Category: Copywriting

Every day, qualified prospects visit your website, spend 30 seconds looking around, and then leave to check out your competitors. They want to believe you can help them, but your website doesn't give them clear reasons to trust you or obvious next steps to take.

The problem isn't your expertise or your offering. It's how you're communicating online.

People read websites differently from any other medium. Nielsen Norman Group's eye-tracking studies show that web visitors scan in an F-pattern, reading the first few words of headlines and the opening sentences of paragraphs before deciding whether to stay or leave. They're not reading every word – they're hunting for specific information that answers their immediate questions.

This means your web writing must work twice as hard as traditional copy. It has to build credibility quickly while making it obvious what visitors should do next. Here are four rules that accomplish both.

Rule 1: Lead With Outcomes/Benefits, Not Features

Most business websites start by explaining what they do (features) instead of what customers get (outcomes or benefits).

Your prospects don't care about your credentials or your therapeutic approach until they know you understand their problem. Lead with the outcome they want, then explain how you deliver it.

🔴 Instead of: "I'm a licensed clinical social worker specializing in cognitive behavioral therapy and trauma-informed care for adults."

🟢 Try: "I help adults overcome anxiety and depression so they can feel confident in their relationships and at work. Most clients notice meaningful improvements within 6-8 sessions."

The second version immediately addresses potential patients' struggles and sets realistic expectations about the process.

Quick application: Rewrite your homepage headline to start with the problem you solve or your clients' desired outcome. Use a specific timeframe if appropriate for your practice.

Rule 2: Structure Content For Scanners, Not Readers

Nielsen Norman's research confirms what you probably suspected: web visitors don't read paragraphs like they read books. They scan headlines, bullet points, and the first sentence of each section to decide if the content is relevant.

This means your page structure matters as much as your actual words. Break up long paragraphs, use descriptive subheadings, and front-load important information.

🔴 Poor structure: "Our comprehensive approach integrates various evidence-based therapeutic modalities to address each client's unique needs through individualized treatment planning that considers both immediate symptoms and long-term wellness goals."

🟢 Better structure: "I help with:

• Anxiety that interferes with work or relationships

• Depression that makes daily tasks feel overwhelming

• Life transitions that leave you feeling stuck

My approach: Short-term, practical therapy focused on real changes you can make starting this week."

The second version gives scanners multiple entry points and helps them quickly assess whether you address their specific situation.

Quick application: Add descriptive subheadings every 2-3 paragraphs and break up any paragraph longer than 4 lines.

Rule 3: Make One Clear Ask Per Page

Confused visitors don't convert. When people land on a page offering five different ways to engage, most choose none.

Each page should guide visitors toward one primary action. Supporting information is fine, but make the main path obvious.

🔴 Confusing page: Contact form + phone number + email address + online scheduler + "request information" button + newsletter signup + insurance verification form

🟢 Clear page: One prominent "Schedule a free 15-minute consultation" button with supporting text: "We'll discuss what's bringing you to therapy and whether we're a good fit. No commitment required."

The second approach removes decision paralysis and reduces the anxiety many people feel about starting therapy.

Quick application: On each page, pick the one action that's most valuable for your business. Make that option prominent, and move everything else to secondary positions.

Rule 4: Use Social Proof That Addresses Specific Concerns

Generic testimonials don't build much trust because they don't address your prospects' specific doubts about working with you.

Instead of collecting praise about how "caring" or "professional" you are, gather proof that speaks to the outcomes people want and the concerns that hold them back.

🔴 Generic testimonial: "Dr. Smith is very professional and helped me a lot. I would recommend her to anyone."

🟢 Specific testimonial: "I was nervous about trying therapy again after a bad experience with another counselor. Dr. Smith made me feel heard from the first session and gave me practical tools I could actually use. After three months, my panic attacks went from daily to maybe once a month." – M.R.

The specific version addresses therapy skepticism (common concern), mentions the collaborative relationship (trust-building), and includes a measurable improvement (credibility) without violating patient privacy.

Quick application: Ask current clients to describe the specific concern that brought them to you and the concrete change they've experienced. Always get written permission and consider using initials only.

Making It Work For Your Business

Good web writing follows a predictable pattern: hook attention quickly, address the visitor's main concern, explain what you'll do about it, prove you can deliver, and make the next step obvious.

Most websites get one or two of these elements right but miss the others. The result is qualified prospects who leave without engaging because they can't quickly determine if you're the right solution.

