10 Copy Tweaks You Can Make to Your Website
Let's be honest. When you built your website, you were probably juggling a dozen other things. You wrote something, hit publish, and moved on. But your website is out there representing you 24/7, and if the words aren't working, you could be quietly losing people who were ‘this’ close to reaching out.
The good news? You don't need to overhaul everything. Here are 10 tweaks you can make today.
1. Lead your homepage headline with the outcome.
"Welcome to Smith's Landscaping" answers nothing. "A yard you'll actually want to spend time in, without the weekend work" answers everything. Lead with the transformation you deliver, not your business name or category.
Try this: Ask what your ideal customer's life looks like after working with you. Start there.
2. Replace “submit” and “click here” with action-driven button text.
Your CTA button is a micro-promise. "Book Your Free Consultation" or "Get My Custom Quote" are far more compelling than "Learn More" because they tell visitors exactly what happens next.
Try this: Rewrite every button to start with a verb and describe what the visitor receives when they click.
3. Make your about page about your customer, too.
People visit your About page wanting to know who you are, but are also likely asking, "What does this mean for me?" Share your "why," but connect it to the problem you solve. Your story becomes far more powerful when your reader sees themselves in it.
Try this: After your origin story, add: "Which is exactly why I built this for people like you."
4. Pull your best testimonial into your site’s core content.
Testimonials buried at the bottom of a page do a fraction of the work they could be doing. Find one sentence from a real customer that speaks directly to the result you deliver, and move it front and center, near your offer or right under your CTA.
Try this: Search your reviews for the word "finally." Those before-and-after moments convert beautifully.
5. Cut every “we are proud to offer…”
"We are proud to offer," "We strive to provide," "We are committed to excellence" — these say nothing and quietly signal that you're working from a script. Every sentence should earn its place. If it isn't useful, specific, or resonant, cut it.
Try this: Search "we are" across your site. For every result, ask: can I cut this, or rewrite it to be specific and real?
6. Rename your navigation to speak to your customer’s language.
Your navigation should reflect how your customer thinks, not how you think about your own business. "Meet the Team" feels warmer than "About." "Our Work" is more inviting than "Portfolio." Small shifts can equal some real impact.
Try this: Read your nav out loud as a first-time visitor. Adjust anything that sounds corporate or confusing.
7. Address your visitor’s biggest hesitation directly.
Every potential customer arrives with something they’re worrying about: price, fit, or whether it'll actually work. One honest sentence near your CTA can dissolve that hesitation. Something like: "No long contracts, no confusing jargon, just clear work that gets results."
Try this: Think of the most common reason someone has said "not right now." Write one sentence that addresses it near your main offer.
8. Mention your location early and often.
If you serve local customers, say so early. "We're a Houston-based studio serving small businesses across Texas" is immediately reassuring to someone searching nearby, and as an added bonus, it signals relevance to search engines too.
Try this: If your city isn't in your hero section or intro paragraph, work it in naturally within the first two sentences.
9. End every page with a clear next step.
So many pages just... stop. Every page should close with intention. Invite visitors to explore your services, read a related post, or get in touch. Every page should move people forward in their relationship with you.
Try this: Scroll to the bottom of your top 3 pages. Is there a clear next step? If not, add one.
10. Write a bio that actually sounds like you.
People buy from people. Swap "Jane Smith is a certified consultant with 12 years of experience" for "I started this because I was tired of watching small business owners get handed solutions that didn't fit them." Specific, warm, and real beats polished and generic every time.
Try this: Rewrite your bio in first person and end with who, specifically, you love to help.
Good Tweaks Are a Start. Great Content Is a Strategy.
Even two or three of these changes can cause a big shift in how visitors experience your site. But there's a ceiling to what self-editing can accomplish. When you're too close to your own business, it's hard to see the blind spots: the value you're underselling, the hesitations you're not addressing, the story you haven't quite found the words for yet. That's not a knock on you. It's just the nature of being too close to your own work.
A professional copywriting and creative team brings fresh eyes, deep strategy, and the kind of intentional storytelling that makes your ideal customer feel like your website was written specifically for them. Here at Lyons Creative, that's exactly what we do.
We are a nimble creative agency here to help small businesses show up online with branding, copy, strategy and design that actually reflects how good they are. When you're ready to go beyond tweaks and build something you're genuinely proud of, we'd love to talk.
Written by Kourtney Borman