Ever read a website and thought “they’re literally in my head”? That’s the goal.

Good website copy doesn’t just describe what you do.

It makes your reader feel seen, understood, and (most importantly!) like they’ve finally found the right person for the job.

The best websites don’t just list services + share the same generic information as their competition; they make potential clients think “this is exactly what I’ve been looking for” and “this is exactly who I need to do it for me.”

But how do you make sure your website copy proves you actually get your people—and not in a vague, overused “We help busy entrepreneurs scale with ease” kind of way?

Let’s get into it.

TL;DR: If you want your website to resonate with your audience and make people think, “Holy shit, this is EXACTLY what I need,” do this:

✅ Use their real words, not fluff.
✅ Call out their biggest struggles first.
✅ Show the before-and-after so they feel the transformation.
✅ Address objections before they bring them up.
✅ Make them the main character (not you).
✅ Get rid of copy-paste industry language.
✅ Write like a human, not a corporation.

1. Use Their Exact Words (Not Your Fancy Marketing Jargon)

If your client says, “I just need someone to take social media off my plate because I don’t have the time or mental energy to deal with it”, don’t turn that into:

❌ “We streamline your content strategy for maximum impact.”

That means nothing to them. You don’t sound smarter or more professional when using big words. Instead, reflect back what they’re really feeling:

✔️ “Hand over your social media stress—we’ll run it for you so you can get back to business (or just, you know… breathe).”

Your reader should recognize themselves in your copy. If it sounds like marketing, it won’t resonate with your audience. They’ll tune out, just like I tune out the DannyGo videos that Woo wants to do all. the. time. Even though he loves it, it’s not for me.

How to do this in your own copy:

• Pay attention to what your ideal clients actually say in emails, DM conversations, and discovery calls.
• Use their exact words in your headlines and website sections.
• Ditch the industry-speak. Write how they talk.

2. Call Out the ‘Oh My God, YES’ Moments

Your reader should be nodding along as they skim your site. The fastest way to make that happen? Name their biggest struggles before you start selling.

For example, if you’re a website designer, instead of:

❌ “Custom web design that elevates your brand.”

Say something like:

✔️ “Sick of sending people to your website with a half-hearted ‘just ignore how outdated it is’?”

You’re proving you understand the embarrassment that comes with having a website that doesn’t reflect who they really are.

Or, if you’re a coach:

✔️ “You’re doing everything to grow your business—but somehow, you’re still stuck at the same revenue level. WTF?”

Start with their frustration first, then show them the solution. That’s what makes them feel like you get what they’re going through.

3. Paint a Picture of the Before & After

People don’t just want to know what you do—they want to know how their life will be better because of it. Instead of listing features (like so many business owners do), illustrate the transformation.

Let’s say you’re a sleep consultant for exhausted moms. Instead of:

❌ “We help parents improve their baby’s sleep with gentle methods.”

Try this:

✔️ “Right now, you’re up every 90 minutes, Googling ‘why won’t my baby sleep?!’ with one eye open. Soon? You’ll be getting full nights of sleep—without leaving your baby to cry it out.”

Again, tying back to the “Oh My God, YES’ moments. You’re showing you understand their pain and how your solution fixes it.

Or, if you’re a brand photographer:

✔️ “No more awkward, stiff poses or outdated headshots. You’ll leave with photos that actually look like you—the kind you want to plaster all over your website.”

When your reader can see the difference between their before-and-after, they’ll be a lot more excited to book.

4. Say What They’re Thinking (Before They Do)

A great way to build trust? Acknowledge their doubts before they even bring them up.

For example, if you’re a copywriter selling sales pages and your client is worried about spending money, don’t ignore it—address it:

✔️ “I know—another business expense. But consider this: what’s actually costing you more—paying for a sales page that converts, or sending traffic to a page that doesn’t sell?”

It’s a simple way to address an objection and get them to really consider the value of your offer.

If you’re a business coach and your audience is skeptical about coaching, you might say:

✔️ “You’ve bought the courses, followed the advice, and tried to figure it out on your own. If that worked, you wouldn’t still be looking for help.”

The key? Show them you understand their hesitation, then reframe it.

5. Make Your Reader the Main Character

Your website isn’t about you—it’s about them.

A common mistake? Writing your website like a your LinkedIn profile:

❌ “I’ve been a website designer for 10 years and have worked with hundreds of clients.”

Um, cool? Your client doesn’t care (yet). Instead, make them the focus:

✔️ “You know your business is amazing. But does your website show that? Or is it still stuck in ‘I made this myself on Squarespace five years ago’ mode?”

Your experience still matters, but make sure your reader is the main character in your copy.

6. Avoid the Copy-and-Paste Messaging Everyone Else Uses

If your website copy sounds like it could belong to anyone in your industry, it’s not specific enough.

For example, every social media manager’s website says:

❌ “We help business owners grow their online presence.”

But what if you made it personal?

✔️ “You know you need to post consistently… but your camera roll is 90% dog pics, and the thought of making a Reel makes you want to crawl into a hole. Let’s fix that.”

Use specificity in your copy to resonate with your audience.

How to do this in your own copy:

• Read your website out loud—if it sounds generic, rewrite it.
• Add personality. A little humor, a little attitude, a little something that makes it sound like you.
• Get specific. Instead of “stress-free wedding planning,” try “so you’re not frantically DIY-ing centerpieces at midnight the night before your wedding.”

@bysarajoelle Replying to @Caleb Noble ♬ original sound – bysarajoelle

7. Let Your Copy Feel Like a Conversation

Your website shouldn’t sound like a stiff corporate brochure. If it does, people will bounce.

Instead of:

❌ “Our agency provides strategic solutions to enhance brand visibility.”

Try:

✔️ “Marketing shouldn’t feel like throwing spaghetti at the wall. We’ll help you create a strategy that actually makes sense—and gets results.”

The more conversational your copy, the more your reader will actually read it. 

How to do this in your own copy:

• Use examples more than explanations.
• Talk to them, not at them—no lecturing in your website copy.
• Ask questions throughout to create a two-way feel, even though you’re doing the talking.

Here’s more about how to make your copy sound more conversational.

Now Go Write Some Copy That Will Actually Resonate With Your Audience

If your website copy isn’t doing these things yet—go tweak it now. Your ideal clients are out there, waiting to feel seen.

And if you want an even more in-depth guide on how to write website copy that resonates with your audience, enroll in my online course, Site Series Sprint. You’ll have all the support you need (and more—my virtual door is literally always open) while you write your website copy. Join today!