When I was building my first website, I found myself sitting in front of a blank Google Doc just staring at the screen.

What am I supposed to write?! 

I’m a professional website designer who spends her days helping founders unapologetically show up. And I had no idea what to say about myself. 

Writing effective website copy requires a lot more than throwing some words on the page. And unless you’re a professional, writing your own website copy can quickly become overwhelming and feel impossible. 

But you really can’t skip website copy if you want a website that works. 

Bad copy is the single biggest reason beautiful, strategic websites don’t convert.

That’s why we have a badass copywriter on our team. She makes sure every word on your site is on-brand, intentional, and helps drive sales. 

Does website copy matter?

The words on your website (that’s what copy means!) are a big deal. 

At Hola Luz, we have a hard and fast rule: Copy always comes before design. Because your words inform our design. 

Most of our website clients opt to work with our in-house copywriter because she’s skilled at telling your story, amplifying your brand voice, and showcasing what makes you shine. 

For clients who don’t work with a copywriter, we share a copywriter-inspired website copy template so we have your messaging in place before we start designing your site. 

We’re obsessed with designing websites that increase your visibility, attract your ideal customers, highlight your value, and help you sell. And we can only build that kind of site when we have strong messaging in place first. 

Why is it so hard to write my website copy? 

If sitting down to write your website copy feels hard… you’re definitely not alone. 

One of the biggest challenges is that you’re too close to your own work to see it clearly. You know your expertise inside and out, so it can be hard to step back and understand how to talk to your ideal client about what you do and why it matters. 

It’s like trying to read the label of a bottle from inside the bottle. You can’t clearly see what you bring to the table because it’s second-nature to you! 

Most of us were raised not to brag. And if you’re part of the Latina or other immigrant communities, you know all too well how hard it is to call attention to your own success and value. 

Your website should sing your praises. But for a lot of founders (especially immigrants and WOC) it can feel damn near impossible to confidently, boldly write about how awesome you are. 

Then there’s the pressure to sound “professional.” Most female founders feel pulled to strip personality from their copy in an effort to be taken seriously. And unfortunately, this pressure is even stronger for those of us whose stories include a different culture, heritage, tradition, or language.

These are all very real challenges that come with writing your own website copy. 

What the research says about the words on your website

The Nielsen Normal group has studied how people really read on the internet for over 20 years, and the overwhelming data says that 79% of website visitors scan pages instead of reading every word. 

In fact, the average visitor only reads 20-28% of the words on any given page. 

What does that mean for your copy? 

More copy ≠ better. You need to be as concise as possible and written in short, easy-to-scan formats. 

What mistakes do founders make when writing website copy? 

We all agree that writing about yourself is the worst. 

But most of our clients tend to struggle with the same 4 areas most:

• Hero section on the home page 
• About page
• Services page
• Calls to action (CTAs) 

Your hero section matters because visitors decide whether they’re interested in learning more about what you do in only a few seconds. 

The about page is usually the second-most visited page, and it’s where you can build human connection and trust with your potential customer. 

Your services page matters for obvious reasons. It’s where people figure out what you do and how they can work with you. 

And your CTAs? They might be the most underrated element on your entire website. Having a clear, compelling call to action moves someone from website visitor to warm lead. 

Let’s look at some of the most common mistakes we see founders make, and get some professional tips from our in-house copywriter on how to avoid them.

Website copy mistake #1: Writing about yourself instead of your client  

It’s totally natural to default to writing about yourself on your website. But the most effective website copy is client-focused, not you-focused. 

The shift looks like this: “I’m a brand designer with 10 years of experience” → “You deserve a brand that makes the right clients stop scrolling” 

Both statements are true. But potential clients aren’t interested in your resume. They want to know how you will change things for them. 

How to fix this website copy mistake?

Audit your headlines and subheadlines. Are they talking about you or your clients? These are some of the most frequently read sections of your website, so make sure they are speaking directly to your client. 

Website copy mistake #2: Listing deliverables instead of transformation

Your sales page needs to share key information about your offers or services, but the page shouldn’t read like a receipt or itemized bill. 

People buy because you deliver the feeling, result, and transformation they’re looking for. Not because you include 3 logo files. 

How to fix this website copy mistake?

Always lead with the outcome. Make sure your Services page spends more time talking about the benefits your client receives than the deliverables. 

Website copy mistake #3: Vague hero section

Anyone who lands on your website needs to know what you do, who it’s for, and why it matters. You generally have about 3 seconds to communicate this information in an engaging way with your home page hero section. 

We see so many founders lose out on clients and sales because their websites open with vague, generic phrases that don’t really say anything:

• Welcome to my website
• Empowering women to live their best lives
• Where creativity meets strategy

A vague hero section loses sales before anyone has even had a chance to see how brilliant you are. 

How to fix this website copy mistake?

Use our proven formula for your hero: [What you do] + [Who it’s for] + [The outcome]

Website copy mistake #4: Your copy sounds like a robot… and AI can tell

One of the biggest ironies of using AI to write your website copy is that AI search engines don’t like to recommend websites they can tell were written with AI. Seriously! 

GEO and SEO search prioritize a strong point of view and unique voice. 

And even if you’re not using AI but you are defaulting to a sanitized, “professional” voice… you’re going to lose people. 

Nobody walks around saying things like, “I provide comprehensive brand strategy solutions for purpose-driven entrepreneurs.” 

When your copy sounds corporate and buttoned-up and boring, you lose out on the human connection your potential clients are looking for. Service-based businesses and personal brands need to sound like real people in order to build trust. 

For our Latina and WOC founders, this is the most important mistake to avoid! Your Spanglish, cultural references, and community language are an asset, not something to edit out. Your clients are attracted by your authentic voice!

How to fix this website copy mistake? 

Read your copy out loud. Do the words feel natural? Could you imagine sitting down for coffee with a friend and saying what you’ve written? 

You want website copy that sounds like the best version of you. 

Should I write my own copy or hire a copywriter?

We asked our Hola Luz copywriter to weigh in on how you can decide whether you should write your own copy or bring in a professional. 

Here’s how she broke it down. 

Write your own copy if you… 

• Don’t have the budget for a professional. (This is where the custom templates we provide our clients at Hola Luz are super helpful!) 
• Plan on significantly changing your offers or services within 12-18 months. 
• Are starting something brand new and using a website template or DIYing the website design. 

Work with a copywriter if you…

• Have invested in a custom brand and/or website. 
• Are confident about who your ideal client is and how you help them. 
• Want a cohesive brand voice and message across platforms. 
• Are ready to grow or scale your business. 

Copy will make or break your website. 

Click here to see how we do copy at Hola Luz and what you can expect when you work with us to design your website!