The new year rolls in with promises of fresh starts, new goals, better habits, cleaner closets. But what about your website? That digital front door you probably built in a rush, promised you’d come back to, and then forgot about? Yeah, that one.
If your website still sounds like something written by a robot in 2019, it’s time for an upgrade. And no, we’re not talking about flashy animations or new color schemes, though those don’t hurt. We’re talking about the words. Because good writing? It’s not just decoration. It’s the reason people trust you, click your buttons, buy your stuff, and tell their friends.
Let’s walk through how better words can make your website more human, more effective, and a whole lot more enjoyable to read.
Start with Your Homepage: Make the First Words Count
Your homepage isn’t just a welcome mat. It’s your pitch, your handshake, and your personality, all rolled into one. When someone lands on your site, they should understand three things instantly: who you are, what you do, and why it matters to them. No fluff. No jargon.
Now, let’s be honest, how many homepages still open with phrases like “we offer innovative solutions” or “delivering excellence since 2012”? These lines sound professional, sure, but they’re cold. Forgettable. They could belong to any business in any industry.
Instead, write like you’re standing face-to-face with your ideal customer. Skip the buzzwords and speak with clarity. Imagine saying: “We help overwhelmed small business owners build websites that finally make them proud and bring in real customers.” Boom. That’s specific, helpful, and human.
This applies whether you’re a plumber, a personal coach, or even an online ghostwriting services agency trying to connect with new authors. The way you present yourself should sound like someone worth talking to, not a machine.
Don’t Sleep on Your ‘About Us’ Page
The About Us page is usually an afterthought. But data tells us it’s one of the most visited pages on any site. People want to know the story. They want to know you.
So ditch the long mission statements and corporate speak. No one’s looking for a biography, they’re looking for a connection. Tell your story in a way that makes sense to the reader. Share why you started, what lights you up, or what challenge you’ve overcome. Let your tone reflect your personality. If you’re funny, be funny. If you’re heart-driven, show it.
And here’s the magic trick: make it about them, too. Even on your About page, you should be subtly answering this question for your visitor, “Why should I trust you to help me?”
For example, if you’re a book publisher or book cover design agency in USA, your About page isn’t just a timeline of launches and bestsellers. It’s where you show authors you understand their journey, their fears, and their dream of seeing their book in print.
Speak to One Person, Not Everyone
Here’s where most websites go wrong: they try to talk to everyone. And in trying to please the masses, they please no one.
Your website should feel like it’s talking to one person. One very real, very specific human who’s reading on their lunch break, phone in hand, half-scrolling, half-deciding whether you’re worth their time. When you try to be relatable to everyone, your voice gets watered down. But when you write for that one person, using the language they use, naming the problems they have, it suddenly clicks. They feel seen. Understood. And way more likely to trust you.
If you’re not sure what they’d say or how they’d describe their pain points, just listen. Look through emails, social media comments, reviews, or testimonials. Borrow their language. Reflect it back.
This is something even an online ghostwriting services agency or a book cover design agency in USA can benefit from, writing not for a general “author market” but for that one struggling writer searching for someone who gets it.
Your Call-to-Actions Need More… Action
You’ve probably got buttons that say “Learn More” or “Submit” on your site. They work, technically. But they don’t excite anyone. If you want people to take action, your call-to-action (CTA) has to give them a reason to care.
Instead of “Get Started,” what if your button said: “Show Me How It Works”? Or instead of “Contact Us,” maybe try: “Let’s Talk About Your Website.” These little shifts feel more personal. More like a human invite than a corporate request.
The key is to write CTAs that finish this sentence: I want to… So the button becomes something they’re choosing, not something they’re told to do.
Rewrite Your Product Descriptions, Like You Care
If you run an online store, your product descriptions are your salespeople. And guess what? Most of them are boring. Dry specs. Technical terms. Zero storytelling.
You don’t need to write a novel but you do need to show that you get the customer. Talk about the feeling of wearing the cozy sweater, not just the fabric blend. Describe how your wireless earbuds cancel out the chaos of a commute, not just the battery life.
Think in mini-stories. Help the customer see themselves using the product. Show the benefit. Speak to emotion. People don’t buy products, they buy outcomes, relief, status, comfort, and identity.
Cut the Fluff. Keep the Good Stuff.
