When was the last time you looked at the words on your website or sales page and truly felt confident they were doing your business proud and helping make cold, hard cash?
If your products, courses, services or skills are amazing (and we’re pretty sure they are), you deserve great copywriting so you can get in front of your audience, connect with them, and sell to them. When the words on your website are doing the heavy lifting, you can easily attract your ideal client, spend less time chasing work, and enjoy the freedom to work with anyone.
Chances are you’ve seen good website copywriting before. Maybe you stopped mid-scroll on a landing page. You might have ended up immersed in copy that perfectly described how you felt. Or, you might have looked at your competition’s website and thought, “damn, I wish my site sounded like that”.
That’s what great copy does.
It freezes you in your tracks, makes you feel heard and pushes you towards immediate action. This is all possible because great copy triggers an emotional response that’s impossible to control. Excitement, loyalty, curiosity, desire. The right words say, “stop stressing about your problem. I have the solution”.
But we’re not just here to tell you how to improve your copy. We’ll show you.
Whether you’re planning to launch your website or ready for a much-needed upgrade, we’ve rounded up 13 of our best performing website copywriting examples to motivate and inspire you. Add them to your swipe file and take a little inspiration for your own business.
#1 – Smart Money Group
You might understand your ideal customer’s problems… but do your customers know that you understand them?
The best products and services still need website copywriting so they can connect with customers and say, “Hey, we understand what you need, we have a solution”.
Smart Money aims to make financial advice and wealth management accessible and affordable for all Australians. But they know that their customers are wary. No one wants to see their hard-earned money go towards the wrong investment or go down the drain.
To appeal to new customers, Smart Money needs to show that they understand their audience’s specific problems. It’s not enough to say, “we can help you make more money” or “we can help you save more money”. Their customers have specific financial goals, and Smart Money calls those goals out to position themselves as the solution.
Why we love it
Smart Money paints the picture of what their customers want. Sure, more money in the bank sounds nice in theory, but it’s not as powerful as “pay off your mortgage and be 100% debt-free”. That benefit-driven goal is measurable, achievable, and by outlining that goal, they’ll attract a specific audience of people feeling mortgage stress.
Each inclusion on their web page combines the goal and the benefit, so Smart Money isn’t just telling customers what they’ll achieve but how their life will improve when they achieve it.
Invest more for your own future lifestyle. Spend money on things you actually enjoy. Don’t work to provide for retirement. Go to bed at night stress-free.
These powerful images of a customer’s dream life go into detail and help generate leads more effectively than just saying “We’ll help you manage your money”.
What you can take from this example…
- Get specific: Narrow down the problems you’ll solve instead of speaking generally (e.g. “pay off your mortgage” vs. “take control of your money”) to help people see exactly how your business can change their lives.
- Stay conversational: Customers don’t want to do business with soulless corporations, they want to know they’re dealing with real people who “get” them, so don’t be afraid to write how you’d speak.
- Focus on them (not you): Don’t talk about your services. Talk about what your services can do for your customers. Think of every website page as being like a one-on-one conversation with a customer and tell them what impact your business will have on them.
#2 – Evan Marc Katz
Studies have shown that the strongest driver of consumer trust online is reliability. That means no deceptions. No empty promises. No unwanted surprises. Customers need to trust you before they do business with you.
As a dating coach, Evan Marc Katz already faces the challenge of convincing customers to invest their time and money in him in an industry that’s full of empty promises and exaggerated claims! Evan understands that his target audience – single women looking for love – have probably been burnt before, whether by a dating coach or a romantic partner.
His copywriting solution?
Showcase how trustworthy he is.
Why we love it:
Evan’s above-the-fold copywriting is about building trust – without resorting to empty promises or self-hype. By including powerful impact metrics, Evan lets his readers come to their own conclusion about his reliability (a.k.a he shows them how trustworthy he is, instead of just telling them). His impressive numbers include 30 million blog readers, 1 million podcast downloads and 12,000+ graduates of his online program.
