Design gets the attention, but words do the selling. The most beautiful site in the world underperforms if the copy is vague, self-absorbed or unclear. Writing that converts follows a few plain principles that anyone can apply — no marketing degree required.
Talk about them, not you
The most common copy mistake is writing about the business instead of the customer. Lead with the reader's problem and the outcome they want; mention your credentials in service of that, not instead of it. "You" is a more powerful word on a website than "we".
Be clear before clever
Clever headlines that need decoding cost you visitors. Say plainly what you do and why it matters, then let personality show through in the details. Short sentences, plain words and specific claims beat vague superlatives every time.
Guide to one action
Every page should have a single, obvious next step — book, call, buy, enquire — repeated where it makes sense. Remove competing options and doubts, answer the obvious objection, and make the path forward impossible to miss. Clarity, not cleverness, is what converts.