How to write website copy that sells
Open the website of an average company. What do you find? “We’re a team of professionals with years of experience.” “We offer comprehensive solutions for your business.” “Quality comes first.”
Nice sentences. The problem is they say nothing. And above all — they don’t sell.
Most websites have copy that informs. It describes what the company does. It lists services. It recounts history. But it never addresses what the visitor actually cares about: why they should pick you and what they get out of it.
This article walks through how to rewrite website copy so it reads less like a corporate brochure and more like a convincing argument. No manipulation, no tricks — just clear communication in the customer’s language.
Informational copy vs. selling copy
Before the techniques, let’s be clear what “selling copy” means here. It isn’t aggressive selling or manipulative pressure. It’s copy with a clear goal — to move the reader to act.
Informational copy answers: “What do we do?” Selling copy answers: “Why would you want it?”
Look at the difference:
Informational: “We provide complete management of paid campaigns including Google Ads and social platforms.”
Selling: “You’ll stop throwing money at ads that don’t work. We’ll set up campaigns that bring customers at a sensible cost — and show you exactly what each one costs.”
Both describe the same service. But the second names what troubles the customer (wasted money), offers a solution (campaigns that work) and promises a measurable outcome (you know what a customer costs).
Informational copy belongs in documentation. On a website meant to win customers, you need copy that persuades.
The PAS framework: a simple way to structure selling copy
There are plenty of copywriting frameworks, but one is especially useful for the web — PAS. Three letters, three steps:
P — Problem
Start with what troubles the customer. Not with what you offer. Name the problem you solve and show you understand it.
“You send newsletters and nobody opens them. Open rate under 15 %, clicks negligible. You’re starting to doubt email marketing works at all.”
A — Agitate
Now amplify the problem. Not to frighten anyone, but to show what happens if nothing changes. Help the reader see it isn’t trivial.
“Meanwhile your competitors are building relationships with the customers who bought from you once and never came back. Every ignored email is a wasted chance at a repeat purchase.”
S — Solution
Now bring the solution. Here you finally talk about yourself — but in the context of solving the problem you just described.
“We’ll rewrite your email strategy from the ground up. Segmentation, personalisation, subject-line testing — and above all copy people find interesting enough to open.”
PAS works because it respects the natural way people think about buying. First they realise a problem exists. Then they feel a need to solve it. Then they look for who can help. On a B2B SaaS landing page this sequence works especially well — the visitor has to feel understood before they care about features.
You don’t have to use PAS across a whole page. It works beautifully in a hero section, in a service description, or in a single paragraph above a form.
How to write headlines that work
The headline decides whether the visitor reads on or closes the tab. David Ogilvy, one of the most famous copywriters in history, put it simply: many times more people read the headline than the body.
The same generic headlines appear everywhere. “Your reliable solution.” “A professional approach.” “Innovation for your business.” They could sit on any company’s website. Which is exactly why they don’t work — they say nothing specific.
Three principles of a good headline
1. Specificity
The more concrete the headline, the more convincing. Compare:
Vague: “We’ll improve your marketing” Specific: “Double the enquiries from your website without raising your ad budget”
A specific headline is believable. A vague one sounds like an empty promise.
2. A benefit for the customer
The headline should answer the visitor’s unspoken question: “What’s in it for me?” Don’t talk about what you do — talk about what the customer gains.
Feature: “We use state-of-the-art accounting technology” Benefit: “Accounting you finally won’t spend weekends on”
3. Curiosity
Sometimes it’s enough to suggest the reader has a gap in their knowledge — and they’ll want to continue.
“One detail on your contact form that’s costing you half your enquiries”
But curiosity can’t be empty. Clickbait annoys people. You have to deliver what you promised. And how do you know whether your headline works in practice? User testing shows whether visitors react the way you assume.
Combine the principles
The strongest headlines combine two or three of these:
“Why your pricing page pushes customers away (and how to fix it in an afternoon)” — benefit + curiosity + specificity
How to write CTAs that convert
The CTA (call to action) is the button, link or form. It’s where it’s decided whether the visitor does what you want. And on most sites it’s the weakest point.
Why “Submit” doesn’t work
Generic button labels — “Submit”, “More information”, “Contact” — are a wasted opportunity. They don’t tell the visitor what happens after the click, and above all they don’t say what they get.
Rules for effective CTAs
Use action verbs that describe the outcome:
Weak: “Submit” Strong: “Get a free quote”
Weak: “Contact” Strong: “Book a free consultation”
Weak: “More” Strong: “See how much I’d save”
Lower the perceived commitment:
Words like “free”, “no obligation”, “in 2 minutes” help overcome hesitation. The visitor is afraid that clicking commits them to something. Show them it costs nothing.
“Try it free for 14 days” is far stronger than “Sign up”
One primary CTA per section:
Give a visitor four equally prominent buttons and they’ll pick none. Every section should have one clear action you want.
How to describe products and services: benefits over features
This is the core problem on most websites. Companies describe what their product has or what they do. But the customer doesn’t care how it works — they care what it changes in their life.
