By Richard McKeown – Digital Marketing Consultant, Ireland
Great copy doesn’t just fill space—it drives action. Whether you’re a small business owner or run a growing SME, the words on your website have a direct impact on how many people pick up the phone, click ‘buy now’ or fill in your enquiry form.
The good news? You don’t need to rewrite your entire website to see results. Often, small changes in the right places make a noticeable difference. Here are five practical copywriting tips that can help your site convert more visitors into customers—without needing a full content overhaul.
-
Start With What’s Stopping Them
Your website visitors often arrive with doubts. “Will this work for me?” “Is it worth the money?” “Can I trust this company?”
If you start by addressing those concerns, you build trust from the get-go. Instead of leading with features or vague benefits, try opening with a common objection your customers might have—and knock it down early.
Before:
“We offer expert payroll software.”
After:
“Frustrated by payroll tools that are all jargon and no help? Ours is built for busy Irish businesses who just want it done right.”
This simple shift shows empathy, positions you as the solution, and keeps readers engaged longer.
-
Use Real Proof—Not Just Claims
Irish customers are savvy and a bit sceptical—and rightly so. It’s easy for any company to say they’re “the best.” It’s much more powerful to show it.
Use case studies, real results, named testimonials or before-and-after outcomes. Wherever possible, include specifics: numbers, timeframes, or real names.
Before:
“Trusted by hundreds of clients.”
After:
“Since switching to our service, Barry in Cork cut his accountancy costs by 30% in three months.”
If you’re in a competitive market, this kind of proof helps justify your pricing and sets you apart from bigger players.
-
Upgrade Your Call-to-Action (CTA)
The call-to-action is what turns interest into action. Yet so many websites rely on dull buttons like “Submit” or “Learn More.”
A good CTA should feel like a no-brainer: it’s clear, useful, and gives the reader a reason to act now—not later.
Try using:
- Benefit-led wording – “Get My Free Guide”
- Urgency triggers – “Book Your Free Call Today”
- Low-risk prompts – “Try It Free – No Card Needed”
Even small tweaks here can have a big impact on enquiries and sign-ups.
-
Cut the Fluff
If your copy sounds like it was written for a brochure 10 years ago, it’s time to trim it back. Clear, simple writing builds trust and keeps people reading.
Here’s a good test: read your copy out loud. If it sounds stiff or overly formal, rewrite it like you’d explain it to a friend.
Before:
“We deliver comprehensive solutions for a diverse range of business challenges.”
After:
“We help Irish SMEs solve everyday problems—from staff scheduling to cash flow.”
Plain English always wins. Especially online.
-
Make the Offer Too Good to Ignore
Sometimes it’s not the copy that’s the problem—it’s the offer. If you’re asking someone to take a risk (even a small one), make sure the reward feels worth it.
Could you:
- Add a simple guarantee? “Try it risk-free for 30 days.”
- Include a bonus? “Sign up before Friday and get a free training session.”
- Offer flexibility? “Cancel anytime—no long-term contracts.”
If your offer feels like a safe, smart decision, people are far more likely to say yes.
Final Thoughts
You don’t need a massive budget or a full website rebuild to improve performance. A few smart changes to your messaging—especially on high-traffic pages—can have a real impact on leads, enquiries, and sales.
Start small: tweak a headline, rewrite your call-to-action, or add a fresh customer quote. Test what works, then build on it.
And if you ever feel stuck? Ask someone outside your business to read your copy. A fresh pair of eyes often spots the thing your ideal customer is thinking—but not saying.
Would you like help reviewing your website copy? Contact WSI today.
__________________________________________________________________________
Be sure to check out our news and updates page where we post regular updates and supports for businesses. In addition, if you would like to speak with one of our business advisers about a business idea you have, or an issue you’re currently experiencing in running your business, contact admin@bridgeec.ie to book a complimentary 45min advice session.
