Writing website copy that converts
Last updated: June 2026
Writing website copy is the hardest part of a new site for many business owners. You can outsource design and tech, but the words have to come from you — or at least feel like they do. The problem: most website copy is too vague, too long, or too focused on the company instead of the customer. In this article I show you how to flip that, with a concrete framework and before/after examples from projects I've delivered in Drenthe and Overijssel.
Why most website copy doesn't work
Visitors arrive with a question. "Can this beauty salon fix my nails?" "Does this business rent boats in Giethoorn?" "Does this timber merchant also supply private customers?" If your homepage starts with "Welcome to our website" or "We are a dynamic company passionate about quality", you're not answering that question.
The three most common mistakes:
- Too much about you, too little about the customer. Visitors want to know what you do for them, not your entire company story as an opener.
- No concrete promise. "Professional service" says nothing. "Book your treatment online — slots available today" does.
- No next step. Nice copy, but what should the visitor do now? Call, book, request a quote?
Good website copy is short, concrete and action-focused. Not empty — sharp.
The copy framework: promise → proof → approach → action
Every page on your website follows the same pattern. Whether it's your homepage, a services page or your contact page:
1. Promise
What do you do, for whom, and what does it deliver? One sentence at the top that grabs the visitor immediately.
2. Proof
Cases, reviews, photos of real work, numbers, certifications. Show that you deliver on what you promise.
3. Approach
How does working together work? What can the customer expect? That removes doubt.
4. Action
One clear next step: book, call, email, request a quote. Not five buttons at once.
This framework works for every industry. The difference is in tone and details — not structure. Read more about which pages you need in what belongs on a good business website.
Examples from real projects
These are real examples from projects I've built. Not made-up marketing language — but the kind of differences that drive conversion.
Homepage: Sparklezz Beauty (Meppel)
Sparklezz Beauty is a beauty salon in Meppel. The old copy sounded like every other salon.
Before: "Welcome to Sparklezz Beauty. We offer a wide range of beauty treatments in a welcoming atmosphere. Contact us to make an appointment."
After: "Nails, lashes and brows in Meppel — book online directly. No waiting times, fixed prices, tailored treatments. Schedule your appointment in under a minute."
The difference: concrete offer (nails, lashes, brows), location (Meppel), direct action (book online), and a concrete promise (no waiting times, fixed prices). The visitor knows within five seconds whether this is the right salon.
Services page: Houthandel Jan Sok
Jan Sok supplies timber and carpentry products. Many timber merchants write product lists. Customers search for solutions.
Before: "We supply oak beams, spruce planks, cladding boards and treated timber. View our range."
After: "Timber for your fence, pergola or renovation — cut to size, straight from stock. Private or business, collect or delivery across Drenthe and Overijssel."
The product names are still on the page — but the opening speaks to what customers want to build, not what's in your warehouse.
Booking and CTA: Nijenhuis Botenverhuur
Nijenhuis Botenverhuur rents boats in the Weerribben. Tourists want to know quickly: can I rent a boat tomorrow?
Before: "Interested in boat rental? Fill in the contact form and we will get back to you as soon as possible."
After: "Reserve your sloop or electric boat for tomorrow — check availability and book directly. No phone calls, no waiting for a reply."
The CTA changed from "get in touch" to "book directly". That reduces friction and phone calls. More on why that works: why a booking calendar works better than a contact form.
About us: WAL Beschoeiing
WAL Beschoeiing does bank and shoreline work. Customers want trust — not your entire family history.
Before: "WAL Beschoeiing has been active in the sector for years. We stand for quality and craftsmanship. Our team consists of experienced professionals."
After: "Sheet piling and shoreline work in Overijssel — craftsmanship you can see for years. Free on-site inspection, fixed price upfront, projects in Steenwijk, Giethoorn and the surrounding area."
Local trust (Overijssel, Steenwijk, Giethoorn), a concrete promise (free inspection, fixed price) and craftsmanship — without filler.
Tone by industry
Every industry calls for a different tone. Not every site needs to sound hip or corporate.
- SMB / trade: Direct, down-to-earth, no jargon. "We fix it" works better than "innovative solutions".
- Recreation / tourism: Practical and welcoming. Visitors are often impatient — give price, location and availability straight away.
- Beauty / wellness: Warm but concrete. Not "total pampering" but "BIAB nails, 45 min, from €35".
- Trade / wholesale: Business-like and fast. Separate private vs. business, mention lead times and collection options.
The tone should match how customers experience you in real life. If you're straightforward and direct on the phone, your website should be too.
Writing tips that help readability and SEO
Good website copy is also findable copy — not because you stuff keywords, but because you answer real questions.
- Short sentences. Maximum 20 words per sentence where possible. Long sentences make your site hard to scan on mobile.
- H2s as questions. "What does a treatment cost?" works better than "Prices". Visitors and Google both understand faster what the section covers.
- Local signal words. Mention your town, region or service area naturally in the copy — not five times in a row, but where it fits.
- One page, one topic. Don't try to put everything on the homepage. Services get their own page with their own copy.
- Active language. "We supply fences" → "Your fence, cut to size and delivered."
If your site targets customers in Overijssel or Drenthe, combine this with a strong regional page — for example website development in Overijssel.
Frequently asked questions about website copy
How long should website copy be?
Shorter than you think. A homepage needs 150–300 words if you're sharp. Service pages can be 400–800 words if you explain what you deliver, for whom and what it achieves per service. Long unstructured text works against you.
Can I write website copy myself?
Yes — and it saves money. Self-writing works if you know what you do, for whom and why someone should choose you. A developer can structure and implement your text. If you get stuck on tone or conversion, professional copywriting at €100–€300 per page is an option.
What's the difference between SEO copy and good website copy?
SEO copy tries to stuff keywords. Good website copy answers real people's questions. Write for your customer — and weave keywords in naturally — and you win on both fronts. Google rewards content that genuinely helps people.
Does ultimAItech write copy for my website?
Copy can be part of a project. Many clients supply input (bullet points, old brochures, conversations) and we structure and sharpen that into website copy. On larger projects we work together on tone of voice and page structure.
Which pages need the most important copy?
Homepage, services and contact. Then cases or projects and a short FAQ. About us matters for trust, but not as an opener. Every page should have one clear message and one next step.
Let's do it together
Writing website copy doesn't have to be a stumbling block. With the right framework and sharp examples you can get far. And if you'd rather focus on your business while someone else handles site and copy — that's an option too.
At ultimAItech I build websites for business owners in Drenthe and Overijssel, often including copy structure and copywriting. Fixed price, one point of contact. Read more about what a website costs or view our services directly.
Ready to get started? Schedule a no-obligation call or send a WhatsApp.
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