How to Write Website Copy That Converts: A Step-by-Step Guide for 2025

Last week, I was auditing a B2B website for a revamp. The design was on point, but the copy? Totally missed the mark.

It looked just like any cookie-cutter template you can download online. Headlines were aspirational and meant nothing to the target audience. And worse? They were addressing the wrong ICP.

So why did this happen? Or how can you stop it from happening?

Here’s everything you need to know about writing high-converting website copy, including:

• What it is and why it matters
  
• Its key components
  
• A 6-step process for high-converting copy
  
• Ready-to-use templates for B2B webpages
  
• 3 copywriting tips for the best results

What is website copy?

Website copy is the written content on your website that informs visitors about your product/service while compelling them to take a desired action. The desired actions for B2B buyers usually include signing up for a demo or free trial, downloading a resource, registering for a webinar, sharing their details, or making a purchase.

What are the major components of a website copy?

A high-converting B2B website copy includes 8 major components:

1. Headlines

Headlines are eye-catching texts that persuade potential buyers to keep reading. It should communicate what your product does to your target audience in simple words.

Example

2. Subheaders

Subheaders are supporting statements to headlines that help buyers easily grasp the core message.

Example

3. Body Copy

Body copy is where you deep-dive into your offering, covering everything from pain points and features to benefits and outcomes.

Example

4. Value Proposition‍

Value proposition statement explains the ‘What’s In It For Me’ (WIIFT) to your target audience.

Example

5. Transformational Cues

Transformational cues are a type of conversion cue that highlights the transformation or change your product brings.

Example

6. Social Proof

Social proof in the form of trust badges, testimonials and logos gives potential buyers enough confidence to jump on the bandwagon.

Example

7. Call to actions

Call to actions, when placed at strategic locations, are what drive buyers to take the desired action.

Example

8. Microcopy

Microcopy refers to short texts that guide users through a website, giving them a seamless user experience.

Example

Why do you need a high-converting website copy?

Short answer? Because a website is the most important touchpoint for your buyers. They look at your website to figure out whether they should keep reading, trust you or even buy from you. 

Studies report that they read headlines and skim through the website copy to determine this. For them, weak copy, poor grammar and spelling errors are solid reasons to stay away from a brand.

On top of that, a high-converting website copy:

• Makes your product memorable: When your website copy speaks the language of your target audience, it strikes a chord with them. This helps solidify your brand identity and make your product unforgettable.

• Boosts conversions: Only great copy can inform buyers about your product and persuade them to trial, demo or sign up for it. In other words, when the copy clicks, buyers take the right action without any hesitation.

• Complements your web design: A great web design catches eyes, but only the right words have the power to turn casual visitors into buyers. It is the copy that convinces and guides buyers towards action.

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6-step process to write high-converting website copy

Here are the 6 steps you should follow to write high-converting copy for B2B websites:

1. Know your audience

You need to know your ICPs inside out to speak to them in their own language. And to truly find the voice of your customers, you should look beyond their demographics, interview them and collect intel about the:

• Triggers that made them look for a solution
• Pain points they are looking to solve
• Objections that stop them from putting pen to paper
• Wow factors that made them choose you over your competitors
• Direct outcomes your product helped them achieve
• Secondary outcomes that came as part of the package
• Stakeholders involved in the decision-making process
• Language they used to explain the impact the product makes in their daily workflow

2. Map out your customer’s journey

Once you define your ICP profiles, it is time to map out their customer journeys to understand when and where they interact with your brand. Each persona prefers different routes, from websites and blogs to pricing and demo request pages, as they move from awareness to decision making.

Skipping this step can result in a disconnect between buyer expectations and your offer. A classic example is using a headline like ‘[Product] for [Personas]’ on the homepage when multiple ICPs are involved.

Another example is writing website copy for decision-makers instead of end users. Decision-makers often rely on end users to champion a product rather than evaluating it themselves.

Here’s a good customer journey mapping template from HubSpot to start with:

3. Define your brand personality

Your brand personality is a sum total of your brand archetype and brand voice. Brand archetype determines ‘who you are’ and the brand voice decides ‘how you talk’. A unique brand personality resonates with your mission and audience while setting you apart from your competitors.

To build this personality, start by choosing an archetype from the 12 Jungian archetypes that best aligns with your brand and audience. 

