A nice website or ad won’t sell anything if the copy doesn’t convince anyone. People don’t decide based on the color of a button, but on whether the words give them a clear answer: what it is, what’s in it for them and why you.
In this article, you’ll find the basics of copywriting, a simple structure for sales copy, an example of rewriting a genuinely dull text and the mistakes worth avoiding.
What copywriting is
Copywriting is writing with a clear goal – getting the reader to do something. Buy, call, fill in a form, sign up for a newsletter. It covers website copy, product descriptions, ads, emails and social media posts.
It differs from ordinary writing in that it’s not about beautiful words but about results. Good copy informs, grabs attention and leads to action. And at the same time, it sounds like a person, not a press release.
Five principles of good sales copy
1. The reader first, then the copy
Before you write the first sentence, get clear on who you’re writing for. What problem are they solving? What are they worried about? How do they talk about it in their own words?
Your customers are the best source: the questions they ask you on the phone, reviews, emails and comments. If people ask “How long will it take?” and “Will you leave a mess?”, the answers to those questions belong on your website – ideally in their own words.
2. One piece of copy, one main idea
When you try to say everything at once, the reader remembers nothing. Every page, email or ad should have one main benefit and one goal. Other information supports the copy, but doesn’t drown it out.
3. Write simply
Short sentences, everyday words, no unnecessary jargon. If you can’t explain something without a technical term, explain the term in one sentence. Even someone who knows nothing about your field should understand the copy – because those are exactly the people sending you inquiries.
4. Benefits instead of features
A feature says what the product has. A benefit says what the customer gets out of it. People don’t buy specs, they buy results.
- Feature: “Laptop with 16 GB of RAM.” Benefit: “You work smoothly, even with several programs open at once.”
- Feature: “Windows with insulated triple glazing.” Benefit: “Less heat escapes through your windows in winter, and you get peace and quiet from the street noise.”
- Feature: “Lunch menu from 11:00.” Benefit: “You can grab a hot lunch even on a short lunch break.”
Keep the features in the copy too – they’re the proof. Just put them after the benefit.
5. A clear call to action
A CTA (call to action) is a sentence or button that tells the reader what to do next. Instead of a generic “Submit”, use something specific like “Get a quote” or “Book a table”. You’ll find more examples in our article CTA: the small detail that decides your website’s success.
The structure of sales copy: AIDA
If you don’t know how to put your copy together, the proven AIDA framework helps. It’s an acronym for the four steps a reader goes through from first glance to decision:
- Attention – a headline or first sentence that names the problem or the result.
- Interest – a reason to keep reading: a specific situation the reader recognizes.
- Desire – benefits, proof, reviews, examples of your work. This is where trust is built.
- Action – a clear call telling them what to do now and what happens next.
AIDA isn’t the only formula. We cover others, such as PAS (problem – agitate – solution), in our article Words that open wallets.
Example: rewriting a website intro
Picture a plumbing company from a small town. This is what a typical intro on its website looks like:
“We are a dynamic company with a long-standing tradition, providing comprehensive services in water, heating and gas. Our goal is customer satisfaction.”
The copy isn’t wrong, but it says nothing. Almost every competitor has similar sentences on its website. Let’s try rewriting it using the principles above:
“Dripping faucet or a boiler that won’t heat? We’ll come, fix it and clean up after ourselves. We work in town and the surrounding area, and we tell you the price up front. Call or message us – we’ll get back to you the same day.”
The new version names the problem, offers a specific benefit, removes worries (mess, unknown price) and ends with a clear call to action. And it sounds like a person.
A quick checklist before you publish
- Will someone who’s never heard of you understand the headline?
- Is it clear who the offer is for and what problem it solves?
- Does the copy talk more about the customer than about the company?
- Does it contain specific facts instead of empty adjectives?
- Is there proof – a review, a reference, an example of your work?
- Does the copy end with one clear call to action?
- Does the copy sound natural when you read it out loud?
The most common copywriting mistakes
- Language that’s too technical. You understand it, your customer doesn’t.
- Headlines that say nothing. “Welcome to our website” isn’t a headline, it’s wasted space.
- A missing call to action. The reader finishes reading and leaves because they don’t know what to do next.
- Empty phrases. Everyone claims “quality, reliability, professionalism”. Prove it with an example.
- Copy-pasted manufacturer descriptions. Dozens of online stores then have the same description, and the customer has no reason to buy from you in particular.
Frequently asked questions
Can AI write my copy?
It can help with a first draft, headline ideas or shortening a text. Without editing, though, it tends to be generic and sounds like everything else. You have to add the specific experience, examples and brand voice yourself. We write about how to do it in our article How to use AI in content creation without losing your brand’s authenticity.
How long should sales copy be?
Long enough to answer the questions a customer has before deciding. For a cheap, simple product, a few sentences are enough. For an expensive service, like a renovation or a B2B contract, people need more information and proof.
Formal or informal tone?
It depends on how your target audience communicates and how you want to come across. What matters more than the choice itself is consistency – don’t switch between a formal and a casual tone within one piece of copy.
How do I know if my copy works?
Measure what people do after reading it: how many click the button, fill in the form or buy. On important pages, you can compare two versions of a headline or call to action in an A/B test – some visitors see one version and the rest see the other.
Final thoughts
Good copy isn’t a matter of talent, but of knowing your customer and writing for them, not for yourself. If you want a website where the copy and design pull in the same direction, take a look at our website design services. We work on the copy from the start, not at the very end.
