What every online business owner needs to know about website copy

I call these “tick-the-box” websites.

They exist because somewhere along the line, a business coach or peer has told you, “ya gotta have a website”.

So you jumped onto SquareSpace, filled in the blanks in a generic template, and now ignore it for the most part.

(Until someone asks for your URL and you send it with 10 pages of disclaimers and updates you wished you had time to make)

I’m just going to say it…

(*Braces for push back)

There’s no more skating by.

Both customers and business owners are becoming more sophisticated and demanding more of themselves and the websites they use to find the people that help them succeed — *ahem* if you offer services or courses, that’s you! 

By now, most people know how passionate I am about UX copywriting.

What is less known is how I got here.

With so many UX folk snapped up by billion-dollar tech firms, I’m excited to share how my journey through the world of UX and copywriting is making a real difference to small business owners (with big dreams).

How it started…

Over a decade ago, I was living what seemed like a dream in Amsterdam, cycling to work at Booking.com. 

It was there I really got to grips with UX writing – learning how to use words and strategy to turn browsers into buyers faster than you could say “holiday”.

All for a website with thousands of pages, multiple apps, social media platforms and newsletters.

I was working with some super smart people and I learned a lot.

After years of false-starts (topic for a different blog post), my career was finally taking off.

Then I hit my first road bump

When I moved back to my home country of Australia in 2015, I knew I’d have my pick of lucrative positions after working for such an industry leader, right?

Wrong!

I really struggled to get a job as a copywriter.

Why?

Because I found that what I had been doing at Booking.com wasn’t what was known as “copywriting” in Australia.

In Australia, it seemed copywriting was mostly thought of as a business talking about how great it was and why you should buy. 

It was ads and campaigns and (at a push) writing SEO articles. 

There was no mention of the user’s experience.

When I walk into an interview I spoke a different language to the people interviewing me. After 6 depressing months, I sighed in relief when I landed an agency gig and set about skilling up in all things conversion copywriting for digital.

(I’m showing my age there. For a long time “marketing” and “digital marketing” were weirdly kept separate.)

Merging UX with copywriting

I knew something eventually had to give. 

I’d seen firsthand how listening to people and taking their feedback on board could result in major ROI. (Forrester has proven this to be as high as 9,900% source)

Yet, I wasn’t like most UX folks who didn’t think “copywriting” had anything to offer.

And copywriting folks wrote off “User Experience” as something for tech start ups.

I was stuck in a confusing no-man’s-land in the middle.

To me UX and copywriting weren’t worlds apart. They both aim to engage and convert the website visitor, right? 

So, when I started my own business I set out to merge the best of both worlds.

My breakthrough moment

The real test came for my fledgling business when I tackled a website project with 150 pages.

This was more than just writing; it was about structuring information in a way that made sense to multiple audiences trying to achieve different objectives.

It was my job to guide them smoothly from one point to the next. 

This project wasn’t just about delivering content; it was about crafting an experience.

The approach worked. 

Not only was the website launched with great success. 

But the process I used was celebrated by the team for how easy it was to generate and organise the content.

Real results from a user-first approach

Obviously not all my clients have 150-page monster sites. Most are course creators and services providers—like you!

They’ve seen big wins too.

Let’s talk about Ian from Cyber Pro, who saw his leads multiply after I applied these principles for his new website. 

Or Lindy Alexander, who saw a 50% conversion-rate spike with just one minor microcopy tweak.

While I love working as part of a big team, there’s nothing closer to my heart than sharing what I’ve learned with service providers and course creators.

Because this isn’t business. It’s your life

I know because I’m right there in the trenches with you. 

Just this year, I launched my new website using my proven process and saw immediate results –

Last week, someone found my site on Google, bought all available offerings, and write to me to tell me they would join my upcoming group coaching program. 

All this happened while I was asleep!

I’ve seen firsthand how a website, thoughtfully designed with the user experience in mind, can transform your business presence and the way potential clients see you.

YOU’RE the reason I’m not working in a UX team for a big tech company.

You may not have the same budget, but you deserve a website that does your hard work justice.

So, there you have it 

My philosophy isn’t just about sounding clever or following trends… that’s a hit-and-miss approach at best.

It’s about understanding your people, writing copy that attracts, guides and engages, and ultimately, transforming your website into a tool that works tirelessly for your business.

If that sounds like something that could pour rocket fuel on your business growth in 2024? Well, make sure you get on the list for The UX Factor.

I’ve got a BIG reveal coming your way. 

I can’t say much right now, but it involves a free 1:1 homepage copy review… eeeeek I can’t wait for the success stories to come rolling in. I’m hoping you’ll be one of them!