handling copy

Every service page should answer the questions in the customer's head before they have to ask: How much? How long? What if I don't like it? Who else uses you? What happens after I buy? Bury these in the copy and your conversion rate quietly doubles.