website-copywriting

Website Copywriting

Write the text the page needs to fulfill its goal — not text to fill space. The copy should sound like someone who understands the product and speaks to a real person.

Expected result

The final copy should:

quickly explain what is offered, to whom and why it matters;
guide the reading in the same order in which the person makes a decision;
replace abstractions with concrete benefits and proof;
have a human voice, natural rhythm and vocabulary specific to the audience;
say exactly what is necessary in each component of the interface;
avoid promises the product cannot sustain.

Before writing

Look in the request and the project for:

What is being offered?
To whom?
What problem or desire brings this person to the page?
What is the true differentiator?
What main action does the page need to generate?
What proof exists: numbers, customers, cases, demonstrations or guarantees?
What voice does the brand already use?

Inspect the interface, routes, content, data and available brand files. Preserve facts, naming and tone already established.

If context is missing, do not paralyze the work:

infer what is safe from the product;
mark facts that need confirmation with [confirmar: ...];
ask at most 3 questions when the answer substantially changes the copy;
never invent metrics, customers, testimonials, prices, certifications or features.

Page strategy

Before writing, silently determine:

Promise: the transformation or central result.
Mechanism: how the product delivers this result.
Proof: why to believe.
Objection: what prevents the decision.
Action: the clear next step.

Each section should answer a question from the visitor:

Where am I and is this for me?
What do I gain?
How does it work?
Why is it different?
Can I trust it?
What do I do now?

Remove sections that merely repeat the previous one with other words.

Rules for human writing

Write from the reader's point of view. Use “you” when it matches the brand's voice.
Prefer concrete verbs and active voice.
Name the product, the task and the result; do not hide them in vague slogans.
Vary sentence length. A short one can make the point. The next one can explain.
Use contractions and natural constructions of the language when appropriate.
Prefer one specific observation to three adjectives.
Use words the audience would use, not internal company jargon.
Make headlines and paragraphs work together: the paragraph adds information, it doesn't repeat the headline.
Read it aloud. Rewrite any passage that sounds like generic advertising or AI-generated text.
Keep person, tense, capitalization, and terms consistent.

Signs of robotic text

Remove or rewrite:

“revolutionize,” “elevate,” “unlock,” “unleash your potential”;
“innovative solution,” “unique experience,” “cutting-edge technology” without proof;
“in today's fast-paced world,” “more than just,” “whether you're... or...”;
sequences of three adjectives or three benefits with the same structure;
obvious rhetorical questions;
excessive exclamation marks, ellipses, em dashes, and emojis;
sentences that would work for any competitor;
“we believe” when a fact or benefit would be stronger;
paragraphs that say something is simple, fast, or powerful without showing how.

Don't ban a word in isolation if it's precise in context. The problem is the lack of specificity.

Copy by component

Hero

The hero should answer in a few seconds:

what it is;
what result it delivers;
who it's for, when that isn't obvious;
what the main action is.

Use:

Optional eyebrow: category or context.
Headline: a clear promise or memorable idea.
Subheadline: mechanism, audience, or evidence that makes the promise credible.
Primary CTA: verb + result or next step.
Secondary CTA: risk reduction or exploration.

Don't sacrifice understanding to sound smart.

Benefits and features

Start with the result the user perceives.
Explain the feature as the cause of the benefit, not as the automatic protagonist.
Group by tasks or results, not by the product's internal structure.
Use concrete examples to make the value visualizable.

Proof

Use numbers only with a source or context.
Testimonials should keep the real voice; don't “improve” them until they all sound the same.
When citing logos or clients, don't imply endorsement beyond what was authorized.
Case studies: situation → change → result.

CTAs

The button should predict what will happen:

“Create free account” is better than “Get started.”
“View demo” is better than “Learn more” when that's the destination.
“Save changes” is better than “Submit.”

Keep the same verb in the button, the loading state, and the confirmation.

Forms and states

Write:

permanent labels; placeholder only as an example;
help before the error when the constraint can be anticipated;
specific errors with a way to fix them;
empty states that explain the state and offer an action;
loading that informs the process when it takes a while;
success that confirms what happened and indicates the next step.

Never blame the user. Do not use “Oops!” as a substitute for useful information.

Navigation and footer

Predictable labels beat creative names that hide the destination.
Keep terms consistent across navigation, headings, and CTAs.
Include legal links, support, and contact required by the context.

SEO and sharing

When relevant, deliver:

title specific, with the main expression without stuffing;
meta description that summarizes value and audience;
Open Graph title/description consistent with the page;
semantic headings that remain natural for humans.

SEO does not justify artificial repetition.

Adapt to the type of site

SaaS: clarity about the problem, workflow, integrations, proof, and risk reduction.
E-commerce: product, use, material, size, delivery, returns, and purchase decision.
Portfolio: point of view, role in the work, process, and impact; avoid empty self-praise.
Service: problem, method, scope, credibility, and how to get started.
App: main task, outcome, privacy, platforms, and onboarding.
Institutional: mission translated into actions and evidence, not an abstract manifesto.
Apple-style page: short and confident headlines, concrete details, numbers with footnotes; also apply apple-inspired-websites.
Cinematic site: sparse text, tensioned and paced by scenes; also apply cinematographic-websites.

Review flow

Do three passes:

Clarity: does someone outside the company understand the offer, audience, and next step?
Specificity: which sentences could be on a competitor's site? Rewrite them.
Voice: does the text sound natural out loud and consistent with the brand?

Then:

cut redundancies and lukewarm introductions;
strengthen verbs and nouns;
check claims, links, and nomenclature;
check the real fit in the layout: titles, labels, and buttons cannot depend on infinite space;
check accessibility and translation: do not communicate with puns alone.

Delivery format

When creating the copy for a complete page, organize by section:

## Hero
Eyebrow:
Headline:
Subheadline:
CTA primário:
CTA secundário:

## [Nome da seção]
Headline:
Body:
CTA:

Include microcopy and metadata if they are part of the scope. Give a single strong final version; present alternatives only when there is a real decision about tone or positioning.

When editing a project, apply the copy directly to the existing components or content files and preserve the internationalization structure.

Completion criteria

The offer and the audience are clear in the first block.
Each section adds information or removes an objection.
CTAs describe the next step.
There are no generic phrases that would work for any company.
No fact or claim was invented.
The voice is human, specific, and consistent.
Microcopy covers normal, loading, empty, error, and success states when applicable.
The text fits and works in the real interface.