When someone uses the term “great website”, most commonly they talk about one with sleek, professional and user-friendly design. Well contrasting and characteristic color palettes, matching and clear fonts, or layouts with each section and element thoughtfully placed — this is what usually stands in the spotlight. But in the end it’s all glitter and no gold, if words don’t support it.
Your website copy is the voice of your brand. Its role is to tell people around what your business is all about. It works alongside design, not behind it, to guide your visitors from curiosity to action. In many ways, design creates a stage for your business to perform in, and your copy is the play script to follow. You need both for a spectacle.
And yet, copy is often treated like an afterthought. Something to just have as a placeholder after your website’s design is done. It’s like making a hamburger with no meat — you have most of the ingredients, but the one that would complete it is missing, and you really feel that when taking a bite. It’s the same with words. They’re here to complete one’s experience of discovering your website. This is how they do that.
Copy Structure Is a Part of Design
We tend to think of “design” as purely visual, but copy has a structure too, and it’s deeply tied to how your website feels.
A wall of text can make an otherwise stunning page crowded and overwhelming. Short and punchy paragraphs combined with well thought-out headings can make your site clean and easy to navigate, even if you don’t skimp on information.
Think of your copy as furniture in a room — you’d want to arrange it in a way that makes it all not just appealing, but also functional. To do this, you’d give your guests enough space to walk, sit and look around. And it’s the same with your copy — organize it so your visitors can easily tell what each section is for exactly.
Good copy structure also works hand-in-hand with responsive design, which becomes crucial once we count mobile users into the entire equation. A clear headline followed by a short supporting sentence works far better on a small screen than a paragraph of 60 or more words crammed together.
The takeaway? If you ignore copy structure, you’re not just making your site harder to read — you’re breaking your design without even realizing it.
Clarity Over Fancy Language or Technical Vocabulary
As owner of a business looking to showcase your expertise, you may be tempted to make your copy sound “smart” through complex jargon and technical terminology. However, that is bound to alienate an average visitor. When such people come to your business, they aren’t looking for a thesis. They want clear proof that you can be the solution to their problem.
Take this sentence for example — “We leverage synergistic online frameworks for scalable, paradigm-shifting enterprise integration.” That sure is a lot of impressive sounding words… but what for the love of carousels does any of this even mean?
Let’s try something simpler, like “We use connected online tools to help businesses grow and work together.” See how by clearly stating what a business does it manages to sell itself better? This is a message that gets across quickly and leaves no room for confusion.
The golden rule here is: write like you’d speak to a friend. If you wouldn’t say it out loud in conversation, don’t bother putting it on your website.
Another benefit of clarity? It improves SEO. Search engines are getting better at understanding natural language. Overcomplicated copy can actually hurt your discoverability because it doesn’t match the way people search. They type “easy website builder” into Google, and not “intuitive solution for elevated online presence.”
Clean, accessible language ensures your visitors and search engines understand you perfectly.
Get to the Point: Who Are You? What Do You Do? Why Should I Care?
These are the three questions that will always be on your visitor’s mind. Yet so many websites hide these answers beneath fluff, buzzwords, or irrelevant backstory. A visitor shouldn’t have to scroll halfway down the homepage to figure out what your company actually offers.
Your hero section (the top of your site) is prime real estate. Use it to clearly state your value proposition in one or two sentences, followed by a direct call-to-action.
Here’s the litmus test: if a stranger landed on your homepage for five seconds, could they accurately describe your business? If the answer is no, your copy needs tightening.
If you’re starting from scratch, there exist professional website creation tools that make it simple to structure your homepage in a way that makes these answers immediately visible, without getting lost in design clutter.
A Website Platform That Supports Great Copy… And More!
A well-written site doesn’t just pick the right words, but also puts them in the right place and lets them contribute to the overall aesthetic. Luckily there are platforms that will let you make one in just a few moments. And it’s not an overexaggeration.
One such platform that comes to my mind is IKOL. With this all-in-one website builder, you can create layouts that let your copy breathe, ensure your headlines pop, and make your CTAs impossible to miss.
IKOL also supports businesses in other ways on top of that. For instance — it offers lead generation and management tools. This includes an AI chat built into websites by default, which can not only guide a visitor through available services or products, but also collect contact data and leave it stored for you to later use for a follow-up.
And let’s not ignore how effortless everything is, especially since you never need to worry about learning how to code or searching for third party integrations to implement. Everything you’d need is already there — easy customization, booking tools, e-payment and invoicing, team management features, custom domain and the list goes on. With platforms such as this you’re basically encouraged to take those extra steps beyond just creating a great copy.
Summary: Don’t Underestimate The Power of Words
A good design draws people in, but copy is what ultimately determines whether they take action or not. Copy structured with finesse makes your site feel polished. Clear language makes your message easily understandable. And confidently getting to the point makes your customer feel equally as confident in their decision to contact you.
The best websites are those with design and copy built side by side and synergizing with each other. You may have completed all of your written content already and jumped to deciding on background colors, button sizes or image placement. But before you continue, think if your words work well with what you’re about to do. If not, consider rewriting and reorganizing them. The end effect could be more than worth it — you can end up with a website that’s not just flashy, but also exceptionally persuasive. And for any business that could turn out to be one of the greatest assets.