Start by auditing your homepage against these four rules. Does it lead with client outcomes? Can visitors scan it easily? Is there one clear next step? Does your social proof address specific concerns people have about your services?

Small changes to how you present information online can dramatically increase the number of visitors who become customers. Businesses that get this right don't just convert more traffic, they attract better-qualified prospects who are ready to move forward.

Ready to improve your website's content? Contact Garrett Digital for an audit that will identify opportunities to increase engagement and conversions.

A product description should do more than fill space on a product page. It should help potential buyers understand the product benefits, address pain points, and move them closer to a purchase decision. Too many e-commerce businesses settle for vague copy, reused specs, or content that doesn’t connect with the buyer.

Effective product descriptions combine strategy, clarity, and empathy. Here’s how to write one that not only converts but also improves the user experience and SEO of your product pages.

Why Product Descriptions Matter

According to the Nielsen Norman Group, a leading UX research firm, about 20% of purchase failures happen because of poor or missing product details. Customers want clarity. If they don’t get it, they hesitate or bounce.

Baymard Institute’s extensive e-commerce UX research backs this up. Their testing shows that high-converting sites offer specific, easy-to-scan copy that makes the benefits of your product obvious. That leads to better engagement and fewer abandoned carts.

Great product descriptions also help search engines index your product pages accurately. Including power words and related synonyms like “gothic” or “sword” in a dagger earring listing, for example, improves both organic search visibility and internal search results.

The Anatomy of a High-Converting Product Description

While every product is different, a good product description template will typically include:

• A clear headline or first sentence with the key benefits

• Short paragraphs and a bulleted list of product features or selling points

• Details that reflect your buyer persona and address their pain points

• Sensory words or emotional triggers to build interest

• SEO-friendly synonyms and natural keywords

• A sense of urgency or call to action

1. Focus on the Benefits First

Many stores lead with specs. But potential buyers care more about what the product solves.

Weak
Steel septum clicker with 16g gauge and hinge clasp.

Better
This sleek 16g septum clicker locks in easily and stays comfortable all day. It’s made from polished surgical steel to resist irritation and shine through wear.

Another example:

Weak
Acrylic heart-shaped ear plug. 0g. Red or pink.

Better
Add a bold pop of color with these acrylic heart-shaped plugs. Lightweight, comfortable, and perfect for healed lobes. Available in bright red or soft pink to match your mood.

2. Use Natural Language and Customer Vocabulary

Skip internal jargon and reflect how your customers actually talk and search.

Instead of
Ergonomic aluminum housing with dual-functionality interface.

Try
Fits naturally in your hand, with easy-to-reach buttons that make setup quick and stress-free.

Even high-end products benefit from approachable descriptions. Avoid over-explaining and instead match your tone to your buyer persona.

3. Anticipate Buyer Questions

Write as if your customer is standing in a shop holding the product. What would they ask?

• Will this fit or match my style?

• Is it safe for my skin or healing piercing?

• How do I use it?

• What makes this better than similar options?

Example
Not sure if it’ll work with your jewelry? This attachment fits all standard 14g barbells and is safe for healed piercings.

Another before and after example:

Before
Internally threaded labret with prong-set CZ gem.

After
Show off your style with this internally threaded labret. The flat back keeps it comfy for all-day wear, while the prong-set CZ catches light without snagging. Ideal for lip, ear, or tragus piercings.

This revision improved conversions by focusing on comfort, wearability, and clarity.

4. Make It Scannable and Easy to Read

Use a mix of short paragraphs and a bulleted list. Break up product features and key benefits clearly.

Example structure

• Lightweight and durable surgical steel

• Secure hinged closure

• Hypoallergenic and safe for sensitive skin

• Available in multiple sizes and colors

Use bold only to label parts of your bulleted list, not inside regular paragraphs.

5. Include Helpful Synonyms and Descriptive Phrases

Strong descriptions use synonyms to help search engines and people. If you’re describing a gothic dagger-style earring, naturally include related terms:

• Gothic-inspired

• Sword-like silhouette

• Blade or dagger design

• Edgy or alternative look

Example
This gothic earring takes inspiration from dagger and sword shapes. The pointed silhouette adds edge to your outfit and grabs attention, whether you're dressing up or down.

Synonyms like these support product page SEO, internal search, and better customer understanding.

6. Balance Emotion with Technical Details

Use emotion to connect, then logic to reassure. Buyers often make decisions based on feeling and justify them with facts.

