9 Ways to Make Your Website Copy More Inviting

Unless you started your business because you have a passion for writing, chances are putting pen to paper (or, more likely, fingers to keyboard) hasn’t been a crucial part of your journey as a business owner.

But let’s be honest for a second.

All that changed when you needed to write words to sell your ideal customer on your product or service online. Suddenly, you found yourself spending more time and energy trying to find the right words and the best way to tell your story to connect with your customers, with little growth to show for it. Frustrating…right?

Here’s some good news!

I’m sharing 9 easy-to-follow tips to help your website copy feel more inviting and engaging to readers to transform them into raving customers. These tips are EASY to apply, so even if you don’t feel like a writing superstar, you can make them work for you.

1. Keep it personal

If you’ve ever felt a quote, movie, or product speak directly to you, it’s because it was intentionally written with YOU in mind. Your website copy should be no different. Instead of talking general to everyone, personalize your words to speak directly to your ideal customer one on one. 

2. Lead with benefits over features 

Okay, so I technically have a whole blog post on why you should lead with benefits, not features. But, to keep it short and sweet, here’s what it says: 

Your customers care most about how you can make their lives better. They don’t care about your company’s vision or all the awesome improvements you’ve made along the way. 

What can I say? We’re all a little selfish and care most about ourselves! 

3. Be more human

your writing should be like a conversation with a friend over coffee, not a dry textbook or stuffy legal document you can’t wait to put down. So, don’t hesitate to throw in a little slang that resonates with your customers, contractions like you’ll, or you’re, and even an occasional sentence that starts with “And.” 

4. Make it easy to scan 

Over 50% of users move to another site if they don’t find what they’re looking for. 


Your website copy should be easy to scan. And nothing makes your website copy easier to digest than a combination of:

  • Straightforward headlines

  • Succinct paragraphs

  • Bullet points

  • Blockquotes

  • Clear call-to-actions

5. Cut the fluff 

if there’s anything on your website that doesn’t add value, has filler words, or is repetitive, it’s gotta go. Trust me when I say this change alone can make your message that much clearer and more impactful.  

6. Use compelling copy 

Did you know “you, free, because, instantly, and new” are one of the 5 most persuasive words in the English language? And for good reason…using the word YOU instantly makes your message customer-centric. Meanwhile, “because” is powerful because it explains your why. 

People are resistant to change. So without knowing WHY they need your product or service, your customers will continue to resist change and do what they’ve always done.

If you need more power words to get you started, I’ve got a list of 70 persuasive words to use in your copywriting.

7. Keep it clear

It can be easy to get caught up in using big words and long wordy sentences to make your point. But the truth is that the most important element of making your website inviting is clarity.

A simple, clear message makes it easy for your readers to understand you and know what next step to take on your website. That’s it!

8. Create community

You may not have noticed it before, but most people want to feel like they belong to a group of some kind. Everyone is looking for a group to belong to, and that gives them a sense of community. So when you write your website content, use community-building language.

Call your audience, friends, sisters, fam, or whatever makes sense for your brand. And aside from a cute nickname, use words that speak to them and make them feel heard and like they aren’t alone. THAT is how to make your website copy inviting!

9. Optimize your copy

Great copy is the key to getting your audience interested in what you have to offer. Key-word optimized copy with the same keywords your dream clients use helps your content get discovered online and rank on Google’s search results. Use the power of Google to your advantage and be the answer to your dream client’s frantic search on how to solve their problem.

Now before you go tearing down and re-writing your entire website, remember that your website copy doesn’t have to move mountains. It just has to resonate and connect with your customers before you can even begin to talk about your product, service, or idea. 

If you need help getting starting determining your brand voice and overall message to get started on your website copy, I’ve got a workbook that helps you do EXACTLY that! Whether you’re in the wedding industry, a business coach, or a blogger, you have a story. The Brand Messaging Workbook will help you uncover your story and tell it in a way that makes your dream clients do a happy dance when they read it.

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