How to Write Website Copy That Actually Gets People to Contact You

The Biggest Mistake on Most Business Websites

Open your website right now. Read the first sentence on your homepage.

Does it start with "We" or "Our"?

If so, you have the most common copywriting problem in business: you're talking about yourself instead of your customer.

Visitors don't care about you. They care about their problem and whether you can solve it. Let's fix your copy.

Rule 1: Lead With the Customer's Problem

Bad: "We are a leading provider of comprehensive digital solutions with over 10 years of experience."

Good: "Losing customers because your website looks outdated? We'll build you one that actually works."

The difference is empathy. The good version acknowledges the visitor's pain point immediately. They feel understood, so they keep reading.

• Write down the top 3 problems your customers face
• Start your homepage with one of those problems
• Use "you" and "your" more than "we" and "our"

Rule 2: Be Specific, Not Vague

Bad: "We deliver high-quality results for our valued clients."

Good: "We redesigned Andrew Byrnes Law Group's website and their consultation bookings increased 82% in 3 months."

Specific claims are believable. Vague claims are ignored. Numbers, names, timeframes - these are what make copy persuasive.

• Replace every adjective (great, quality, professional) with a specific example
• Include real numbers whenever possible
• Name specific tools, platforms, or methods you use

Rule 3: One Page, One Goal

Every page on your website should have exactly one thing you want the visitor to do. Not three. Not five. One.

Homepage: Book a call or get in touch Service page: Request a quote for that service Blog post: Read a related post or contact you About page: Build trust and lead to contact

When you have multiple CTAs competing for attention, conversion drops because visitors get decision paralysis.

• Identify the one action for each page
• Make that CTA visually prominent
• Remove or de-emphasise competing actions

Rule 4: Write Like You Talk

Read your website copy out loud. If it sounds like a corporate brochure, rewrite it.

Bad: "Our comprehensive suite of digital transformation services enables businesses to leverage cutting-edge technology to optimise their operational efficiency."

Good: "We help businesses use technology to work smarter. Websites, automation, marketing - the stuff that actually moves the needle."

Your customers are humans. Write like a human.

• Read every sentence out loud
• If you wouldn't say it in a conversation, rewrite it
• Short sentences. Simple words. Clear meaning.
• Use contractions (we'll, you're, it's)

Rule 5: Social Proof Does the Heavy Lifting

You saying "we're great" is marketing. Your customer saying "they're great" is proof.

• Client testimonials with names and businesses
• Case studies with measurable outcomes
• Review counts and ratings
• Client logos (with permission)
• Industry certifications or awards
• "As seen in" media mentions

• Add at least one testimonial to every service page
• Include specific results in testimonials ("increased our leads by 40%")
• Place social proof near your CTAs
• Real photos of real clients (not stock photos)

Rule 6: Make Your CTA Irresistible

"Submit" is the worst CTA button text ever written. Nobody wants to "submit" anything.

Weak CTAs: Submit, Click Here, Learn More, Contact Us Strong CTAs: Get My Free Audit, Book a 15-Min Chat, See Our Work, Start My Project

The best CTAs tell people exactly what happens when they click and reduce perceived risk.

• Use action verbs that describe the outcome
• Add value or reduce risk ("free", "no obligation", "15-min")
• Make buttons visually distinct from everything else
• Place CTAs after building value, not before

The Quick Audit

Go through your website and check:

1. Does the homepage headline address a customer problem?
2. Can a visitor understand what you do in 5 seconds?
3. Is there one clear CTA on each page?
4. Are there specific numbers, names, or results?
5. Does it sound like a human wrote it?
6. Is there social proof near the CTA?

If you answered "no" to any of these, you know where to start.

Need Help With Your Website Copy?

We help Canberra businesses rewrite their websites for conversion. Sometimes a copy refresh is all you need to start getting more leads. Let's talk about your website.