Building your website is kind of like building your dream house. You wouldn’t start hanging posters or curtains before the walls were up, right? Designing a website works the same way. Just like your dream home needs a solid foundation, a cohesive design, and a floor plan that actually makes sense—your website has to be well-structured to bring in the right people and get them to take action.
Your website is your 24/7 salesperson. If done right, your website can be your main source of inquiries and sales for your biz. But if your website is missing key elements (like solid copywriting, a clear design, or easy-to-follow navigation)—it can leave visitors confused and headed for the nearest exit faster than NYSNC can sing bye-bye-bye.
In this blog, I’m breaking down the three main building blocks of a converting website: copywriting & content, visual design and navigation. When these three work together, your website doesn’t just look good—it works FOR YOU like the loyal sidekick you never knew you needed.
Copywriting & Content
Website Copy
Let’s start with copywriting—the part of your website that’ll do the heavy lifting for selling on your website. Your copy should dictate how everything is laid out on your website. It’s what sets the tone for the rest of your site, communicates your brand voice, and tells visitors why they should stick around. Without strong, clear messaging, even the most beautiful website won’t keep visitors around—or get them to hit that “Buy Now” button.
Think of your copy as the sales pitch for your brand. It’s the moment when you tell your audience who you are, why you’re the best person to help them, and why they absolutely need what you’re offer. The words on your website should connect with visitors, build trust, and lead them to the next step—whether that’s purchasing your product, booking a call, or signing up for your newsletter.
Great copy that leads to conversions is NOT about throwing out buzzwords or hitting people with fancy jargon—it’s about clear, conversational language that touches on your ideal clients pain points. You want your words to feel like a natural chat with your audience—that reassures them that you’re the right person to help them solve their problem. They should read it and think, “Wow, this person really *gets* me.” When your copy is approachable, people feel more connected to your brand, and they’re way more likely to engage.
Your copywriting should also dictate your website’s design, not the other way around. If you design a gorgeous website but don’t have the messaging that supports your sales argument, it’s like designing a house before you know what rooms you need. Sure, it’s pretty, but does it actually function?
The design of your website should support your copy. The layout, color choices, and imagery should all work together to highlight your sales argument. For example: your strongest headlines need to be front and center in bold fonts that grab attention and your calls to action (CTAs) should be impossible to miss.
When you lead with your messaging, your design can elevate that message and make sell better. The result? A website that not only looks good but drives conversions like nobody’s business.
DIY Website Copywriting Template for Biz Owners
SEO-Focused Blog Posts
Your blog is one of the best ways to show off your expertise and prove you’re an authority in your industry. Each blog post is an opportunity to further your like, know and trust factor with your ideal clients.
Plus, having SEO-optimized blog posts will help your website rank on Google. Each new blog post is another chance to rank for another keyword search term and drive organic traffic to your website. Think of your blog posts as breadcrumbs that lead people from search engines straight to your digital storefront.
If you’re not sure what to write about—answer the questions your audience is already asking to get your writing muscles built. Then start worrying more about what topics would be more SEO-focused.
Why You Need a Blog on Your Website
Visual Design & Aesthetics
Your website’s design is basically the curb appeal of your business. It’s the first thing visitors see when they land on your website, and it’s gotta catch their attention in less than 5 seconds. But design isn’t just about being pretty. It needs to work for you by guiding visitors to the next step of working with you.
Design should highlight your website copy—so that they can quickly and clearly understand how you can solve their problems.
Design that works for conversions highlights key parts of your copy, from your headline to your call-to-action buttons. That means making sure your headlines stand out and your CTAs are easy to spot. Every visual choice should lead the visitor back to your message, keeping the focus on what matters most—whether you can solve their problems or not.
You also need high-quality imagery on your website—to further drive home the looks of your website aesthetic and enhance your website copy
Pro Tip** Avoid using random stock photos that don’t match your brand vibe. Invest in custom brand photography or use high-quality stock images that align with your brand tone and aesthetic. <<< This will help make your website a cohesive brand experience and more memorable because it’s recognizable.
How to Choose On-Brand Images & Videos for Your Website
Website Navigation
If you’ve ever gotten lost in a grocery store, not sure where the cans of olives are—you know how frustrating it can be when the layout of the store doesn’t make sense. Your website’s navigation should be laid out so that it’s for people to browse and find what they’re looking for. The moment your website turns into a scavenger hunt—someone on your website will probably just skip to the next website in Google search because it’ll be easier.
You also want to make sure that your website fonts are easy to read so that you don’t run into accessibility issues or just plain confuse people. <<< Because the more friction you add to someone being able to book you from your website—like making them squint at their laptop because the fonts are too small—the less likely they’re gonna convert.
^^^ Your website fonts should be at least 16px on average for paragraph text to avoid this issue.
Your main navigation should also be kept to 5-7 links max. to make your website easy to understand. If you add too much info at once on a section of your website it can cause confusion. <<< Which confusion rarely leads to conversion.
How to Make Your Website Easier to Skim
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