How to write web copy your visitors will actually care about

That don’t impress me much

Okay, so you’ve got a website…

I mean, good job an’ all, but having a website is one thing. Having web copy that doesn’t suck and actually works for you is something else entirely.

For your web copy to work, you need to know what your visitors care about. And a lot of website owners don’t seem to have a clue. Because I see the same tired, old tropes, time and time again.

To know what your website visitors really care about, you have to do your research and take the time to understand them. A professional copywriter, like me, will do that for you.

What’s important to your visitors will be specific to them. But there are some universal things you can look for on your website and fix.

8 Things your website visitors don’t care about

1. Your supposed ‘innovative solutions’

I simply cannot wait to get my hands on some of these innovative solutions!
No one. Ever.

I’ve lost count of the number of times I’ve seen the words innovative and solutions in the description of what a company does. And two things are almost always apparent:

The word innovative is highly debatable and often hypes up a product, only to disappoint
The word solutions is cryptic, vague and doesn’t adequately describe what’s being offered.

Like the company claiming to sell innovative storage solutions… which turned out to be boxes. Collapsible boxes. How very innovative of them.

Get to the point

If it’s hard for your visitors to decipher what you do, why should they care enough to stick around and make the effort to find out?

Instead, cut to the chase and be specific. Tell your visitors exactly what you have to offer them, why they should care about it and what benefits they can expect.

2. Your extensive vocabulary

This company uses big words I’ve never even heard of. They must be super-smart. Here, take my money!
No One. Ever.

Open-book-on-wooden-table — ^{Image by Hermann Traub from Pixabay}

Some websites use a lot of big words and complicated terminology.

The business owners think it sounds professional and knowledgeable. But their visitors would need a dictionary on hand while they’re browsing — if they’re still browsing at all.

Keep it simple

On your website, your authority comes from knowing your audience and speaking their language.

Your visitors don’t care if you have a large vocabulary of big, fancy words. But they do care that you understand them and know the right words to communicate with them.

Reading your web copy shouldn’t feel like reading an academic paper. It should feel easy and effortless, with copy that’s written simply and is easy to digest.

3. Hearing about you from your AI writer

Wow, I can’t get enough of this generic, AI-written copy.
No One. Ever.

Robot-writing-on-a-laptop-keyboard-with-a-pencil — ^{Image created by Imagine AI}

There’s still something about AI writers that doesn’t sound — how shall I put this? — human.

Yes, the copy AI generates might sound smart. But people have got wise to certain AI models, with their peculiar phrasing and overuse of certain words. And it’s become something of an irritant.

Add some authenticity

Your visitors want to get to know you and understand what you’re about. But unmoderated AI-written copy is often too generic to convey any real personality.

If you want your audience to care more about what you have to say, don’t just settle for what AI generates.

By all means, use it as a starting block to draft your copy. But then go in and edit it so it sounds less like AI and more like you.

4. How passionate you are

This guy is passionate about clearing blocked drains — he’s definitely the plumber for us.
No One. Ever.

White-wooden-hearts-with-one-red-heart — ^{Image by Marzena P. from Pixabay}

Ever since Simon Sinek said we should Start with Why, business owners have been telling us how passionate they are about their work and that their jobs are their reason for being.

Err… okay, that’s… nice?

But telling the world you’re passionate about unblocking drains — or whatever else you do — wasn’t really the object of the exercise.

Show your passion

The idea of starting with why was to give your brand a sense of purpose that would inspire your audience to care about it.

You’re not supposed to just tell them you’re passionate — you’re supposed to show them. Because actions speak louder than words, right?

You can show your passion by:

Making tangible commitments to your customers
Writing with enthusiasm
Practising what you preach
Showing the quality and value in your process
Helping your audience to imagine
Showing your results.

5. Your grasp of jargon and buzzwords

Yes! I’ve been thinking we need to be more disruptive and use blue-sky thinking to capitalise on our low-hanging fruit.
No One. Ever.

Conceited-main-in-business-suit-pointing-at-himself-with-both-hands — ^{Image by Koldunova_Anna at iStockPhoto}

You know all the latest business lingo and you feel that makes you sound impressive.

But for your visitors, it might just be off-putting.

For example, look at this buzzword-filled disaster:

Welcome to [Company Name], where we leverage synergies and drive scalable solutions that empower our stakeholders. Through blue-sky thinking and a commitment to innovation, we’re poised to disrupt industries and deliver next-level growth, optimising outcomes and maximising ROI. By focusing on low-hanging fruit, we create quick wins while positioning ourselves for long-term success. Our customer-centric approach ensures that we build seamless ecosystems that drive collaboration and add value at every touchpoint.

There’s a time and a place for jargon

You might use business jargon like this with your colleagues. I’d hope, if you do, it’s with a large serving of sarcasm — but you do you.

