How to Write Website Copy That Converts

Your website's copy makes up 50% of your site's success. At Upperlane, we've learned that even the most beautiful website won't convert if the message isn't clear.

Let's dive into our step-by-step guide to creating compelling website copy, backed by real-world examples from leading companies.

Improve your Value Proposition

A strong value proposition should transform features into clear benefits. Like Mixpanel's "Turn data into decisions", your message should:

• Promise clear transformation
• Address specific pain points
• Use simple, action-oriented language

Drive Action with Strategic CTAs

Implement a dual CTA strategy to capture visitors at different stages:

Primary CTA (High Commitment)

• Prominent placement for ready buyers
• Example: Brex's "Get started" with an email form

Secondary CTA (Low Commitment)

• Alternative for hesitant visitors
• Example: Brex's "See Brex in action" video

Benefits over Features

Transform technical features into tangible benefits that resonate with your audience. Look at Asana's approach with their "Templates" feature:

• Feature: Templates
• Benefit: Standardize your team's best practices with ready-made guides for projects and tasks

Build Trust Through Social Proof

Layer different trust elements throughout your site:

Customer Evidence

• Strategic testimonial placement near decision points
• Specific metrics and results
• Context (role, company, industry)
• Quality photos and full names

Trust Indicators

• Security badges and certifications
• Marketplace ratings
• Notable client logos grouped by industry
• Success metrics (Like Slack's "87% of users collaborate more efficiently")

Optimize for Readability

With users reading only 20-28% of content, structure is crucial:

‍Visual Hierarchy: Use clear, benefit-focused headlines, consistent heading sizes, strategic visual breaks, and color highlights for essential information.‍

Strategic Visuals: Zapier exemplifies this with action-focused product shots, clear interface demonstrations, and visual communication of benefits.

Friction-Reducing Microcopy: Incorporate reassuring text at crucial points such as "No credit card required" near CTAs, "Takes 2 minutes" on forms, and "Cancel anytime" before signup.

Continuous Improvement

Your website copy should evolve with your business and users' needs.

• Gather Customer Insights: Track patterns from sales calls, common questions, and objections. Regularly interview customers and note successful pitch points
• Evaluate with A/B Testing: Test headlines, CTA wording and placement, feature descriptions, and social proof placement.
• Monitor Key Metrics: Keep tabs on conversion rates, time on page, scroll depth, and click-through rates.
• Stay Market-Relevant: Keep up with competitor messaging, industry terminology, and market conditions. Regularly update your value propositions.

Pro tip: Create a monthly review cycle for performance assessment and improvements. Small, regular updates often outperform large, infrequent overhauls. Want to learn more about building an easily updatable website? Read our guide: "Webflow: Your Marketing Website Solution for 2025?"

Final Thoughts

Exceptional website copy isn't about perfect prose - it's about clear, action-driving communication that connects with your audience and delivers results. Start with strategy, emphasize benefits, and continuously optimize based on data and user feedback.

Ready to turn your texts into a website that converts? Book a call today!