…and why they work
Great copywriting isn’t just about stringing together fancy words—it’s about understanding your audience, building trust, and inspiring action. Whether you’re writing for your website, social media or marketing emails, the right words can mean the difference between a visitor sticking around or clicking away.
But here’s the good news: you don’t need to be a professional writer to create compelling copy. You just need to focus on three powerful strategies that will make your writing more persuasive and impactful.
1: Understand your audience by tapping into the psychology of buying
Most people have heard of demographics—things like age, gender, location, and income. But when it comes to writing copy that truly resonates, psychographics are where real connection (and conversions) happen.
What are psychographics?
Psychographics is a market research term for a way of grouping people according to their attitudes and aspirations. Think of them as what customers fear, want and believe.
Psychographics go beyond surface-level data and dive into what your audience thinks, feels, and values. They include:
- Personality traits – Is your audience adventurous? Cautious? Ambitious?
- Beliefs and values – What do they stand for? What do they care about?
- Lifestyle and habits – Are they busy professionals, eco-conscious shoppers, or budget-savvy parents?
- Pain points and desires – What are their biggest struggles? What do they dream of achieving?
When you tap into psychographics, you can craft messages that feel like they were written just for them.
Why it works
- It creates a deeper emotional connection – People don’t just buy products or services; they buy solutions that align with their values.
- It makes your brand feel more relatable – When your copy reflects their beliefs, they feel seen and understood.
- It increases conversions – When your message matches their mindset, they’re more likely to take action.
How to Do It:
- Talk to your audience – Use surveys, social media polls, and customer interviews to understand what they truly care about.
- Look at reviews – Check reviews of similar products or services to see what customers love (or hate). This is especially useful if you have a small customer base or are just starting out.
- Use language they use – Pay attention to how your audience talks about their struggles and goals, then reflect that in your copy.
Example:
“Our bespoke office design service helps busy professionals get and stay organised.”
“Your workspace should work for you. Our office design service creates a clutter-free, stylish environment that helps busy professionals like you stay focused, productive, and stress-free…so you can do your best work every day.”
The second version speaks directly to what they hope to achieve, highlights key benefits, uses relatable language and addresses their real pain point. While you may think the goal of a customer buying your products is to help them “get and stay organised”, the real benefit to them is it will help them feel focused and able to do their best work without the distraction of terrible office design…which is a much more tangible outcome for customers.
2: Turn your ‘About’ page into a key selling tool
Your ‘About’ Page is one of the most visited pages on your website—but most people get it completely wrong. Instead of making it personal and engaging, they turn it into a boring resume or a long-winded company history.
But here’s the truth: People don’t care about your story unless it connects to their own.
A great ‘About’ Page should be a reflection of your values—what you stand for, who you help, and why it matters.
Make your ‘About’ page a reflection of your values
It’s almost impossible to compete with the big brands on price, speed of delivery and range. The big players have huge budgets and scores of people to grab the attention of their customers. Even when you’re in a smaller niche, say as a coach or service provider, it’s hard to cut through all the social media ‘noise’ out there. Every single small business claims they are the best, or they talk about how many years they’ve been in business or that they are the only ones truly qualified to do the work. While these things can help with increasing sales, buyers are becoming more media savvy and starting to look for businesses that are authentic and will treat them like a real person.
This is where showing your values on your ‘About’ page can help.
Be authentic on your ‘About’ page
An ‘About’ page is a great way to stand out by showing your authentic self to your customers. It can give your customers a glimpse of the real you, so that they get some idea of what it might be like to work with you.
I see a lot of ‘About’ pages and most of them are as dull as dishwater or they’re full of qualifications and jargon. While that’s unfortunate for those businesses, it’s good news for you because even if you only add a tiny bit of your personality to your ‘About’ page, it will shine like a beacon of hope in a sea of boring self-congratulation. Which makes it easier for potential customers to say ‘They get me. I think I’ll give them a go!’
Why It Works:
- It builds trust – When people see your values align with theirs, they’re more likely to choose you.
- It makes you memorable – A values-driven About Page stands out in a sea of generic business bios.
- It creates an emotional connection – People buy from brands they feel personally connected to.
How to Do It:
- Start with what makes you tick – What do you believe in? What drives your business?
- Make it about them – Instead of just talking about yourself, explain how your values benefit your audience.
- Show, don’t just tell – Use real stories, testimonials, or examples to bring your values to life.
Example:
“We started this company in 2012 with a vision for growth and success.”
“Your small business deserves big opportunities. That’s why we help entrepreneurs like you create powerful websites that turn visitors into loyal customers.”
The second version centres on the reader while still communicating the company’s history and values.
3: Check your Customer Experience (CX)
No-one wants to have to jump through hoops to make a purchase. So, if you make customers click on a link, fill in lots of information and then repeat it all on a second page, you’re going to turn them away.
Customers also don’t want to be scratching their heads wondering what’s included in the product or service they’re considering.
That’s why it’s important that your website copy is very clear on what’s on offer, how long things will take and what costs extra.
Finding professional help
Seek help from a Copywriter (even in small ways)
You might think you have to do everything yourself, but sometimes, the best way to improve your copy is to get a little outside help. Having a copywriter on retainer may not be realistic for everyone, but there are smaller, budget-friendly ways to get expert support.
Options to Consider:
- A web copy audit – a professional copywriter reviews your website and provides quick, actionable feedback on what to improve.
- Subscribe to a marketing newsletter – Many experts offer marketing tips to help you improve your copy.
- A maketing strategy session – If you need a big transformation fast, some copywriters offer one-hour to one-day intensives to help you rewrite key pages on your site.
Why It Works:
- You get expert insights – Even small tweaks from a pro can dramatically improve your copy.
- It saves you time – Instead of spending weeks guessing, you get direct, personalised advice.
- It boosts conversions – Stronger copy means more engagement, more sales and a bigger impact.
How to Do It:
- Subscribe to my newsletter.
- Invest in a website audit – A one-time review can highlight easy fixes that make a huge difference. Check out how I can help with your website communication here.
- Look for a copywriter you relate to who offers marketing strategy sessions – not all copywriters will be a good fit for you (and vice versa), so check out how I work here.
Sometimes, the smartest investment isn’t a new tool – it’s advice from the right person.
Key Takeaways: website copy
Great copywriting isn’t just about what you say – it’s about how you make your audience feel.
By doing these three things, you can create messaging that connects, converts and grows your business:
- Use psychographics to understand their mindset,
- Make your About Page a reflection of your values and
- Get help from a copywriting expert.
If you’re ready to improve your website copy, why not start with one small step today?
Book an obligation-free discovery call and let’s get started.
