June 19, 2025

How To Improve Your Website Copy To Convert Customers

By:

Marina Marinova

A practical guide for small business owners

You don’t need to be a professional writer to create copy that works. But you do need to be clear, intentional, and a little bit strategic.

Most small business websites either say too much or too little, and both can cost you potential customers. Great website copy doesn’t just “sound nice.” It answers the right questions at the right time, speaks your customer’s language, and gently nudges them to take action.

Here’s how to improve your website copy without starting from scratch (or pulling your hair out):

1. Start by being super clear about what you offer

It sounds obvious, but you’d be surprised how many websites forget this. Don’t bury your offer under vague phrases like “solutions for modern businesses” or “tailored services for your needs.” Be direct.

Try this:

“We design fast, mobile-friendly websites for local businesses, so your customers can find you, trust you, and buy from you.”

If a visitor has to guess what you do, they’ll leave.

2. Write like you talk, but tighten it up

No one wants to read stiff, robotic text. You don’t need to write in perfect grammar or impress anyone with fancy words. Just be real. Sound like you, but the clearest version of you.

Tip: Read your website copy out loud. If it sounds awkward or too formal, rewrite it in a simpler way.

3. Focus on your customer, not just your business

Many small business websites fall into the “we” trap:

“We’ve been in business for 15 years. We pride ourselves on quality. We offer a wide range of services…”

It’s not bad, but it’s not engaging either. Instead, shift the focus to what your customer gets.

Try this:

“You need a website that works as hard as you do. We’re here to make that happen, with design, hosting, and support built for small businesses like yours.”

Make the customer the main character. You’re the helpful guide.

4. Make sure every page has a goal

What do you want your visitors to do? Call you? Book a demo? Buy something? Every page should have one clear goal and one clear CTA (call-to-action).

Don’t say:

“Feel free to reach out if you have any questions!”

Do say:

“Get your free consultation today. No pressure, no jargon, just real advice.”

Clarity builds confidence.

5. Use real words your customers would actually search for

Forget buzzwords and vague terms. Your homepage doesn’t need to say “scalable solutions” if your customer is literally typing “affordable website builder for yoga studio” into Google.

Tip: Think about what your customers type, not what you want to sound like.

Also, make sure your headings include keywords. They help both humans and search engines understand your page.

6. Sprinkle in trust signals without sounding salesy

People are naturally skeptical online. Give them reasons to trust you:

  • Show logos of companies you’ve worked with
  • Add short testimonials (even one sentence helps)
  • Mention how many clients you’ve helped or how long you’ve been in business
  • Link to your Google reviews or case studies

Bonus: If you can name specific results like “helped 50+ small businesses grow online,” that’s even better.

Website copy isn’t just decoration. It’s one of your most important sales tools. And the good news is, even small changes can make a big difference.

At Hostway, we help small businesses not only get online but stand out. If you need a hand fine-tuning your copy, your layout, or your whole website, we’re happy to help.

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