A 2-Step Formula on How to Write Website Copy


I have been writing copy for website for almost a year now. And almost every week, I come across people who struggle with the famous line of “how to write website copy”. To save time and energy of all, I am summing up the formula in this post. Whatever web copies I have written for either my business or clients, the context might differ, but the gist is similar in each. This is primarily due to the reason as I have employed the same 2-step formula which I’ll be discussing with you today.

So, let’s start with a small exercise. How would you feel reading a description like this?

  • “We’re a one-stop-shop for X”
  • “We use best practice techniques”
  • “We use state-of-the-art equipment”
  • “We’re the best in town for Y”
  • “We have great customer service”

writing copy for website

This is what the majority of the businesses write on their websites. Sure, it all might sound catchy at first. Incredible. Professional. And reassuring as well. But then how would customers choose between them?

Overall, they all provide the same service. And they all deliver the same products. But, if they all are the best-in-town, have great customer service, and employ best practice techniques. How does a customer make his/her choice?

What could they do to sound less robotic and more appealing to stand out?

What could they do to make it easier for a potential client to choose them over others?

Here’s the answer you’ve been looking forward to. Always focus on two major aspects of any business,

  1. Who: Who is providing the service? Who has used the service and what feedback do they share for it?
  2. How: How are things being done or executed in this business?

Let’s go in-depth into this 2-step formula to help you on how to write website copy,

1. Who

The primary difference between one business and another one is the people who run it. You can always replicate products and services. But the people are different in each business. And that’s all which makes all the difference.

So talk about the people WHO run the show:

  • Their role
  • Their vision
  • Their specialization or credentials
  • Family
  • Hobbies or interests

You should give your business a human face. This helps your prospects to decide if they can relate to the stories of people who run the business or not. The stories their profile could convey is one of the major factors which impacts their final decision.

Another way to mention people is to talk about your customers with the help of:

  1. Case studies
  2. Testimonials

Case studies

What problem did Monica have, what did you do to solve that problem, and how did that help Monica?

Here’s a template I often use with my clients:

Project name:
Project value:
Scope of work:

Brief summary:

  • Work 1
  • Work 2
  • Work 3

Project highlights:

  • Highlight #1
  • Highlight #2
  • Highlight #3

Outcome (here, you can include a testimonial too)
Photos of reference work (Include relevant & best photos: up to 5 is fine)


What did Ajay say about your service? Did he like it?

Customer stories and testimonials give prospects an idea of what they can expect from you. It helps reduce the associated risk for them. You see, they’d rather spend money and time on people they trust than risk having a bad experience which they might regret.

That’s why the referral business is so powerful. You see, when you trust someone who gives you a referral, it removes the uncertainty of a purchase. It strengthens the complete process.
If your mum has gone to that massage therapist for years because he always relieves her tight neck, you’d be more willing to give it a go. Wouldn’t you?

Gift your business human faces. Help prospects decide if they relate to the the stories of people in your business. Help them decide if they like your people or not.

For example, If your best friend has been sending his car to a mechanic for two years, and you don’t have one - that saves you from searching and risking your car with an unknown mechanic.

In India, the car servicing industry is known for charging a lot. And there are many dodgy mechanics who take advantage of car owners.

Many of us are non-mechanics, and often don’t know enough to know whether they’ve really done the job or not. We trust they’ve done what they say they’ve done.

Uncertainty can cost you, customers. You need show them the human side of your business, show them the connection. And give them a reason to like you and trust you.

Defining the ‘Who‘ of your business can help differentiate yourself from your competitors. Try complementing this by elaborating on How things are done in your company process. This is the first step you need to execute well in order to get the best results on writing copy for websites.

2. How

The next metric is ‘How’ your business delivers the end product or service. Still wondering how to write good website copy using this metric? Let’s run through two examples of ways to describe this metric. We’ll take a few small business examples: gardener, and a mechanic.

Example #1: Gardener

Instead of saying “We have great customer service,” tell your customers, that you clean up after mowing the lawn. Or, that you are obsessive about neat hedging. Place in a case study. If possible, try including before and after photos.

How to Write Website Copy

Example #2: Mechanic

Instead of saying that “We’re a one-stop-shop” as a mechanic. You may list the products and services you offer. And try to include photos of your people, place, customers, and products.
Also, share a case study of how your customer dropped his car in for a minor service and you over-delivered. Here’s an example for your reference:

Deepak needed his car for work, so you gave him a loan car for the day. His tires were torn out so you changed and re-aligned them. His car’s air-conditioning was blowing out hot air, so you found the issue and sealed the hose connection to prevent the refrigerant from leaking again.

Uncertainty can cost you, your customers.


Many business owners make the mistake of not providing their customers the necessary details about their business. They rely on keywords which they think sound ‘professional’ to the industry and reflect what they do.

The problem is, other businesses are using these same tired keywords/ phrases. Instead of using these, you can distinguish by sharing 2 unique aspects:

WHO: Who are you and who are the people behind the work? Who do you serve and what do they say about you?

HOW: How are things done & delivered in your business?

This 2-step formula on how to write good website copy makes it easier for your prospect to choose you. And help you stand out from your competition. This is how to write web copy that are more specific, meaningful, accurate and avoid losing prospective customers.

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