Website Copywriting: Write Copy That Convert Visitors into Customers 

Key highlights 

• Understand why strong website copy plays a key role in engaging visitors and driving action. 
• Learn how to write a website copy for your homepage, about, services and contact pages.  
• Use simple website copywriting tips that help structure clear and compelling messages. 
• Improve your content with tools that help you write, test and improve your website copy more efficiently. 
• Bluehost’s AI Website Builder and WonderSuit helps bring your words to life on a site that’s easy to build and launch.

Introduction 

Ever landed on a website that just… clicks? The words feel right. The message is clear. You know exactly what to do next. Well, that’s the power of good website copywriting. Good copy turns browsers into buyers. It speaks clearly, gets to the point and makes people feel understood.  

The words on your website carry more weight than most people realize. They persuade and build trust. Done right, they turn visitors into customers. A well-written website feels natural. It doesn’t make visitors pause or second-guess. 

So, how do you make sure your website speaks the right language? In this blog, we’ll walk you through how to write a website copy that actually converts along with the best practices of copywriting. We’ll break down what works and why. 

Let’s get started. 

Why website copywriting matters more than ever? 

Your website is often the first conversation someone has with your business. And just like in real life, the words you choose matter. These days, people don’t read websites, they scan them. You have a few seconds to show them they’re in the right place. That’s why every word counts. 

1. It’s more than just words on a page 

Good website copy isn’t just about filling space or hitting a word count. It helps people understand what you offer, why it matters and what they should do next. It guides visitors from curiosity to action. 

For example, a bakery website that simply says “we sell cakes” might get overlooked, but “custom cakes that bring your story to the table” instantly gives meaning and purpose. 

2. It shapes how people see your brand 

The tone of your copy builds personality. Clear, human-sounding text creates a sense of trust. If your message sounds generic or stiff, people tune out. But when your copy feels real and speaks to their needs, they’re more likely to stay and explore. 

For instance, compare “We provide tech support” to “We fix frustrating tech problems fast so you can get back to work.” One is flat, the other feels personal and helpful. 

3. It’s your silent salesperson 

While you’re sleeping or busy with other tasks, your website is still doing its job. It’s explaining your product, answering questions and encouraging clicks.  

A well-written FAQ page, for example, can reduce support tickets and increase trust all without a live chat. In short, design gets attention. Writing copy drives action. 

How to write effective copy for your website pages? 

Each page on your website plays a unique role in shaping the visitor’s experience. That’s why it’s important to approach every page with a clear goal and voice. The words you choose should match what the visitor expects and needs at that stage.  

Some visitors are discovering your brand for the first time, while others are already comparing options or ready to decide. Your copy should meet them where they are. 

1. Homepage
2. About page 
3. Services or product pages 
4. Contact and FAQ 

Here’s how to write a website copy for your most important pages with intention and clarity: 

1. Homepage: lead with value, not fluff 

What kind of information should be on your homepage? Again, it’s all about your reader. Your homepage should answer one key question quickly: what’s in it for the visitor?  When creating web pages, try to put yourself in their shoes. What does your audience want to know when they visit your homepage? Probably not the entire history of your business. 

Avoid buzzwords or vague slogans. Instead, lead with a clear value proposition. For example, “Smart bookkeeping for small businesses” is stronger than “Solutions that matter.” 

Writing copy that is short and focused guides visitors toward the next step. 

Also read: How to Create a Landing Page With WordPress – Your Complete Guide 

2. About page: build trust and connection 

People don’t just buy products; they buy from people. Use your About page to tell a genuine story. Share what drives your business and write like you’re speaking directly to your ideal customer. 

Instead of saying “We are passionate about excellence,” say something like, “We started this business to help small teams worry less about tech and focus more on what they love.” It feels real and relatable. 

You can also consider adding a short team introduction, values, mission or a customer quote that reinforces what you stand for. These touches can humanize your brand and strengthen trust. 

3. Services or product pages: highlight outcomes 

It’s good to remember that your audience usually has a problem they need to solve. When they visit your website, they’re thinking “What’s in it for me?” and “How will this solve my problem?” The quicker your audience finds those answers, the happier they’ll be.  

Don’t just list features, make it clear why they matter. Visitors want to know how your service will help them, not just what it does. If you’re a local cleaning service, don’t just say “Flexible scheduling.” Say, “Book cleaning around your busy day, even on weekends.” 

Make sure your product or service pages are easy to skim with short paragraphs and bullet points. Keep it human, not technical. Your goal is to help them picture the benefit fast. 

Also read: Learn How to Create Digital Products That Sell Successfully 

4. Contact and FAQ: reduce friction and objections 

These pages are often overlooked, but they’re crucial for conversions. Make your contact page friendly and clear. Use helpful microcopy like “We usually respond within 24 hours,” or “Have a quick question? Let us know.” 

Tell users exactly what to expect next. If you offer free consultations, say so. If your support team is available during certain hours, include that. 

For your FAQ, focus on common concerns. Answer in a conversational tone and avoid jargon. Think of it like a chat with someone who’s almost ready to buy but just needs one or two final answers. Be sure to include questions like “What’s included in your pricing?” or “Can I cancel anytime?” 

