How to write website copy for your brand

What is copy and how does it work?

Copy is the written content used to communicate a brand’s message across platforms — including websites, ads, brochures, posters, packaging, and social media.

It helps people understand what you do, and it helps the right people find you.

Your brand voice matters. It’s what makes you recognisable, memorable, and trustworthy. And when that voice is paired with the right keywords, it also does the job of showing up on Google, on social media, everywhere it needs to.

The problem? A lot of businesses either sound too much like everyone else, or they get so focused on SEO they forget to sound human at all.

The goal is balance: clarity, personality, and strategy, all working together.

Here’s how to build copy that works using a real example we’ve been playing with lately:

A biking coaching business for kids aged 3 to 10. This is something we’d love to see here in Central Otago so its perfect for an imaginary scenery.

Define your brand voice

Before you write anything, decide how you want to sound. Not what you want to say, but how you want to say it.

This is usually where the tension shows up, and that’s a good thing. 

Brand identity often pulls in opposite directions. You might need to sound bold and energetic, but also calm and trustworthy. That contrast is where your voice becomes interesting. That’s where your differentiation lives.

In this example, we’re talking about biking coaching for small kids. The voice needs to be bold and fun: it’s about confidence and movement. But it also needs to feel safe and caring: we're working with kids, and safety matters just as much as skill.

Pick four adjectives to guide your tone. These should reflect your personality, your audience, and your values.

For the kids’ biking brand, we chose:

• Fun — it should feel exciting and light

• Skilled — parents need to trust you

• Bold — confidence is part of the experience

• Caring — because kids need emotional safety too

Every piece of copy should reflect these qualities.

Clarify your message for you website copy

People won’t remember everything, but they will remember how you made them feel. That’s where your messaging comes in.

Tagline

A short, clear phrase you can use everywhere.

"Start small, ride hard"

Main Message. What you stand for.

This should tell people what you do in the simplest, most compelling way.

"Helping small kids refine their biking skills while learning the basics of balance, coordination, and body awareness".

Secondary Message. What sets you apart.

Your message doesn’t stop at what you do. It’s also about how you do it — and why it matters.

"We teach small kids to ride — but it’s the crashes, retries, and clean landings that shape them".

Make your services easy to understand

Your services section on your website should be simple to scan and straight to the point. Group your offerings into clear categories and use bullet points to break down what’s included.

1. How to Pedal

Helping little riders make the leap from balance bikes to pedals — with confidence and control.

• Pedal transition coaching

• Balance-to-pedal progression

• First ride support

• Confidence building for nervous starters

  
  

2. Riding the Trails

Getting kids comfortable on varied terrain with foundational trail skills.

• Safe cornering and braking

• Pumping basics

• Intro to trail etiquette

• Group riding skills

  
  

3. Learn the Tricks

Introducing basic movement skills and playful riding techniques in a safe, structured way.

• Beginner bike tricks

• Bike-based gymnastics (safe jumps, mounts, balance games)

• Coordination drills

• Building spatial awareness and control

Write a real “About” section

This is where you have to be super real and transparent. It’s where you explain who you are and why you do what you do.

"We’re a small local team (and parents ourselves). We believe confidence starts early, and that bikes are a great way to teach it. Our sessions are designed to be fun, supportive, and paced to each child’s level. We keep group sizes small and energy high — so every little ripper feels seen, safe, and stoked to ride".

To finish up

Good copy, and good website copy doesn’t just fill space. It gives your brand clarity and personality. When done well, it makes your business easier to trust, easier to remember, and easier to choose.

Define your voice.Get clear on what you offer.Say it in a way that feels like you.

And if you need support making that happen. Yell out, get TIETA.