One of the best things you can do this year is clean up your copy. And no, this doesn’t mean cutting everything down to two lines. It means removing what doesn’t serve a purpose. Most websites are 30% too long. Filled with sentences that sound important but say nothing.
Here’s what fluff sounds like: “We aim to leverage digital ecosystems to empower scalable innovation.” What?
Here’s what it could be: “We build websites that grow with your business.”
Write the way you talk. Get to the point. Say it once. And don’t be afraid of white space, your words don’t need to fill every corner of the screen.
SEO Is Great, But Don’t Write for Robots
Yes, your site needs to show up on Google. But stuffing your copy with awkward keywords won’t help anymore. Google’s smarter now. It rewards pages that are clear, valuable, and easy to read.
Focus on writing naturally. Use keywords like you’d use them in a conversation. If your audience is searching for “affordable web design,” use that phrase where it makes sense, but don’t cram it into every headline. Sprinkle some related phrases, answer real questions, and organize your content with helpful subheadings.
If you write for humans first, the SEO will usually follow. And, whether you’re an online ghostwriting services agency or a first-time book publisher, clarity always wins over clutter.
Let Your Social Proof Speak in Full Sentences
Testimonials shouldn’t sound like bots either. You know the ones: “Great service. Five stars.” Sure, it’s positive but it’s also forgettable.
Instead, aim for reviews that tell a mini-journey. What problem did the customer have? What made them choose you? What changed after? A review like “I was drowning in tech stuff until this team built my site, now I feel in control and get actual inquiries!” is worth ten five-star emojis.
Don’t be afraid to ask your customers for more detailed feedback. Guide them with a few open-ended questions. Then use those stories to build trust on your site.
Every Page Needs a Job
Think of your website like a team. Each page has a role. Your homepage is the greeter. Your About page builds trust. Your product or service pages explain your offer. Your blog educates. Your contact page makes it easy to connect.
If a page doesn’t have a clear purpose, it probably needs rewriting, or deleting.
Before you update any section, ask: “What do I want the reader to do here?” Then make sure the words on the page are helping that action happen. Clarity beats cleverness every time.
Don’t Be Afraid to Ask for Help
Let’s be real: rewriting your site takes time. And distance. You’re so close to your own business that it’s hard to spot what’s confusing, outdated, or just plain clunky. That’s why having a fresh pair of eyes, especially a professional copywriter, can make a huge difference.
They can take your ideas, your voice, and your goals and translate them into words that land. Not because you can’t write. But because good writing takes an outside perspective, especially when the stakes are high.
If nothing else, ask a friend or trusted customer to read your site and tell you where they got stuck, bored, or confused. That feedback is gold.
Wrapping Up: Make Words Work for You
Updating your website copy isn’t just about sounding better. It’s about connecting better. Selling more honestly. Making sure every visitor knows exactly who you are and how you can help.
You don’t need a total rebrand. Just fresh words with real heart. Words that reflect your growth, your values, your personality. Words that turn “just browsing” into “how do I sign up?”
So go ahead and open that homepage draft. Read it out loud. Rewrite the line you’ve always hated. Change your “Contact Us” to something that feels like you.
Because better words don’t just make your site prettier. They make it work.
FAQs
1. How often should I update my website copy?
Once a year is a good rule of thumb. Especially if your offers, audience, or tone of voice have changed. Think of it like a yearly health check for your brand. This goes for any business, whether you’re a local shop or an online ghostwriting services agency.
2. What’s the biggest mistake people make with website content?
Writing for themselves instead of their visitors. If your copy is full of “we do this” instead of “here’s how it helps you,” it’s time for a refresh. Even a book publisher needs to sound reader-first, not company-first.
3. Do I really need to change my CTAs?
Yes! CTAs are tiny but mighty. Even a small tweak like changing “Submit” to “Get My Free Guide” can make a big difference in clicks. That’s true whether you’re selling sneakers or running a book cover design agency in USA.
4. I’m not a writer. Can I still improve my website copy?
Absolutely. You don’t need to be Shakespeare. You just need to be clear, honest, and helpful. Write like you talk, and you’re halfway there.
5. What if I don’t know what to say?
Start by listening. What questions do customers ask? What words do they use? Borrow those (kindly) and let them guide your message.