By adding logos to his landing page (which can help increase conversions by 400%), Evan’s customers know he’s been featured on major platforms like CNN, The New York Times, TIME and more.
Knowing that building trust is a key ingredient to driving conversions – and that the dating industry is already fraught with over-promises and empty jargon – Evan’s trust-building copywriting helps soothe people’s fears and position him as a credible and trustworthy coach. The result is to remove friction and help drive more conversions.
What you can take from this example…
- Find your most impactful numbers: Your impact metrics should be powerful to build trust and rapport. How much money have you made or saved for clients? How many students have you taught? How many years of experience do you have? More impressive numbers lead to more trust.
- Be flexible with testimonials: Not every testimonial has to be written. Evan uses photos of happy couples to reinforce his coaching program’s effectiveness, so don’t be afraid to use written reviews, images, or video testimonials.
- Add immediacy to your CTAs: You want your audience to take action, so tell them what to do and when to do it. Evan invites his audience to ‘Take The Quiz to Find Love Now’. You can ask people to act ‘now’, ‘immediately’, ‘fast’, ‘today’ or any other word that creates a sense of urgency and immediacy.
#3 – Yosha Law Firm
A couple of seconds. That’s all you’ve got to make a first impression and stop someone from bouncing back to Google or closing their browser.
You have to make an immediate connection with someone and convince them to keep reading, and that’s exactly what this homepage copy from Yosha Law Firm does.
Yosha Law is a team of personal injury attorneys servicing the state of Indiana. With a focus on truck and car accidents and slip and fall cases, they’re committed to helping the little guy take down insurance giants who don’t play fair. They also know that a personal injury law firm’s reputation is somewhere in the ‘Used Car Salesman’ vicinity.
Why we love it
Yosha Law’s copywriting is focused immediately on YOU. Their headline is an instant reminder that YOU have just one shot to achieve justice. This triggers a sense of uncertainty and fear, which people naturally want to resolve.
And wouldn’t ya know it, Yosha Law instantly soothes the wound they’ve opened with empathetic, caring and compassionate language like, “We’ll be by your side, advocate for every penny you are entitled to recover, and never stop fighting for you and your family”.
Knowing that lawyers have a reputation for churning and burning their clients, they offer no hard sell with a CTA that’s not just free but available 24/7 because they’ll work to your schedule, not the other way around.
What you can take from this example…
- Use powerful “you” language in your headline: Make clear what life-changing benefit is on offer for your target customers in the first few seconds they land on your page.
- Add an asterisk to your CTA: Your call-to-action tells people what to do. With an asterisk, you can tell people what’s in it for them as well (e.g. available 24/7 and obligation-free)
- Social proof and authority: Build trust by including your years of experience, sales generated, money saved for customers or other impressive results. You can say more with less by including powerful achievements or results.
#4 – Greenfish Marketing
What problems are your potential clients dealing with?
Answering that question is crucial if you want to position your business as a solution, and that’s exactly what Greenfish Marketing has done with their website copywriting.
Helping business owners grow through marketing and automation, Greenfish calls out their audience by asking, “do you simply not have the time to drive the kinds of results you actually need?”.
This approach shines the spotlight on potential customers and forces them to accept that their current strategies to grow their businesses aren’t working. By framing the conversation around the reader’s problems, Greenfish Marketing makes it easy and logical to start thinking about solutions (hint: they’re the solution!).
Why we love it
Greenfish Marketing’s copy uses a technique that all successful websites use – they call out their audience’s problems. The average customer is bombarded with advertising messages, notifications and distractions every day – somewhere between 4,000 and 10,000, to put a number on it!
No matter what you sell, customers will only buy from you when they see you fulfil a pressing need. It’s not enough to just call out a customer’s problems. You need to agitate those problems in the context of real life.
Greenfish climb into their customer’s heads by painting a vivid picture of their current state. The fear of losing the personal touch. The uncertainty over ROI. The complexity of using multiple tools. Greenfish Marketing makes it clear that inaction will lead to more stress, wasted time, and money down the drain – and that’s exactly what will drive their site visitors to take action.
