How to Write Website Copy That Converts: Tips for Small Business Owners

Your website is more than a digital brochure, it’s a 24/7 sales tool. But if your website copy isn’t doing the heavy lifting, you could be missing out on serious growth opportunities.

At 97Display, we specialize in lead generation for small businesses, so we know that compelling website copy is one of the biggest drivers of conversion. Great design gets attention—but it’s your words that move people to act. Let’s break down how to write website copy that not only tells your story but turns visitors into leads.

Why Copywriting Matters More Than You Think

You might assume that visitors make decisions based on visuals alone, but studies show otherwise. According to the Nielsen Norman Group, users typically read only 20–28% of the words on a web page—but those words can make or break a conversion when done right.

Good copy builds trust, answers questions, and guides people to take the next step. Whether you’re booking free trials, scheduling consultations, or selling a service, strong messaging is key to improving your online presence and generating consistent leads.

Tip 1: Know Your Audience (and Speak Their Language)

Before you write a single word, think about your ideal customer. What are their biggest challenges? What words or phrases do they use when searching for a solution? Your copy should reflect their mindset—not your internal company jargon.

For example, instead of saying “integrated service-based CMS platform,” say “all-in-one website and lead generation tool for local businesses.”

Tip 2: Lead With Benefits, Not Features

It’s tempting to list every feature of your service, but your visitors want to know one thing: “What’s in it for me?”

Turn features into benefits by showing the outcome.

• Instead of: “AI-powered lead tracking system”
• Say: “Never lose another lead with real-time AI notifications and automated follow-up.”

This shift in focus is especially powerful for small business lead generation, where clarity and confidence lead to clicks.

Tip 3: Use Clear Calls to Action (CTAs)

Every page on your website should have one clear goal—whether it’s scheduling a demo, filling out a contact form, or signing up for a newsletter.

Strong CTAs are:

• Action-oriented: “Book Your Free Demo”
• Value-driven: “Get My Custom SEO Audit”
• Visible: Placed above the fold and at the end of the page

Check out the CTAs across 97Display’s website to see this in action—they’re clear, benefit-driven, and easy to act on.

Ready to implement more effective CTAs on your website? Tap below for a Free Audit to find opportunities to boost conversions.

Tip 4: Build for SEO and Humans

It’s not enough to write for Google. Your copy also needs to connect with real people.

Here’s how to strike a balance:

• Include relevant keywords like “lead generation for small businesses” and “improve your online presence” naturally in headlines and subheaders
• Break up long text with short paragraphs and bullet points
• Optimize each page for a specific goal or search intent

According to Backlinko, SEO copy that ranks well typically emphasizes readability, relevance, and user engagement—not just keyword density. Google’s algorithm favors helpful, user-first content, which means writing with clarity and intent matters more than ever.

Want to improve your site rankings while boosting conversion? Our HyperLocal SEO tools can help.

Final Thoughts: Copy Converts When It Connects

Writing website copy that converts isn’t about being clever—it’s about being clear, relevant, and focused on results. Start with your audience’s pain points, deliver value in plain language, and always guide them to the next step.

At 97Display, we help small businesses build websites that aren’t just beautiful—they’re built to grow. From AI-powered lead automation to smart content strategies, we give you the tools to dominate your digital space.