The “so what?” rule
For every feature you write, ask: “So what? What does this mean for the customer?” The answer is the benefit.
| Feature | Benefit |
|---|---|
| CRM with automation | You’ll stop forgetting follow-ups and lose fewer deals |
| Responsive web design | Customers buy from you on a phone on the tram |
| 24/7 customer support | When something breaks on Friday night, you don’t wait until Monday |
| Free SSL certificate | Customers see the padlock and trust you more |
Notice that benefits are concrete situations the customer recognises. They aren’t abstract promises.
The feature + benefit formula
You don’t have to throw features away. The best descriptions combine both:
Feature: “Automatic hourly backups” + Benefit: “…so even if you delete an important file by accident, you’ll have it back in minutes.”
The feature gives credibility. The benefit gives a reason to buy. You need both.
Rewrites: before and after
Theory is fine, but here’s what a rewrite looks like in practice.
An accounting firm’s hero section
Before: “ABC Accounting Ltd — comprehensive accounting and tax services for entrepreneurs and companies. A professional approach, years of experience.”
After: “Accounting that doesn’t eat your time. We’ll handle tax, payroll and reporting — you focus on the business. No worry, no errors, no overtime with invoices.”
What changed: a promise of an outcome instead of a description of the firm. Concrete things that trouble the customer instead of “comprehensive services”.
A marketing agency’s service description
Before: “We offer comprehensive digital marketing services including SEO, paid search, social media management, email marketing and content production.”
After: “We bring people to your site who are looking for exactly what you sell. SEO, ads, social — all in one place, with one report showing what works and what doesn’t.”
What changed: the list of services stayed, but it’s framed by the outcome. The customer sees what they gain (relevant visitors + clarity).
A CTA on a contact page
Before: “Fill in the form and we’ll get back to you.”
After: “Describe your project in two sentences. We’ll come back within a working day with a concrete suggestion for how we can help — no obligation.”
What changed: concrete expectations (two sentences, a working day, no obligation). The visitor knows what’s coming and the commitment is low.
The most common copywriting mistakes
After dozens of site audits, the same patterns keep appearing.
1. A formal, cold tone
Plenty of companies write as if drafting an official letter. “The company hereby offers…” “Should you be interested, do not hesitate to contact…” That tone creates distance. The customer doesn’t feel addressed — they feel like they’re reading terms and conditions.
The fix: write the way you’d talk to a customer over coffee. Simple sentences, a friendly tone. You can be professional without being stiff.
2. “We/our” instead of “you/your”
The most widespread problem. “Our company offers…” “We have a team of 20 specialists…” “We hold a certificate in…” The customer doesn’t care who you are. They care what you’ll do for them. This we-centred copy is also one of the most common reasons a website doesn’t make money — the customer can’t see why they should pick you.
A simple test: count how many times your homepage says “we/our” versus “you/your”. If “we” wins, rewrite it. Flip the perspective — instead of “we offer”, write “you get”; instead of “we can”, write “we’ll help you”.
3. Generic phrases with no content
“Quality first.” “An individual approach to every client.” “Innovative solutions.” These phrases are so worn that the brain skips them automatically. They carry no information, because anyone could write them about anything.
The fix: for every generic phrase, ask “what do we specifically mean?” and write the answer instead. Instead of “an individual approach”, write “we’ll call you once a week, go through the results and agree the next steps”.
4. Missing copy at key elements
The button just says “Submit”. There’s no text under the form explaining what happens after sending. The price has no explanation of what’s included. These “silent” elements are wasted opportunities to reassure the customer and move them closer to a decision.
5. Trying to say everything at once
Long paragraphs trying to mention every service, every advantage, every competence. The result is a dense text nobody finishes. On the web, less is more. Say one thing, say it well, and leave room for the reader to ask for more.
Checklist: audit your own copy
Before you start rewriting, go through your site with this list. Answer each one honestly.
Headlines:
- Does the main headline clearly say what the customer gains?
- Is it specific, or could it sit on any company’s site?
- Would it interest somebody who doesn’t know you?
CTAs:
- Do buttons use action text describing the outcome?
- Is it clear on every page what the visitor should do?
- Is the primary CTA visually prominent and easy to find?
Service/product descriptions:
- Are you talking about benefits, or only features?
- Do you answer “what’s in it for the customer”?
- Is the copy concrete, or could it describe any company?
Tone and perspective:
- Does “you/your” outweigh “we/our”?
- Is the tone friendly and clear rather than formal and stiff?
- Have you avoided worn corporate jargon?
Structure:
- Is the text scannable? Headings, paragraphs, bullets?
- Is the most important information at the top?
- Is it clear what happens after a click or a form submission?
If you answered “no” or “I don’t know” to most of these, there’s plenty of room to improve. And the good news is that rewriting copy is one of the fastest changes you can make.
Not sure where to start?
Rewriting is easier when you know exactly what isn’t working and why. That’s what Kaen looks for — copy, UX, technical state, forms — with a concrete recommendation for each problem, an explanation of why to change it and a way to measure the result.
You get a precise list of what to rewrite and why — either to do yourself or as a clear brief for a copywriter.