Instead of
Titanium barbell with anodized finish.

Try
This feather-light titanium barbell feels smooth and secure. Its anodized finish won’t fade and keeps its vibrant color, even with daily wear.

Follow with specs in a clean and easy-to-scan format:

• Material: Implant-grade titanium

• Gauge: 14g

• Threading: Internally threaded

• Finish: Anodized matte or polished

7. Use Clear CTAs and Social Proof

Wrap up with a helpful call to action or note of urgency.

Examples

• 200+ five-star reviews and counting

• Order today — low stock in some colors

• Your new favorite piece is one click away

Use a Repeatable Template

If you manage a large e-commerce business with hundreds of SKUs, create a consistent product description template. It will help your team scale writing, maintain tone, and keep product pages useful.

Example Template layout

• One-sentence intro with a strong benefit

• A short paragraph with sensory details or social context

• A bulleted list of technical details or key features

• Optional care instructions or compatibility

• Call to action or urgency trigger

Good Product Descriptions Sell Products

A good product description answers questions, builds confidence, and guides people toward a purchase. It should feel like part of the conversation between your store and your buyer.

Want help writing high-converting product descriptions? Or need an audit of your product pages to see where you're losing customers? Let’s connect.

Someone visits your website, curious about what you offer. But a single word or phrase makes them feel excluded. They leave, and you lose a customer you never knew you had. It happens more often than most businesses realize.

Inclusive language isn’t about being trendy. It’s about respect, clarity, and growth. It can help your site perform better, reduce friction, and show your audience you actually see them.

Inclusive language means choosing words that welcome everyone, regardless of background, identity, or ability. When people feel recognized and respected, they stay longer, engage more, and are more likely to become customers. Studies show that modern audiences expect brands to reflect inclusive values.

This guide explains how inclusive language can benefit your website and marketing, what to look for, and what small changes can make a big difference.

Inclusive Language on Websites

Using inclusive language on your website helps more people feel welcome. That means they’re more likely to stay, explore, and convert.

Improved User Experience

Visitors who see themselves in your content feel more comfortable and more likely to engage. This starts with the small details.

Think about your forms. A title field that only includes “Mr.” or “Mrs.” leaves out people who don’t identify with those labels. A better form adds options like “Mx.”, which ensures non-binary people are included.

Clear, straightforward language also matters. Instead of “leverage our proprietary solution,” say “use our tool.” This helps people with varying reading abilities, non-native English speakers, and busy visitors scanning your content.

Increased Engagement and Lower Bounce Rates

People leave websites quickly when the language feels unfamiliar, exclusive, or overly technical. That can happen in just a few words.

Consider these performance improvements linked to more inclusive language:

• 16% lower bounce rates

• 22% longer session durations

• 14% more engagement on pages with gender-neutral wording

This isn’t theoretical—these numbers reflect real behavior. The clearer and more inclusive your language, the more likely someone is to stick around and take action.

Specific Website Examples

Slack explains features in plain language. Instead of using technical terms, it says things like “channels are where conversations happen.”

Microsoft includes an accessibility menu that adjusts the user experience. The copy emphasizes capabilities, not limitations, with phrases like “designed for you.”

These changes are subtle, but they show users that someone thought about their experience.

Inclusive Language in Marketing

Inclusive marketing connects with more people and builds longer-lasting relationships. It also helps you avoid unintentional damage that alienates part of your audience.

Making Marketing More Inclusive

Words shape perception. They can welcome people in or push them out.

Examples of simple language shifts:

• Say “everyone” instead of “you guys.”

• Use “they” instead of assuming gender.

• Describe products with accessibility in mind, not just for a single type of user.

Conversion gains can be substantial:

• Gender-neutral CTAs lead to higher click-through rates.

• Removing age or ability assumptions broadens appeal.

• Inclusive product descriptions convert better across diverse segments.

These aren’t theoretical gains—brands that embrace inclusive language often see 10–30% higher conversions in audiences they previously overlooked.

Stronger Brand Loyalty

People stick with brands that make them feel seen. Inclusive language builds trust.

That trust leads to:

• More repeat business

• Positive word-of-mouth

• Stronger reviews and referrals

In a recent survey, 64% of consumers said they’re more likely to trust brands that show commitment to diversity in their marketing.

The language you use is part of that commitment.

Avoiding Damage Control

One poorly worded ad or email can go viral for the wrong reasons. Social media magnifies missteps. In some cases, a single phrase can lead to:

• Lost revenue

• PR crises

• Damaged employee morale

• Months of recovery

Simple prevention steps:

• Review content with diverse team members.

