Welcome to Episode 248 of The Brand It, Build It Podcast, where we share actionable tips and heartfelt encouragement to help you build a purposeful and profitable business. I’m your host, Kelly Zugay, and I’m so glad you’re here!
Today, I want to talk about one of the most important aspects of your website: your copy. Your website’s copy is the text your visitors read as they learn about your business, your offerings, and why they should confidently choose you. And while web design plays a major role in how your website feels, and how effectively your visitors are led to confidently choose your business — your copy can make a truly meaningful difference in how your approach and expertise are communicated and conveyed. So, today, let’s explore a few quick and easy ways to improve your website copy to inspire more conversions.

Tip 1: Write with Your Ideal Client in Mind
First, write with your ideal client in mind. I know that sounds obvious, but here’s what I mean: Too often, business owners create website copy that speaks to what they want to say rather than what their ideal client needs to hear.
To flip the script, start by imagining your ideal client. What questions do they have? What challenges are they experiencing that your product or service can solve? Then, shape your copy to answer those questions and offer solutions.
For example, instead of saying, “I’ve been a photographer for 10 years,” you could say, “With 10 years of experience, I create timeless, heirloom-quality photographs you’ll treasure for a lifetime.” This way, you’re still highlighting your expertise but framing it in a way that’s meaningful to your client.
Tip 2: Use Clear and Concise Headlines
Next, let’s talk about headlines. Headlines are the first pieces of text your visitors read when they land on your website. They set the tone for everything that follows, so it’s important they’re clear, concise, and attention-grabbing.
A good headline does two things: It tells your visitors exactly what you offer and how it will benefit them. For example, instead of a headline that says, “Welcome to My Website,” try something like, “Custom Brand Design to Elevate Your Small Business.” It’s clear, to the point, and immediately communicates your value.
Tip 3: Include Calls-to-Action on Every Page
This brings me to my third tip: include calls-to-action on every page of your website. A call-to-action, or CTA, is text that invites your visitors to take the next step, whether it’s scheduling a consultation, exploring your portfolio, or making a purchase.
For example, on your About page, your CTA might say, “Let’s bring your vision to life — schedule your consultation today.” On your Services page, it might say, “Explore our packages and find the perfect fit for your needs.”
By adding clear and compelling CTAs, you’re gently guiding your visitors toward becoming paying clients.
Tip 4: Keep Your Copy Simple and Jargon-Free
My fourth tip is to keep your copy simple and jargon-free. As experts in our fields, it’s easy to assume everyone understands the language we use daily. But for your visitors, industry jargon can feel confusing or overwhelming.
Instead, write as though you’re having a casual conversation with a friend. Keep your sentences short, your language simple, and your message clear. This way, your visitors can focus on how you can serve them rather than trying to decode your copy.
Tip 5: Highlight the Transformation
Finally, highlight the transformation your clients can expect when they choose to work with you. People don’t just buy products or services; they invest in the outcome those products or services provide.
For instance, instead of saying, “We provide accounting services,” you could say, “We provide accounting services that help you save time, gain financial clarity, and grow your business with confidence.” By focusing on the transformation, you’re showing your visitors the real value of what you offer.
So, there you have it! Five quick and easy ways to improve your website’s copy: write with your ideal client in mind, use clear and concise headlines, include calls-to-action on every page, keep your copy simple and jargon-free, and highlight the transformation your clients can expect.
Remember, small tweaks to your copy can make a big difference in how your visitors feel about your business and how confident they feel about working with you.
If you found today’s tips helpful, I’d love for you to share this episode with a fellow business owner or leave a review. Your support means so much! Thank you so much for tuning in to today’s episode of the Brand It, Build It Podcast.
Brand It, Build It Podcast, Hosted by Kelly Zugay
Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.
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