What you can take from this example…
- Use a problem section: Break down your customer’s problems, starting with the most widely experienced, to show you understand their situation and can offer a specific solution.
- Frame problems as questions: Your customers don’t want you to speak for them. By asking questions, you’ll have people nodding their heads and agreeing that they need to take action to avoid further disaster.
- Include multiple CTAs: High-converting websites include call-to-action buttons throughout the page to help people take action without needing to scroll up or down.
#5 – Den Lennie
If your business offers a service for various demographics, how do you speak to each of them without muddying your message?
That was the challenge Den Lennie, a video production expert and coach faced. Offering a coaching program, Den’s target audience is broad. Seriously broad. Everyone from fresh freelancers to million-dollar production companies can benefit from his services, so how does he speak to each of his target audiences?
Simple.
By calling them out.
Why we love it
Den Lennie uses this section on his site to call out multiple distinct audiences. Instead of saying, “Hey, I offer a video coaching program”, which is too vague to attract attention from his target audiences, Den speaks directly to Freelancers, Boutique Production Companies and Established Video Businesses.
By breaking down his target audience, Den’s compelling copy says, “Hey, if you’re wondering if this product is right for you, it 100% is because it’s made for people who fit into these categories”.
What you can take from this example…
- Call out multiple audiences: If your service targets multiple audiences, don’t hesitate to speak directly to them. It’s better to niche down than speak generally. Den Lennie targets different types of video professionals without losing his message. By speaking to them individually, his message becomes stronger.
- Use benefit-driven goals: Paint a picture clearly of your ideal audience’s dream life. In this case, “double your profits”, “shift from overwhelmed to overjoyed”, and “feel more comfortable and confident in the future”.
- Use the power of exclusivity: If your course or service has limited availability, let people know. The more rare or unattainable something is, the more valuable it appears. This elusive value sparks curiosity that can drive conversions.
#6 – Daphne Michaels
People buy from people. If you sell services, your customers want to look behind the curtain and see who they’re doing business with. Unless you’re a globally-recognised figure, odds are your customers won’t have heard about you.
Helping people feel confident in your expertise is how you turn interest into conversions – and it’s a challenge that Daphne Michaels hit out of the park. As a leadership and life coach, Daphne’s website needed to connect on a human level while showcasing the qualifications and experience that make her an expert.
Why we love it
A powerful ‘About Us’ section will quickly and clearly convey who a business owner is and use their story to relate to their ideal customer – and that’s exactly what Daphne’s website copy does.
The inclusion of ‘25 years’ instantly signals to people that they’re dealing with someone who has collected plenty of professional experience. Throw in the personal touch about Daphne’s spiritual journey, and this is an ‘About Us’ section that instantly builds trust and positions Daphne as a leader in her field.
What you can take from this example…
- First-person: Using a first-person perspective makes this copy conversational and relatable. With this approach, you’re not reading from a brochure but having a 1-on-1 conversation which helps build rapport and an emotional connection.
- Tell a story: Stats and facts are great, but telling your personal story to relate to your ideal customer’s life is a powerful way to forge a connection and demonstrate empathy.
- Social proof: It’s your ‘About Us’ section, so you’re allowed to show off. Daphne positions her expertise with 20,000+ private client transformations. What figures can you show off?
#7 – Sax School
Your customers have plenty of options when they open their wallets. Your business might be the gold standard, but your competition constantly tries to convince people to ignore you and do business with them instead.
Online Sax School knows this and clarifies why customers should choose them. As an online business, Sax School is competing with YouTube videos (which are free) and private lessons (which offer face-to-face learning).
These can be tough obstacles to overcome – which is what makes the Sax School’s website copywriting so effective.
Why we love it
The Sax School’s comparison table underscores its value and shows how much better it is compared to its competition. Comparison tables work best when comparing your business to an incumbent option that customers see as the default – in this case, private saxophone lessons.
