Copy Builds Connection (Because Nobody Bonds with Bullet Points)

Great copy doesn’t just inform—it starts a conversation. It’s like meeting someone at a party who actually listens, rather than waiting for their turn to talk about themselves. Your words should make visitors feel seen, heard, and understood.

Example: Ever bought something from Etsy? Half the time, it’s not the product but the heartfelt description that gets you.

“Handcrafted with love by a small family in Oregon,” makes you want to buy a mug you didn’t know you needed. It’s personal. It’s relatable. And suddenly, you’re thinking, “I need to support this lovely Oregon family.”

Lesson: Write like you’re talking to someone—not pitching to a faceless crowd. People want authenticity, not a jargon-filled sales pitch.

Copy Guides Users (Because Nobody Wants to Feel Like They’re in a Maze)

Good copy acts like a helpful usher at the theater: polite, clear, and always pointing you in the right direction. Without it, visitors are left wandering your site, muttering, “Where’s the ‘Contact Us’ page again?”

Example: Have you ever used a food delivery app like DoorDash? Their copy doesn’t overcomplicate things. “Order now,” “Track your order,” and “Delivered fresh to your door.” Boom. Clear, concise, and hunger-inducing.

Lesson: Every word on your site should guide users toward a goal—whether it’s clicking “Buy Now” or signing up for your newsletter. Keep it simple, actionable, and impossible to miss.

Copy Communicates Value (Because People Don’t Care About Your Product, They Care About What It Does for Them)

Nobody cares about the 37 technical specs of your product. What they care about is how it’ll make their life easier, better, or less chaotic. Great copy translates features into benefits—plain and simple.

Example: Dyson doesn’t just say their vacuum has “advanced cyclone technology.” They tell you it’ll suck up every last crumb, dog hair, and questionable dust bunny lurking in your carpet. The message? “You’ll have the cleanest house on the block without lifting a finger.”

Lesson: Focus on how your product solves a problem or makes life better. Features are details; benefits are what sell.

SEO Copy Brings Visitors (But It Doesn’t Have to Sound Robotic)

SEO is like a dating app profile: you need to put in the right keywords to get noticed, but if it sounds forced or generic, nobody’s swiping right.

Example: Airbnb nails this. Their copy is optimized for search engines but still sounds like a human wrote it. Headlines like, “Find Your Home Away from Home,” hit keywords while making you want to pack your bags.

Lesson: Write for people first, algorithms second. Yes, you need keywords, but they should fit naturally into sentences, not sound like a game of word bingo.

Copy Reflects Your Brand (Because People Remember Personality)

Your website’s copy should be as unique as your brand. Whether you’re casual, professional, or quirky, your tone should feel like a natural extension of what you stand for.

Example: Lush, the cosmetics brand, doesn’t just sell soap—they tell stories. Product names like “Honey I Washed the Kids” and descriptions full of personality make them memorable. They don’t just tell you what’s in their soap—they tell you why it’ll make your skin feel amazing (and smell even better).

Lesson: Consistency is key. If your copy doesn’t match your brand voice, your website will feel disjointed—and people will notice.