How to write copy that sells
Let’s talk about copy that actually converts.
If you’ve had that “right… what do I even say?” moment while staring at a blank product description or landing page, you’re not alone. Copy is one of those things that looks simple, but is anything but, and when it’s off, it quietly hurts your sales.
I’ve been doing a load of website audits recently, and one of the things I kept flagging (over and over again) was copy. Not because anyone’s “bad at writing”, but because copy usually ends up as an afterthought, a quick job at the end once the site looks nice.
But here’s the truth: your copy matters. A lot.
Two things to keep in mind as we get into this (slightly brutal, but true):
Most people won’t read big blocks of text, even if the info is important (you’ll know this if you’ve ever tried to explain something simple like “pre-order” on a product page).
People process visuals faster than words. Images, icons, graphics, headings… they do a lot of the heavy lifting.
So what does “good copy” actually look like on a website? How do you structure it so it’s easy to skim, but still persuasive? And what makes someone keep reading, click, and buy?
First, understand how humans take things in
The best copy isn’t clever. It’s clear. It works with the human brain, not against it. Our brains love simplicity. We like patterns. We skim. We want answers quickly.
This is why…
The rule of 3 is so powerful
There’s something magical about grouping things into threes. It’s satisfying. It’s digestible. It sticks. Think about it:
Stop, look, listen
Blood, sweat, tears
Snap, crackle, pop
I could go on. When you're writing benefits, hooks, or email subject lines, group in 3s. It’s a small trick that creates BIG impact.
Don’t forget, copy isn’t always just words
Infographics, icons, bold text, and pull quotes all count as supporting copy. Especially when you’re explaining something complex or trying to stand out visually. If a picture says a thousand words, a well placed icon with a bold statement can do the same.
People absorb information in different ways, visual aids aren’t cheating, they’re smart. Use them.
Value prop copy vs. benefit-led selling copy
It’s really crucial to understand the difference here…
Value proposition copy is about what you do.
“We offer handcrafted soy candles made in small batches.”
Benefit-led selling copy is about what your customer gets.
“Soothing scents that help you switch off after a stressful day.”
See the difference?
One tells me what it is. The other tells me why I care. You need both, but too many businesses stop at the first. Your headline might be your value prop, but your body copy is where the benefits sell it.
Personally I would always open with benefit led. Us humans are selfish, we want to know what it can do for us. Tell them.
What’s the best length? Short or long?
This is where people often get stuck, especially in emails or landing pages. The truth is, it depends on the goal.
Short-form copy (like a banner, ad, or email subject) needs to hook hard, fast.
Long-form copy (like a sales page or welcome sequence) gives you time to build trust and handle objections.
If people are already warm (like your subscribers), shorter often works. If they’re cold or considering a big purchase? They probably need more info, and it’s your job to give it to them without rambling.
Use the “expand to read more”, it works well when people are scrolling, and it means your copy takes us less space on the page and they can get to the next block faster.
Copy and SEO
Let’s bust the myth, SEO doesn’t mean stuffing your page with robotic, keyword crammed nonsense. Google’s smart. And your readers are smarter.
Good SEO copy:
Uses keywords naturally
Answers the question the user came for
Keeps people reading (aka low bounce rate = SEO win)
Includes subheadings and lists to make skimming easier
So yes, optimise your H1s (always wondered what they were?!), put a good structure/hierarchy of font size in there, use keywords in titles and meta descriptions, but never at the expense of readability.
Structure is everything
Whether you’re writing a homepage or a product listing, there’s a natural structure that works.
Hook - Grab their attention (question, bold claim, stat)
Problem - What pain point do they have?
Solution - How you solve it
Benefits - What they get (emotionally and practically)
Proof - Reviews, stats, testimonials
Call to action - What should they do next?
Even if you bend this structure (and you should play with it), it’s a great backbone to keep in your head.
Copy is never just words
It’s your voice. Your positioning. Your sales pitch. Your first impression. Good copy makes people feel like you “get” them. And when people feel seen, they buy.
So next time you’re writing some copy, don’ t overthink it, just start with your reader. What do they need to hear to believe in what you’re offering?
And remember, keep it clear, keep it human, and when in doubt, go with three.