Keep It Simple: The Ultimate Website Copywriting Checklist

You’ve got the logo, the layout, the visuals, and a launch date circled in red on your calendar. But if your copy doesn’t hit the mark? The whole thing could fall flat.

Website copy isn’t just about filling space. It’s the voice of your business. It's what builds trust, sparks curiosity, and makes visitors feel like you get them. And yet, so many websites skip key content elements that could make all the difference.

Before you go live, run your site through this copywriting checklist. It's designed to help you connect, convert, and confidently put your best digital foot forward.

1. A Clear, Powerful Headline on the Homepage

Your homepage headline is your first impression. It should say exactly what you do and why it matters—without fluff. Think of it like a storefront sign. If it’s vague or too clever for its own good, people will walk on by.

Example:

Instead of: "Empowering Growth for a Better Tomorrow"

Try: "Executive Coaching That Gets You Promoted—Not Just Inspired"

Want to test it? Show it to someone who knows nothing about your business. Can they tell what you offer in three seconds or less?

2. Subheadings That Add Clarity, Not Clutter

Subheadings are the underappreciated heroes of web copy. They guide the eye, break up big blocks of text, and reinforce your message.

Every section should begin with a subheading that earns its keep. Don’t be afraid to sound human. A little voice goes a long way.

In a therapist’s site? Instead of: "About Therapy" Try: "You Don’t Have to Do This Alone"

3. A Problem Statement That Reflects Your Visitor’s Inner Dialogue

People don’t come to your website because they’re bored. They come because something isn’t working, and they’re looking for someone who understands.

Call out the problem they’re wrestling with. Let them know you see it. Then follow up with how you can help.

In a spa website: "Stress is showing up in your skin—and your sleep. We can help with both."

4. A Crystal Clear Call to Action (Everywhere)

A gorgeous site without clear next steps is like a boutique with no checkout counter. You’re not pushing. You’re guiding.

Each page should gently but clearly prompt the visitor to act—whether that’s booking a call, scheduling a service, or requesting more info.

Use buttons with short, action-packed phrases like:

• "Start Your Consultation"

• "Schedule a Free Walkthrough"

• "Get Expert Legal Advice Today"

5. The "What You Do" Section—With No Fluff

Skip the vague mission statements. This is where you describe what you offer in simple, tangible terms. Short paragraphs. Straightforward sentences. No industry jargon unless your audience uses it too.

If you’re a real estate agent: “We help buyers find waterfront homes in Rhode Island that fit their lifestyle—not just their price range.”

And while we’re here - ditch the cookie-cutter mission and vision statements that sound like they were written by a committee. “To empower individuals to unlock their potential” could be any business, anywhere. If your mission isn’t specific, skip it. If it is, weave it into your story, your services, your client journey. Make it felt, not just read.

6. A Brief, Relatable Bio (Yes, Even for Agencies)

People work with people - not logos. Even if you're part of a larger team, include a short section about the founder or primary team members.

Use first-person if it fits your tone. Make it approachable, but not overly casual. It should feel like the start of a conversation.

“After 12 years in private law, I started my own practice to work one-on-one with clients who wanted more transparency and less legalese.”

7. Social Proof That Feels Organic

Testimonials. Logos of clients. Mentions in the press. Wherever possible, include social proof, but weave it in naturally.

Place short testimonials near the services they relate to. Or pull a quote from a client and use it as a section header.

In a consulting firm site: "We had our best quarter ever - and I actually took a vacation." —Sarah M., Boutique Marketing Agency Owner

8. A Services Section That Balances Clarity with Curiosity

List your services, yes. But also talk about outcomes. Don’t just say “Life Coaching.” Say what changes when someone works with you.

And please, avoid giant lists of bullet points unless each one is absolutely necessary.

Better: "In our 3-month coaching container, we’ll unpack patterns, build new habits, and create a plan you actually want to follow."

9. A Contact Page That Doesn’t Feel Like a Dead End

Too many websites treat their contact page as an afterthought. This is often the final stop before someone reaches out—make it count.

Include a friendly prompt, like: "Not sure if we’re the right fit? Reach out anyway. We’ll point you in the right direction - even if that’s not us."

Include multiple ways to get in touch. Some people prefer email. Others want to call. Give them options.

10. SEO Essentials (That Don’t Feel Robotic)

Your website won’t do much if it’s invisible. But shoving keywords into every sentence? That’s not the way.

Instead:

• Use your primary keyword in the homepage headline

• Include service-specific keywords in your page titles

• Use alt text on images (keep it descriptive, not stuffed)

• Write meta descriptions that actually make people click

If you’re a Pilates studio in Denver, your About page title should say something like: “About Our Denver Pilates Studio”

Not because it’s fancy. Because it works.

A Final Word Before You Launch

Here’s the truth: great design will get people to stay. But great, clear copy is what gets them to act.

So before you hit that publish button, run through this checklist. Make sure every word on your site is there for a reason - building trust, telling your story, and giving people a reason to reach out.

Because a website isn’t just a business card. It’s the beginning of a relationship.