How to Write Better Website Copy

Here's what I see all the time: a Dubuque business owner invests thousands in a beautiful website, gets the design perfect, and then fills it with words that don't actually convince anyone to do anything. It's like building a gorgeous storefront and then putting up confusing signs that make people walk away scratching their heads.

Why Your Website Copy Matters More Than You Think

Let me be honest with you: nobody visits your website to admire your clever wordplay or appreciate your extensive vocabulary. They show up with a problem, and they want to know—quickly—if you can solve it.

Your website copy is doing one of two things right now: it's either building trust and guiding people toward working with you, or it's creating confusion and sending them to your competitor's website. There's really no middle ground.

The businesses I work with in Dubuque that get this right? They're converting 5-10% of their website visitors into leads or customers. The ones who get it wrong are lucky to convert 1%. When you're paying for traffic through Google Ads or working hard on SEO, that difference is massive.

Clarity Over Cleverness (Always)

I've seen too many websites try to be clever, creative, or "on-brand" at the expense of being clear. Here's the test: if someone lands on your homepage and can't figure out what you do within 5 seconds, you've already lost them.

Bad Example vs. Good Example

Bad: "We craft digital experiences that transcend traditional boundaries and leverage cutting-edge methodologies to amplify your brand's voice in the digital ecosystem."

What does that even mean? I have no idea what this company does, and I write website copy for a living.

Good: "We design and build custom websites for Dubuque small businesses. Your website will be fast, mobile-friendly, and actually bring in customers."

See the difference? The second version tells you exactly what they do, who they help, and what benefit you get. No confusion. No need to decode marketing jargon.

The Donald Miller Test

Donald Miller, who wrote "Building a StoryBrand," has a great rule: if you confuse, you lose. Your grandmother should be able to read your homepage and explain what you do. If she can't, rewrite it.

Write Like You're Talking to One Person

Stop writing "we" and "our clients" and start writing "you" and "your business." This simple shift makes your copy feel like a conversation instead of a corporate press release.

Before and After

Before: "Our team provides comprehensive digital marketing solutions to help businesses achieve their growth objectives through data-driven strategies."

After: "You want more customers. We'll use proven digital marketing strategies to help you get them. No fluff, no wasted budget."

Which one would make you more likely to keep reading? The second one, right? That's because it's talking to you about your problem.

Headlines That Actually Work

Your headline is the make-or-break moment. If your main headline doesn't grab attention and communicate value, nothing else matters because people won't stick around to read it.

What Makes a Good Headline?

A strong headline answers three questions:

• What do you offer? (Be specific)
• Who is it for? (Your target customer)
• What's the benefit? (What changes for them?)

Weak headline: "Welcome to Dubuque Accounting Services"
This tells me nothing except your business name and location. It's a wasted opportunity.

Strong headline: "Small Business Accounting That Saves You Time and Money"
Now I know who you help (small businesses), what you do (accounting), and why I should care (save time and money).

Real Dubuque Business Examples

Let's say you run a landscaping company. Which headline is going to convert better?

Option A: "Professional Landscaping Services"
Option B: "Your Yard Should Be Your Favorite Place to Relax"

Option B sells the outcome, the feeling, the benefit. Option A just describes what you do—which is important, but not compelling by itself.

Calls-to-Action That Convert

A call-to-action (CTA) is where you tell people what to do next. "Contact Us" and "Learn More" are not strong CTAs. They're vague, uninspiring, and they don't tell me what happens when I click.

Make Your CTAs Specific and Valuable

Instead of generic phrases, use CTAs that describe the specific action and value:

• Instead of: "Contact Us" → Use: "Get Your Free Website Audit"
• Instead of: "Learn More" → Use: "See How We Helped Local Businesses Grow"
• Instead of: "Sign Up" → Use: "Get Our SEO Checklist (Free)"
• Instead of: "Submit" → Use: "Send My Free Quote"

Notice how the stronger CTAs tell you exactly what you're getting and remove risk (free, case studies, resources). That reduces friction and increases conversions.

Use Action Words

Your brain responds to action words. Compare these:

"Information Request Form" vs. "Get Your Custom Plan"
"Newsletter Signup" vs. "Get Weekly Marketing Tips"

The second versions in each case are more compelling because they describe the action and the benefit.

Avoiding Jargon and Corporate Speak

This is a big one. I can't tell you how many websites I've seen that sound like they were written by a committee of executives trying to sound "professional." The result? Copy that nobody actually wants to read.

The Jargon Red Flag Test

If you're using any of these phrases, delete them immediately:

• "Leverage synergies"
• "Best-in-class solutions"
• "Paradigm shift"
• "Strategic alignment"
• "Cutting-edge innovation"
• "Value-added services"
• "Holistic approach"
• "Robust platform"

These phrases don't mean anything to real people. They're filler words that make you sound like every other corporate website. Want to stand out? Sound like a human being.

The "Would You Actually Say This?" Test

Here's a simple way to know if your copy is too corporate: read it out loud. If you wouldn't say it to a customer sitting across from you at a coffee shop on Washington Street, don't put it on your website.