Each row in the table helps convince a potential sax student that they’ll get more value by choosing Sax School. Inclusions like 600+ lessons, learn from home, and a money-back guarantee all help remove the risk of signing up for classes and make the Sax School an obvious choice.
What you can take from this example…
- Give your competition a small win: It’s tempting to place crosses in every row for your competition, but this can hurt the effectiveness of your comparison table. This strategy makes the comparison seem fair and objective.
- Keep it simple: Short and succinct inclusions are easier to read, so keep your features and benefits to a handful of words for maximum effect.
- Handle price objection: Price will always be a sticking point for your customers. Whether you use a money-back guarantee like Sax School or show that the total value of your inclusions far outstrips the value of your competition, use your comparison table to show that you’re the best value for money.
#8 – Aluril
Most website copywriting examples focus on features, not benefits. And chances are they have flagging sales to show for it.
Natural skincare brand, Aluril, understands that features tell but benefits sell. That’s why they stick the landing with above-the-fold copy that isn’t just trying to sell you the tongue-twisting features of their latest product range – they’re selling you the lifestyle benefits of becoming a customer.
Why we love it
The global skincare industry is estimated to be worth $189 billion by 2025. Aluril understands that women and men aren’t fueling those sales just because of what’s inside the products they love. They’re also buying products that help them love how they feel.
Aluril’s website copywriting doesn’t begin with product specs. It paints a vivid picture of how you’ll feel when you become a customer. “Supercharges your skin (and self-confidence) in under a minute, so you can take on the day with a healthy glow that shows.”
Aluril also helps increase clicks with a risk-free CTA of ‘Learn More’. With no pressure to ‘Buy Now’ or ‘Sign Up’, it’s easy for potential customers to dive deeper and learn more about the brand – which will help build rapport, foster relationships and lead to increased sales down the line.
What you can take from this example…
- Time is a powerful motivator: Aluril offers a one-minute makeover. How fast can your product change your customer’s life? Attaching a quantifiable time to your product helps people picture their future and get excited about it.
- Benefits over features: Aluril offers glowing skin and the confidence it brings. What benefits can your product or service bring to people’s lives?
- Paint a picture: Aluril’s copy sparks the imagination (Awaken. Refresh. Shine). How can your copy help people see, feel, taste or smell the benefits of your product?
#9 – Spark Membership
Knowing your audience’s wants, needs, fears, and challenges is how you can effortlessly stop selling your products and services (which most customers will judge based on price) and start selling solutions to your customer’s “hair on fire” problems (which they’ll pay anything to solve).
Spark Membership helps membership-based businesses run more efficiently through software that helps manage, automate and systemise every aspect of their client’s businesses.
To compete on the features of their software alone would invite comparisons. The moment someone can beat them on price or inclusions is the moment Spark Membership will look second best.
So what does their website copywriting do?
It drives a dagger into the heart of their audience’s problems.
Why we love it:
Spark Membership’s headline cuts right to the #1 pain that membership-based business owners have – a lack of time. Their copy asks if the reader is “fed up with working 60, 70, 80+ hour weeks”.
By reinforcing the problems their audience feels in subsequent bullet points, they help paint a vivid picture of their customer’s current situation. By the time they introduce their software as the solution, potential customers will be so desperate to escape the painful situation that’s just been thrown in their faces that they won’t judge Spark Membership’s product on price or features – which helps increase conversions.
What you can take from this example…
- Experiment with questions in headlines: Questions help your audience to say “YES”. This micro-commitment helps your reader to keep saying yes, so when you ask for a consultation, download or purchase, they’re excited to take the next step.
- Show cause and effect: Spark Membership doesn’t just point out that its audience is short on time. They reinforce the consequences of inaction as missing out on time with family. Don’t just point out your audience’s problems, show the implication of inaction.
- Don’t tell people how they feel: The subtle difference between “you feel like” and “it can feel like” is powerful. Making a statement your reader disagrees with will prevent you from earning the micro-commitments that lead to a sale. Even if you’re sure that you know how your audience feels, invite them to agree with you instead of telling them to agree with you.
