How To Write Killer Website Content That Converts

In the fast-paced world of digital marketing, your website is often the first touchpoint a potential customer has with your brand. As the saying goes, you only get one chance to make a first impression. Within seconds, those reading your website content decide whether they're 'in' or gone.

That’s why I always tell my clients when creating content, it has to be crystal clear what they do and how they can solve the problems of prospective clients right from the start. Failure to do so and your target audience will go to other websites, leaving your competitors to swoop in and steal the show. Don’t let that happen – your main objective is to encourage your visitors to stay by creating high quality content that leaves a powerful impact!

With the audience’s attention low, they don’t have the time or patience to sift through endless paragraphs of web copy. According to Contentsquare’s 2021 Digital Experience Benchmark report, research shows the average time spent on a webpage is a mere 54 seconds – yikes! So, how do you create good content for your site that keeps your prospective clients hooked?

It’s all about written content that attracts people from the get-go, compelling them to take action and provide up to date relevant information, relevant links and is good at answering questions. Trust me, in this cutthroat online landscape; it can make all the difference to a website’s success and business triumph!

So, how do you write killer content for your website that draws potential visitors in and converts them to paying customers for your product or service?

Who’s the Audience for your Web Content?

Before you write content or do anything, you need to understand your audience. Who are they? What do they want? What are their pain points? Knowing this will help you craft web copy that speaks directly to them and shows them that you understand their needs. Spend time researching your target audience and creating buyer personas to help guide your writing.

Here’s a good article if you want to delve into this more:

Does Your Website Content Strategy Focus on Benefits?

When describing your products or services, focus on their benefits, not just the features. Benefits explain how your products or services can solve your customers’ problems and make their lives easier, or help them achieve their goals. On the other hand, features just describe the product or service itself. By emphasising the benefits, you can better connect with your target audience and show them how you can add value to their lives.

Suppose you work for a company that sells high-quality, ergonomic office chairs. Instead of describing the features like “memory foam seating,” “adjustable height,” or “360-degree swivel”, highlight the benefits and paint a vivid picture for your audience.

For example:

“Imagine wrapping up your workday without that nagging lower back pain. Our ergonomically-designed office chairs, with luxurious memory foam seating, adapt to your body contours providing unparalleled comfort and support. The adjustable height ensures an ideal fit for your workspace, promoting better posture and reducing neck strain. Plus, the 360-degree swivel feature means easy movement, keeping everything within your reach, so you can focus on what really matters – your work.”

By doing so, you have effectively communicated how your product can improve their work life, which is more persuasive and relatable don’t you think?

Do You Have Engaging Website Headlines and Subheadings?

With only a few seconds to grab a visitor’s attention, the page titles, headlines and subheadings on your website must be attention-grabbing. They are also a way to break up your copy and make it easier to read. Use action-oriented language that encourages visitors to take action, such as “Get Started Now” or “Unlock Your Potential.” Your headlines should be clear and concise, highlighting the main benefit or value your business provides.

For more information, check out

Is There Social Proof to Make Your Business Credible?

Customer testimonials, reviews, case studies, and success stories are all powerful tools for building credibility and trust with your audience. People are naturally influenced by what others are doing, and social proof can help guide their decision-making. So include those awesome words of support that state how great you and your product or service are to show potential customers how you have helped others.

According to BigCommerce, 72% of consumers say positive reviews and testimonials make them trust a business more and 88% of consumers trust online reviews as much as personal recommendations.

Does Your Website Have a Strong Call-To-Action (CTA)?

At the end of your website copy, you need to encourage visitors to do something specific. This is where your call-to-action (CTA) comes in. A strong CTA will guide visitors towards taking the action you want, such as completing a contact form, making a purchase, or signing up for a newsletter. Your CTA should be clear, concise, and action-oriented. Use strong, persuasive language, such as “Join Now” or “Get Yours Today,” to inspire action.

Check out these web page CTA examples:

  1. “Unlock Exclusive Savings: Shop Now and Enjoy 20% Off!” – This call to action entices visitors with a sense of exclusivity and a tempting discount.
  1. “Get Your Free Ebook Today and Level Up Your Skills!” – Offering valuable content like an ebook is a fantastic way to capture attention and encourage action.
  1. “Join Our Thriving Community and Start Living Your Best Life!” – Inviting visitors to become part of a vibrant community taps into their desire for connection and personal growth.
  1. “Book Your Dream Vacation Now and Create Memories That Last a Lifetime!” – Highlighting the transformative experience and emotional benefits of taking action can be highly persuasive.

Remember, the key is creating content is to tailor your call to action to match your audience’s desires and needs while highlighting your website’s unique value. Stay creative, compelling, and focused on driving action!

Is Your Web Content Good For Search Engines? 

Regarding visibility on search engines, the relevance and usage of relevant keywords and search terms within your website copy cannot be overlooked. Relevant keywords are the linchpin between what people are searching for and the content you provide to cater to this need. By appropriately integrating targeted keywords into your copy, you can help search engines understand what your web content is about and rank it accordingly, so your potential audience can find you.

However, keyword stuffing is a big no-no. Incorporating keywords should never compromise the natural flow and readability of your content. Remember, you’re writing for humans first, search engines second. Tools such as SEMRush, Google Keyword Planner or Moz can aid in identifying relevant keywords or phrases related to your business or services, helping you to optimise your web copy for search engines while still engaging your readers.

Unleash the Power of Your Web Content 

Writing killer website copy that converts takes time, effort, and practice. By understanding your audience, focusing on benefits, writing engaging headlines and subheadings, using social proof, adding a strong call-to-action, and ensuring it gets picked up by search engines, you can create content that resonates with your target market and drives conversions. 

Keep these tips in mind as you craft your website content, and remember that your web copy is a vital part of your overall content marketing strategy. By investing in great words for your website, you can build stronger relationships with your customers and grow your business.

If you need help with your website content, please feel free to contact Creative Copywriting. As a content writer, I am happy to help create written content for your website that is impactful and gets results.


Peta Delahunty

Peta Delahunty is the founder and copywriting specialist at Creative Copywriting. With a passion for crafting concise and impactful copy, she helps businesses and entrepreneurs boost brand presence within their target audience. (

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