Huckleberry’s Guide To Writing Website Copy That Converts
This guide will help you format your content to ensure it’s clear, engaging, and easy to navigate.
Need even more help? We developed some downloadable website content outlines for the most common pages to get you started.
Organize Your Content with Headers
Webpages use three styles of headers (titles and subheadings) to break up content and guide readers.
Header 1 (H1)
The main title of the page. It should be clear, concise, and include the most important keyword. There should only be one H1 per page.
Header 2 (H2)
Section headings used to break the page into sections.
Header 3 (H3)
Subsection headings placed below H2 headings to add more detail or flesh out a subtopic within the section.
What Headers Do
The H1 (Main) header will be the largest text on your page. Think of it like the title of a book. There’s only one H1 per page, and it usually appears in the hero section at the top of the page, sometimes known as “above the fold.” The H1 header is often simply the name of your page or post (on interior pages) or the primary value proposition on your home page.
H2 (Section) headers are smaller than H1s and are used to break the page into sections, like chapters in a book. You can use as many H2s as needed on a page.
H2 (Section) headers are smaller than H1s and are used to break the page into sections, like chapters in a book. You can use as many H2s as needed on a page.
How Headers Appear on the Page
Headers can be formatted in different sizes. Typically, the H1 headers are the largest, the H2 headers are the second largest, and so forth.
For example, just the headers without any supporting copy usually look like this:
[H1] Our Services
[H2] Website Design
[H3] Custom Designs
[H3] Responsive Layouts
[H2] SEO Optimization
[H3] Strategy
[H3] Monthly Growth Plans
Organize Your Content with Headers
Writing engaging web copy is all about making your message easy to read and connect with. For maximum impact, focus on clear, simple language, break up text with bullet points, highlight key ideas, and speak directly to your audience.
- Keep sentences short and to the point. Short and direct is better than verbose and meandering. One way to measure readability is the Flesch Reading Ease score.
- Use simple language and avoid technical jargon unless necessary. Define any jargon when used.
- Use bullet points for easy reading and scannability.
- Highlight important information in bold font or callout boxes, which are special sections that emphasize key points.
- Speak directly to your audience. Instead of “We build websites that help businesses grow,” say, “We build websites that help your business grow.”
Include a Call-to-Action
A Call-to-Action (CTA) is a prompt that encourages users to take the next step. Every page should have a clear CTA.
For example:
- Get a Free Quote
- Schedule a Consultation
- Browse Our Products
Focus on Your Customer’s Needs
Effective website copy goes beyond listing features or benefits. Instead of just telling people what you offer, show them how it solves their problem. Keep the focus on your reader and approach each section from your customer’s point
of view.
For example, instead of saying, “We offer fast turnaround times,” try, “Tired of waiting weeks for results? We deliver in days, not months.”
Instead of, “Our software is easy to use, “ try, “No tech skills? No problem. You’ll be up and running in 10 minutes.”
Instead of, “We provide detailed analytics,” try, “See exactly what’s working and where to improve, without spending hours digging through confusing reports.”
Customers want to know what’s in it for them. Make it crystal clear why they should care.
Format Your Text for Easy Readability
- Avoid large blocks of text. They can be overwhelming on a screen.
- Paragraphs should be short (2-3 sentences each). Break up any longer sections into easily scannable chunks.
- Use lists to break up text.
- Include internal links (links to other pages on your site) to help users navigate to more information.
What This Looks Like in Practice
Note: The use of rocketry-related keywords to boost the page’s SEO value.
[H1: Reach New Heights with SkyFire Model Rockets!]
Whether you’re a beginner or a seasoned rocketeer, SkyFire Model Rockets has everything you need to fuel your journey to the sky.
Our expertly crafted model rockets deliver unforgettable launch experiences for hobbyists of all ages.
[H2] Why Choose SkyFire?
Every SkyFire kit is designed to spark curiosity and deliver an unforgettable hands-on experience. With high-quality materials and expert-tested designs, you’ll spend less time troubleshooting and more time exploring the skies.
[H3] Precision-Engineered Rockets for Safe, Reliable Flights
Every SkyFire rocket is rigorously tested to ensure smooth, stable launches and safe recoveries, so you can focus on the fun.
[H3] Kits for All Skill Levels, From First-Time Flyers To Advanced Builders
Whether you’re launching your very first rocket or customizing a high-altitude build, SkyFire offers kits tailored to match your experience and ambitions.
[H3] High-Quality, Durable Materials Designed To Last
Our rockets are made with tough, lightweight materials that can withstand multiple launches, making them a long-lasting addition to your hobby.
[H2] Explore Our Bestsellers
SkyFire’s bestsellers are customer favorites because they combine thrilling performance with easy assembly.
[H3] Skyfire Nova: A Beginner-Friendly Rocket With Colorful Parachutes
Perfect for first-time rocketeers, the Nova offers a quick and easy build with eye-catching parachutes for a safe, colorful descent.
[H3] Comet X: A Mid-Level Kit With Customizable Decals
The Comet X lets you personalize your rocket with custom decals and delivers an exciting balance of height and speed.
[H3] Falcon Pro: Advanced Design for Maximum Altitude and Speed
Designed for experienced enthusiasts, the Falcon Pro pushes the limits with cutting-edge aerodynamics and record-breaking altitude.
[H3] Accessories: Launch Pads, Engines, and More!
Complete your setup with SkyFire’s durable accessories, built to ensure smooth launches and safe recoveries every time.
Callout box
~Jenna T., customer
[CTA] Ready for liftoff?
Web Copy That Converts
By following this simple structure — using clear headers, engaging language, and easy-to-scan formatting — you’ll create web pages that connect with visitors and guide them toward action.