#10 – Zamil Solanki
Your audience can find help online in plenty of places. From jumping on Google to browsing YouTube videos, there’s no shortage of help. With so much free content online, it’s natural to ask, “If I give away free content and information, why will anyone pay for what I’m selling?”
Zamil Solanki, as an award-winning pharmacist and entrepreneur, understands that offering free content to his target audience can do the OPPOSITE of losing customers.
He builds his authority, creates powerful relationships, and generates qualified leads by giving his expertise away.
Why we love it:
People love free stuff. Chances are you do, too, right?
Free content helps build trust and bolster expertise. By giving away free resources, Zamil positions himself as a thought leader in his industry. This section of his landing page copy aims to generate leads immediately and in the future.
By educating his prospects, he helps people better understand their problems and how he can help them. The more people understand their problems and options, the more qualified they’ll be as leads and the more likely they’ll be to get in touch. After all, once they understand the true extent of their problems, who are they most likely to go to for help? The guy that gave away his knowledge for free!
With a direct call-to-action to finish the section, Zamil is also showing how easy it is to take action with a free strategy session and the real-life impact of getting in touch (“take your healthcare business to the next level” and “help your business thrive”).
That’s how his website copy helps drive conversions now and in the future.
What you can take from this example…
- The power of free: Free content helps to bolster your expertise. Position your free content by explaining the benefits to drive people to take action.
- The power of free (again): Your call-to-action copy is crucial in convincing someone to respond. Including a free strategy call or consultation can help reduce friction and make it easier for customers to put their toe in the water without a full-on commitment.
- Less is more: The most persuasive copy doesn’t have to be the longest. A short and to-the-point paragraph can help you avoid filler or fluff and speak straight to your customers wants and needs.
#11 – Midnight Music
Some of the most persuasive copy won’t come from you but from your customers.
Website visitors are looking for solutions to their problems, but they’re also cautious about who they do business with. Most people have built-in BS detectors ready to go off at a moment’s notice. If your website only talks about yourself, that’s a red flag.
Midnight Music helps integrate music technology into the classroom. They demonstrate that the easiest way to turn down a customer’s BS detector is by not talking about themselves and letting their customers do the talking for them.
Why we love it
Customers love to know what other people are thinking. That’s why 93% of customers read online reviews before buying a product. More than a way to show off their stellar reputation, Midnight Music’s customer testimonials can help land new customers who feel confident because of what other people are doing and saying.
Your customers face hundreds of decisions every day. Knowing how others have reacted helps with their decision-making process. Here, Midnight Music’s testimonials show the faces of real people and include benefits, not just praise for the business.
Testimonials touching on “new confidence”, “learning so much” and “teaching music through a computer” remind people that this business can improve their lives too.
What you can take from this example…
- Add images: Giving your reviews a face helps make them appear more genuine and credible and can help increase conversion rates by building trust with your audience.
- Add at least three reviews: Three is the smallest number required to make a pattern and the human brain processes information through pattern recognition. Experiment with adding testimonials in blocks of three to see the effects for yourself.
- Display your best numbers: Social proof isn’t just what people say, but what you’ve done. Midnight Music has helped 20,000+ teachers over 12+ years so it’s easy for customers to feel like they’re in safe hands. What life-changing numbers can you show off?
#12 – Using Technology Better
Chances are you can spot corporate jargon and buzzwords from a mile off. It doesn’t matter if you’re buying stocks or socks, the most effective copy will speak to you in a way you understand.
That’s also the challenge faced by Using Technology Better (UTB). As a Microsoft, Apple and Google training partner, UTB exists in the tech space which can get very technical.
As in, ‘I’m nodding off in my chair’ technical.
Instead of doubling down and sounding like the smartest guys in the room, UTB goes the opposite way with breezy, conversational copy that cuts right to the heart of their audience’s problems.
Why we love it
Let’s be honest, tech training isn’t at the top of anyone’s ‘Fun List’. It conjures up images of boring presentations and stuffy board rooms – and that’s exactly what UTB’s brand voice plays off.
