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3 ways for how to write better website copy by copywriter Ashlyn Carter


last updated:
June 9, 2017


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Let's get you a message so tight you can bounce a quarter off of it. Around here, we serve up science-based storytelling strategies the creative set.  Even while raking in more than 1.26M in agency work since I've been at it, I firmly believe working from a place of rest (not hustle) IS possible—and I want the same for you. Words matter. Best be sure they work (and oui, with math) ... and know how to party while they're at it. 

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Reading time: 5 min.
 Writing website copy for creative entrepreneurs makes me the happiest … but I’m always telling my clients I want to teach them to fish, so to speak.
This past week I was on a call with a big-sister type entrepreneur I look up to a lot, complaining about my inbox and needing more of my virtual assistant’s hours.
But Jamie lovingly reminded me that there’s a lot you have to do on your own in your business before you hire out wisely (like figure the hours it takes me in my inbox, so I know what to pay someone for).
She’s so smart. 😉
Copywriting lands in the same bucket: I think you should DIY it for a while before you’re ready to hire it out and bring in the pros, so today, I want to give you three quick tune-ups you can make to your website to make it more conversion-focused.

Website copywriting tips for creative entrepreneurs Ashlyn Writes

You’ll learn:
  1. 7 ideas for how to move someone around your website
  2. Why you need to include YOUR personality–not just generalized personality–in your copywriting on each page
  3. Where social proof goes … and 25 ideas of how you can tie it in

Over and out–and don’t forget your idea swipe file of using social proof in your business right below!

Tell your readers what to do next on every single page.

Maybe I have too many Southern Living magazines stacked by the couch and grew up shell-shocked of going to a party without a hostess gift tucked under my arm, but my favorite analogy for a website is ever the hostess analogy. If someone’s sauntering into your home, whether it’s for an evening of football and beer or to just grab a La Croix and help you stuff envelopes for a calligraphy client (just me?), you tell them what to do next.
Whether it’s the directions to the guest bathroom or where the cups live in the kitchen, you guide them.
Same on your website.
Copywriters know that at the bottom of each page of your website needs to be a siphon to the next action. If someone’s not clear on the action to take next? They’ll bounce!
Your readers are borderline begging to be told what to do if they hit the bottom of a page’s content: work it!
Need some ideas for call-to-actions?
  • A round-up grid of your best blog posts
  • A freebie download (duh #builddatlist)
  • An Acuity link to hop on your calendar for a free consult
  • A link to your contact page to email you
  • A link to a tool you’ve mentioned that–OH WAIT–just happens to be sitting in your template shop
  • Your Facebook page, because you take weekly Q&As over Facebook Live, and they can ask questions
  • Your YouTube channel to binge on your content

Get personal … on every single page.

People will always need inspiration–and they’ll listen to the engaging voices who can give it to them. Create website copywriting that’s worth being found. Make it sticky.
How do you do that?
Personally, I’ve found including metaphor, story, and analogy as gateways to better copy … so I try to include one of those on each page of my website (not just my about page!). Your readers want to hear YOUR story … just through THEIR eyes.
(Because they’re the customer and they’re why the website exists, that’s why!)

Face-to-face communication wields body language and intonation as tools to get the point across: you get to explain things with hand gestures, say an entire paragraph’s worth with an eyebrow raise, and drop your voice for secrets.

Getting your personality across in copywriting?

It is a bit tougher (at least for most people), because, in writing, you only get the words portion.

And there’s the syntax and structure of arranging them neatly into sentences and paragraphs to build story, analogy, and metaphor to communicate your personality with your own unique voice and tone.

But HOW do you include glints of your personality on each page. Here’s your starter kit of ideas:

  • Get off the pedestal and admit your flaws and “show your brushstrokes,” so to speak, and poke a bit of fun of yourself from time to time.
  • Share snippets of your life, like your preferences in music, food, travel … and any other cocktail party basic conversation starters.
  • Focus your content. Share your story, sure, but make it lead to a greater point that’s customer focused. i.e. don’t blabber on and on.
  • Read it out loud to see how it rolls off the tongue. Stacatto sentences juxtapose legato, rolling ones in real life. Is your copy conversational to read?
  • Use metaphor and simile to your advantage. Are you thrilled to work with your potential couple clients? Or are you “as happy as the puppy coworkers running around your office?”

Find your rhythm and use your own words to share your personality.

Sprinkle in social proof like confetti.

I got asked on a live online workshop two weeks ago what my biggest pet peeve is when it comes to creatives’ websites.

Hands-down, it’s the “here’s all my testimonials on one page” page.

I TOTALLY *get* it, I do. The Type-A efficiency nerd lauds what you’re doing.

But the copywriter in me has big eyes over the missed opportunity to get others’ words about you in front of your potential clients.

Testimonials can go on your:

  • About page
  • Product pages and shop items
  • Welcome guide
  • Contact page
  • Inquiry auto-responder in a CRM tool like HoneyBook
  • Welcome email sequence

How do you make them extra-lovely?

Add images, because facial-recognition is important … and they psychologically increase “truthyness,” so to speak, Neil Patel cited in a recent post.

Use numbers or stats in your testimonials if possible.

Here’s an example of how we used both on a recent sales page I wrote for my client Jenna Kutcher:

Seeing that Allison–who is looking RIGHT at us with her cute smile–gained a specific number of followers through Jenna’s program is a LOT better than “Jenna helped grow my following.”

I’ve also always thought it’s less-sketchy to give clues about who your testimonial-giver is, so it’s not “Sally C. from Birmingham” … can she give her full name, and what service or package did she buy? I want to know!

Also, if you serve business owners, mention their business at the bottom of the testimonial so they’re traceable.

Oh … and no one said your testimonials have to be copy! Video testimonials are fabulous … and since Cisco’s mentioned how video’s gonna be 79% of online traffic in 2020 in a report, I’d say you’re moving in the right direction. 🙂

Okay, your turn: Set the clock for 10 minutes, and pick one page of your website to refresh. Make sure that there’s a CTA on the page, a dose of personality, and 2-3 testimonials.

Need a bit more support when it comes to ideas about sharing social proof? Click right here and get 25 ideas for adding social proof!


You may also be interested in …

Reading Time: 5 Minutes Reading time: 5 min.  Writing website copy for creative entrepreneurs makes me the happiest … but I’m always telling my clients I want to teach them to fish, so to speak. This past week I was on a call with a big-sister type entrepreneur I look up to a lot, complaining about my inbox and […]


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