Let’s talk about the elephant in the room.
Most business owners, even those looking to increase website sales, think, “I don’t need a copywriter.”
When I introduce myself at networking events, I can see the thoughts forming: “She seems lovely, funny, and articulate; do you think she’ll be my friend?” (lol)
But also: “I can write pretty decent copy myself. And, you know, well – I can use ChatGPT…Do I really need her?”
I get it. These are both reasonable questions.
If you’re capable of writing sentences that make sense, shouldn’t your money go to things that seem more urgent or obviously revenue-generating? Like a high-performing website, or a bigger ads budget?
Sure. But, for example, if your website is getting traffic and not converting it into leads or sales, the problem might not be your website, or how much you’re spending on ads. It might be those sentences you’re writing (or pasting from ChatGPT), and the messaging strategy behind them.
The words on your website can increase website sales – or not…
I don’t just write pretty sentences. I craft strategic messaging that drives measurable results for your business.
What if I told you that changing the headline on a client’s homepage led to $40,000 in additional quarterly revenue? Or that tweaking the copy on another client’s services page increased their qualified leads by 40%?
Strategic messaging isn’t about being clever or creative for its own sake. It’s about writing copy that:
- Connects emotionally with your ideal client
- Differentiates your business in a crowded market
- Moves people to take action
Let’s explore what that really means – and why it’ll increase website sales.
Good copy vs strategic messaging: why “good enough” is costing you
Let’s look at a common section of most websites: the About page.
“Good enough” copy might be readable, even engaging. But, in my experience, it’s:
- Focused on you, not your client
- Lacking a clear connection to your offer
- Not guiding readers toward action
Strategic messaging, on the other hand, transforms that same page into a powerful sales tool.
Let’s take the example of a baby products company I worked with. Their original About page was well-written, friendly, and factual. But it was a dead end – it didn’t do anything to connect emotionally, build trust, or move readers towards making a purchase.
Here’s how we changed that:
- We told a story their audience could see themselves in. The primary buyer was a time-poor, sleep-deprived parent. So we spoke directly to that experience. Because people want to be seen.
- We validated their worries. Rather than glossing over the chaos of parenting, we acknowledged it with warmth and humour. We made space for the stress, the guilt, and the overwhelm – because people want to feel heard.
- We showed that this brand genuinely gets it. Instead of just saying “we make great products,” we built empathy into every line. We understood why softness matters. Why easy-clean designs matter. Why fast shipping can be the thing that tips someone from browsing to buying. People want to feel understood.
- We kept the tone light, warm, and reassuring. Like chatting with a slightly more experienced friend at soft play. No jargon, no corporate fluff. Because people buy from people.
So we ended up with a page that didn’t only “tell the brand story” – it created an emotional bridge between the customer and the company. That’s what strategic messaging looks like in action.
For this client, the result was a 15% increase in sales, a lower bounce rate, and a fast-growing email list of loyal customers who felt like they’d found their people.
The real cost of low-converting website copy
Ok, so what does having “good enough” copy look like in real life?
If your messaging isn’t intentionally crafted to connect and convert, you’re probably experiencing at least a few of these:
- Decent website traffic, but few enquiries or sales
- Social posts with likes, but little meaningful engagement
- A constant battle over pricing instead of value
- Struggles to explain what makes your business different
- Lots of tire-kickers, few ideal clients
And guess what? They’re all signs that your current copy is leaving money on the table.
A simple messaging framework to increase website sales
When faced with an underperforming page, here’s a messaging technique I often turn to:
Problem: Name your client’s biggest challenge
Not just any problem – the one that’s keeping them up at night. Instead of “We help people manage their money,” try:
“Feeling overwhelmed by your finances?”
Agitation (or Empathy): Dig into that challenge
“Every time you look at your accounts, you feel that knot in your stomach. You’re trying to save for retirement, put kids through university, and keep enough cash for emergencies – but you’re not sure you’re making the right moves.”
Just a little note: I often refer to this as Empathy instead of Agitation – because the goal isn’t to manipulate. It’s to:
- Remind people it’s worth solving the problem
- Show that you understand exactly how it’s affecting them
Solution: Show your offer as the path forward
“With our personalised financial roadmap, you can balance today’s needs with tomorrow’s goals – so you can stop worrying and start living.”
This kind of copy makes people feel seen, understood, and motivated to take action. That’s what moves the needle.
Real clients, real results
I’ve worked with clients from a whole range of industries, all with different voices. And they all want their website to work harder for them. It should be your online home – your shop window – but it should also be the open door and salesperson that encourages people to actually buy.
Here are a few examples of how I’ve used strategic messaging and conversion-focused copy to increase website sales:
Elewa Media: Say what your audience is thinking
A Bay Area video production company was struggling to stand out.
We rewrote their About Page to start with this line:
“In the Bay Area, you can throw a stick and hit a video production company. So why work with us?”
By naming the elephant in the room, we positioned them as thoughtful partners – not just another vendor (and then we jumped right into the reasons they were actually different).
Result: More qualified enquiries. Higher-value projects.
Design Desk: Speak like a human
This exhibition design firm had impressive work – but generic, formal copy.
We changed the home page headline from “Your partner for European exhibitions” to “Fresh designs that make your brand unforgettable”
We rewrote their messaging to speak directly to client desires (stand-out, memorable exhibits) and pain points (recycled, boring designs).
Result: Enquiries up 50% within 3 months of the new site going live.
Katie Gale: Embrace what makes you different
Katie, a bridal hair and makeup artist, had no clear user journey or standout messaging.
We embraced her alternative vibe – referencing the bands, books, and cultural markers that she and her ideal clients loved.
Result: Amazing feedback and an inbox full of ideal client enquiries. One person said: “Your website was a breath of fresh air.”
When website messaging has the biggest impact
After working with dozens of brands, I’ve noticed patterns. Messaging work has the greatest chance to increase website sales when:
- Your site gets traffic but few conversions
- You’ve recently evolved your offer or niche
- You’re constantly explaining your value on calls
These inflection points are prime opportunities to fix the gap between traffic and sales.
How to invest in website copy that converts
If you’re ready to increase website sales, here are three ways we can work together:
Brand Messaging Guides
A 20 – 30 page blueprint for your brand. It includes core values, audience insights, positioning, and key messages.
Debbie Danon from Rebel Leadership calls her guide “a goldmine of messaging that glows with integrity” that she uses daily to sharpen proposals and inspire her content creation.
Brand Voice Guides
A detailed guide defining your brand’s unique voice, including characteristics, tone guidelines, and channel-specific adaptations.
Clients like James Lee from Evolution Engineers have freed up 10 hours weekly by eliminating the endless loop of content corrections. Now his team can confidently speak in the brand’s voice without constant supervision.
Strategy Sessions
A focused, 60-minute session where we solve specific messaging challenges and unlock clarity. If your goal is to increase website sales, then we can zero in on what will make the most impact.
After our session, Olivia said:
“Peta is an absolute wizard. She got to the heart of my message in under 30 minutes—something I had been struggling to do on my own for years! Plus, she gave me actionable and reasonable next steps to bring this vision to life.”
Ready to turn your website into a sales tool?
The first step is booking a free, no-pressure strategy call. We’ll talk about your goals, dig into your messaging challenges, look at how we can increase website sales, and see if we’re a good fit.