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Writing an effective copy

21 June 2023
Writing an effective copy

Writing a good copy for your website is not as easy as it sounds. You have to balance the needs of your audience, your brand, and your goals. You have to communicate clearly and persuasively, without sounding like an ad or a robot. You have to avoid common pitfalls that can make your copy boring, confusing, or misleading.

In this blog post, we will share some tips on how to write an effective copy for your web design project, and how to avoid some of the mistakes that can ruin your efforts. we will also give you some examples of good and bad copy, so you can see the difference.

The tone

One of the biggest mistakes you can make when writing a copy for your website is to sound like an ad. You know what I mean: those annoying pop-ups that promise you the best deal ever, or those cheesy slogans that try to convince you that their product is the only one you need.

a picture of a person typing

These types of copy are not only annoying, but also ineffective. They make your website look spammy and untrustworthy. They turn off your visitors and make them leave your site.

Aim for a more conversational tone. Act like you are actually talking to someone and explaining to them why such and such is so and so.

For example, instead of saying: "Buy now and get 50% off!"

You could say: "Hey, I have a special offer for you. For a limited time, you can get access to our premium features for half the price. Click here to claim your deal."

See the difference? The second copy sounds more friendly and personal. It also explains the benefits of the offer and creates a more grounded sense of urgency.

Overly strong sentences

Another mistake you can make when writing a copy for your website is to use overly strong sentences. These are sentences that make exaggerated claims, use hyperbole, or sound too aggressive.

a decorative pic

For example: "Our product is the best in the world!" or "This is the only solution you will ever need!, or "You must act now or you will regret it forever!"

These types of sentences are not only unbelievable, but also off-putting. They make your website look desperate and pushy. They alienate your visitors and make them doubt your credibility.

Just be up front about what is supposed to be good about your deal, website, blog, whatever. Meeting expectations is trivially better than setting yourself up for something you quite far from.

Be concise and explicit

Another mistake you can make when writing a copy for your website is to be too vague or too wordy. These are two opposite problems that can both hurt your copy.

a picture of a keyboard

Being too vague means that you do not give enough information or details about your product or service. You leave your visitors guessing or confused about what you offer, how it works, or why they should care.

Being too wordy on the other hand, entails giving too much information or details about your product or service. You overwhelm your visitors with unnecessary or irrelevant information that distracts them from your main message or call to action.

Focus on the core of what you want to say. If you cannot make the sentence shorter or punchier ask others for their opinion.

The Goals and the Purpose

The last tip we want to share with you is to outline the goals and purpose of each page on your website. There are quite a few reasons for doing so, but we will lead with examples, they make them plain:

- The home page should introduce your brand and value proposition.
- The about page should tell your story and build trust.
- The services page should showcase your offerings and benefits.
- The portfolio page should display your work and results.
- The contact page should invite your visitors to get in touch with you.

Do this for any other web-page you got. When writing a sentence, or adding a visual element, always do it withe purpose. Think about how that variable contributes to the overall picture.


Writing an effective copy for your web design project is not a simple task, but it is not impossible either. By following these tips, you can avoid some of the common mistakes that can ruin your copy, and hopefully write a copy that is engaging, persuasive, and successful.