These 12 archetypes, each representing a universal character trait, include: the caregiver, the creator, the everybody, the explorer, the hero, the innocent, the jester, the lover, the magician, the rebel, the sage, and the sovereign.

Next, pick a brand voice: playful, authoritative, conversational, motivational, bold, empathetic and casual, and create a brand voice style guide. Include dos and don’ts, examples and a list of words and phrases that can be used across your copy. 

Here’s an example of dos and don’ts from a brand voice guide:

Source: Shopify

4. Figure out your value proposition

A value proposition statement communicates two things: the results your product delivers and what sets you apart from competitors. And it can differ across primary, prospect, product, and process levels.

Example

Here’s how Storylane’s value proposition differs across multiple web pages:

One of the easiest ways to define your value proposition after understanding your audience and product is through competitor analysis. This helps uncover gaps in competitors’ messaging and craft a unique, compelling value proposition.

5. Identify the goal of the website copy

The desired action from your buyers varies across different webpages. For example, homepage copy aims to build credibility and guide users to product pages, while demo request page copy focuses on getting buyers to book a demo.

Uncovering the ‘why’ behind each web page helps you:

• Map out messaging hierarchy: Figure out the key information buyers are looking for on each page and add it in order of relevance.

• Finalize call-to-action placements: Find appropriate CTAs for each page and add them at strategic locations, including above the fold and after key sections.

• Tailor copy for intent: Review each page’s goal and write a copy that matches the buyer’s intent. For example, use the homepage to educate, product pages to persuade, and conversion pages to prompt action. This ensures users are guided smoothly toward the desired outcome.

6. Write, test, refine, repeat

Use all the insights from steps 1–5 to write your first draft. Include relevant keywords to make your copy SEO-optimized.

But don’t stop there, test it out: A/B test variations of headlines, CTAs, conversion cues, and layouts to identify the best-performing options. Refine and tweak your messaging if it doesn’t hit the mark.

Repeat these steps whenever conversions drop, a new feature or product is added, or your brand evolves.

3 ready-to-use B2B webpage templates to boost conversions

1. B2B Product Page Template

Sections to include:

1. Hero section: Use the headline + subheading to explain what your product does for your target audience. Add a logo slider or trust badge for social proof, and end with a call to action.

2. Feature clusters: Add feature clusters to quickly answer the “Do I need this?” question. Highlight outcomes and value upfront.

3. Persona-based use cases: Segue into use cases so different audience segments can pick their own journey.

4. Conversion cues across the page: Add logos, testimonials, trust badges (social proof), and value snapshots (before–after, with vs. without) to nudge buyers toward action.

Example: Storylane’s product page

2. B2B pricing page

Sections to include:

• ‍Value-driven hero section: Use the headline + subheading to answer the “What am I looking at and why should I care?” question.‍
• Pricing table: Let buyers toggle between annual/monthly plans (show annual by default). Under each tier, include the price, key features, and a CTA like “Start Free Trial” or “Buy Now.”‍
• Feature-comparison table: Compare features included in each tier to give buyers a clear idea of what they’re getting.‍
• Interactive estimator (optional): Add an estimator if pricing is usage-based to help buyers model their cost.‍
• Social proof: Add logo sliders, trust badges, and testimonials that highlight functional and quantifiable benefits.‍
• FAQs: Use this section to address common objections related to pricing.

Example: Coda.io’s pricing page

3. B2B demo request page

Sections to include:

1. Result-driven headline: Highlight the key reason customers choose you. Use numbers to increase impact.

2. Benefit-driven subheadline: Add functional and quantifiable benefits to support the claims made in the headline.

3. Social proof: Use testimonials and customer logos to reinforce the impact your product delivers.

4. Demo request form: Keep form fields under five and ask only for essential details to reduce friction.

Example: ThunderClap’s demo request page

3 things to keep in mind while writing website copy

Knowing your audience doesn’t automatically result in great copy. These days, a lot of brands make a conscious effort to ‘know your audience,’ but only a few successfully communicate their offering in a language the audience understands. 

“Somewhere between the positioning decks, one-pagers, product launches, copy variations, the meaning gets lost”, says Diane Wiredu, messaging strategist and founder of Lion Words.

So, how can you ensure your messaging doesn’t get lost in translation?

Meet your target audience at their awareness level

Your audience’s awareness level (problem, solution or product aware) is linked to your product category and their market familiarity. Find this early on and write for those belonging to that ‘specific awareness level’.

