Writing for the Web: How to Speak Your Customer’s Language

Your website is often the first impression a potential customer has of your business. It’s your 24/7 salesperson, your digital storefront, and a reflection of your brand. But here’s the kicker: even the most beautifully designed website can fail to convert if the copy doesn’t speak directly to your audience. This is where the principles of clear, customer-focused writing come into play—and StoryBrand provides a proven framework to make it happen.

Let’s explore how to craft website copy that resonates with your customers, keeps them engaged, and drives action.

Why Speaking Your Customer’s Language Matters

Imagine walking into a store and having the salesperson speak a language you don’t understand. Frustrating, right? That’s exactly how your website visitors feel when they land on a page filled with jargon, vague messaging, or a focus on your company rather than their needs.

People don’t care about what you do—they care about how what you do solves their problems. When your copy clearly communicates the value you bring to their lives, you bridge the gap between their needs and your solutions.

StoryBrand’s Guiding Principle: Always position your customer as the hero of the story, and your business as the guide who helps them succeed.

1. Start with Clarity

The number one rule for writing effective web copy is clarity. Visitors should instantly understand what you offer and how it benefits them. Confusion is a conversion killer.

Steps to Achieve Clarity:

• State the Problem: Clearly identify the pain point your audience is experiencing. For example, if you’re a marketing agency, your customers might struggle with inconsistent branding or low website traffic.

• Offer a Solution: Position your product or service as the answer to their problem. For example, “We create websites that turn visitors into paying customers.”

• Simplify Your Language: Avoid technical jargon and write like you’re talking to a friend.

Example of Clear Messaging:

• Confusing: We leverage industry-leading solutions to optimize your online presence.

Clear: We design websites that grow your business.

2. Focus on the Customer, Not Your Business

A common mistake businesses make is centering their website copy around themselves instead of their audience. While it’s important to establish credibility, customers ultimately want to know: What’s in it for me?

How to Shift the Focus:

• Replace “we” and “our” statements with “you” and “your”.

• Highlight the benefits your customers will experience, rather than listing your features.

• Use testimonials and case studies that show how you’ve helped others like them.

StoryBrand Tip: Create a “value-first” homepage header.

• Instead of: Welcome to Acme Corp, your trusted provider of software solutions.

Try: Simplify your business operations with software that works for you.

3. Use Relatable Language

Speak the way your customers think and talk. Relatable language builds trust and makes your content more engaging.

How to Find Your Audience’s Language:

• Customer Research: Review testimonials, surveys, and customer feedback to identify common phrases and pain points.

• Competitor Analysis: Look at competitors’ websites to see what resonates with their audience—and how you can do it better.

• Test and Iterate: Use tools like A/B testing to see which copy performs best.

Example of Relatable Language:

• Too Formal: Our team’s unparalleled expertise ensures optimal outcomes.

• Relatable: We help businesses like yours get results that matter.

4. Create a Clear Call-to-Action (CTA)

Even the best-written web copy is useless if it doesn’t tell your audience what to do next. A strong CTA guides visitors to take the desired action, whether it’s scheduling a call, making a purchase, or downloading a free resource.

Tips for Effective CTAs:

• Be Specific: Instead of “Learn More,” try “Schedule Your Free Consultation.”

• Use Action-Oriented Language: Start with a verb, such as “Get,” “Start,” or “Claim.”

• Limit Options: Don’t overwhelm visitors with too many choices. Focus on one primary CTA per page.

StoryBrand’s Golden Rule for CTAs:

Include a clear, direct action step AND a low-commitment option. For example:

• High Commitment: Work With Us Today.

• Low Commitment: Download Our Free Marketing Guide.

5. Paint a Picture of Transformation

Your customers are looking for a solution that takes them from where they are to where they want to be. Use your web copy to paint a vivid picture of what life will look like after they work with you.

How to Show Transformation:

• Use emotional language that connects with their aspirations.

• Include before-and-after scenarios (e.g., “Struggling with low sales? Imagine doubling your revenue with a website that works.”)

• Highlight measurable results and success stories.

Example:

• Before: “My website wasn’t generating leads.”

• After: “Thanks to Lantern Marketing, my leads increased by 50% in just three months.”

6. Keep It Scannable

Web users skim more than they read, so structure your copy in a way that’s easy to digest.

Tips for Scannable Content:

• Use short paragraphs and sentences.

• Incorporate bullet points and numbered lists.

• Highlight key phrases with bold or italicized text.

• Break up sections with clear headers.

Speak Their Language, Win Their Trust

Writing for the web isn’t about sounding smart or flashy; it’s about creating a connection. When your copy speaks your customer’s language, addresses their pain points, and clearly guides them to a solution, you’re not just building a website—you’re building trust.

At Lantern Marketing, we specialize in crafting website copy that resonates with your audience and drives results. Ready to make your website work harder for your business? Let’s chat!