How to write web copy that works

Writing for your website sounds simple… until you sit down to actually do it.

What do you include? How much is too much? Will it help your site show up on Google? Is it readable on mobile? Writing web copy that works – and we mean copy that brings in the right people, keeps them engaged, and encourages them to take action – is part art, part science.

This beginner’s guide walks you through exactly what to do, what to avoid, and how to make your copy do more of the heavy lifting. Whether you're launching a brand new Wix site or giving your current one a refresh, here’s how to make sure the words work as hard as the design.

And if it still feels like a lot? That’s okay – it is. Website copy is a skill, and while you absolutely can have a go yourself (and we encourage it), it’s not always easy to get it right or rank well in search. We offer copywriting and SEO services that can make a real difference to your site. So try it out – and if you’d like a professional pair of eyes to refine it, or if things aren’t working as well as you hoped in a few months' time, we’re always here to help.

Start with a purpose for each page

Every single page needs a clear goal. Before you write a word, ask yourself:

• What is this page for?

• What do I want people to do when they land here?

• What would they want to know or find?

Your copy should guide your reader toward action – whether that’s booking a call, buying a product, or just clicking through to the next page.

Write like a human. Think about how you’d explain your offer to a real person. What problem are they trying to solve? What might be holding them back?

Do some simple keyword research (just 5 will do)

You don’t need to be an SEO expert to make your content Google-friendly – but you do need to include a few relevant keywords. These are the phrases people are likely to type into Google to find someone like you.

How to find them:

Google Search: Start typing what you do and see what autofills. Check the “People also ask” and “Related searches” sections too.

AnswerThePublic: A visual tool that shows real searches around your topic. Great for spotting what people actually want to know. Works well for UK users.

Ubersuggest: A more traditional keyword tool that helps you see volume and competition. Be sure to set the location to UK before you search.

AlsoAsked: Great for uncovering related questions and mapping content ideas. Choose the UK region when starting your search.

Goal: Find 5 useful keywords or phrases and weave them naturally into your website copy – especially in your headings, intro, and near any buttons or calls to action.

Write for mobile first

More than 60% of website traffic now comes from mobile devices. That means your content needs to be readable and easy to scan on a phone screen.

Keep it clean:

• Use short paragraphs (2–3 sentences max)

• Break up text with clear headings and bullet points

• Avoid long intros and unnecessary fluff

• Make sure your most important messages come early

Top tip: Read it aloud. If you trip over it or lose your place, your reader will too.

Structure each page clearly

Here’s a simple layout that works for most service-based businesses:

Homepage

• Quick, clear intro to who you are and what you do

• Highlights of your services or products

• A reason to trust you (e.g. testimonials, credentials, awards)

• A clear call to action (contact, shop, book, etc.)

  
  

Services or product pages

• What’s on offer and how it works

• Who it’s for and what problem it solves

• What makes it different or better

• Pricing or packages (if relevant)

• Call to action

  
  

About page

• Your story – keep it personal but relevant

• What drives you or why you started

• What makes you credible

• CTA to work with you or browse your services

  
  

Contact page

• Ways to get in touch

• Location (if relevant), hours, booking links

• Short friendly message to encourage contact

  
  

Add a meta description to every page

A meta description is the little summary that shows under your page title in Google results. It’s your chance to encourage people to click.

In Wix, you’ll find this in the SEO settings for each page.

Keep it short and punchy – under 160 characters. Include your business name, a relevant keyword, and a reason to click. Example:Straight-talking marketing support for small businesses. I am Emily Marketing – creative, clear and here to help.

Keep your tone of voice consistent

Your tone should sound like you – whether that’s friendly, bold, professional, or informal.

Pick a tone that suits your audience and stick to it across all pages. Avoid switching between chatty and corporate – it’s confusing and undermines trust.

Not sure where to start? Imagine you’re explaining your business to your ideal client over coffee. That’s your tone.

Final tips to make your copy work harder

Use calls to action on every page

Include testimonials or social proof

Optimise your images with alt text for accessibility and SEO

Avoid long blocks of text – whitespace is your friend

Proofread everything – or ask someone else to

Ready to give it a go?

Writing your own web copy is a great way to connect with your audience and understand your brand better. And yes, it’s totally doable – with the right tools and a bit of structure.

Start with one page. Keep it simple. Let it reflect your voice. And remember: you can always refine it later.

If you do have a go and want some honest feedback or SEO input, just shout. Whether it’s a full rewrite or a gentle polish, we can help you get your message across with clarity, confidence, and conversion in mind.

Explore our copywriting and SEO services