Describing their service as “engaging, practical tech training”, the use of candid language creates fun, quirky and highly memorable above-the-fold copy. In their words, you’ll avoid “the mind-numbing, snoozefest presentations you’re used to”.
UTB outlines the benefit-driven future you have in store as a customer of theirs (fewer headaches = better productivity and a lot less stress). And by using conversational language they come across as a new breed of service providers in a typically dull industry.
We also have to give honourable mentions to UTB’s social proof. 10k happy organisations help build trust. By adding a personable spin with 100k humans kept sane and 0 boring IT classes, UTB’s copy is seriously eye-catching and memorable.
What you can take from this example…
- Keep it conversational: You don’t need a dictionary to help you get your message across. The most powerful copy can convey your message and your point of difference in simple, to-the-point, and casual language.
- Emphasis action: UTB’s call-to-action isn’t vague. It’s a direct invitation to start training today. Words like ‘today’ and ‘now’ add urgency to your call-to-actions that can help increase clicks.
- Focus on the #1 benefit: Your above-the-fold copy should capture the biggest benefit a customer will achieve. Whether it’s better productivity and less stress like UTB calls out, or a benefit that’s unique to you, make it front and centre.
#13 – Core Matters
Every business owner knows the key to more sales is overcoming objections. You’ll leave plenty of money on the table without acknowledging your ideal customer’s objections and soothing their concerns.
That’s the challenge faced by Core Matters who deliver proven hiring processes that deliver repeatable results. Working in the service industry, the Core Matters team know that their clients’ most valuable asset is time – so that’s exactly where they focus their copywriting.
Why we love it:
Core Matter’s above-the-fold copy is packed full of persuasive copywriting tactics designed to make site visitors feel understood and excited to take the next step towards better in-house recruiting processes.
The #1 goal of this section is to convince people to read on and Core Matters uses multiple copywriting tricks to keep attention and guide people further down the page. From a customer review that builds trust to powerful impact metrics, choosing just one stand-out copywriting feature is tough.
But we have to go with the powerful objection handling on show. Every potential customer has an objection that needs to be overcome before they’ll become a paying customer. For Core Matters, their ideal customer is frustrated using traditional recruiters and staffing agencies that deliver bad candidates, take an age to find good staff or cost money.
Core Matters counters these frustrations with the headline ‘Build a Pipeline Filled with the Right People WITHOUT Using a Staffing Agency or Recruiter’.
In one headline, a potential customer sees the potential frustration, delay and costs all melt away – leaving Core Matters perfectly positioned as a streamlined, fast and affordable solution.
What you can take from this example…
- Counter specific objections: Your customers have objections that could be price, time commitments, results, etc. Immediately counter these concerns to build trust and convince people to keep moving down the page.
- Use first-person CTAs: A tweak as small as changing your call-to-action copy to first-person can help improve conversions. “My Free Masterclass” creates a connection that leads to more clicks compared to “Your Free Masterclass” which is less personal.
- Dive deep into benefits: Your clients might have professional goals, but don’t forget to link these to their personal goals. For Core Matters, their service isn’t just about retaining skilled workers (helps the business) but also about freeing up time (helps the individual).
Let’s sum up what we’ve learned from these copywriting examples in 30 seconds…
Whether you poured through every example word by word or scrolled to the end for the short and sweet version (no judgement here), the takeaway from all these examples is the same – great copywriting isn’t just written… It’s assembled.
If you know how the pieces of the puzzle go together by identifying your audience, unpacking the psychology of your customers, speaking directly to their biggest problems and pain points, and can craft a persuasive story to drive sales, you can sell anything.
And if you don’t have those skills (or the time to learn), then trusting your website copywriting to experts is the easiest way to hand off the job while you focus on running your business.
Remember to bookmark this page as your personal swipe file for ideas and inspiration.
Or, if you’re ready to see what we can do for you, book a free strategy session with a Savvy Copy expert to finally position you and your business in a way that showcases your expertise, attracts your ideal customers, and generates more sales.
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