A full walkthrough on how you should write for your marketing. We talk about different writing frameworks (and how to pick one), give you power works to use, and help you choose perspective.
Most small business owners freeze when it’s time to write website copy. They stare at the blank page, wondering if they should sound professional or friendly, whether to say “we” or “you,” and how to make people actually care about what they’re selling. The good news? Writing effective website copy isn’t about creativity—it’s about following a proven framework.
When you have a framework, writing becomes paint-by-numbers simple. You know exactly what to say, in what order, and how to say it. This guide will show you the frameworks that work, how to pick the right one for your business, and the specific techniques that turn browsers into buyers.
Every successful piece of marketing copy follows a framework, whether the writer realizes it or not. Here are the four frameworks that consistently deliver results for small businesses:
The StoryBrand framework positions your customer as the hero of a story, and your business as the guide who helps them win. Instead of talking about your 30 years of experience, you talk about your customer’s problem and how you help solve it.
The seven elements: A character (customer) has a problem and meets a guide (you) who gives them a plan and calls them to action, helping them avoid failure and achieve success.
Example: “You need more customers (problem). We’ve helped 200+ businesses double their leads (guide credentials). Schedule a free consultation (call to action) to get our proven 3-step marketing system (plan).”
AIDA is the classic framework that’s been working since the 1890s. You grab attention, build interest, create desire, and prompt action. It’s linear and logical.
Example:
PAS works by identifying a pain point, making the reader feel it deeply, then presenting your solution. It’s particularly effective for urgent services.
Example:
BAB paints a picture of their current situation, shows them a better future, then positions your product as the bridge between the two.
Example:
Choosing the right framework isn’t about personal preference—it’s about what works for your specific business type and customer mindset.
Use StoryBrand when: You’re a service business solving complex problems. Your customers need to trust you before they buy. You want to build long-term relationships. This is Hip Bip’s default recommendation because it consistently generates the highest conversion rates for service businesses.
Use AIDA when: You sell products rather than services. Your sales cycle is short. Your differentiator is clear and compelling. E-commerce sites and retail businesses thrive with AIDA.
Use PAS when: You solve urgent, painful problems. Your customers are actively searching for solutions right now. Think emergency services, repair businesses, or crisis management.
Use BAB when: You sell transformation or improvement. Your service creates dramatic change. Weight loss, business coaching, and home renovation businesses excel with BAB.
The critical rule: Pick ONE framework and use it consistently across your entire website. Mixing frameworks confuses visitors and kills conversions. Master one approach before considering others.
Power words trigger emotional responses and prompt action. But here’s what most people get wrong: it’s not about using the most dramatic words—it’s about using the right words for your audience.
Words to encourage action:
Words that show you’re great:
Words that instill confidence that you’re the best:
Words that evoke a feeling:
The 80/20 rule for power words: 80% of your copy should be clear, simple language. 20% can be power words. Overuse kills their effectiveness. A headline like “Amazing Revolutionary Breakthrough System!” screams spam. But “Finally, a simple way to manage inventory” feels genuine.
Use power words at decision points: headlines, subheadings, call-to-action buttons, and guarantee statements. Skip them in body copy where clarity matters most.
Your writing voice is how you sound to readers. Most businesses overthink this, trying to sound like something they’re not. Here’s the truth: your voice should match how your best customers talk, not how you think a business should sound.
Before publishing any copy, ask yourself: “Would I say this to someone at a bar?” If the answer is no, rewrite it. Nobody at a bar says “We leverage synergistic solutions to optimize your business outcomes.” They say “We help you make more money.”
Professional doesn’t mean stuffy. It means competent and trustworthy. You can be professional while using simple words and short sentences. In fact, that’s exactly what builds trust.
Write at an 8th-grade reading level. This isn’t dumbing down—it’s clearing up. Your customers are smart but busy. They want information fast, not a vocabulary lesson.
Every industry has insider language. SEO people talk about “SERP rankings.” Contractors discuss “change orders.” Your customers don’t care. They care about “showing up on Google” and “unexpected costs.”
Replace every industry term with the words your customers actually use. If you must use a technical term, explain it immediately in plain language.
Your About page shouldn’t sound like a different company than your Services page. Pick your voice and stick with it everywhere: website, emails, social media, invoices. Consistency builds recognition and trust.
This decision shapes your entire website’s feel. Most small businesses get it wrong by defaulting to what sounds “professional” rather than what actually works.
Talk directly to your reader using “you.” This creates connection and makes your copy feel like a conversation, not a lecture.
Good: “You need a website that actually brings in customers.” Weak: “Businesses need websites that bring in customers.”
Second person makes everything immediate and personal. The reader feels like you’re talking specifically to them, not to some abstract audience.
Use “we” when describing what your business does, but sparingly. Lead with “you,” support with “we.”
Good: “You deserve fast, reliable service. We deliver it every time.” Weak: “We provide fast, reliable service to our customers.”
Never use “I” on a business website unless you’re a solopreneur explicitly building a personal brand. Even then, “we” often works better because it sounds more established.
Writing about yourself in third person sounds robotic and creates distance.
Weak: “Hip Bip helps small businesses grow.” Better: “We help small businesses grow.” Best: “You’ll grow your small business with our proven system.”
The only exception? Testimonials and case studies where someone else is talking about you. That’s when third person feels natural and credible.
Use this ratio: 70% second person (you/your), 20% first person (we/our), 10% third person (testimonials only). This keeps the focus on your customer while establishing your credibility.
Writing effective copy isn’t about talent—it’s about following a system. Here’s exactly what to do:
Step 1: Pick your framework based on your business type. If you’re unsure, default to StoryBrand.
Step 2: Rewrite your homepage headline using your chosen framework. This is your highest-impact change.
Step 3: Count the “you”s versus “we”s on your current homepage. Aim for at least 2:1 ratio.
Step 4: Find three pieces of jargon on your website. Replace them with words a 12-year-old would understand.
Step 5: Add one power word to your main call-to-action button. Just one.
Clear communication wins. Stop trying to impress people with fancy words or creative copy. Start connecting with simple, framework-driven writing that makes people want to buy. Your bank account will thank you.
Hip Bip solves the website problem for small service businesses by providing American-made websites that actually make money and lower business owner stress.
Hip Bip solves the website problem for small service businesses by providing American-made websites that actually make money and lower business owner stress.
Provided with ❤️ from HBCO.AGENCY.
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