Corporate jargon: "We facilitate end-to-end digital transformation initiatives."
Human language: "We help you move your business online and start selling more."

Focus on Benefits, Not Features

This is probably the single biggest mistake I see on Dubuque business websites. You're listing features when your customers care about benefits.

Features vs. Benefits

A feature is what something is. A benefit is what it does for the customer.

Feature: "Our websites use Next.js framework"
Benefit: "Your website loads in under 2 seconds, so customers don't leave before it loads"

Feature: "24/7 customer support"
Benefit: "Get help whenever you need it—even if your website breaks at 2 AM"

Feature: "Mobile-responsive design"
Benefit: "Your website looks perfect on every device, so you never lose a mobile customer"

See the pattern? The benefit answers the customer's unspoken question: "So what? Why should I care?"

Common Website Copy Mistakes Dubuque Businesses Make

Let me walk you through the mistakes I see most often when working with local businesses:

Mistake #1: Talking About Yourself Too Much

Your About page can talk about your story, but your homepage needs to focus on your customer's problems and how you solve them. Count how many times you say "we" vs. "you" on your homepage. If "we" wins, rewrite it.

Mistake #2: Assuming People Know What You Do

You live and breathe your business every day, so it's obvious to you what you offer. But visitors show up with zero context. Be explicit. Don't make them guess.

Mistake #3: Too Much Text Without Structure

Big walls of text scare people away. Use short paragraphs (like I'm doing here), headings, bullet points, and white space. Make it easy to scan and find information quickly.

Mistake #4: No Clear Next Step

Every page on your website should guide people toward a specific action. If someone reads your service page and thinks "okay, cool" but doesn't know what to do next, you've failed. Tell them: "Ready to get started? Book a free consultation."

Mistake #5: Ignoring Local Context

If you serve Dubuque, Galena, or Platteville, mention it! Local businesses have an advantage over national companies—you understand your local market. Use that. Talk about Iowa weather in your landscaping copy. Mention Dubuque neighborhoods. Reference local challenges your customers face.

Writing for Both Humans and Search Engines

Here's the good news: in 2025, writing for humans and writing for Google are basically the same thing. Google's AI has gotten smart enough to recognize helpful, natural content. If you write genuinely useful copy that answers questions and solves problems, it'll rank well.

Keywords, But Make It Natural

Yes, you should include relevant keywords like "Dubuque web design" or "Iowa SEO services." But don't force it. Don't write sentences like "At our Dubuque web design company, we provide Dubuque web design services for Dubuque businesses looking for web design in Dubuque."

That's called keyword stuffing, and it makes you look ridiculous while also hurting your SEO. Instead, write naturally and include your keywords in strategic places:

• Your main headline
• Subheadings (H2s and H3s)
• First paragraph
• Image alt text
• Meta description

Answer Real Questions

Think about what questions your customers ask you all the time. Write copy that answers those questions directly. This helps with SEO (Google loves content that answers specific queries) and helps your customers find what they need.

The Website Copy Checklist

Before you publish any page on your website, run through this checklist:

• Clarity: Can someone understand what you do and why it matters in 5 seconds?
• Customer focus: Are you talking about their problems and benefits, not just your features?
• Action: Is there a clear, specific next step?
• Simplicity: Can a 7th grader understand it? (Seriously, that's the reading level you should aim for)
• Scannability: Can someone skim the page and still get the main points?
• Authenticity: Does it sound like a real person wrote it, or a corporate robot?
• Local relevance: Does it connect with your specific geographic market?

Real Examples from Dubuque Businesses

I've worked with local businesses to transform their website copy, and the results speak for themselves. One HVAC company went from "Premier Heating and Cooling Solutions" to "Your Furnace Broke? We'll Fix It Today." Their service call requests increased by 40%.

A local accounting firm changed their headline from "Certified Public Accountants Serving Dubuque Since 1995" to "Small Business Taxes Done Right (So You Can Focus on What You Do Best)." Website conversions went up 3x.

The lesson? Simple, clear, benefit-focused copy outperforms clever, corporate, feature-focused copy every single time.

When to Rewrite Your Website Copy

You should consider rewriting your website copy if:

• People tell you they're confused about what you do
• You're getting traffic but not conversions
• Your copy was written more than 3 years ago
• It sounds nothing like how you actually talk to customers
• You've read this article and cringed at your own website

Getting Help with Website Copy

Look, I get it—writing isn't everyone's strength, and you'd rather spend time running your business than agonizing over every word on your website. That's completely fair.

When we build websites for Dubuque businesses, copywriting is included. We'll interview you about your business, figure out who your ideal customers are, understand what problems you solve, and write copy that converts. It's one of the reasons our websites don't just look good—they actually bring in customers.

If your website copy is holding you back from getting more leads, let's fix it. Book a free strategy call, and we'll take a look at what you've got and give you honest feedback on what needs to change. No pressure, no obligation—just real advice from someone who's written copy for hundreds of local businesses.