Why Your Website Copy Matters More Than You Think
I’ll be the first to admit: The first version of my website copy was terrible.
But have you ever had a lightbulb moment that radically changed the course of your life?
For me, that moment came when I discovered copywriting — I know that sounds so dramatic but it’s actually true. 🥹 I was in the middle of a travel nursing assignment, scrolling Pinterest after a long shift, when I stumbled upon a copywriter whose words spoke to me. It wasn’t just what she was saying; it was how she said it. Her messaging was magnetic, and I virtually fell in love with her.
And that’s when I realized: This is what my website was missing.
I technically had all the “right” information describing who I am, what I do, and who I wanted to work with. I had already been writing blog posts for a while, but writing content and writing effective copy that sells are two entirely different skill sets.
Writing an engaging post? That I could do. Writing website copy that turned visitors into paying clients? Not so much. I just didn’t understand how to write compelling copy to turn my ideal audience into raving fans and repeat customers.
At first, I thought I could DIY my website without any further education on how to write website copy. I threw some words onto the page, thinking my personality and passion would shine through. But when I stepped back, I realized my copy was confusing, disconnected, and definitely not doing my business any favors.
Luckilyyy, I took a website copywriting course by that copywriter I fell in love with, learned some invaluable copywriting lessons along the way, and learned why copywriting is important. Effective copywriting can actually sound like you, connect with your audience, attract your dream clients, and convert them into loyal customers.
Copywriting truly matters way more than you think because effective copy means more sales at the end of the day.
If your website isn’t booking dream clients, making sales, or building brand loyalty, your copy (not your offer, not your pricing, not your niche) is likely the problem.
Let’s break down exactly why your website copy deserves a major upgrade.
Why Copywriting Is Important and Matters More Than You Think (Especially on Your Website)
1 | Your Website Copy Is Your Business’s First (and Sometimes Only) Impression
Your website copy should never be about filling up blank spaces on your website — every word and sentence serves a purpose. You want your website copy to attract the right visitors, retain those visitors, and turn those visitors into paying customers, all so you can scale the business of your dreams.
You have seconds — literally, seconds — to grab someone’s attention when they land on your website for the first time. If your design is hard on the eyes and your copy doesn’t keep them scrolling then your visitors will bounce faster than you can say, “Waaait, I can help you, I swear!” 🤣
This is one of the biggest reasons why copywriting is important — it’s your digital first impression after all. It should:
Make your ideal client feel instantly seen and understood
Clearly communicate what you do and how you can help them
Build credibility and trust from the very first sentence
When it comes down to it, good website copy establishes credibility and builds trust with potential customers because it is a direct reflection of you and your business.
So, make it count.
2 | Your Website Copy Works for You Even While You Sleep
Wouldn’t you want an executive assistant who does all your marketing for you even while you sleep?
I know I would, and guess what?
If you have a website with words on it, your copy could be (and should be) doing the hard marketing work for you … 24/7.
That’s what it’s there for! Imagine waking up to new inquiries, bookings, or sales — without lifting a finger. That’s why copywriting is important. It allows your website to:
Rank on Google so more people find you
Filter out the wrong clients and attract the right ones
Educate, nurture, and convert visitors — before they ever reach out
Your words should be doing the heavy lifting for your business. Otherwise, what’s the point of having a website in the first place?!
3 | Good Copywriting Doesn’t Just Inform — It Persuades and Sells
The fact of the matter is that humans buy emotionally and justify logically, which means creating a great offer is only half the battle.
With well-crafted copy, you can connect with your audience on a deeper level, persuading them to choose your brand over others. You can make a lasting impression and drive conversions by highlighting your unique selling points and offering solutions to your customer’s pain points.
That means your website copy can’t just say:
“I offer 1:1 coaching.”
“I have 10 years of experience.”
“I help nurses start businesses.”
Boooring and wayyy too “I” focused.
Instead, you want your copywriting to tap into your audience’s emotions, desires, and pain points:
“Feeling stuck in bedside nursing? I’ll help you build a career that gives you freedom and fulfillment.”
“Sick of overworking and under-earning? Let’s change that.”
“You’re passionate about helping people. Now, let’s turn that passion into a profitable business.”
By understanding their pain points and addressing them in your copy, you can engage your ideal clients, make them feel heard, and build a strong relationship with them.
If your copy is written with them in mind, you’re more likely to connect with them and inspire them to take your desired action. Crafting compelling website copy is crucial for any business because your copy allows you to speak directly to your ideal client.
4 | Your Website Copy Guides Visitors To Take Action Without Feeling “Salesy”
Ever walked into a store, ready to buy something, but left empty-handed because you couldn’t find what you needed?
That’s exactly how website visitors feel when your copy lacks clear direction.
So another reason why copywriting is important is that it guides people through the decision-making process. Every page of your site should:
Capture attention with a compelling headline
Speak directly to your ideal client’s needs and struggles
Offer solutions and paint a picture of what’s possible
Make the next step crystal clear with strong calls to action
You want your website copy to guide your readers from totally unaware they even have a problem to an “oh my god — this product will change my life, I must have it” revelation by positioning your product as the solution to their pain points.
By focusing on creating a quality experience for your readers and creating a clear call-to-action that provides compelling reasons to take action, you can connect with your audience and encourage them to take the next step.
Copywriting that speaks to your target audience’s pain points and prescribes the remedy will persuade them to take that desired action, whether it’s making a purchase, filling out a form, subscribing to a newsletter, or even just clicking to the next page.
5 | Your Website Copy Makes a Memorable Impact
You’re not the only nurse or entrepreneur offering your services. But your voice, personality, and message? Those are 100% unique to you.
And that’s why copywriting is important — it’s how you stand out.
The real power of website copy lies in its ability to differentiate your brand from your competitors, especially in often over-saturated industries. You want to make a lasting impression on your audience so they remember you, become a returning customer, and tell all their friends about you.
Forget the cookie-cutter, corporate-sounding jargon. The best website copy:
Feels real, conversational, and engaging
Showcases your brand’s personality and values
Makes potential clients think, “THIS is the person I want to work with!”
Your website should be oozing with pockets full of personality that your readers can’t help but keep reading, because while they might not care about you directly (yet), they still want to know they’re hearing from an actual human on the other side of this strange thing we call cyberspace. If your audience feels like they really know you through your copy, they’re more likely to like you, trust you, and take your desired action.
Imagine Your Website Copy Is Your #1 Sales Tool and Doing All the Hard Work for You
Imagine this POV:
You’re sitting on your back porch, enjoying a cup of coffee and a good book. Your “work” day doesn’t start until 10 AM, and you’ve reached the point now that you only “work” for 2-4 hours. You’ve been planning a worry-free vacation trip to Italy with your partner and kiddos.
What. A. Life.
And I know that’s going to be you one day if you master the art of copywriting.
Website copy that connects and converts will allow you to scale the business of your dreams, positively impact the communities you’re passionate about, and even allow you to build the life you dream of living — and that’s why website copy matters more than you think.