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What to Do Before You Start Writing Your Website Copy | Write Your Site Series: Part One


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This is part one of my Write Your Site Series: A 6-part guide to writing your core website pages (Home, About, Services, and Contact), followed by a step-by-step checklist to launching and marketing your new site.

Your website is the single most important marketing tool for your business. But far too often, building, launching, and then marketing a website feels too overwhelming to begin.

So the task gets pushed back…

And pushed back…

Before you know it, you’re losing out on potential income that could’ve come from having a home on the internet.

Not anymore. Consider this your guide to getting your website written, built, and launched so you can start driving traffic to what you have to offer.

Step 1. Define the Purpose of Your Website

Have you ever opened a fresh Google Doc, filled with confidence that you’re ready to write up whatever grand idea popped into your head, and suddenly found yourself completely overwhelmed by the vast white abyss of the page? *gulp*

Damn that blinking cursor.

You’ve probably been there. Because hasn’t everyone?

Especially when it comes to writing copy for a beast of a project like a website. Because websites usually include a LOT of copy.

But here’s the thing: I NEVER begin a website project by diving straight into the writing portion.

If you do, trust me—you aren’t doing yourself any favors.

Instead, the first phase should be the one where you make a whole bunch of decisions about how you want your website to function for you.

If you get clear on your website’s purpose and your vision for your brand BEFORE you try to write your copy, that paralyzing thought of What the heck do I want to say? won’t even cross your mind when it’s time to type.

No matter what industry you’re in, every website has the basic goal of converting visitors into clients or customers by helping them get to know you better.

To write copy that helps them do just that, here’s what you need to know first:

  • Who you are, what you do, who you do it for, and why (Start with this simple prompt: “I’m a [your title] who helps [your ideal client or niche] [solve this thing they’re struggling with] so they can [experience this win].” Here’s an example of this in use: “I’m an interior designer who helps restaurant owners set the mood in their space, so they can dazzle guests with the ambiance as much as they do the menu.”)
  • What products &/or services you offer (Simply, what do you sell?)
  • What’s your process (Think: how do I tangibly deliver those products &/or services?)
  • Who is your ideal client/customer and how you can relate to them (Knowing what your target audience is currently struggling with will help you show them that you understand their current problem(s) and can solve it for them, which takes you from being another one to THE one for them.)
  • What questions your reader might have before working with you (The goal is to answer these questions across your website to eliminate some of the back-and-forth before they decide you’re who they need to hire. You want to position yourself as a no-brainer to book.)
  • What you want them to do next (Book a free consultation, fill out your inquiry form, subscribe to your newsletter, get on a waitlist, join your course/group program, etc.)
  • How you’ll market your business (This will determine whether you need to account for additional pages like a blog or whether you need to create a lead magnet to get people to join your email list.)

Step 2. Choose Your Website Builder

There are several website builders that will help you get a beautiful website, but none compare to Showit.

With Showit, you’re not just getting a pretty website. You’re getting a strategic one, too.

It puts you 100% in control of your website at all times.

It’s drag-and-drop so literally anyone can use it.

It effortlessly optimizes your site for search.

And the customer service team is made up of actual humans who are enjoyable to talk to (and ridiculously quick to respond).

I could compare and contrast Showit with other website builders, but truthfully, I believe there’s no competition. Save yourself the headache and just choose Showit.


Step 3. Weigh Your Design Options

It’s critical to think about copy and design in tandem.

If you already have a designer, give them a heads up that you’re working on your copy so you’re on their calendar when you’re ready to hand things off.

If you still need a designer, consider Showit website templates.

I only ever recommend two Showit template shops:

Northfolk and Tonic Site Shop.

Their website templates are beautiful, built to convert, and jam-packed with strategy so you quite literally only need to fill in the blanks with your copy, input your design settings, and hit ‘Publish’ to get your site up and running.


(As an added bonus, I’m offering $100 off my Showit Template Implementation service with proof of a Northfolk or Tonic template purchase. This 2-week turnaround service lets you hand off the template set up to someone who knows Showit inside and out [that’s me!] so you can get your site launched peacefully and quickly.)

(Bonus #2: If you need support with copy first, bundle Showit Template Implementation with one of my website copywriting packages and get $500 off total.)

I hope you found the start of this Write Your Site Series helpful! Next up, we’re discussing must-haves for your homepage if you want it to convert clicks to customers. (Spoiler alert: you do.)

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