As a general rule, you should be using the same language your core audience is using.

For example, if you’re a B2B business with customers in the same industry, they might understand the common terminology and even use it themselves.

But if your customer base is outside your industry, you need to be more straightforward, using more universal language that’s familiar to them.

6. Reading your unformatted web copy

Look at this huge wall of text. Can’t wait to get stuck into reading that.
No One. Ever

The copy on some websites is all in solid walls of text with no line breaks. But when people read text on a screen, they naturally skim-read it — and this format doesn’t work.

Trying to skim-read dense paragraphs of copy isn’t fun for your audience. In fact, copy like this can be daunting and off-putting.

Format your copy for the screen

When you write for websites, you need to make your copy easy to consume. Because when you care about your visitors’ reading experience, they’ll care enough to read more of what you have to say.

To do this:

Use plenty of white space
Vary your sentence lengths
Break up your copy into short paragraphs
Introduce each section with a relevant heading
Add variety to your format with bulleted lists, graphics, images, callouts and quotes.

7. Your company mission statement

This company’s mission statement got me so emotional. I feel compelled to buy everything they’re selling.
No One. Ever.

Some organisations put their full mission statement on their website. And this might be okay if their mission statement has particular relevance to their audience. For example, if it’s a charity that wants its donors to understand its objectives or an organisation that wants to satisfy its investors.

But in most cases, your visitors won’t give a tiny rat’s ass about your mission statement. Sorry.

Take the value from your mission statement

Mission statements are typically company-focused rather than visitor-focused. And they often include things that are of no relevance to your core audience. Also, the idea of reading something called a ‘mission statement’ doesn’t sound very appealing.

That’s not to say the content of your mission statement doesn’t have value. But you have to work out where the value is for your audience, extract it, and integrate it into your main copy.

8. Your waffle

This company believes every customer is different. I simply must work with them!
No One. Ever.

Waffle-with-whipped-cream — ^{Image by Herbich from Pixabay}

No, not that kind of waffle.

I’m talking about your verbosity. Your wordiness. Your long-windedness.

Your capacity to spout nonsense and write a lot of words that don’t say very much.

For example, look at this horrible word salad:

Here at [Company Name], we believe every customer is different and we’re committed to embracing a forward-thinking approach that fosters dynamic solutions for all. With a team of dedicated professionals, we strive to bring transformative experiences and unparalleled growth opportunities to our valued clients. Our mission? To stay ahead of the curve and redefine excellence in everything we do.

Show don’t tell

Words like these are easy to say. I know that because ChatGPT shat them out in under 5 seconds.

Maybe it should have been called ‘ShatGPT’. I digress.

But with no substance or proof behind them, they’re completely empty and worthless. And they don’t give your visitors anything they should care about.

This is why you need to show your visitors what you’re about rather than just telling them. Of course, this is harder to do, but it means so much more.

For example, you could show you’re forward-thinking by talking about how you’re investing in technology, by showing your efforts to work more sustainably, or by showing your commitment to DEI and valuing different perspectives.

Make every sentence count

When you’re writing web copy — or any other copy — you need to make sure every word matters and no words are wasted.

Every sentence should make a clear point and tell your visitor something important that they need to know.

Things your website visitors will never complain about

How simply you explain things

This is far too easy to read and understand.
No One. Ever

Three-toy-ladybirds-holding-up-the-letters-a-b-and-c — ^{Image by Alexa from Pixabay}

There’s a counter quote to the one above that somebody actually did say:

No one will ever complain because you have made something too easy to understand.
Tim Radford

It’s important to remember that, on a website, you don’t have a captive audience. Your visitors aren’t obliged to stay on your page and they can — and will — leave at any time.

You’ll do more to encourage them to stay if your copy is well-written, simple to understand and only needs to be read once.

It’s the difference between a smooth smoothie that slips down easily or one with bits in it that slows you down and chokes you. Sorry, that was gross.

How human you sound

This website sounds too human and friendly. I prefer stuffy, pompous and boring because that’s clearly more professional.
No One. Ever.

Some website owners like their web copy to be stiff as their starched collars.

Believe me, I’ve worked with them.

They like it that way because they think it sounds smart and professional. But it’s also kinda robotic, with no real character or identity. And it feels flat and faceless with few endearing qualities.

Most of the time it’s not fun or engaging to read, either.

Your website is an extension of you

Your website should reflect you — whether that’s you as a solo business owner or you as your brand personified. It’s a chance to show your visitors who they’ll be buying from, or working with. So it should represent you, showing your passion, your personality, what you’re committed to and what you stand for.

This is what will help you attract the right people and repel the wrong ones. And, in an internet filled with faux-human AI garbage, it’s the truly human-sounding brands that will stand out.