In a world dominated by TikTok, Instagram reels, and short attention spans, you might be wondering: does website messaging still matter? The answer is a resounding YES. People DO read — but only when the messaging is compelling, skimmable, and speaks directly to their needs.
Let’s break down why your website copy is crucial for your service-based business and how to make it work for you.
The Myth: “No One Reads Anymore”
You’ve likely heard it before: “People don’t read anymore. They just scroll.” While it’s true that attention spans have shortened and people skim more than they used to, it’s a myth that they don’t read at all. Here’s the reality:
- People read when they’re invested. Think about the last time you researched a major purchase or service. You probably read every detail about the options you were considering.
- The problem isn’t reading; it’s boring, cluttered copy. Visitors won’t engage with messaging that feels generic, irrelevant, or overwhelming.
For service-based businesses — particularly in industries like travel, design, or coaching — your website copy isn’t just filler. It’s the foundation of your brand, your client connection, and ultimately, your conversions.
Skimming Is Reading, Too
Here’s a little secret: many people do skim your website. But that doesn’t mean they’re not absorbing the information. By designing your copy for skimmers, you can still drive engagement and conversions.
- Use attention-grabbing headlines and subheadings.
- Highlight key benefits or phrases in bold.
- Include visuals, icons, and buttons to break up text.
When your website is easy to navigate and your messaging is strategic, even skimmers will take action.
Why Website Messaging Matters for Service-Based Businesses
When someone lands on your website, they’re usually looking for answers to these key questions:
- What do you do?
- How can you help me?
- Why should I trust you?
- What do I do next?
Your website copy has to address these questions quickly, clearly, and compellingly. Let’s explore why this is critical for service providers:
It Establishes Your Expertise
Your copy is a chance to showcase your authority in your field. For example:
- A travel planner might highlight their expertise in curating luxury vacations.
- A design studio can emphasize their unique creative process.
- A coach might share transformative results they’ve helped clients achieve.
It Builds Connection
Great copy makes visitors feel seen and understood. It speaks directly to their pain points, dreams, and goals. For instance:
- A travel website might say, “We create stress-free vacations so you can finally relax and recharge.”
- A design business could lead with, “Your brand deserves to make an unforgettable first impression.”
It Drives Action
Your messaging guides visitors toward the next step, whether that’s booking a consultation, downloading a freebie, or making an inquiry. Without clear, compelling copy, visitors are more likely to leave without taking action.
Tips for Writing Copy that Gets Read
The key isn’t writing more words — it’s writing smarter words. Here’s how to create website copy that captures attention and drives results:
1. Prioritize Headlines
Your headlines are the most important part of your website copy. Why? Because they’re the first thing visitors read, and they determine whether someone keeps scrolling.
Every headline should answer: What’s in it for the reader?
2. Break It Up
No one wants to read a wall of text. Use these formatting tricks to make your copy easier to skim:
- Short paragraphs (1-3 sentences).
- Bullet points or numbered lists.
- Subheadings that guide readers through the page.
- Bold or highlighted phrases to emphasize key points.
3. Make It Conversational
Speak directly to your audience in a way that feels approachable and human. Avoid jargon or overly formal language. For example:
- Instead of: “We specialize in creating bespoke travel itineraries.”
- Say: “Let us handle every detail of your dream getaway, so you don’t have to lift a finger.”
4. Focus on Benefits, Not Features
Don’t just tell people what you do — tell them how it benefits them.
- Feature: “Custom travel itineraries.”
- Benefit: “Stress-free vacations tailored to your unique preferences.”
5. End With a Call-to-Action (CTA)
Every page should guide visitors to the next step. Examples:
- “Schedule your free consultation today.”
- “Start your journey to better branding — download our guide.”
- “Let’s plan your dream vacation. Contact us now.”
6. Test for Skim-Friendliness
Can someone quickly understand your message by only reading the headlines and bold text?
Final Thoughts: Your Words Are Your Brand
Your website messaging isn’t just a nice-to-have — it’s a must-have. Whether you’re a travel advisor, designer, or coach, your copy is your chance to connect with the right clients, build trust, and inspire action.
Remember: People do read. They just don’t read boring, unstructured copy. By prioritizing your messaging and designing it for real humans (not just algorithms), you can transform your website into a client-attracting machine.
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