Example

Asana, a project management tool, caters to a solution-aware audience who wants to know how it stacks against competitors. 

Here, the copy and the CTA focus more on ‘solving the problem’ rather than the product.

Slack, a popular collaboration tool, on the other hand, caters to a product-aware audience who is curious to uncover the ‘What’s In It For Me’s (WIIFT).

Here, the focus is on the product and the difference it makes.

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Don’t always jump to the ‘how’ before ‘what’

This is the quickest way to make buyers bounce unless you are category leaders or catering to a product-aware audience. When you delve deep into the product features with screenshots and visuals, you overwhelm problem-aware or solution-aware buyers.

Instead, follow a logical hierarchy, starting from the what and why before explaining the how part. In other words, talking to pain points before offering a solution helps them feel more seen and heard.

Example

Pipedrive’s homepage is an excellent example of the ‘what → why → how’ logical flow. The hero section states what the product does, testimonials paired with benefits explain the why, and the final detailed features section focuses on the how. It also addresses two audience segments, solution-aware users (who have used CRMs) and product-aware users (who haven’t), educating each without overwhelming or boring them.

Not all benefits matter to your audience

Not every benefit makes your audience tick. Focusing on the wrong ones either turns into a boastful list of bells and whistles or the clichéd ‘time-money-effort saving’ white noise.

You can avoid this by using what Diane Wiredu calls the Goldilocks Rule. According to her the trick is to “find your sweet spot between technical jargon and generic fluff — where your message is specific enough to be relatable, but broad enough to connect to a tangible outcome your buyers care about.”

Example

Here’s an example from Wiredu’s LinkedIn post, where she explains the concept using the time-tracking software brand Toggl. 

Notice how the messaging gets either jargony or vague as we move along the specificity spectrum. This means the key is to tap into the sweet spot between primary and secondary benefits, showing what your product does without listing features.

At ThunderClap, we use the CERTTN audit (Clarity, Explain, Resonate, Tie, Trust, Next Step) to ensure we put these principles into action. Asking these questions helps us spot messaging gaps costing conversions.

Final Thoughts: Can you use AI for website copywriting?

With AI reducing business operational costs by 30% and efficiency by 40%, there’s no reason to keep AI at bay. In fact, a recent study by Superside shows that using AI in copywriting delivers 30–40% efficiency gains.

But, if you plan to use it as a replacement for website copywriters, think twice. Doing this results in boilerplate website copy that may look good but fails to connect with buyers.

Wiredu’s recent experiment on using AI to write a B2B SaaS homepage captures this plight accurately. The copy she generates looks like actual B2B copy but is filled with generic, and lofty sections that are just placeholders.

However, the results are quite promising when you use AI as an ally while copywriting. The best use case to explain this would be how we use AI at ThunderClap for website copywriting. We integrate it into our workflow to automate repetitive tasks in the research, ideation and testing phase, so our copywriters can do what they do best - write compelling copy.

Want to know more about ThunderClap’s copywriting approach and the results we’ve delivered? Book a call with us today!

FAQs

1. What are the steps to write high-converting website copy?

Here are the steps you should follow to create high-converting website copy:

• Create ICP profiles and know their triggers, pains, results, and values.
• Map out their customer journey to ensure the website copy resonates with them.
• Finalize your brand personality by identifying your brand voice and archetype.
• Figure out your value proposition to stand out from competitors.
• Identify the goal of the webpage and ensure the copy aligns with this goal.
• Write, test, refine, and repeat for high conversions.

2. How to write copy for a service page?

Here are the steps to write copy for a service page:

• ‍Value-driven hero section: Headline + subheadline + supporting visuals to convey the key value prop.‍
• Challenges section: Use this section to create a rapport with your audience by listing their pain points.‍
• Solutions section: List specific benefits to showcase your service as the answer to all their pain points.‍
• Social proof: Add necessary social proof in the form of testimonials, logos, and trust badges.‍
• Compelling CTAs: Add CTAs at strategic locations to drive conversions.

3. How to write copy for a homepage?

Here are the steps to write copy for a homepage:

• Value-driven hero section: Highlight the primary value proposition here. Add some social proof and CTA.
• Feature-cluster blurbs: Introduce the main feature clusters here. Use this real estate to drive buyers to respective product pages.
• Social proof: Add detailed testimonials and case studies that highlight functional and quantifiable benefits.
• Final CTA: Rehash the primary value proposition here as well.