How to write any page on your website
5 Places to find the right words and where to put them
If you’re ready to write your website, and want to skip past the blinking curser stage… listen up.
Your website is often the first interaction potential clients have with your business. Clear and compelling messaging is crucial—not just for conveying information, but for converting visitors into customers. A well-crafted message can bridge the gap between interest and action, leading to higher conversion rates.
There are generally 3 main things that must be in play in order for your website to do it’s job (which is to make you money):
A really good offer: A product or service that people want or need enough to pay money for.
Eyeballs: Pulling in leads from social media, word of mouth, SEO, Pinterest, etc. If you don’t get your offer in front of people, it’s dead.
Magnetic messaging: The words are arguably the most important of your website. THIS is what turns visitors into buyers. The right words will make or break your offer, and eventually… your business.
This post will focus on the second point: messaging. Whether you already have a website, or you’re just starting out - this blog post will help you know words to use that will connect with your right-fit clients.
Before we dive in, let’s define a few terms :CONVERSION RATE: Website conversion refers to turning visitors into customers or leads. When someone visits your website, you want them to take an action. This could mean making a purchase, signing up for a newsletter, or filling out a contact form. A "good" conversion rate varies by industry, but aiming for at least 2% is a common benchmark. Aim for high in this case.
BOUNCE RATE: Bounce rate is a metric that indicates the percentage of visitors who navigate away from your website after viewing only a single page and don’t take action. In general, a bounce rate between 25%-40% is considered good. The lower the better here.
If you already have a website, log into your account to check analytics and get a good baseline of where you’re at.
“If I had to pick a first rule of communication-the one practice above all others that opens the door to connecting with others-it would be to look for common ground. ”
One last thing to keep in mind….
What people say they want and what they actually need aren’t always the same thing.
Your job is to bridge that gap. If a client says, “I just want some nice family photos,” what they might really need is a stress-free experience where their kids are actually smiling and they don’t feel awkward in front of the camera.
Instead of just selling “family photos,” you frame it as, “A relaxed, fun session that captures your family’s real smiles—without the meltdowns or forced poses.” You’re giving them what they need but presenting it in a way that feels like what they want.
THAT ^^^ is why you have to learn to keep your ear to the ground. Go where your people are, learn how to listen effectively, build offers around what they want and then repeat those words back to them.
Five places to look for website copy
The best website copy doesn’t come from thin air—it comes from listening. Pay attention to what your ideal clients are saying, not just in testimonials and emails, but in casual conversations, social media comments, and discovery calls.
Keep a running list of phrases, struggles, and desires in your notes app or a Google Doc. When you hear the same pain points over and over again, you’ll know exactly what messaging will resonate.
Now, let's explore five sources to discover the exact words your ideal clients need to hear.
1. Ask your clients & leads
Your past and current clients are your best source of website copy. Pay attention to their exact words, frustrations, and desires.
Testimonials & Reviews – Look at Google reviews, social media comments, and email testimonials. What do people love about working with you? What problems did you solve for them?
Discovery Calls – Record (with permission) or take notes during consultations. Clients will often describe their pain points better than you ever could.
Client Emails & DMs – If multiple clients email you saying, “I just wanted branding that feels like me,” that’s gold for your website messaging.
Market Research Questions – Add a question to your intake form or thank-you page like, "What made you decide to work with me?" Their answers will help you refine your messaging.
Intake Forms – Review how people explain their needs before they work with you. If a photographer sees clients saying, "I just want candid, natural photos where my family looks happy," that’s a messaging cue.
2. Check Your Competitors' Reviews
Your competitors’ clients will tell you exactly what they liked (or didn’t like). Use this as an opportunity to position yourself more effectively.
Google & Yelp Reviews – Read reviews for competitors in your industry. Look for patterns in what people love and what frustrates them.
3-Star Reviews – These are often the most honest. They highlight what worked but also what could have been better.
Pay Attention to "I Wish" Statements – If people say, “I just wish they had been more communicative,” and you pride yourself on fast responses, emphasize that on your website.
3. SEO Research
SEO helps you find the exact words people are searching for. Even basic research can reveal what your audience cares about.
Google Autocomplete – Type in your service (“Chicago family photographer for…”) and see what suggestions pop up. These are real search terms people use.
“People Also Ask” Box – Google’s “People Also Ask” section reveals common questions. Answer these questions directly on your website.
AnswerThePublic & Ubersuggest – These free tools show trending searches in your niche. Use them to guide your content strategy.
Pinterest: Pinterest is nothing more than a visual search engine. Type a few starting phrases into Pinterest and see what is suggested, AND what results turn up.
Google Ads: You can start a Google Ads account without turing on ads, and find out actual numbers for searches
4. Social Media Comments & Forums
Real conversations happen in Facebook groups, Reddit threads, and online communities. These are unfiltered insights into what your audience truly cares about.
