Website Creation · Lesson 4 of 7
Writing Website Copy That Actually Converts
Most websites have design but no copy. That's why they don't convert.
After This Lesson, You Will Be Able To
Write a homepage headline, about page, and services section using AI — in your voice, for your audience.
Why Copy Matters More Than Design
A beautiful website with bad copy will not convert. A simple website with clear, compelling copy will. The words are the website — the design just frames them.
Copy is what tells your visitor: "This is for you. This is what you get. Here's what to do next." Without it, visitors land, get confused, and leave.
The 3 Pages That Matter Most — and What to Put on Each
Homepage
Hero Headline
One sentence. What you do + who it's for + the outcome. Example: 'I help Filipino SMEs rank on Google and get clients without ads.'
Sub-headline
Expand the headline in 1-2 sentences. Add specifics about how or why you're different.
Social Proof
A testimonial, a client logo, a number. Even one line from a happy client changes everything.
CTA
One button. 'Book a free call', 'See my work', 'Send me a message'. Not three options.
About Page
Start with them, not you
Lead with the problem your visitor has. Then introduce yourself as the person who solves it.
Your relevant story
Not your whole life — just the part that's relevant. Why you do this work. What you've learned.
Your credentials
Skills, experience, results — kept short. This isn't a resume.
CTA
Even your About page needs one. 'Work with me', 'See my services', 'Get in touch'.
Services Page
Service name + one-line description
Name it what your clients would call it, not what you call it internally.
Who it's for
Be specific. 'This is for small business owners who want X and don't want Y.'
What's included
Clear bullet list. Manage expectations before they even contact you.
Outcome
End with what they walk away with. The transformation, not just the deliverable.
Exercise
20 minutes · Claude (recommended for copy)
Prompt to use
Write the homepage copy for my website. I [what you do]. My target client is [describe them]. My main offer is [your service/product]. The tone should be [conversational / professional / bold]. Write: 1) A hero headline (one punchy sentence), 2) A sub-headline (1-2 sentences), 3) Three bullet points of what I offer, 4) One CTA button label. Give me 2 variations of the headline.
Read your homepage headline out loud. Would a stranger know in 5 seconds what you do and if they need it? If not, simplify.
Key Takeaways
Copy drives conversions. A ₱0 site with great copy will outperform a ₱50,000 site with weak copy.
Your homepage has one job: get the visitor to take the next step. Write every word with that in mind.
Lead with what's in it for them — not your credentials, your company history, or your tools.
Use Claude to draft. Then edit heavily. AI copy needs your voice, your specifics, your truth.
Show your copy to someone who doesn't know what you do.
Send your homepage headline and services section to a friend or family member who has no context. Ask: "What do you think I do? Who do you think I help?" Their answer reveals how clear (or unclear) your copy actually is.
Next Lesson
Building a Portfolio Site with Claude
Website Creation · Lesson 5 of 7 · 15 min