Five Ways to Craft Compelling Website Copy
One of the biggest stumbling blocks I see when working with clients is the dreaded "content creation" phase. You know your business inside out, but somehow, when it comes to putting that knowledge into words for your website, everything becomes overwhelming. If you've ever stared at a blank document wondering where to start with your website copy, you're definitely not alone.
The good news? There are multiple approaches to creating website content, and finding the right one for you can transform this process from stressful to surprisingly straightforward. Having guided dozens of creative business owners through this process (and even created a comprehensive Website Content Guide to help), I've identified five effective approaches to creating copy that authentically represents your business.
1. The DIY Approach: Writing It Yourself
This is often where most small business owners start, and with good reason. Nobody knows your business quite like you do.
Best for: Those who enjoy writing and have a clear vision of their brand voice.
How to make it work:
Start with a simple content outline for each page
Write conversationally, as if explaining your business to a friend
Focus on benefits to your customer rather than just features
Leave your draft for 24 hours, then return with fresh eyes to edit
Remember, your first draft doesn't need to be perfect. Getting your thoughts down is the hardest part—refinement can come later.
2. AI-Assisted Writing
AI tools have revolutionised content creation, offering a helpful starting point when you're facing a blank page.
Best for: Those who need a jumping-off point or help overcoming writer's block.
How to make it work:
Provide the AI with specific information about your business, audience, and brand voice
Use the generated content as a first draft only
Edit thoroughly to add your unique perspective and personality
Check for accuracy—AI can sometimes make things up!
AI tools work best when you give them clear direction. Think of them as helpful assistants rather than replacements for your unique voice.
3. Hiring a Professional Copywriter
Bringing in a professional can take the pressure off completely while ensuring your website speaks with clarity and purpose.
Best for: Those who want polished, strategic copy without the time investment of creating it themselves.
How to make it work:
Look for copywriters who specialise in your industry
Share examples of writing styles you admire
Provide a thorough brief including your brand voice, audience, and key messages
Budget appropriately—good copy is an investment that pays dividends
A skilled copywriter doesn't just write pretty words; they strategically craft content that guides visitors toward taking action.
4. The Collaborative Workshop Approach
Sometimes, the best content comes from conversation rather than sitting alone with a blinking cursor.
Best for: Those who process thoughts better verbally or want their team involved in the content creation.
How to make it work:
Schedule a dedicated session with key stakeholders
Use prompts and questions to guide discussion
Record the session (with permission) to capture natural language and authentic perspectives
Have someone take notes or transcribe the recording to turn into drafted content
I've found this approach particularly effective for "About" pages, where capturing an authentic voice and story is crucial.
5. The Content Audit & Refresh
If you already have a website or marketing materials, don't start from scratch—build on what you have.
Best for: Businesses undergoing a redesign rather than starting from zero.
How to make it work:
Review all existing content across your digital platforms
Identify what's working well and what needs updating
Repurpose strong content for your new website
Fill gaps with fresh content where needed
This approach saves time while ensuring consistency across all your business communications.
Finding What Works for You
There's no one-size-fits-all approach to creating website copy. Many of my clients use a combination of these methods—perhaps writing some sections themselves, bringing in AI assistance for others, and collaborating with me to refine the overall message and flow.
Whatever approach you choose, remember that your website copy isn't set in stone. The beauty of digital platforms is that they can evolve as your business does. Start with content you're proud to share, then refine as you receive feedback and gain clarity on what resonates with your audience.
The Complete Website Content Guide
If you're feeling overwhelmed by the entire process of preparing website content, I've created something special just for you. My comprehensive "How to Prepare Your Website Content" guide walks you through every step of creating content for your website—from defining your goals and planning your page structure to organising your assets and optimising for search engines.
This 35-page guide includes:
Content planning worksheets
Page-by-page instruction
SEO best practices
Pre-launch checklists
Tips for organising your visual assets
It's the same framework I use with my one-to-one clients, designed to make the content creation process straightforward and stress-free. Check it out ↓
