How to DIY Your Website Copy Like a Pro

Want to learn how to DIY your website copy? Here’s how to do it right without needing to hire me.

So, you’ve got the vision for your website. Maybe even the perfect domain name.

But when it comes to writing the copy,  you’re left staring at a blinking cursor, wondering, “What do I even say?”

Hiring a high-end copywriter is a great investment. But even that can feel out of reach when you’re just starting out.

And that isn’t a reason to be stuck with generic, cookie-cutter copy.

With a little structure, you can write conversion-ready website copy all by yourself, and I’m going to show you how.

Quick note: Before you start, set a realistic timeline—maybe three or four weeks—and block out that time in your calendar. You want to treat this like a real project, not something you “squeeze in” between other tasks. 

Without further ado, let’s dive in.

Step 0: Know Your Ideal Client

Your first task is to get crystal clear on exactly who you’re speaking to.

• Who they are
• What main problem they face
• What they want
• What their reality is

Think beyond demographics like age and location, and dig into more in-depth, psychographic details like:

• Pain points: What do they suffer because of the problem they face?
• Desires: What do they secretly (or not-so-secretly) want?
• Motivations: What is driving them to find a solution now?
• Objections: What might stop them from buying your solution?

For example, if you’re a brand photographer, your ideal client might be female entrepreneurs who feel invisible online and want polished photos that match their personality so they can confidently show up on social media.

Once you know exactly who you’re talking to, writing your copy becomes so much easier because you’re writing for a real person, not the faceless “general public.”

In the Ideal Client Handbook, I share my step-by-step process, including templates and questionnaires for ideal clients research and how to do this right.

Step 1: Nail Your Brand Message

Your brand message is what holds not just your website, but your business together. It’s the reason people choose you instead of the businesses opened over three tabs in their browser.

Yes, you want to connect with your target clients. But first, it’s important to know who you are.

To nail your core brand message, ask yourself the following questions:

• What do I do?
• Who do I do it for? (Remember your ideal clients from Step 0.)
• Why does it matter? (The deeper transformation you help them achieve.)
• What vibe do I want my brand to give? (This is your brand personality and tone of voice.)

Mini Exercise: Fill in the sentence below

I am a {brand personality & title} who helps {ideal client} get {specific result} so they can {bigger benefit}.

Example: I am a {compassionate life coach} who helps {overwhelmed business owners} {find balance} so they can {scale their businesses with ease}.

This will guide your copy to sound like you want it to when dream clients read it.

Step 2: Do Keyword Research

Think of keywords as little pointers to help your ideal clients find you.

It’s a core part of search engine optimization (which basically means how you optimize your website to show up on Google’s result page).

Here’s how to keep it simple:

1. Write down what you think people might type into Google to find your service.
   
2. Use a tool like Ubersuggest to find more terms they’re searching for. You can also use Google search results features (autocomplete, people also ask section, and related searches section).
   
3. Pick 3–5 phrases that are relevant, have decent search volume, and aren’t overly competitive. They’re what each of your website pages will target so you can show up when people search for those terms.

PIN IT

Step 3: Gather Social Proof

Your audience wants proof that you can deliver on your promise.

This is where you bring receipts like:

• Client testimonials
• Screenshots of positive messages or reviews
• Before-and-after transformations
• Certifications, awards, or press mentions
• Numbers (like “booked out for 6 months” or “helped 100+ clients”)

If you don’t have testimonials yet, get creative. Offer a discounted or beta version of your service in exchange for feedback.

You can also use your own story as proof. Explain the journey you took and the results you achieved.

Step 4: Write Your Website Copy

This is the part everyone gets stuck on, but it doesn’t have to be overwhelming.

Write your core pages:

• Home: Grab attention, explain what you do, and invite them to explore more.
• About: Share your story in a way that’s about them (not just you).
• Services: Clearly outline what you offer, the benefits, and how to take the next step.
• Contact: Make it easy and welcoming for them to reach out.

When writing your website copy, do it like you’re talking to a friend (who, in this case, is your ideal client). You want to make it as conversational and relatable as possible.

More so, focus on the benefits of your offer, not just features. End each page with a clear call-to-action (CTA).

Remember the keywords you saved earlier? Now is the time to sprinkle them naturally into your copy—especially in your page titles, headlines, subheads, and first 100 words.

Pro Tip: Don’t overstuff keywords. Write for humans first, search engines second.

Step 5: Prepare Your Website

You’ve done the hard work. You’ve written your copy.

• Take a day off before editing your work so you can do it with fresh eyes and a clear head.
• Don’t be too critical of grammar during the editing process. Let your creativity soar.
• Add images where necessary
• Ensure that all your CTA buttons are working
• Optimize the website experience across various devices

Once your website is ready, launch and promote it. 

In Summary: How to DIY Your Website Copy

Writing your website copy is about understanding your audience, telling your story, and guiding visitors toward action.

And if you’d rather skip the guesswork, avoid the blank-page panic, and still get pro-level copywriting without the price tag, I’ve got something.