A beautiful website without good copy is like a shop window without products. Visitors come in, look around, and leave - without taking action.
Yet most business owners spend 80% of their budget on design and technology, and 20% on copy. While it's the copy that determines whether someone calls you, requests a quote, or clicks through to a competitor.
These are eight principles that make the difference.
1. Write for your customer, not for yourself
The most common mistake on business websites: it's about the company, not the customer.
Almost everyone writes this:
"We are an innovative company with more than 15 years of experience in developing high-quality solutions."
This works better:
"Your website loads too slowly, you're losing customers to Google, and your current web developer no longer responds. Sound familiar? Then you're in the right place."
The difference: the first text tells what you do. The second tells what the customer experiences. Visitors aren't interested in your company history - they want to know if you can solve their problem.
Rule of thumb: count the word "we" on your homepage. If it appears more often than "you", rewrite it.
2. Start with the problem, not the solution
People aren't searching for "a new website". They're searching for a solution to a problem:
- "My website is slow and I'm losing customers"
- "I'm not found on Google"
- "My webshop looks unprofessional"
- "I'm paying too much for a site that doesn't work"
Start every page by naming that problem. If a visitor recognizes themselves, they'll read on. If you start with your solution, there's no hook to keep them.
3. Be specific
Vague copy says nothing. Specific copy convinces.
| Vague | Specific |
|---|---|
| "We build fast websites" | "Our sites load in 1.4 seconds - 3× faster than average" |
| "Affordable prices" | "Websites from €2,500, fixed price, no surprises" |
| "Years of experience" | "47 websites delivered since 2019" |
| "Satisfied customers" | "4.8 stars on Google (38 reviews)" |
Numbers, data, and concrete examples are more credible than superlatives. "The best websites" says nothing. "Under 1.5 second load time" says everything.
4. One page, one goal
Every page on your website should have one primary goal. The homepage: spark curiosity and direct visitors onward. The services page: explain what you do and trigger a quote request. The contact page: make filling in the form as easy as possible.
If a page tries to achieve three different things, it achieves none.
In practice:
- Determine per page what the visitor should do (call, fill in form, view product)
- Make that action clearly visible (call-to-action)
- Remove everything that distracts from that goal
5. Write for scanning
Nobody reads your website from start to finish. Visitors scan. They read headings, bold words, and the first sentence of each paragraph.
Make your copy scannable:
- Short paragraphs - maximum 3-4 sentences
- Clear subheadings - each section with a heading that summarizes the content
- Bold key words - so scanners pick up the essence
- Bullet lists - for lists, features, benefits
- White space - give the text room to breathe
A page that looks "light" at first glance gets read more often than a wall of text.
6. Use proof
Every claim you make without proof can be ignored by the visitor. Every claim with proof becomes credible.
Forms of proof:
- Customer reviews: "Exactly what we were looking for. Fast communication and a great result." - Jan, Timber Yard Meppel
- Case studies: "Jan Sok Timber Yard went from 0 to 2,500 visitors per month after launching the new website"
- Numbers: "Average load time: 1.3 seconds. Google PageSpeed score: 94/100"
- Logos: Show well-known clients or partners
- Certifications: KvK, industry certificates, partnerships
You don't need to use all forms. One concrete review in the right place can be more effective than ten on a separate page nobody visits.
7. Write a clear call-to-action
The call-to-action (CTA) is the action you ask of the visitor. It's surprising how many websites forget this or keep it vague.
Bad CTAs:
- "Contact us" (too vague - for what?)
- "Click here" (says nothing about what happens)
- "More information" (leads to another page instead of action)
Good CTAs:
- "Request a no-obligation quote"
- "Schedule a free introductory call"
- "Receive the price list by email"
- "View the demo"
A good CTA tells the visitor what they get, not what they have to do. "Receive your quote within 24 hours" is stronger than "Submit the form".
Placement: at minimum at the top of the page (above the fold) and at the bottom, after your convincing copy. On longer pages, also in between.
8. Read it aloud
The simplest test for website copy: read it aloud. If it sounds like a brochure or a legal document, rewrite it.
Good website copy sounds like a conversation. As if you're explaining what you do to a potential customer at the kitchen table, over a cup of coffee.
That means:
- Short sentences
- Plain words (not "implement" but "set up")
- Direct address ("you")
- No jargon unless your audience uses it
Checklist per page
- The first sentence is about the visitor, not the company
- The problem is named before the solution appears
- Claims are backed by numbers, reviews, or examples
- There is one clear goal per page
- The CTA is specific and visible
- The copy is scannable (short paragraphs, subheadings, bullet lists)
- Reading aloud sounds natural
How much copy does a page need?
There's no magic word count. But as a guideline:
| Page | Guideline |
|---|---|
| Homepage | 300-600 words |
| Services page | 500-1,000 words |
| About us | 300-500 words |
| Blog post (SEO) | 800-1,500 words |
| Product page (webshop) | 150-300 words |
More isn't always better. But too little copy gives Google insufficient context to understand and rank your page.
Summary
- Copy determines whether visitors become customers - not design
- Write for the customer, not for yourself
- Be specific: numbers and proof convince, superlatives don't
- Make every page scannable and give every page one goal
- A good CTA tells the visitor what they get, not what they have to do
Need help with your website copy? At ultimAItech I deliver websites with copy written for Google and for your customers. Curious? Schedule a call →