Checklist: Best practices of website copywriting 

• Know your audience 
• Use value-driven headlines 
• Write for skimmers 
• Address pain points early 
• Always include a CTA 

Also, remember that not everyone will land on your homepage. Many visitors arrive through blog posts or other pages. Make sure your website copy consistently answers the same questions and guides people toward the next step. 

Also read: How to Create a Contact Us Page the Easy Way 

Which copywriting formulas actually work to boost conversions? 

Even great copywriters don’t always start from scratch. Website copywriting tips help you guide the reader naturally from curiosity to action, without sounding pushy or overdone. 

Here are three best practices of copywriting that work particularly well for websites: 

1. AIDA: attention, interest, desire, action 

AIDA helps when you want to guide someone naturally through your message. 

• Attention: Start with a hook or headline that grabs attention. For example, “Still spending hours balancing your books by hand?” 
• Interest: Follow up with a sentence or two that builds curiosity. “We help small businesses simplify their finances with easy-to-use tools.” 
• Desire: Highlight a benefit that matters. “Imagine cutting your admin time in half.” 
• Action: End with a strong call to action. “Start your free trial today.” 

2. PAS: problem, agitation, solution 

This one work well when your audience has a clear pain point. 

• Problem: Identify the issue. “Managing client bookings is eating into your evenings.” 
• Agitation: Dig deeper. “It’s frustrating, repetitive and it’s taking time away from your actual work.” 
• Solution: Show how you fix it. “Our smart scheduling tool automates appointments so you can reclaim your time.” 

3. FAB: features, advantages, benefits 

This is helpful for highlighting product strengths. 

• Feature: What your product or service does. “We offer same-day shipping.” 
• Advantage: Why this feature is helpful or better. “Orders get out the door fast.” 
• Benefit: What it means for the customer “You get your products quicker and your customers stay happy.” 

Also read: What is SEO Copywriting? Step-by-Step Guide for Beginners

What tools can help you write better website copy? 

Even the best writers use tools to write copy stronger, clearer and more effective. The right tools can help you spot issues, test different messages and polish your writing without second-guessing every word. 

Here are some user-friendly tools to help you write better, more effective website copy.  

Tool	Primary use	Key features	Best for
Grammarly	Grammar & tone check	Grammar, spelling, punctuation, tone detection	Polishing and professionalizing content
Hemingway Editor	Readability improvement	Highlights passive voice, complex sentences, adverbs	Making copy clear and easy to read
CoSchedule Headline Analyzer	Headline optimization	Analyzes emotional impact, length, clarity	Crafting strong, clickable headlines
Bluehost Website Builder	Real-time copy testing	Drag-and-drop editor, live preview, built-in templates	Testing and refining copy in actual website layout

Each of these tools brings something unique to the table. Let’s take a closer look at how you can use them to elevate your website copy. 

1. Grammarly and Hemingway Editor for polishing text 

These two are go-to tools for catching common mistakes and improving readability. 

Grammarly is a comprehensive writing assistant that checks for grammar, spelling, punctuation and style issues. Grammarly also offers tone detection to ensure your message aligns with your intended audience.  

Hemingway Editor focuses on making your writing clear and concise. Hemingway Editor highlights complex sentences, passive voice and adverbs, helping you simplify your content for better readability.  

This tool is especially useful for creating engaging website copies. 

Also read: What is SEO Copywriting? Step-by-Step Guide for Beginners 

2. Headline analyzers and copy checkers 

Headlines are often the first thing people read, so they need to be strong. Tools like CoSchedule Headline Analyzer help you test headline length, clarity and emotional impact. A few small changes here can make a big difference in how many people click or keep reading. 

3. Bluehost Website Builder for real-time testing 

And Great copy only works if it fits naturally within your website’s design. With WonderSuite and AI-powered website builder, you can build a site where your content fits naturally. With its drag-and-drop editor, you can place your text exactly where it belongs, preview changes instantly and update your layout without writing a single line of code. 

You also get access to built-in templates that are designed for conversion, making it easier to match your words to the right layout and flow. Want to try out two different headlines or CTAs? You can test them in real time to see which one looks and feels better before publishing. 

To get started, simply sign up for a  Bluehost hosting plan and choose the Website Builder during setup. It comes bundled with hosting, so everything is in one place. Once you log in, you can customize your site with your copy, media and branding all from a single dashboard. 

Also read: WonderSuite: Onboarding with WonderStart AI 

Final thoughts 

Writing website copy that works is all about being clear, helpful and human. When your message matches what your visitors need to hear, that’s when things click. 

And remember you don’t need to do it all perfectly from the start. Use the tools available, test what resonates and adjust as you learn what works. Great copy is something you build over time. 

With our AI Website Builder, WonderSuite, you can create a site that not only looks good but reads with purpose. It’s designed to help you test, tweak and launch content confidently. Just add your copy and Bluehost helps you bring it to life. 

Ready to turn your words into a high-converting website? Build your site with WonderSuite. 

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