website copywriting

Writing Your Own Website Copy? Don’t Do These 7 Things! (+ free download)

Words for the Web

February 3, 2020


website copywriting

Copywriters don’t come cheap. 

At least…not the ones who will write a website for you that sparks conversions and connects with readers.

So if you choose DIY website copy, I don’t blame you!

When was the last time you went back and reviewed your site with fresh eyes and from the perspective of the reader? Take another look at your website and make sure you’re not making any of these conversion crushing mistakes.

Here are the do’s and don’ts of writing your own website copy:

website copywriting freebie


Before writing a single word on your site, you’ll need to have a good idea of exactly who you’re talking to. Who is your ideal client or customer? That one person you know your product/service would be perfect for?

Start by creating or referring back to your buyer persona(s) or ideal customer avatar. Get very clear on your ideal reader’s pain points and struggles so you can speak directly to those throughout your website copy.

Then, talk to one reader with one offer at a time.

You want your ideal clients or customers who land on your site to know your offer is THE offer for them. So, if you’re not personalizing your web copy and instead, writing to every rando who lands on your site, you’re missing out on connecting with the right visitors. The ones who will become loyal, purchasing customers.


Including calls to action (CTAs) across your site is critical to push your reader to…well, take action.

Whether that action is to make a purchase, subscribe to your newsletter, download a freebie, etc. effective CTAs will be a few words long. It’s imperative to be clear in your CTAs, which is why single words like “Submit” won’t be as convincing as something like “Download the Checklist.”

While it’s important to keep your CTAs short and simple, you can use multiple words in order to be as clear as possible about what action you want the reader to take. Where will clicking that button lead them?


Keep things positive and avoid using negatives in your website copy where possible. Why? Because creating a positive tone will allow your readers to develop trust in your brand.        

Focus on the positive solution you provide for your ideal audience’s problem or desire. 

Of course, there will be situations when a negative tone comes in handy—such as creating a sense of fear or urgency to inspire your reader to take action. However, as a general DIY website copywriting rule, avoid using negatives.    

Here’s an example:

Negative: You won’t be displeased with my one-of-a-kind coaching program. So don’t wait to enroll.

Positive: You’ll love this one-of-a-kind coaching program. Enroll now!

Google keywords


Have you heard of SEO or SEO copywriting? SEO stands for search engine optimization. And if you want to create content that will rank well with search engines, you need to take SEO into consideration. 

Google and other search engines display web pages in their search results based on the authority and relevance of the page. They do this to provide the best user experience possible.

To determine the relevance of your page, Google analyzes its content based on things like where and how often you use certain words in that piece of content. Those words that will help you rank well are called keywords.

Here are a few places you should be including keywords throughout your website:

  • Title tags and headings
  • Body copy and content
  • Meta descriptions
  • Image alt tags


Overusing keywords or using irrelevant keywords is considered “keyword stuffing.” This black hat SEO tactic will only hurt your rankings with search engines.

Google defines keyword stuffing as, “the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results.”

Keyword stuffing might have some positive short-term effects. However, it will come with repercussions in the long run. 

How can you ensure you’re not using too many keywords and getting on Google’s bad side? The top piece of advice is to use keywords in a natural way. Additionally, instead of using the same keyword over and over, try incorporating some long-tail keywords.


Whether your DIY-ing your website copy, writing a sales page, or even a damn holiday card, a principle rule of thumb is to avoid writing just to fill space. 

That’s right. Just because there’s space, does NOT mean you need to fill it with words. 

Trim the fat. Cut the fluff.

For each sentence or section of text you add to your website, ask yourself:

  1. Is this relevant?
  2. Is it necessary?
  3. Does this provide awesome value to my reader?

If the answer isn’t “yes, yes, yes!” start saying no, no, no to some of the content you’re including on your website.


Since we can’t necessarily see the person on the other end of our web copy (our reader), it can be easy to forget they should be your main focus. Often, we’ll wind up writing from our own perspective. 

To make your website copy a two-way conversation that’s not all about you and your goals, start by taking a look at the pronouns you’re using.

“We” and “I” and “our” are all self-referring pronouns. So calls to action like, “subscribe to our newsletter” are self-serving.

As human beings, we’re wired to think about what’s in our best interest. Especially when making decisions. So, it’s probably no surprise that “you” is one of the most persuasive words we can use in copywriting. 

Shift the focus from talking about yourself to talking about your reader by first taking a look at the pronouns you’re using. To tweak self-serving sentences, use the word “you” more in your website copy.

We naturally gravitate toward content that speaks directly to us. Keep this in mind when writing your own website copy.


