Copy Is Sales
If your website copy doesn't sell, your design doesn't matter. Your features don't matter. Nothing matters.
Good copy is the difference between "interesting product" and "buy now."
The question isn't whether you can write. The question is: can you write copy that persuades?
The Psychology Behind Persuasive Copy
People don't buy products. They buy solutions to problems.
Your customer doesn't care about your features. They care about what those features do for them. The transformation. The outcome.
This is the fundamental shift in copywriting: from feature-focused to benefit-focused.
Feature vs. Benefit
Feature: "Our software integrates with 50+ tools"
Benefit: "Spend less time managing 10 different tools and more time growing your business"
The feature is what the product is. The benefit is what it does for the customer.
The Value-Driven Messaging Framework
Every piece of copy should answer one question: "Why should I care?"
Your customer has limited attention. They're skeptical. They've heard promises before. Your job is to make them believe you're different.
Here's the framework:
- Hook: Get their attention immediately
- Problem: Show you understand their struggle
- Solution: Present your approach
- Proof: Provide evidence it works
- Call-to-Action: Tell them what's next
The Headline Formula
Your headline has one job: make someone keep reading.
Bad headlines:
- "Welcome to our website"
- "We offer great solutions"
- "The best in the industry"
Good headlines:
- "Launch a high-converting website in 5-7 days (not 5-7 months)"
- "Increase your leads by 40% with better web design"
- "The web strategy your startup is missing"
Notice the difference? Good headlines are specific, benefit-focused, and create a clear reason to care.
Headline formula:
[Specific Benefit] + [Curiosity or Proof] + [Clear Result]
Examples:
- "How we helped 50+ startups raise funding with better web positioning"
- "The one website mistake that's costing you 7% of conversions"
- "Why your website messaging isn't working (and how to fix it)"
Clear CTA Framework
Your call-to-action should be specific and remove friction. It should tell people exactly what happens next.
Weak CTAs:
- "Learn more"
- "Click here"
- "Get started"
Strong CTAs:
- "Book a 30-minute strategy call (free)"
- "See how we've helped 50+ startups"
- "Get a free website audit"
Good CTAs remove objections. They show what's on the other side. They lower the barrier to action.
Copy Psychology Principles
Urgency
"Limited spots available" or "Ends this Friday" creates urgency. Use it ethically, but use it.
Scarcity
People want what they can't have. "Only taking 3 new clients this quarter" is more powerful than "we're available to work with you."
Social Proof
"Join 5,000+ startups" or "Trusted by Y Combinator companies" signals that others have made this choice.
Authority
If you're an expert, say it. "Built by founders with 15+ years of experience" establishes credibility.
Reciprocity
Give something valuable first. "Free website audit" or "Free positioning workshop" makes people want to reciprocate.
The Founder Positioning Voice
Your copy should sound like you—not like generic corporate marketing.
David George Group's copy sounds strategic, intelligent, and founder-focused because that's who we are. We're not trying to sound like a Fortune 500 company.
Your voice should:
- Be conversational: Write like you speak
- Use contractions: "Don't" instead of "do not"
- Be specific: "5-7 days" instead of "fast"
- Use active voice: "We build websites" instead of "websites are built"
- Show personality: Let your point of view come through
The Before/After Copy Structure
One of the most powerful copy structures is before/after:
Before: Your customer is struggling. Things are hard. They're losing money. They're frustrated.
After: They've solved it. Things are easier. They're making money. They're confident.
Your job is to show the journey from before to after.
Example:
Before: "Most startups are stuck between two extremes: either going without a professional website (a costly mistake) or spending months and significant budget on bloated builds."
After: "With David George Group, you launch with a high-converting, strategic website in 5-7 days. No bloat. No wait. Just results."
Copy That Converts: A Checklist
- Headline immediately communicates the benefit
- Subheading expands on the benefit or creates curiosity
- Copy addresses the customer's problem (not your product)
- You explain the solution clearly
- You provide social proof or credibility signals
- Your CTA is specific and removes friction
- Your voice is authentic and matches your brand
- No jargon or corporate-speak
- Short paragraphs and scannable format
- One clear action you want them to take
Testing Your Copy
The best copy is tested copy. Run two versions and see which one performs better.
Test:
- Headlines
- CTA button text
- Subheadings
- Benefit statements
Even small improvements compound. A 10% better headline + 15% better subheading + 20% better CTA = 45% more conversions.
The Common Copy Mistakes
Mistake 1: Feature-focused instead of benefit-focused
Solution: For every feature, ask "so what?" That's your benefit.
Mistake 2: Using jargon
Solution: Write for your mom. If she wouldn't understand it, rewrite it.
Mistake 3: No clear CTA
Solution: Every page needs one clear action. Don't give people options.
Mistake 4: Too long
Solution: Half your word count. Shorter is almost always better.
Copy Is Skill, Not Talent
You might think good copywriting is a gift. It's not. It's a skill. It's learnable.
The best way to get better at copy is to:
- Read good copy (analyze why it works)
- Write your own (practice daily)
- Test it (see what resonates)
- Refine it (never settle)
Start writing better copy today. Your conversion rate will thank you.