As a brand strategist and website designer, I’ve seen countless small business websites struggle to make a lasting impression. They might have sleek designs and stunning visuals, but if their web copy doesn’t hit the mark, it’s like having a fancy car with an engine that won’t start. Your web copy — when done well — should drive engagement, conversions, and leads for your small business.

In this blog post, I’ll share nine web copy fixes that small business owners can implement this week to transform their websites from dull to dynamic.

1. Craft Clear and Compelling Headlines: Grab Attention from the Get-Go

Your website needs headlines that pack a punch. They are your first chance to make an impression, so make it count. Use language that resonates with your audience and addresses their pain points. Clear, concise headlines immediately communicate the value of your products or services. Think about what sets you apart and what your customers are craving. Then, craft headlines that are so magnetic, they pull visitors in. Be clear, concise, and, above all, compelling.

2. Simplify Your Language: No Jargon Allowed

You might think argon and technical terms make you sound smart, but they can also alienate your audience. Imagine trying to have a conversation with someone who’s speaking in a foreign language you don’t understand. That’s what it feels like for your visitors when you pepper your web copy with industry jargon or technical terms. Keep it simple and conversational. Speak in plain language that your customers can understand. If your content is easy to grasp, visitors are more likely to stick around and explore further.

3. Emphasize Benefits, Not Features: Make it All About Them

Don’t just list the features and deliverables of your service or offer; explain the benefits your customers will gain. Let them know how your product or service will solve their problems or make their lives better. It’s tempting to showcase your product’s bells and whistles, but your customers really want to know just one thing: “What’s in it for me?” Remember, customers aren’t buying a drill; they’re buying a hole in the wall.

4. Use Short, Scannable Paragraphs: Don’t Write a Novel

Online readers are notorious skimmers. Long paragraphs can be intimidating. Break them into bite-sized chunks, and sprinkle in bullet points or numbered lists where it makes sense. Subheadings are also your friends as they help organize content and guide readers through the page. Remember, readers are in a hurry, and they want to find what they need pronto. 

5. Include Strong Calls to Action (CTAs): Tell Them What to Do Next

Your web pages shouldn’t be digital mazes without an exit strategy. Every page should have one crystal-clear CTA that tells visitors what they should do next. Whether it’s “Learn More About Our Services,” “Subscribe to Our Newsletter,” or “Buy Now,” make sure your CTAs stand out; make them irresistible and motivating.

6. Address Customer Concerns: The Myth-Buster

One of the best things you can do to remove friction from your buying process is to anticipate objections your customers might have and tackle them head-on. Then use persuasive copy to quell their concerns. Some people fear that calling out customer objections will have a negative effect on buying behaviors, but the opposite is actually true. Your potential clients want to know that you understand the nagging doubts they’re struggling with, but even more importantly, that you can speak to them in a way that makes them feel comfortable working with you.

7. Add Social Proof: Let Your Customers Do the Talking

Trust is the currency of the interwebs. When you show off customer testimonials, reviews, and case studies, you build credibility. Real-world experiences from satisfied customers help potential clients get a feel for what it’s like to work with you and what they might expect from the process. It instantly boosts their confidence in you.

8. Optimize for SEO: Boost Your Website’s Visibility

Don’t hide your website in the digital shadows. Research and weave relevant keywords seamlessly into your web copy. Tools like Google Keyword Planner, Ubersuggest, and Answer the Public can help you figure out what your audience is looking for. Then it’s just a matter of creating content that answers their questions and gives them their desired context.

9. Tell Your Brand Story: Connect with Your Audience

People connect with stories. Share your brand’s journey, values, and mission in a compelling “About” page. Explain why you’re passionate about what you do and how it benefits your customers. But remember, you’re not the hero of the story — your clients are. So, be sure to weave in only the relevant details that will help them understand how you can help them step into their full potential.

Now, I know what you’re thinking. “Nine fixes? This sounds like a lot of work!” But here’s the thing: you don’t have to do it all at once. Start with one or two fixes this week, and build from there. Rome wasn’t built in a day, and neither is the perfect website.

Remember, your website is your digital storefront, your 24/7 salesperson, and your brand’s ambassador. And your web copy plays a huge role in those functions. Devote a bit of time to upgrading it, and your small business will be poised to reap the benefits for years to come.