What good website copy looks like (and why yours is confusing people)

First things first, let's get something out of the way: the best website copy doesn't try to sound smart. It tries to be useful and clear. If your website is packed with bold adjectives, try hard phrases and words like "unique" and "revolutionary", chances are you're losing your visitors.

Most people don't read websites either. They skim them and focus on the parts that speak to them. And they don't care how innovative and amazing your solution is if they can't figure out in three seconds what you actually do and whether it's for them.

We see it all the time. Beautifully designed websites, with expensive branding, polished videos, and copy that looks great in a portfolio but fails to help clarify your offering. So, on real sales calls, your sales reps still have to explain everything from scratch.

Let's fix that.

What buyers actually want from your site

You're website is a filter. Buyers are busy, distracted, and making snap decisions; they're scanning for answers, not reading a novel.

Here's what they want to know - fast:

• What do you do?

• Who is it for?

• Why should I care right now?

If you can answer those three questions within the first few seconds on your homepage (especially above the fold), you're already ahead of most B2B sites.

Think of it like this: Your homepage is a stand-in for a really good sales rep. One who doesn't ramble or try to sound clever. One who leads with clarity and content that converts.

Common mistakes in website copy (and why they're a problem)

Let's look at what's tripping most teams up.

1. Fluffy, vague headers

   If your hero section says something like: "Empowering possibilities through future-ready solutions"... it's not helping anyone. Even if it sounds impressive to your internal team, that copy fails the clarity test, and unclear messaging kills conversions. Don't forget, users typically leave a webpage in 10-20 seconds unless they find a clear value proposition. You don't have time to be poetic.

   
   

2. Burying your value

   We've seen sites with the actual product explanation buried inside a page, inside a page, or locked in a paragraph that's trying to "build suspense". And here's the thing: if buyers can't figure out what you're selling fast, they won't stick around long enough to appreciate your cleverness.

   
   

3. Copy that sounds like it was written by a committee

   Way too many sites feel like they were written for approval, not buyers. There's a difference between brand voice and buzzword salad. If you explain your services with something like: "We synergize cross-functional teams to deliver outcome-driven experiences at scale”, do you really think anyone will stick around long enough to understand what you're talking about? Ask yourself, would anyone say that in a sales meeting? No. So why write it?

Fix it: How to write good website copy that converts

1. Write like a human

   Sounds a bit too obvious, right? Well, it isn't. Your website copy should be a conversation starter, not an ad; you need to talk like you would in a meeting with a smart prospect. Use short sentences and simple words. Stay away from jargon unless it's buyer-friendly and makes them feel like you get them. Instead of something like "Our platform leverages AI-powered workflows to optimize operational efficiencies", go for "We help operations teams save time by automating repetitive work”.

   
   

2. Structure for skimmers

   Most of your visitors won't read every single word, so good website copy should work even if they only read 10%. Use:

   • Clear headers that tell a story

   • Short paragraphs

   • Bullet points for benefits

   • Highlight outcomes

   • Show real-world examples

     
     

3. Answer the silent questions

   Buyers come to your website with specific doubts in their heads. If you're copy is done right, you should be able to anticipate those. Answering questions like "Is this for a company like mine?", or "How is this different from what we already use?" is key. If your website copy doesn't proactively answer these quiet questions, you're leaving sales on the table.

---

Estoria Lab POV: Start with your homepage, then expand

Don't try to fix your whole site at once. Start with the place most traffic lands and where first impressions happen: your homepage.

Here's how we typically approach this:

1. Clarity test: Can a stranger (who knows nothing about your company) land on your site and explain what you do in one sentence after 10 seconds?

2. Above the fold: Clear, bold copy that answers the what, who and why in one screen.

3. Simple structure: Headline, subhead, CTA. Then sections for pain points, solutions, proof, and how it works.

4. Add a real voice: Messaging and positioning is key, and you should use phrasing that sounds like your best rep, not your legal team.

Want a quick sanity check? Book a 30-minute call with us for a homepage clarity audit and some honest feedback.

---

Final thoughts: Don't lose your buyers in 10 seconds

Your website copy is one of your hardest-working assets; it runs 24/7 and gets your message in front of more people than your sales team ever could. So stop overthinking it and trying to be clever. Just be clear. Clarity is what will convert readers into buyers.