Picture this: someone’s scrolling, half-distracted, phone in one hand, coffee going cold in the other. They click on your website.
You’ve got about as long as it took you to read that sentence before they decide:
To stay or hit the back button.
Most websites are unclear. The copy sounds nice. It’s grammatically correct. It just… doesn’t answer the questions your target audience is silently asking the second they land on your page.
And they’re not going to dig for the answers. No one will scroll through three paragraphs hoping to eventually understand what you do. If your copy makes them work for it, they’re already gone—over to the next tab, the next option, the next business that made it obvious.
So before you hit publish on your copy—Homepage, About page, Services page, Contact page, or literally any page of your website—here are five important questions your website should answer.
And if your website’s already live, check that it passes this test too. Every conversion-led website answers them.
1. Who are you?
After your reader lands on your website, they need one quick reassurance:
Whether they are in the right place.
Think about it from their side. Maybe they typed [the thing that you do] into Google and clicked your link. They’ll need your page to confirm—FAST—that yes, your site is the right place.
Or maybe they’ve never heard of you at all. No prior context, no idea what you do or who you are. They just came from a random link they clicked somewhere.
In this case, “who are you” would be doing even more work to introduce and make a memorable first impression of you as a business.
Either way, your reader shouldn’t have to guess or scroll or squint or wonder what you do. That should be obvious immediately—before anything else on the page.
So, instead of “I’m passionate about empowering women to embrace their business potential.”
You should try: “I’m a business coach who helps service-based entrepreneurs hit consistent 5-figure months without burning out.”
2. Who do you help?
If your website copy speaks to everyone, it won’t connect with anyone.
With 7.9 billion people in the world, your goal isn’t to be the solution for all of them (because, let’s face it, you can’t).
Your goal IS to carve out your specific group of people for yourself.
You can target your audience in your copy through these three things:
- Their desires. E.g., want to sign their first 3 clients, make 5-figures monthly, build their dream body, or balance work and motherhood.
- Their niche/job description. E.g., coaches, beginner freelancers, new bloggers, or small business owners.
- Their frustration. E.g., business feeling stuck, offers not selling, or no motivation to chase their goals.
So, instead of “I help businesses grow,” try being more clear.
Which businesses? Doing what? Struggling with what, specifically? Wanting to achieve what?
If your reader can’t immediately tell, “Oh, this is for someone like me,” they assume it’s not. They don’t stick around to find out if you maybe also help people in their situation.
So, make it OBVIOUS.
The more specific you get about who you help, the more the right people feel like you’re talking directly to them—and when they feel seen, they lean in to know how you can help them.
Which brings me to the next point…
3. How do you serve them?
Now that they know who you help, the next question is, “Okay, how can you help me exactly?”
Don’t use vague, hand-way statements like, “I offer services tailored to your needs.”
What does that actually mean? What do they get exactly? What does working with you look like?
Your reader wants to picture it. The service, the process, the thing they’re actually signing up for. If they can picture it, they can picture themselves saying YES to it.
Spell out your offers. Tell them how working with you makes a positive difference. Do this by showing the benefits and transformation.
For example:
- You’re a business coach → you help service-based entrepreneurs create consistent $5k months through your 6-month coaching program.
- You’re a blogging mentor → you help new bloggers build profitable businesses through your course.
- As a website copywriter → I help you write words that attract and convert your dream clients through my custom copy solutions.
The “how” matters. So, don’t make people guess.
4. What makes you unique?
This is the “why you, and not the ten other tabs they’ve got open?” question.
And no—”we care about quality” doesn’t count. Neither does “we’re passionate about what we do.”
Every business says that. It’s basically wallpaper at this point; nobody reads it, and nobody remembers it.
There are over 300 million businesses out there—and of this number, hundreds of thousands of people are doing what you do.
So, what REALLY makes you different? Your approach? Your background? Your vibe? Your results? The thing you do that competitors don’t, or won’t, or can’t?
That’s the answer your reader actually needs to hear. A specific reason to choose you over literally anyone else doing something similar.
5. Why should they trust you?
Last—but oh-so-important—your people need proof.
They’re not going to hand over their credit cards just without being sure you’re who you say you are. They need assurance that you are the real deal.
This is where you load up on:
- Testimonials with actual numbers/results
- Screenshots of wins
- Media features, podcast interviews, or speaking gigs
- Your own success story, if you’re your best case study
Remember: people buy when they feel safe. Social proof makes them feel safe.
Someone can love your vibe, get exactly who you help, and understand your process—and still hesitate right before they reach out. That hesitation is normal, by the way. It’s just what happens right before someone’s about to trust a stranger with their time, their money, or their business.
It’s the job of your website copy to make them feel safe. To reassure them that you are who you say you are and that you can help them.
That reassurance can show up a bunch of different ways—
- Client testimonials
- Frequently asked questions (FAQs)
- Your personal story, if you’re your best case study yet
- Results and screenshots
- Case studies
- Press features & mentions
- Behind-the-scenes at your framework
Honestly? Almost anything that gives your reader real, tangible proof works.
Trust is really just the last, quiet step between interest and action. Make them feel safe enough to take it.
So, does your copy actually pass the test?
Let’s do a quick recap, because I know I just threw a lot at you.
Before you hit publish (or if your site’s already live and just sitting there), your copy should answer all 5 of these, clearly, fast:
- Who are you?
- Who do you help?
- How do you serve them?
- What makes you the right choice?
- Why should they trust you?
And if your copy’s missing one (or all five, no judgment), let me help.
Done-with-you copy help: Want a quick solution to make your words clearer, conversion-led, and more YOU without blowing up everything you’ve already built? Book a website copy audit.
Done-for-you copy help: If you’d rather hand it over and get fresh, personality-packed copy written for your website, check out my website copy service.
Do-it-yourself help: Want to untangle it yourself but with professional guidance so you can launch a website you’re sure about? Grab the website copy template.
Your website’s got one job: to make it obvious you’re the RIGHT choice. Let’s make sure it’s doing that.
