Website Copywriting Tips That Increase Sales
Most website copy is written from the inside out: "We are a passionate team of experts who deliver innovative solutions..." Nobody cares. Your visitors arrived with a problem. Write about their problem.
Talk to the Customer, Not About Your Product
Read your homepage. Count how many times you use "we", "our", "us" versus "you", "your". If the first number is higher, your copy is failing. Every sentence should answer "what does this mean for the reader?"
Benefits vs Features
Features describe what your product does. Benefits describe what it does for the customer.
Lead with benefits. Back them up with features for those who want proof.
The PAS Formula
Problem → Agitation → Solution. The most reliable structure in direct response copywriting.
Problem: Name the pain. "Managing client invoices manually wastes 4+ hours every week."
Agitation: Make it vivid. "That's 200 hours a year — time you could spend on actual work, not paperwork."
Solution: Present your product as the relief. "InvoiceFlow automates billing in 3 clicks. Setup takes 10 minutes."
This formula works on landing pages, email subject lines, ad copy, and pricing pages.
Words That Convert
Copy Length
Long copy converts better than short copy — when it's earned. The question isn't "how long?" but "how much does the reader need to feel confident buying?" For a €9 app, a short page works. For a €2,000 service, they need more proof, more specifics, more objection handling.
Active Voice
"Our software sends invoices automatically" beats "Invoices are sent automatically by our software." Active voice is faster, clearer, and more confident.
The Clarity Test
Read your copy out loud. If you stumble, your visitors will too. Every sentence that makes you think twice needs to be rewritten. Aim for a 9th-grade reading level. Complexity signals insecurity.
For applying these techniques to your headline specifically, read our guide on writing a headline that converts. For the hero section — where your copy has the most impact — see why your hero section is losing you clients.