Writing website copy that sells
How to write headlines, service descriptions and calls to action that make visitors want to contact you.
EvoAstra team14 Nov 2026 · 3 min read- Write about the customer's problem, not your company
- Use the words customers use, not industry jargon
- Every page needs one clear next step
Many business websites talk about themselves: our mission, our values, our state-of-the-art solutions. Visitors care about their own problem. Good website copy starts there.
Start with the customer's problem
Before writing, list the questions customers ask you on the phone. Those questions, in their words, are your headlines and subheadings.
- We are a leading provider
- Innovative solutions
- Our mission
- Get more enquiries
- Live in two weeks
- You own everything
Headlines that work
A good headline says what you do and what the customer gets. Compare We provide digital solutions with We build websites that bring you enquiries. The second is clear in a second.
Benefits before features
Features describe what something is. Benefits describe what it does for the customer. Mention both, but lead with the benefit: Your store works on every phone, because we test it on real devices.
Proof beats claims
Numbers, names, screenshots and reviews make your copy believable. One real example is worth ten adjectives.
- 1Problem
- 2Promise
- 3Proof
- 4Process
- 5Price or estimate
- 6Call to action
Write the call to action carefully
Buttons should say what happens next. Get a free estimate or WhatsApp us now are clearer than Submit or Learn more.
- Headline says what you do
- Customer's words, not jargon
- Benefits first
- Real proof included
- Clear button text
- Short paragraphs
Edit ruthlessly
Cut every sentence that does not help a visitor decide. Read it aloud. If you would not say it to a customer in person, rewrite it.
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