How To Write Website Copy - Ep #48
Do you struggle to write website copy that resonates with your ideal clients and gets them to take action?
In this episode of the Profitable Website Podcast, I chat with Laurence Ogé, a website copywriter and messaging specialist, how to write copy that connects and converts.
WE COVER:
The must-have elements of a homepage
Simple copywriting formulas that make writing easier
How to write calls to action that convert
How to build trust with social proof
Laurence Ogé is a website copywriter and messaging strategist who works with coaches and brands focused on mental health, wellness, and personal and professional growth. Her goal? Crafting authentic copy that connects and converts. Through a deep, collaborative process, she uncovers the heart and essence of your brand, ensuring your message resonates with your right-fit clients – without sounding salesy. Laurence also optimizes the website experience, ensuring no leads are lost to confusion or unclear messaging.
You can connect with Laurence on LinkedIn
Download Laurence’s Free Checklist: How to create a great Homepage when you’re a coach.
LISTEN TO THE FULL PODCAST EPISODE:
EPISODE SUMMARY:
Your website copy is just as important as design and images. It’s what connects with your audience, builds trust, and ultimately turns visitors into clients.
Here are the key takeaways from the episode:
Make Your Website About Your Audience
Most coaching websites focus too much on the coach instead of the potential client. The fix? Use the word “you” more than “I.” Make your visitor feel seen, understood, and confident that you can help them.
Be Clear Not Clever
Your homepage should clearly communicate who you help and how within the first three seconds. No jargon, no fluff. The hero section (the first thing people see) should have:
A clear headline that speaks to your audience’s needs
A subheadline that clarifies how you help
A strong call-to-action (CTA) that guides them to the next step
Use Simple Copywriting Formulas
A structured approach to writing copy makes it clearer and guides potential clients toward taking action. We shared three frameworks:
PASO (Problem, Agitation, Solution, Outcome)
DOS (Desire, Objection, Solution)
PSPR (Problem, Solution, Plan, Result)
Write Calls to Action That Convert
Your website should guide visitors toward the next step. To make your calls to action (CTAs) effective:
Use action-oriented verbs (e.g., “Book Your Free Call” instead of “Learn More”)
Place the primary CTA prominently, with secondary CTAs less visible
Keep navigation simple and intuitive
Trust Means Sales
People buy from those they trust. Build credibility by using:
Testimonials from happy clients
Clear results and success stories
Client logos as trust markers
Simple, conversational language (ditch the corporate talk)
About page that focuses on results rather than just credentials
Keep Content Concise and Engaging
Long, text-heavy pages can be overwhelming. To keep readers engaged:
Write in a conversational tone (as if speaking to a client)
Keep key messages at the top of the page where visitors spend the most time
Ensure every section serves a clear purpose
Focus on Aspirations over Pain Points
While pain points can be effective, Lawrence and Ella suggest shifting the focus toward aspirations. This approach helps potential clients envision their desired transformation, making your services more appealing. Help your audience see what’s possible when they work with you. Instead of just saying, “Are you struggling to get clients?” say, “Imagine a business where dream clients find you effortlessly.”
Final Thoughts
Great website copy isn’t about clever wording—it’s about clarity, connection, and conversion. By making your website audience-centric, using proven copywriting formulas, and keeping messaging clear and engaging, you can create a website that truly sells.
For more insights check out the full episode HERE
If you’re ready for a professional website that attracts your dream clients and sells for you, let’s make it happen.