Facebook & LinkedIn Groups – Join industry-specific groups and search for common questions people ask.
Reddit & Quora – Look for posts where people discuss frustrations or challenges related to your field.
Instagram Comments & DMs – Pay attention to what people say when they engage with your content.
5. Client Surveys & Feedback Forms
While discovery calls and casual conversations are great, structured surveys give you direct, organized insights into what your clients need.
Post-Project Surveys – Ask clients about their experience. What made them say yes? What almost made them hesitate?
Lost Leads Surveys – If someone inquired but didn’t book, send a short email: “Hey, I’d love to improve my process! What made you decide to go in a different direction?”
Multiple-Choice + Open-Ended Questions – A mix of structured answers and free-response lets you see patterns while capturing unfiltered thoughts.
Identify Key Decision-Making Moments – What finally convinced them to book? What made them hesitate?
👉 How to Use It: If you notice that clients hesitate due to price, your website can highlight the value you bring. If they love your ease of communication, emphasize that.
How to implement your research
You've gathered invaluable insights from your audience—now it's time to weave these findings into your website's fabric. By integrating your customers' language and addressing their specific needs, you create a site that resonates and converts.
1. Utilize the same words they said
When you notice recurring phrases or terminology in client feedback, incorporate this exact wording into your website content. This approach ensures your messaging aligns closely with your audience's thoughts and feelings, fostering a deeper connection.
2. Address common pain points and counter objections
Identify frequent concerns or challenges mentioned by your clients. By proactively addressing these issues on your website, you position your offerings as tailored solutions, enhancing relevance and appeal.
3. Create content answering specific issues or questions
If you observe that potential clients are searching for specific information related to your services, develop content that directly addresses these queries. For example, if users frequently ask about preparation tips for a service you offer, consider adding a dedicated blog post or FAQ section on that topic.
4. Emphasize what sets you apart.
Highlight what sets you apart by focusing on aspects your clients value most. If feedback indicates that customers appreciate your clear communication, make this a prominent feature in your website messaging.
5. Strategic word placement
The secret to getting search engines to find you and match your content with what people are typing in search boxes? Placing all those words into the right places on your website. You don’t want to randomly add as many of these phrases to as many places as you can (that would actually hurt you).
The key lies in thoughtfully embedding those crucial keywords into the right spots on your site. But here's the catch—you don't want to haphazardly sprinkle these phrases everywhere; that approach can backfire.
Instead, aim to weave them naturally throughout your content, with a special focus on your headings—think H1, H2, H3, and even the names of your images. This strategy helps search engines understand the relevance of your content, boosting your chances of climbing higher in search results.
Here's a quick breakdown of how to structure your headings effectively:
Main Headline / Title (H1): This is where you clearly state the primary benefit or message of the page. It's like the title of a book—it sets the stage for what's inside.
Subheadings (H2): Use these to divide your content into key sections, guiding your readers through the main points seamlessly.
Supporting Subsections (H3): These delve deeper into the details under each key point, providing clarity and depth without overwhelming your audience.
6. Regularly Update Your Content
Keep your website content fresh and relevant by continually integrating new insights from ongoing customer interactions. Regular updates demonstrate that you are attentive to your audience's evolving needs and committed to providing value.
By thoughtfully implementing these strategies, you transform your research into a powerful tool, crafting website copy that not only reflects your audience's voice but also effectively drives engagement and conversions.
Final thoughts
Writing a high-converting website isn’t about sounding clever—it’s about sounding right. The best copy doesn’t come from your head; it comes from your clients.
The key is to listen intentionally and store what you hear. Keep a Google Doc, a notes app, or even a spreadsheet where you collect the real words your clients use. Over time, you’ll start to see patterns.
Here’s what to listen for:
Pain Points – What struggles or frustrations do they have before hiring you?
Desired Outcomes – How do they describe their dream solution?
Objections & Hesitations – What almost stopped them from booking? Price? Fear of the process? Not feeling “ready”?
Unmet Needs – What are they looking for that they can’t seem to find?
Key Decision-Making Moments – What was the turning point that made them say “yes”?
Start by opening your notes app or a Google Doc. Collect the real words your clients use. Then, use those words to craft website messaging that feels like it was written just for them.
When you use your audience’s own words, your website will feel tailor-made for them. No more convincing. No more second-guessing. Just messaging that resonates, reassures, and converts.
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Around these parts, you’ll find online support for home-grown businesses who want to make more money with their websites and newsletters.
When I’m not wrangling kids, I’m likely drinking my 4th cup of coffee while scouring the world wide web to bring you the latest content on marketing, automations, messaging, simplifying…. so you can close that laptop, be amore present, and make more money.