DIY Copywriting for Website Template Buyers: How to Write Words That Convert
Buying a premium website template is a quick way to get your brand online. The design is ready, the layout looks professional, and your business comes across as more polished. Still, design alone won’t sell your services or products. The words you choose are just as important as the visuals. Without strong copy, even the best-looking template can feel empty or confusing.
The good news is you don’t have to hire a professional copywriter to launch your site. With some strategy and the right approach, you can write clear and persuasive copy yourself. Let’s go over the basics of DIY website copywriting, so you can make the most of your new template and launch a site that not only looks good but also gets results.
Why Copywriting Matters as Much as Design
It’s easy to believe design is the most important part of a website. The visuals do catch people’s attention first. But once someone lands on your site, it’s the words that convince them to stick around. Good copy builds trust, explains your value, and gives visitors a reason to act. Design gets people in the door; copy makes them want to stay.
If your website looks great but the copy is vague, generic, or missing, visitors will probably leave. But if your copy is clear and persuasive, it will guide people step by step toward the action you want, like booking a consultation, buying a product, or joining your email list.
Start With Your Audience
The first step to writing great copy is knowing who you’re talking to. Your website is for the people you want to help, not for you. Picture your ideal customer or client and think about their needs, frustrations, and goals. What do they want most right now? What problem do they hope you’ll solve? What doubts might they have about working with you or buying from you?
Once you have a clear picture of your audience, write as if you’re having a one-on-one conversation with them. This keeps your copy warm, personal, and focused on their perspective instead of yours.
Clarify Your Value Proposition
One of the most important lines of copy on your entire website is the headline on your homepage. Within seconds, visitors should understand what you do, who you serve, and why it matters. If they don’t, they’ll move on. A simple way to frame this is: “I help [specific audience] achieve [specific outcome] without [common frustration].”
For example, a fitness coach might say, “I help busy professionals get fit without spending hours in the gym.” An apartment complex might lead with, “Premium living in DC designed for comfort, style, and convenience.” The goal is to be specific, clear, and benefit-driven so that your visitors immediately know they’re in the right place.
Writing Page by Page
Each page of your website has a purpose, and the copy should reflect that. Your homepage should grab attention quickly with a clear headline, a short explanation of what you do, and an invitation to take the next step. Adding elements like testimonials or results helps build trust and shows proof of what you offer.
Your About page is where you connect with your audience on a more personal level. Share your story, but always link it back to how your background, values, or experiences help your clients. People want to know who they’re working with, but they also want to feel confident that you can deliver results.
When writing your Services or Products page, focus less on listing features and more on painting a picture of transformation. What problem does your product or service solve? How will your customer’s life or business improve after working with you? This is also the place to address common objections by including a short FAQ section.
Finally, keep your Contact page warm and approachable. A simple message like, “I’d love to hear from you—send me a message and I’ll get back to you within 24 hours,” reassures your visitors that they’ll be taken care of once they reach out.
Write Like a Human, Not a Brochure
One of the easiest mistakes to make with copywriting is trying to sound overly formal or “business-like.” Your visitors don’t want to read jargon—they want to read words that feel natural and human. The best way to test this is to read your copy out loud. If it sounds stiff or confusing, rewrite it until it feels like something you’d actually say in conversation.
Use short sentences, keep your paragraphs easy to scan, and don’t be afraid to show personality. Speak directly to your reader by using “you” more often than “we.” Instead of writing, “Our innovative solutions are designed to optimize productivity,” try something like, “We help you save time so you can focus on what matters most.” The second option is clearer, friendlier, and easier to understand.
Guide Visitors With Clear Calls-to-Action
Even the best copy will fall flat if your visitors don’t know what to do next. Every page should have a clear call-to-action that guides people forward, whether that’s scheduling a consultation, shopping your collection, or signing up for your email list. Don’t assume they’ll figure it out on their own—spell it out for them. A confident, specific CTA can make all the difference in whether someone leaves your site or becomes a customer.
5 AI Copywriting Tools You Can Use
If writing feels overwhelming, you don’t have to start from scratch. AI copywriting tools can give you a boost by generating drafts, brainstorming headlines, or suggesting alternative word choices. Here are five worth exploring:
1. Copymatic
Copymatic is designed to create marketing copy quickly, from blog posts to ads and product descriptions. It’s user-friendly and offers a wide variety of templates for different writing needs. It works especially well for generating quick content like headlines and blog ideas. Pricing starts at around $19/month for basic access.
2. Rytr
Rytr is one of the most budget-friendly AI tools available, making it ideal for beginners or small business owners who just need help getting words on the page. It supports multiple tones and writing styles, so you can experiment with different approaches until you find what fits. Rytr offers a free plan with limited credits, while paid plans begin at $9/month.
3. WriteSeed
WriteSeed places a strong emphasis on SEO, which makes it especially useful if you want your website copy to rank on Google as well as read well. It’s helpful for longer-form content like blogs and service pages where keywords matter. Plans typically start at about $15/month.
4. Junia AI
Junia AI is built for longer, conversion-focused content such as sales pages and service descriptions. It generates structured, persuasive copy that helps guide visitors toward taking action. This tool is a good fit for businesses looking to sharpen their sales messaging. Pricing begins around $29/month, with advanced options for higher usage.
5. Writio
Writio specializes in maintaining a consistent brand voice across all of your content. It’s ideal for businesses that need their website copy, blog posts, and even email campaigns to all sound cohesive. This makes it especially valuable if you plan to repurpose copy across different platforms. Pricing typically starts at $29/month.
Edit Ruthlessly
Once you’ve drafted your copy, set it aside and come back with fresh eyes. Editing is where the magic happens. Read your words out loud to catch anything that feels clunky or unclear. Cut anything that doesn’t serve your message. Focus on clarity above all else, and make sure your benefits are front and center. When in doubt, simplify.
Let the Template Work for You
One of the best parts about purchasing a website template is that the design is already structured with conversions in mind. Each section is intentionally placed to guide visitors through a natural flow: attention, problem, solution, proof, and finally a call-to-action. All you need to do is pair that structure with copy that’s clear, personal, and persuasive. When design and words work together, your site becomes more than just a digital storefront—it becomes your best marketing tool.
Final Thoughts
DIY copywriting doesn’t have to be overwhelming. By getting clear on your audience, clarifying your value proposition, writing like a human, and guiding visitors with strong calls-to-action, you can create copy that works just as beautifully as your template’s design. With the support of AI copywriting tools and a commitment to editing for clarity, you can confidently write words that not only fit your brand but also move your audience to act.
