WEBSITE COPYWRITING
Website copywriting with words that work
Your website isn’t bringing in business.
The design might be stunning. The functionality might be flawless. But when it comes to generating leads and sales… crickets.
No enquiries. No calls. No form submissions. Just the sound of your Google Ads budget being drained with nothing to show for it. This happens when:
- Your website looks amazing, but isn’t generating leads (or maybe it looks terrible too – either way, good copy is where to start)
- You’re watching competitors with less impressive sites somehow get more business
- You’ve written content that explains what you do, but it’s not connecting
- You know something’s wrong, but you can’t quite put your finger on it
Want to know if your website copy is the problem?
The ‘about us’ trap (and why most websites fail)
“We started in 2007 with a vision to revolutionise the industry…”
Stop. Right. There.
Nobody cares when you started. Your potential customers are asking one question: “What’s in it for me?”
Most business websites make the cardinal sin of talking about themselves instead of addressing their customers’ problems. It’s like going on a first date and talking about yourself for three hours straight – a guaranteed way to ensure there won’t be a second date.
Business buyers want content that speaks directly to their specific problems. Yet most websites are digital monuments to the business owner’s ego.
“I recommend the MasterJack team to everyone with a website-based business because they can turn a website you understand into one everyone understands.”
The trouble with DIY website copy
When it comes to your website, you’re too close to your own business. You know all the industry jargon, you understand all the technical details, and you’re passionate about features that might mean nothing to your customers.
This is why writing your own website copy is so difficult – you know too much.
Your website has about 5 seconds to make a good impression. And if visitors are met with a wall of technical terms or self-congratulatory corporate speak, they’ll hit the back button faster than you can say ‘bounce rate.’
Here’s a story that might sound familiar (or click here to watch the video if you prefer that to reading).
Jeremy’s company helps businesses save thousands on power bills. His website explained what they do (or so he thought). But despite pumping money into Google ads, the phone stayed silent, and form submissions were rare.
“What the hell?” he commented, “We’re saving companies serious cash. Why isn’t anyone contacting us?”
And now, with the same Google ad spend, he has double the form submissions and the phone rings.
We had rewritten all the words.
We deleted the corporate waffle about “energy procurement solutions” and “customised strategies” and instead wrote words like “We’ll get you a better power deal without the hassle” and “Most businesses save $2,400 in the first year.”
No magic. No secret formula. Just words that speak to people about things they care about.
When you stop talking about yourself and start solving your customers’ problems, people suddenly want to work with you. Funny that.
“MasterJack crafted the content for our Saveawatt website, and I have noticed a particular increase in engagement. Google Ads alone would get the visits, but the new content has seen potential customers take action. I highly recommend their content services.”
What we do (the no-bullshit version)
1. Understanding your business and your preferred audience
We don’t just ask what you want to say – we dive into understanding both your business and your ideal customers.
Your business has unique strengths, values, and selling points that your competitors don’t. We ask the questions nobody else thinks to ask, helping uncover what makes you stand out.
At the same time, we need to understand who you’re trying to reach. What keeps them up at night? What language do they use? What objections do they have? This creates the connection that turns visitors into customers.
2. Crafting your customers’ journey
Every visitor to your website follows a journey – from becoming aware of their problem, to considering solutions, to deciding to choose you.
Right now, you’re reading this page because you’re somewhere between “my website isn’t generating business” and “maybe professional copywriting is the answer.” You’re not ready to decide yet – you’re likely researching solutions and how the process works, looking for evidence that it works, and wondering if we’re the right people to help.
That’s exactly how your customers think too.
The most effective website copy guides prospects through three critical stages:
- Awareness: Address the problems your visitors are experiencing and educate them about possible solutions
- Consideration: Present your specific solutions, differentiate from alternatives, and establish credibility
- Decision: Remove final obstacles and make taking the next step easy
We build these elements into your website copy so it naturally guides visitors toward becoming customers.
Ready to stop losing customers because of bad web copy?
Psychology-based copywriting
Ever notice how some words just hit different? It’s the psychology behind words. Let us explain…
Before: “Our innovative solutions leverage cutting-edge methodologies to maximise efficiency and deliver superior outcomes for our valued clients.”
Hurgh. (This is a new word we’ve invented, which is supposed to sound like someone sarcastically throwing up)
After: “We’ll shave 15 hours off your monthly workload so you can finally take Fridays off. Just ask the 42 business owners who did exactly that last year.”
People’s decisions are rarely logical. We buy based on emotion and justify with logic later. Good copy speaks to both, but leads with what drives decisions – how it will make your life better.
SEO that works
We don’t just fill your web page with keywords – we answer the questions your prospects are typing into Google. This aligns with Google’s increasingly sophisticated algorithms that prioritise genuine, helpful content, and doesn’t follow whatever the current trend is.
Think about what people are searching for:
- “How to write website copy that converts”
- “Best website copywriting services Auckland”
- “Web copy that increases sales”
- “Professional website copy examples”
Did you type in one of these yourself?
AEO (Answer Engine Optimisation)
AI is changing how people find information. Tools like ChatGPT pull answers from websites they consider authoritative.
We curate your content so it becomes the source that AI tools quote when people ask questions about your industry, product or service. It’s organising information in a way that both people and machines can easily understand.
The process (because you’re wondering how this works)
1. Discovery: We kick off with a conversation to understand your business, your customers, and what you’re trying to achieve. We also get you and your team to complete our brand voice quiz – a tool we’ve developed to capture the personality and tone that’s right for your business.
2. Research: We dig into your competitors, your industry, and if possible, talk to your customers. We’re looking for the language that resonates and the questions that need answering.
3. Strategy: Based on all this, we develop a content plan – what messages will connect with your audience and how to structure them for maximum impact.
4. Writing: Our team of professional copywriters draft your content.
5. Revision: We provide one round of revisions based on your feedback to refine the content.
6. Implementation: We can either provide the content for your web developer to implement, or handle the upload and formatting ourselves – whatever works best for your situation.
Why not just use AI?
ChatGPT can write a webpage in 30 seconds. But that’s precisely the problem – so can your competitors.
AI generates generic content based on what already exists. It can’t interview your customers, understand the nuances of your business, or create a unique voice that distinguishes you from everyone else in your industry.
More importantly, Google is getting increasingly sophisticated at identifying and penalising AI-generated content. Their helpful content update explicitly targets “content that seems to have been created primarily for ranking on search engines rather than to help or inform people.”
We use AI as a tool – not as a replacement for human creativity, strategic thinking, and genuine understanding of your business.
Ready to stop sounding like everyone else?
Your website should be your hardest-working team member, generating leads and sales 24/7. If it’s not pulling its weight, we should talk.
Contact us today for a quick, no-charge chat about how we can turn your website from an online brochure into a customer conversion machine.