A beautifully designed website might catch someone’s attention and be fun to scroll and browse through, but it’s the words—the copy—that make them stay, connect, and take action. (In case you’re unfamiliar, copy just means the text or words on your website.)
Without strong copy, a website is little more than a pretty placeholder, or like a digital storefront with no one there to greet visitors, guide them to the next step or answer their questions. The words on your website aren’t just about filling space. Copywriting is about crafting an experience, communicating value, and turning casual visitors into loyal customers or supporters.
Now, let’s talk about why it’s essential to treat words as an integral part of the web design process:
1. First Impressions Matter: Headlines and CTAs Should Immediately Communicate Value
When someone lands on your website, you have seconds—yes, seconds—to grab their attention. The headline at the top of your page is like your first handshake, your chance to say, “Hey, you’re in the right place, and here’s how we can help.”
A strong headline doesn’t just describe what you do; it communicates why it matters to your audience. And if you pair that with a clear call-to-action (CTA), then you’re giving them an easy path forward (which is what everyone wants in life).
Whether it’s “Schedule Your Free Consultation” or “Download the _____ Guide,” your CTA should feel like an obvious next step.
Without this clarity, even the most stunning design can leave visitors wondering, “Okay... so, what next?”
For instance, take a look at the image below. The phrase 'Make migraines a memory' isn't as clear as 'Medicine to cure migraines.' While the first phrase is catchy, someone might believe it to mean spa services or aroma therapy. Whereas, the second example directly tells you the benefit: a cure for migraines.
2. Guiding the User: Copy Should Speak Directly to Your Audience’s Needs
Great copy leads or directs people on what to do or where to go next. It literally is like taking a person by the hand and guiding them toward the action you want them to take, whether that’s booking a call, subscribing to a newsletter, or making a purchase.
And the most important thing to remember is that it’s not about you; it’s about them. When your website copy addresses your visitor’s pain points, challenges, and desires, it creates an instant connection. The goal is for someone to read your site and think, “Whoa, how did they know that’s exactly what I’m dealing with?”
That’s when you know your copy is doing its job.
3. SEO: Good Copywriting Helps You Get Found In Search Engines
You can have the most beautifully designed website but if search engines can't find you, neither can your audience. And that’s where SEO-driven copywriting comes in.
By naturally incorporating keywords that your audience is already searching for, your website becomes so much easier to find. For instance, it's the difference between using the headline "About Us" and "About Us: Miami-based Roofing Company."
There's a much higher chance that someone will go to a search engine, like Google for example, and search "Miami based roofing company," rather than searching, "About Us."
See the difference?
But it’s not just about stuffing in keywords—it’s about creating valuable, well-structured content that search engines and humans trust and engage with. For instance, using keyword-relevant headers, sub-headings, and things like utilizing bulleted point lists and content that is easy to digest.
Think of it like this: Good SEO-driven copywriting opens the door, while thoughtful design and messaging invite visitors to stay awhile and help them to enjoy their visit by providing a seamless experience.
4. Brand Personality: Your Copywriting Defines Your Tone and Relationship with Your Audience
Copy is where your brand’s personality truly shines. The words you choose, the way you structure sentences, even the punctuation you use—it all contributes to how people perceive your business.
For example, our tone of voice could be considered:
Approachable but professional: We keep things clear and easy to understand without sounding stiff or overly formal.
Warm and supportive: Our copy feels like a conversation with a trusted friend—someone who genuinely wants to help (because we do!).
Empowering and solution-oriented: We focus on what’s possible, offering guidance without judgment.
Here’s how that tone comes to life in practice:
Instead of: “Our web design services offer modern, user-friendly websites for small businesses.”
We might say: “Ready for a website that actually works for your business? Let’s build something that looks great and gets results.”
It’s a subtle difference, but one that makes the reader feel like they’re hearing from a real person, and not a faceless brand.
Design Draws People In, but Copy Seals the Deal
When design and copy work together cohesively, the results are powerful. Your website not only looks stunning but also speaks directly to your audience’s needs, guiding them toward action in a way that feels natural.
So, whether you are starting from scratch or thinking about a website refresh, remember: strong copy can make the difference in a site that connects, converts, and reflects the heart of your brand.
Have you been thinking about a redesign for your website lately? — Whether you're starting from scratch or looking to redesign an existing website (or page), we’ve got you covered! We partner with a trusted copywriter, so when you book a discovery call, you’re not just getting stunning web design—you’re getting powerful, conversion-focused copy, too.
Let us create a site that looks amazing and speaks directly to your audience. Book a free discovery call with us today!
by:
Adriana Leos
vznayres; Chief Creative Officer
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