Most website copy reads like it was written to impress a board, not to help a customer. The fix isn't more clever — it's more plain.
Lead with the benefit, prove with the feature
People don't buy features; they buy what features do for them. State the outcome first, then back it with the mechanism.
"Launch in a day" beats "AI-powered no-code site builder platform."
Three quick edits
- Delete every we're excited to and seamless.
- Replace adjectives with specifics — a number, a name, a result.
- Read it aloud. If you'd never say it, rewrite it.
Use their words
The best copy is half-listening. Pull phrases from support tickets, reviews, and sales calls, and mirror them back. Familiar language feels trustworthy because it is.