• Run the language through a style guide or checklist.

• Ask: “Who might feel left out or misrepresented by this?”

A second read with empathy can make your brand inclusive to all.

Inclusive Marketing Examples

• Emails: Replace “Dear Sir/Madam” with “Hello” or “Hi there.”

• Social ads: Say “Parents and caregivers” instead of “Moms.”

• Product descriptions: Say “Easy to use” instead of “Even Grandma can use it.”

• Visuals: Use imagery that reflects real-world diversity in age, race, ability, and body type.

• Seasonal promos: “Holiday Sale” is more inclusive than “Christmas Sale.”

These changes don’t weaken your message. They make it stronger and more relatable.

Language Pitfalls to Avoid

Here are the most common areas where websites and marketing often fall short—and what to do instead.

Gendered Language

Instead of:

• “Businessmen will love our service.”

• “Salesmen are available now.”

• “Man-hours required”

Use:

• “Business professionals”

• “Our sales team”

• “Work hours required”

Use “they” instead of “he/she” when writing general instructions.

Ability-Based Language

Avoid:

• “Handicapped section”

• “Suffers from” or “afflicted with”

• Using mental health terms casually: “That’s crazy,” “So OCD”

Use:

• “Accessible section”

• “Person with [condition]”

• Specific, respectful alternatives: “Detailed,” “unexpected,” “inconsistent”

Never use medical conditions as metaphors or exaggerations.

Age and Financial Assumptions

Avoid:

• “Silver surfers,” “digital natives”

• “Everyone can afford this.”

Use:

• “Older adults,” “tech-comfortable users”

• “Starting at $X,” “Flexible pricing available”

Avoid implying that “basic” or “entry-level” means lower value.

Cultural References and Idioms

Avoid:

• “Knocked it out of the park.”

• “As American as apple pie”

• Religious phrases like “a blessing in disguise”

Replace with clear alternatives:

• “Exceeded expectations”

• “Widely recognized”

• “An unexpected benefit”

Not everyone shares the same cultural touchpoints—keep your language easy to interpret.

Jargon and Acronyms

Avoid:

• Industry jargon without explanation

• Acronyms like CTA or ROI with no context

Use:

• “Call to Action (CTA)” or “Return on Investment (ROI)” on first mention

• Brief explanations or tooltips when needed

Your expertise shouldn’t come at the cost of clarity.

Person-First vs. Identity-First

Some communities prefer person-first language. Others don’t.

• Person-first: “person with autism,” “person with a disability”

• Identity-first: “Autistic person,” “Deaf person”

The best option? Learn from the community, ask when possible, and stay open to feedback.

How to Start Using Inclusive Language

Here are practical steps to start improving your site and marketing language today.

Run a Language Audit

Review your:

• Website pages

• Emails and newsletters

• Forms and surveys

• Marketing campaigns

Look for outdated or exclusionary language, and track your changes. Don’t forget your visual content—photos and illustrations send messages too.

Create an Internal Style Guide

Make a short, shareable reference doc that includes:

• Terms to use and avoid

• Sample rewrites

• Brief explanations of why it matters

It doesn’t need to be long. Two to three pages is plenty to get your team aligned.

Ask for Feedback

Even with good intentions, you’ll miss things. Bring in people from different backgrounds—customers, colleagues, or consultants—and ask them what they notice.

Pay attention to recurring suggestions. Compensate contributors for their time if appropriate.

Keep Learning

Language evolves. What’s inclusive today might shift tomorrow. Subscribe to accessibility or DEI newsletters. Follow people who speak from lived experience.

Encourage your team to share what they learn. Normalize feedback. If something isn’t working, fix it without defensiveness.

Your Words Shape Your Brand

The language you use on your website and in your marketing materials speaks louder than your logo or tagline. When your words are respectful, accessible, and inclusive, people notice—and they come back.

Inclusive language helps your message reach more people, builds trust, and creates a brand that feels approachable instead of distant.

You don’t need to be perfect; you just need to be thoughtful. Start small, keep going, and keep listening.

Are you building a new website or refreshing your content? Garrett Digital helps you choose the right words so your message reaches everyone. Contact us to start the conversation.

Learn More

• Using inclusive language in your marketing efforts – American Psychological Association

• Inclusive Language Guide – American Psychological Association

• Inclusive Language: Content Guide – Alt 18F