Is Your Website Copy Letting You Down? 5 Quick Checks

Did you know that on average, you’ve only got a few seconds before most users click away from your website? Design is obviously important here, and how your site looks can have an immediate effect on bounce rates.

But it’s the copy that keeps visitors interested, engaged, and wanting more.

I’ve put together my 5 top tips for self-evaluating your website copy, and how to optimise for conversions, engagement, and messaging.

What makes website content effective?

Our online world is dominated by social media content, but I need you to forget about likes, shares, and clicks for a second. Effective website copy isn’t about being clever, it’s about being clear. The best-performing content feels natural, direct, and useful, because it’s written with a real human in mind.

So, what’s the real measure of effective website copy? Conversions. Sign-ups, sales, bookings, downloads. Your copy exists to move your audience away from interest and into action.

For this to happen you need to build trust and solve your customer’s real problems. That means:

Adopting a tone that matches your audience mindset (not just your branding)
Drafting concise, action-oriented copy that doesn’t drag out
Conveying a clear sense of what’s in it for them at every stage and page
Formulating a structure that supports skim reading and deeper dives
And keyword implementation that feels organic, not spammy

With my own content, this usually means active language, real-world benefits, and ultimately leading with the juiciest information.

The goal is to keep your reader moving through the customer journey. Effective website content is structured strategically, and worded with intention – always taking the audience where you need them to go next.

Your websites need intentional copy that guides your audience…

And form a lasting impression. While it’s easy to work out when your website isn’t performing, it’s harder to know where and make constructive, reflective changes.

That’s why the most successful brands work with an expert copywriter – like Think Rat.

5 quick tests for quality website copy

Aside from the tests below, make sure you’re keeping an eye on website analytics. See which pages are performing well, and consider what you can use to improve the rest of your website.

And check where the traffic is actually coming from! This can help you to better understand which of your content is resonating the most, and how well optimised your website copy is for search engines.

Okay, ready to get started?

1. The first look formula

First off, whatever it is that you’re specifically offering needs to be clear to the reader immediately. If the user has to work to understand the unique value of your products or services, they’re more likely to just not bother at all.

When your website copy follows the first look formula, it’s clear (straight away) what your company does, and the exact problems that it solves. Who is your business actually for?

To test for this, get a friend who’s never seen your website before to head to your site’s homepage. Without scrolling, ask them to tell you what you do in 10 seconds or less. Is your most important message clearly visible? If they can’t do this, your website copy is falling at the first hurdle.

Pro tip: I recommend you complete this test on desktop and mobile with two different friends for cross-platform optimisation.

2. Competitor analysis

This one’s pretty basic, but it’s surprising how many of my clients have overlooked it in the past. If you just sound like everyone else, it’s easy to be forgotten; that’s not how you successfully convert readers into customers.

Start by Googling some of your main products or services and clicking on a few competitor sites. Make note of what they’re doing well, and what feels a bit flat. Most important here though is working out how your own website compares, and what exactly it is that you do better. You’re not comparing to copy the competitors’ tone or messaging, but to effectively centre your own USP and strengths.

My favourite approach here is usually a straightforward SWOT analysis (strengths, weaknesses, opportunities, strengths). Analyse each competitor website from these 4 base points, then compare against your own messaging, products, and services.

Once you’ve nailed your strengths and what you do best, make sure this is always right at the front of your website copy. This practice is about positioning yourself to stand out, not blend in.

3. All about “you”

And by you, I mean your audience. Avoid overusing “I”, “we” or “our” in your website copy without clearly and actively addressing your audience’s pain points. At the end of the day, it’s about them, not you.

To test and optimise your content, try the 80/20 rule: where 80% of your website copy is centered around your customer’s world, not your own. Reframe your company or product features as customer benefits.

Example 1: Instead of “we offer 24/7 support” try “receive round the clock support”
Example 2: Instead of “we design beautiful websites” try “show off your business with a site that turns heads”
Example 3: Instead of “we work with top UK brands” try “you’ll be in good company, with brands with people know and trust”

It’s not a monologue, it’s a conversation.

Actually, while we’re on the topic of monologues. Try to avoid big chunks of text altogether as much as possible. Keep your copy concise and accessible.

4. CTA auditing

Is it always obvious what your website visitor should do next? Well crafted website copy doesn’t just inform, it guides visitors into conversions (or directs however you want them to behave).

Go through your entire website and update the Calls to Action, ensuring they’re always relevant to the page’s content; and feel intentional. Honestly? This one should be easy. Whether it’s “get a quote”, “download the guide”, or “start your free trial”, your website CTAs should be specific and easy to spot.

In short, this just means no more vague “learn more” links buried at the bottom of your page.

5. The jargon slash

Removing unnecessary and inaccessible jargon from your website copy might take a bit longer than some of the other tests listed here, but it makes a huge difference to performance, readability, and SEO. Confused visitors don’t convert.

Ideally you’ll be able to work through each page on your website, and highlight every industry term, acronym, or phrase that your target audience might not instantly get. When doing this you can ask yourself “would my client actually say that out loud?” If not, then you need to re-write it (or get an expert copywriter to do that for you). Your copy should sound like a real human, not a pitch deck in disguise.

Pro tip: If you’re particularly short on time or don’t want to do an entire website revamp, I’d recommend starting with your services or products pages content.

Great website copy is that which truly resonates with your ideal audience and drives real conversions. It’s not accidental, it’s intentionally crafted with SEO, demographics behaviours and preferences, and your brand voice and messaging in mind. You won’t be able to do this all by yourself.

For website copy that successfully converts, the first time…

Build your presence and refine your brand voice. Contact Think Rat for consistent, proven, and uniquely crafted website copy.

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