Website Copywriting: Write Your Pages in the Order Buyers Read Them

Most business websites are written backwards. They open with the company's history, list every service in one long paragraph and hide the contact details at the bottom. Buyers arrive, can't find what they need in a few seconds and leave.

Buyers read with five questions in their head, roughly in this order:

1. What is this?
2. Is it for me?
3. Can I trust you?
4. What does it cost, and what do I get?
5. How do I get it?

Write each page to answer them in that order and the page starts to sell.

Write the copy before the design

The most common mistake is designing first and filling in the words later. Design should serve the words, not the other way round. Write the copy, then design around it. See our website design service.

The homepage, section by section

1. The headline: what is this, and why should I care?

One sentence that says what you do and the result for the buyer. Not your company name, not "Welcome to our website".

Weak: "Welcome to Kofi's Solar Solutions."

Strong: "Solar for homes in Accra. Cut your power bill and stop buying generator fuel."

See headlines that sell.

2. The subheading: is it for me?

Who it's for and what makes you different. "For homeowners spending GH₵ 1,000 or more a month on power. Installed in a day, with a five-year warranty."

3. The main action

One button. "Get a free quote on WhatsApp." Put it near the top. Most visitors are on phones and won't scroll far before deciding.

4. Proof

Logos of clients, a number of customers, reviews with names, photos of real work. Put it high on the page, not at the bottom. See building trust online.

5. The problem

Show you understand what life is like before your product. Buyers trust people who describe their problem better than they could.

6. How it works

Three or four steps. "Send a photo of your meter. Get a quote in an hour. Installed within the week."

7. What you get, and the price

What's included, and a price or price range. Hiding prices completely makes many buyers assume you're expensive or untrustworthy. If prices vary, say "from" or give a range. See pricing products online.

8. Questions

The questions people ask in your chats, answered. This section also helps you rank on Google and get quoted by AI assistants. See AI search optimisation.

9. The action again

Repeat the main button at the bottom.

Service pages

Every main service deserves its own page, written the same way: the buyer's problem, what you do, how, proof, what's included, price guide, questions, action. One page per service also helps you rank for each one. See SEO for small businesses.

The about page

Even the about page is a sales page. Buyers read it to decide whether to trust you. Tell them:

• Why the business exists.
• Who runs it, with a real photo.
• Facts: where you are, how long you've operated, who you've worked with.
• What you believe and how you work.

Writing rules for every page

• Short paragraphs. Two or three lines on a phone.
• Plain words. Write how your buyers talk.
• "You" more than "we".
• Specific numbers instead of adjectives.
• One idea per section.
• Buttons that say what happens: "Order on WhatsApp", not "Submit".

Test your copy

Show the homepage to someone who doesn't know your business for five seconds, then ask: what do they sell, who is it for, and what should you do next? If they can't answer all three, rewrite.

Common questions

How long should website copy be?

As long as it needs to be to answer the buyer's questions, and no longer. A simple product may need a short page. An expensive service needs more proof and detail.

Should I write in British or American English?

For Ghanaian buyers, British spelling is standard. If you mainly sell to the US, use American spelling. Pick one and be consistent.

Can you write our website copy?

Yes. Every website we build includes copywriting, and we also rewrite existing sites. See our copywriting service.