Website copy that leads to contact: 7 UX writing principles

Even the most beautiful design will not work without the right words. We have gathered the principles that make website content clear, specific and able to lead visitors exactly where you want them.

You can have a beautiful design and a fast website and still lose customers because of the copy. Users do not read websites from top to bottom - they scan them for answers. UX writing is a way of writing that helps them find what they are looking for quickly and make a decision. Here are seven rules we follow when creating content for our clients' websites.

1. Start with what matters most to the customer

The first sentence on the page and in every section should answer the customer's question, not tell the company's history. Instead of "We have been on the market for 15 years..." write what you do and what problem you solve. The history can come further down.

2. Be specific, not vague

"Comprehensive solutions of the highest quality" means nothing. "We install air conditioning in homes and offices across the region, with a 5-year warranty" says it all. Specifics build trust; generalities erode it.

3. Use the customer's language

Write in the words customers use to describe their problem, not in industry jargon. It also helps in Google, because people search with exactly those words. Good sources are customer questions, reviews and the phrases they type into the search engine.

4. Short paragraphs and headings that say something

Long blocks of text put people off, especially on mobile. Split content into short paragraphs, use lists and write headings that carry information on their own, such as "Installation in 3 working days" instead of "About us".

5. Talk about benefits, not just features

A feature is "a content editing panel"; a benefit is "you can update your offer yourself without calling a developer". Customers buy a solution to their problem, so show them what they gain.

6. Lead to a specific action

Every page should end with a clear next step: "Get a quote", "Book a consultation", "See our work". Button labels should say what will happen after the click - "Send enquiry" instead of "Send".

7. Remove doubts before they appear

Customers often do not get in touch because they do not know something: how long it takes, how much it costs, what working together looks like. Answer these questions on the website - in the process description, in the FAQ and next to the form. A short note such as "We reply within one working day" can increase the number of enquiries.

Copy and SEO

Good copy also helps in search. Every page should have one main topic, a title and headings with the phrases customers search for, and links to related content. Writing for people and for Google are not mutually exclusive - if the copy is specific and answers questions, it usually works well for both. Read more about visibility in Google on the SEO page.

A before-and-after example

Before: "Company X offers professional services in the field of comprehensive business customer service."

After: "We do the bookkeeping for small businesses in the region. We collect documents online and once a month send a simple report with the taxes to pay."

The second version says at once what the company does, who it is for and what the customer gains.

How can we help?

When designing websites we help organise the offer and prepare content focused on getting in touch. If your website has traffic but few enquiries, also read why visitors do not send enquiries.

Frequently asked questions

Will the agency write the website copy?

Yes. We prepare the content structure and the copy based on a conversation with you and information about your customers and competitors.

How long should the copy be?

As long as it needs to be to answer the customer's questions - but presented in short, easy-to-scan pieces.

Can I improve the copy without a new website?

Of course. It is often the quickest way to more enquiries. Write to us and we will suggest where to start.