1 Learn the concept
Even for talented writers, copywriting is an intentional form of writing that has to be learned and practiced. Website copy has a job to do: it informs visitors, builds trust and moves them toward an action. This lesson explains the principles of writing for the web: clear, benefit-focused, scannable and written for your reader.
2 See it in action
- Lead with the benefit, then the proof.
- Use short sentences and plain words.
- Break text into scannable sections.
- Always tell the reader the next step.
Worked example
Rewriting a hero section
Before: "Welcome to Green Thumb Landscaping. We offer many landscaping services."
Questions to answer: who is this for, what is the benefit and what should the visitor do?
After headline: "A lawn you will be proud of, without giving up your weekends."
After subhead: "Weekly mowing and seasonal care for homes in Ottawa. Get a free quote in 24 hours."
After button: "Get my free quote".
Check: a visitor should know what you do and what to do next within five seconds.
3 Study an example
Example scenario
A page that says "We provide comprehensive solutions" is rewritten as "We help small shops sell online in two weeks." The second tells visitors exactly what they will get.
4 Apply it and download
- Rewrite a paragraph of vague copy.
- Add a clear call to action.
- Use the copy brief and headline worksheet.
Worksheet Copy brief and headline worksheetOpen, print or save as PDF