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The words on your site matter more than the design. Here's how to get them right.
The two examples below use the exact same layout and design. The only difference is the words. See how much that changes everything?
We do stuff and provide various solutions for different needs. Click below to learn more about our services and what we offer.
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The takeaway: Same design, completely different impression. Bad copy makes a site feel amateur. Good copy makes it feel trustworthy and professional. Words are the #1 thing that separates the two.
Every professional website has these key sections. Here's what to write in each one.
The big, bold text at the very top of your page. It should say what you do or what your product does in one short sentence. This is the first thing visitors read.
"Build your website in minutes, not months."
One or two sentences right below the headline that expand on the big idea. Add a bit more detail about who it's for or how it works.
"The AI-powered website builder that turns your ideas into a live site. No coding required."
The buttons that tell visitors what to do next. Use action words like "Get Started", "Try Free", or "See Pricing". Never use vague labels like "Submit" or "Click Here".
"Get Started Free" or "Try It Now"
Show visitors what they get. Lead with the benefit (the result), not the feature (the technical detail). People care about outcomes, not specs.
"Save 10 hours a week" (not "Has automation features")
Testimonials, customer logos, star ratings, or numbers ("10,000+ users"). This builds trust. If real people vouch for you, new visitors feel safer.
"Trusted by 10,000+ teams worldwide"
Answer the real questions and objections visitors have before they ask. Think about what might stop someone from signing up and address it here.
"Is there a free plan?" "Can I cancel anytime?"
Links to your important pages, contact info, social media, and legal pages (privacy policy, terms). Every professional site has a solid footer.
About, Contact, Privacy Policy, Terms, Social links
Great headlines follow simple formulas. Here are three that work for almost any website.
Tell people what they can do and how fast
[Action verb] + [result] + [timeframe]
Good: "Build your website in minutes"
Good: "Launch your online store this weekend"
Bad: "Welcome to our innovative platform"
Speak directly to who it's for
[Audience] + [benefit]
Good: "For creators who want to ship faster"
Good: "The design tool for teams that move fast"
Bad: "A solution for everyone"
Use a specific number to build credibility
[Number] + [thing]
Good: "10,000+ teams trust us"
Good: "Save 4 hours every week"
Bad: "Lots of people use our product"
CTA stands for "call to action" -- it's the button that tells visitors what to do next. Getting these right can be the difference between someone signing up or leaving your site.
Sign-up form
Pricing link
Onboarding step
Product demo
Copy and paste these into your AI tool (Claude, ChatGPT, etc.). Replace the parts in [brackets] with your own details.
Hero headline and subtitle
"Write a hero headline and subtitle for [describe your product/service]. Make it clear, benefit-focused, and under 10 words for the headline."
Feature descriptions
"Write 3 feature descriptions for [product]. Each should have a short title and 1-2 sentence description. Focus on benefits, not features."
Testimonial request
"Write a testimonial prompt I can send to [customers/users] to get quotes for my website."
Rewrite existing text
"Rewrite this text to be more professional and concise: [paste your draft]"
Copy-paste these prompts into your AI tool to apply what you just learned.
GENERATE WEBSITE COPY
"Write website copy for my [type of app]. I need a hero headline, subheadline, 3 feature descriptions, and a call-to-action. Tone: [friendly/professional/bold]."
REWRITE LANDING PAGE COPY
"Rewrite my landing page copy to be clearer and more compelling. Current copy: [paste copy]. Keep it concise and benefit-focused."
These are the mistakes that make websites feel unprofessional. Avoid them and you're already ahead of most sites.
Don't: Leaving "Lorem ipsum" or filler text on your live site.
Do: Write real copy for every section, even if it's short. Placeholder text makes your site look unfinished.
Before you launch, search your entire site for "lorem" to make sure none slipped through.
Don't: "We are an innovative company that was founded in 2020..."
Do: "You'll save 10 hours a week on manual data entry." Focus on the visitor and what they get.
Count how many times your homepage says "we" vs "you". The word "you" should win.
Don't: "We provide innovative solutions for your business needs."
Do: "Tracks your expenses automatically and sends a weekly summary to your inbox."
If a sentence could apply to any company, it's too vague. Be specific about what YOU do.
Don't: Writing 5-paragraph essays in every section. Visitors scan, they don't read.
Do: Keep sections to 2-3 sentences max. Use bullet points. Break up long blocks of text.
If a section has more than 3 sentences, shorten it. Every word should earn its place.
Don't: A 15-word headline that looks great on desktop but wraps onto 4 lines on a phone.
Do: Keep headlines under 8 words. Test how your text looks at 375px wide (phone size).
Read your site on your actual phone before launching. Long headlines and tiny text are common problems.
