How to Write Website Copy That Connects with Your Ideal Client
- Nancy Detchon
- 5 days ago
- 3 min read
You don’t need to be a professional writer to create website copy that speaks straight to the heart of your ideal client.
But too often, small business websites are filled with vague, overcomplicated, or me-focused language that doesn’t connect. If your site isn’t getting the response you’d hoped for, your copy might be the culprit.
If you are in a position to afford a professional copyrighter - go for it! They're worth their weight in gold and make my life much easier.
If you aren't then we do what we can with what we've got and we fix that copy!
Here’s 6 stages to writing clear, compelling copy that builds trust, connection, and action, without needing a degree in marketing.
Do your homework!
The rest of this blog assumes that you have done your research and you know who your ideal client/customer is. A scatter-gun approach speaks to no one as it ends being a bland, beige, one size fits all kind of thing that DOES NOT jolt your perfect person into action!
Start with your reader, not you!
Many websites jump straight into “I do this, I’ve achieved that, here’s my story, me, me, me.” and bore the reader with a jumbled and glorified CV!
Your reader is asking: Can this person help me? Do they understand what I need?
So flip the focus.
Start by speaking to your reader’s situation, goals, or struggles (pain points):
“You’re brilliant at what you do - but your website doesn’t show it.”
“You want more enquiries from your site, but don’t know where to start.”
“You’ve built a business you love, but your online presence doesn’t match.”
This builds instant empathy and helps your visitor feel seen.
Use clear, conversational language
Write how you speak - warm, human, and simple.
That means:
Avoiding jargon or buzzwords
Using “you” and “I” to create a natural tone
Keeping sentences short and punchy
If you’re unsure, read your copy aloud. If it feels clunky or robotic, rewrite it in your own voice. Don't be afraid of being yourself - it's the one thing that is genuinely unique!
Highlight benefits, not just features
Instead of just listing what you do, explain why it matters and specifically why id matters to your perfect person. What’s the transformation or outcome?
Example:
Bad: “I offer Wix web design, SEO and email marketing.”
Good: “I build beautiful Wix websites that help you attract more of the right clients and feel proud of your online presence.”
Your clients care more about results than tools.
Add proof and personality
A little personality goes a long way. Don’t be afraid to sound like you, especially if you’re a personal brand.
And include proof where you can:
Client testimonials
Before/after stats
Success stories
These build trust and show you walk your talk.
End with a clear next step
Every page should have a purpose—and guide your visitor to action.
That might be:
Booking a call
Browsing your packages
Downloading a freebie
Contacting you with a question
Be clear, confident, and kind. Think “Let’s chat” rather than “Submit form 219B.”
Writing your own copy can feel overwhelming - but it doesn’t have to be. I support women in business to write clear, purposeful website content that reflects who they are and speaks to the people they most want to help. I don't claim to be a copywriter but I can help you create order out of chaos and make sure you are following the above vital points!
Whether you need guidance, structure, or a friendly review of what you’ve written - I’ve got you. Book a free discovery call or explore my web small business design packages.