Here are your three next steps to put the info we just covered into action:

  1. Take a look at your current website. Are you making any of the “don’t” mistakes in this post? Is your current website following the instructions in the “do’s”?
  2. Haven’t yet written your website copy? Download free Website Content Planner & Roadmap! This freebie will help you get started writing the homepage, about page, and services page(s) of your website.
  3. If you need a hand writing your website copy from scratch or just sprucing it up to ensure it connects with and converts your dream client, let’s chat! Reserve a free consult call or find about more about my web copywriting services on the WCC site.

website copywriting freebie

  1. Nay Stevens says:

    So many great points in this article McKenzie! I especially loved this gem from point #1 – “if you’re not personalizing your web copy and instead, writing to every rando who lands on your site, you’re missing out on connecting with the right visitors. The ones who will become loyal, purchasing customers.”

    I create websites for Coaches and this is the number 1 mistake I see in their copy, especially if they’ve DIY’d it.

    Great article and awesome Freebie! I’ll defo be directing my clients to your Freebie. Such great value.

    • Hey, Nay! So glad this resonated with you! I actually have a new website copywriting freebie I’m currently wrapping up as well – I’ll have to send it your way when it goes live!

Leave a Reply

Your email address will not be published. Required fields are marked *

Get In Loser, We're Going Shopping

Hit the Hot Copy Shop

Conversion-optimized copywriting templates for coaches, consultants & course creators


Love Notes



Love Notes

"Wowza! I knew from previously working with Mackenzie, that she’s a true expert at her craft, but she continues to blow me away.

We’ve trusted Mack for every phase of a launch, and let me tell you—the natural humor & wit Mack is able to seamlessly weave into our copy in a way that instantly lets the reader know we *get* them WHILE remaining clear and strategic, is unlike anything I’ve seen before. 

Plus, not only is what Mack delivers packed with the perfect punch of personality (gifs and all), but it usually requires no edits.
She nails it with the first draft, saving us tons of time.

shannon matson
 founder of the social bungalow

Basically, working with Mack is a total game-changer.

If you’re looking for that upper echelon sales copy that positions your offer as *the* one, you need to work with the Hot Copy Haus."

“After I met Mackenzie, I realized that writing and copywriting is not the same thing.
One will make you bank money and the other won’t. 

After only a 90-minute breakdown call, Mack was able to write copy that encapsulates my personality and who I am and transmitted that to my people. I just can't recommend her enough. 

Don't think about it. I thought about it for too long and I honestly regret not having invested in her a year ago.

Anna-Christina Gustafson | Business coach

It’s such a sound investment and you're going to get back every penny that you invest.”

“If you’ve been sitting in the copywriting spiral wishing that someone could jump into your brain and just get it, Mackenzie is your answer—trust me, she fucking gets it! Wow did she deliver and then some!  

I had worked with previous copywriters and was worried she wouldn’t be able to nail my voice—that my authenticity wouldn’t show through. But Mack absolutely smashed it.

Nicole Cienne | Bliss Coach

My copy sounded exactly like me but soooo much better.
 Mack brought life to my true voice AND the voice I’d been afraid to use!”

I couldn’t be more grateful for her expertise and inspiration to show up as my baddie-boss-betch self. Also, she makes me literally LOL which makes the entire writing process fun and enjoyable (instead of painful and overwhelming). 

Seriously, her services/offers are THE best business investments I’ve ever made, hands fucking down."

kierstin cifelli | fitness & nutrition coach

"Mackenzie is above and beyond amazing at putting my ideas into words that ATTRACT and SELL.
She over-delivers EVERY. Damn. Time. 

“This was the first time that I had outsourced copywriting, so I was very nervous to make this investment but it was 100% worth it. Every single penny.

Lauren Taylar | Website Designer

I was just blown away. Mackenzie really knows how to capture your brand voice, really make it sound like you, and pack it with personality. 

So if you're thinking of working with Mackenzie, you should totally do it. She's amazing. She's super talented, and it's going to be a really great investment.”

“When it comes to copywriting, Mackenzie knows exactly how to get clarity on your brand voice and how to convey that in your messaging. 

Megumi fujita | embodiment coach

Mack’s able to meet and bridge that gap of where my audiences are and what I want to convey. 

And there's nothing more exciting than to know that someone cares SO much about what you're producing that they make it their own job—they make it a priority to show up and to make it pizzazz and succeed

So what else could I say about Mackenzie except that she is phenomenal and you would be a sucker to not hire her.”

She’s such a genius with all things messaging, positioning, the nitty gritty of specific types of sales copy that you need in your business. 

And honestly, there’s just nobody who sums up better and more succinctly and actionably exactly how to formulate words that sell and copy that converts.


“Mackenzie is literally one of the most genius copy/messaging magicians of anybody that I’ve worked with in the online space. 

This woman, everything that she touches turns to gold.
I highly recommend!”

"Investing in 1:1 coaching with Mack has been the best thing I’ve done for my business. After silently stalking her for a while, I reached out and immediately knew my business would never be the same again.

kait cozzens | copywriter

As a copywriter myself, I was looking to learn from THE best.
And Mack’s it.

Her wit, passion, and knowledge are unmatched. Also, she’s just so much fucking fun!

I have so much more confidence in my abilities and she has been a huge part of that. I can’t think of a reason you wouldn’t invest in her coaching."