DIY website

Need to DIY your website copy?

Here's your essential guide.

Website on desk

Everyone has a website these days. So, how do you stand out in such a crowded spot? The internet is like a party where everyone arrived in the same outfit. You need to set the new dress code quick smart, and have the spotlight firmly on you.

But if a copywriter isn’t in your budget, here’s a few ways you can tweak your website to give your users a better experience.

Your primary navigation – think about your whole website from a psychology perspective.

Your navigation should go something like this:

  • Home: Draw your audience in with your big idea. Don’t overload it with copy. And make sure your messaging is crystal clear. You want them to be curious to know more.
  • Your main service: show off your main offering
  • Your secondary service (if you have more than two services, make sure you add the others into the secondary navigation as a drop-down option.
  • About (you don’t need to call it ‘About us’, just ‘About’ is fine): After they see your services, users will naturally think ‘Wait, who are these guys’ and want to read all about you, and see how you specifically can solve all problems.
  • Shop/Resources/Templates (or similar): The user then thinks ‘Can I get anything for free?’ and land on any freebies or informational packs you’re giving away (also called lead magnets).
  • Blog: The user then looks for what you have to say on your area of expertise, to check your social authority and that you know what you’re talking about.
  • Contact (you don’t need to call it ‘Contact us’, just ‘Contact is fine): user contacts you.


By guiding your audience through your website, in a way that the brain naturally reacts to information, you’re increasing your conversion rate.

Human brains are lazy. Use plain English words as much as you can.

Don’t use fluff words or big, long, trendy words that even you have trouble understanding. Simple language is more effective and easier to process. For example, use ‘get’ instead of ‘obtain’.

The brain takes in more information than ever, so you must find the balance between giving your user the information they want, and them understanding it.

"Your website is not a billboard, it's a conversation"

Your 'About' page

This is a page that’s actually all about your customer, it’s not really about you. It’s a sales page and should demonstrate what you can do for your client, because it’s where they’ll check boxes off and decide whether what you’re offering is what they want.

Why it matters:

  • It’s a popular page on websites
  • It helps establish trust and provides reassurance
  • It answers customer concerns
  • It gives your website a human face
  • It reveals your personality


If something is interesting to you, show why it should be interesting to your customers? What’s in it for the them? What problem are you solving?


It’s good practice to have buttons throughout your site to guide your user around. Don’t have them just rely on the navigation. As you’ve seen, the brain is lazy, so do whatever you can do to help it work less.

Testimonials and social proof

People will always look to see what other people think about you, it’s called social proof. It’s easy to add a testimonials page with all your warm and fuzzy comments grouped together. But there’s no guarantee your user will make it to that page.

Pick two or three super-duper, glowing testimonials and add them here:

  • Homepage
  • Services page
  • About page


"People will always look to see what other people think about you, it's called social proof."

Copy tips

Make use of headlines, sub-heads and short blocks of copy. Your message will be lost in long chunks of text.

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Use good search keywords in your copy, but don’t stuff all your keywords in. You’ll turn your words into a jumble that has no meaning. And your user will likely leave.

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Use contractions. Basically, write it like you’d say it.

  • ‘you’re’ instead of ‘you are’
  • ‘we’ll’ instead of ‘we will’
  • ‘don’t’ instead of ‘do not’

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Your website isn’t a billboard, it’s a conversation. So, when you can, use the word ‘your’. It turns the copy into a conversation.

Eg. In ‘Your children will enjoy storytime…’the audience feels like you’re talking to them, and them alone.

Instead of talking at them like in ‘Children will enjoy storytime’. You can feel the finger pointing, right?

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Use links to other pages and posts within your site. It’ll help to nudge users through your site to where you want them to land.

Spelling and grammar

Before you post anything on your website, you should always edit and proof. Typo’s and bad grammar are the first things people pick up on and don’t do anything for your credibility.

Embedding your Instagram?

You only have a few words to your bio to win them over. Make each word count. And make it ‘on brand’ with the tone of your website.


SEO (search engine optimisation) is a whole other beast, and one you should invest your time in understanding. If you’re serious, head over to Kate Toon’s Recipe for SEO Success and start with the Nibbles or 10-day Challenge, and work you way up to the big course. 

You. Will. Not. Regret. It.

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