Let’s get one thing straight, writing web copy isn’t about sounding smart. It’s about making your reader feel seen, understood and like they’ve just found someone who gets it.
If your homepage, landing pages or product descriptions are falling flat, it’s probably not because you need to revamp your brand messaging or add more calls to action. It’s because you are talking like a brand, not a human.
The fix? Know your audience.
Firstly, who is your audience?
Before you dive into crafting copy, it’s important to identify and define your audience. To create content that resonates with them, you need to understand:
- Demographics: What is the age, gender and location of your audience?
- Interests: What are their hobbies, interests and passions?
- Pain points: What problems are they facing that you can solve?
- Goals: How can your offerings help them achieve their goals?
- Online behaviour: Where do they spend their time online? Are they reading long-form articles or are they on particular social platforms?
By understanding who your audience is, you can tailor your content to meet their needs and match their tone.
Speak their language, not yours
Your audience doesn’t care about industry jargon. They care about their world, their goals and their frustrations.
That means your copy should sound like them. Use words they actually use and understand.
By mirroring your audience’s vocabulary and reflecting their voice, you can build trust, and fast.
Tackle pain points like a true problem-solver
Most people will come to your site with a problem they desperately want solved.
As a copywriter, you need to show you understand their problem and then offer a solution. Don’t lead with what your product does. Lead with what problem it solves.
The more clearly you show that you understand their pain, the more likely they are to believe you can help.
This kind of empathy-driven copy isn’t just persuasive, it’s powerful. It builds a connection, and in turn, their trust.
Answer the questions they’re already asking
Guess what people do before they buy something? They Google it.
They ask questions. They look for comparisons. They try to figure out if this thing is really what they need.
If your website doesn’t answer those questions, they will go somewhere else. Probably to your competitor who took the time to write their FAQs or an in-depth guide.
By answering your audience’s real questions, clearly, confidently and with personality, you are not just being helpful. You are also giving search engines more reasons to send traffic your way.
Yes, this is very good for SEO
Let’s talk search engines for a second (but don’t worry, we will keep it human).
When you write copy that matches your audience’s actual language, such as:
- Terms they type into Google, ChatGPT, Instagram, etc.
- Pain points they describe.
- Questions they are desperate to solve.
You will naturally hit on the keywords and phrases that matter.
This kind of copy does double duty:
- It resonates with real people, because it sounds like them.
- It ranks better in search engines, because it aligns with actual search intent.
SEO isn’t just about cramming keywords. It’s about relevance. And relevance starts with knowing who you’re talking to.
Human connection is the ultimate differentiator
In a sea of AI-written content and copy-paste templates, human connection stands out. Your audience doesn’t want more noise. They want to feel like someone is finally speaking directly to them.
That’s the kind of connection that makes people return to your site, engage with your content and buy your products or services.
Don’t be afraid to write like a human. Have a voice. Show personality. Speak with empathy, not ego. Your copy should feel like a conversation, not a corporate announcement.
Claim your expert status without the ego
Want people to trust you? Show them you actually know your stuff. Not by bragging but by being genuinely helpful.
When you use real insights, clear explanations, relevant stats and first-hand experience, you build authority the right way. Your audience doesn’t want a lecture; they want a guide. Someone who understands where they’re coming from and knows how to get them where they want to go.
Google loves content that actually answers people’s questions. When your copy reflects the real words your audience uses, the problems they’re trying to solve, and the questions they’re Googling, you’re not just building trust with humans, you’re ticking the right boxes for search engines too.
Here’s how that works:
- Keyword gold: Using natural, user-driven language leads to organic SEO keywords integrated into your copy.
- Authority boost: Covering topics deeply and helpfully shows expertise, which helps with Google’s E-E-A-T signals (Experience, Expertise, Authority, Trustworthiness).
- Lower bounce rates: When your content speaks to real people in a real way, they stick around longer, which Google sees as a good sign.
You don’t need to shout about how experienced you are, just show it. Share what you know in a way that’s clear, confident and useful.
Don’t write web copy for everyone, write for them
Know who you are talking to. Use their words. Solve their problems. Answer their questions. Make them feel understood. And do it all in a way that sounds like you, not a robot.
That’s how you write web copy that connects, converts and climbs search rankings.
Great copy is about being clear, helpful and real.
Ready to turn your words into real results?
If you’re tired of copy that sounds nice but doesn’t do anything, let’s fix that. Whether you need web copy that actually speaks your audience’s language, SEO content that ranks (without feeling robotic), or a full content strategy that connects the dots, we are here to help.
Let’s create content that doesn’t just fill space, but earns trust, drives traffic and actually converts.