How to Write Copy for a One-Page Website

Writing copy for a one-page website is harder than it looks. You’ve got one continuous scroll to explain who you are, what you do, and why someone should care. No room for waffle, no second chances, no “read more on the about page.”

Every word has to earn its place.

In this guide, you’ll learn how to structure, write, and refine copy for a one-page website that converts visitors into customers. Whether you’re launching a new business or simplifying an existing site, this is your step-by-step playbook.

Why One-Page Website Copy Is Different

One-page websites don’t work like traditional multi-page sites. You can’t spread information across dozens of pages or hide weak sections behind menu links.

Everything lives in one place. That means your copy needs to:

Flow logically from one section to the next
Stay scannable (most users won’t read every word)
Build momentum towards a single conversion goal
Work brilliantly on mobile devices where users scroll fast
Balance brevity with enough detail to persuade

Think of it like writing a sales pitch where every paragraph leads naturally to the next. Not a rambling essay. Not a bullet-point list. A structured story that ends with action.

The Core Structure: How to Organise Your Copy

Before you write a single word, plan your structure. One-page sites need clear sections that follow a logical narrative.

Here’s the proven structure that works:

1. Hero Section: Instant Clarity

Your opening 3 seconds determine everything. Visitors decide to stay or leave based on your hero section alone.

What to include:

Headline: One clear sentence explaining what you do (not a clever tagline)
Subheading: Add context or clarify the benefit
Primary CTA: One obvious action (book, call, start free trial)

Example (good): Headline: “Fast, Custom Websites for Local Businesses” Subheading: “Professional one-page sites that load in under 2 seconds and actually get you enquiries.” CTA: “Get a Quote”

Example (bad): Headline: “Transforming Digital Experiences” Subheading: “We leverage cutting-edge solutions to optimise your online presence.” CTA: “Learn More”

The first example tells you exactly what they do. The second sounds like corporate waffle.

2. Problem/Solution Section: Why They Need You

People don’t buy what you do. They buy solutions to their problems.

Open with the pain point your audience feels, then position yourself as the fix.

Structure:

Identify the problem (slow site, no enquiries, outdated design)
Explain the consequences (lost customers, wasted ad spend)
Introduce your solution (what you offer and how it solves the problem)

Keep this section short. Two or three paragraphs maximum.

3. Services/Features: What You Actually Do

Now you’ve got their attention, explain what you offer.

Tips for writing this section:

Use clear H3 subheadings for each service or feature
Lead with benefits, not technical details
Keep descriptions to 2-3 sentences each
Use bullet points for clarity

Don’t list everything you’ve ever done. Focus on what your ideal customer actually needs.

Trust converts. Without it, even brilliant copy fails.

Include one or more of these:

Client testimonials (use real feedback when you have it)
Case study highlights (specific outcomes, not vague claims)
Reviews or ratings (Google, Trustpilot, industry awards)
Trust badges or certifications

Write testimonials in a natural tone. “They built our site fast and it looks great” sounds more believable than “Revolutionised our digital strategy and exceeded expectations.”

5. About Section: Who’s Behind the Business

People buy from people. A short about section humanises your business and builds trust.

What works:

One or two paragraphs about who you are
Why you do what you do (your story or mission)
What makes your approach different

Skip the corporate biography. Write like a human talking to another human.

6. Final CTA: Clear Next Step

Your closing CTA is the decision point. After reading your entire page, what do you want visitors to do?

Make it obvious, action-oriented, and low-friction.

Good CTAs:

“Book Your Free Consultation”
“Get a Custom Quote”
“Start Your Project Today”

Bad CTAs:

“Submit”
“Learn More”
“Click Here”

Tell them exactly what happens when they click. Remove uncertainty.

Writing Copy That Converts: The Rules

Now you’ve got structure, let’s talk about the actual writing. Here’s how to write copy that’s clear, persuasive, and conversion-focused.

Rule 1: Short Sentences Win

Long, winding sentences lose readers. Short sentences keep them moving.

Compare:

Long: “Our approach involves leveraging modern web technologies to deliver performant, scalable solutions that align with your business objectives and exceed industry standards.”
Short: “We build fast, simple websites that work. No bloat. No complexity. Just results.”

The second version sounds confident and clear. The first sounds like a robot wrote it.

Rule 2: Use Active Voice

Passive voice weakens your copy. Active voice strengthens it.

Passive: “Your website will be built by our experienced team.”
Active: “We’ll build your website in two weeks.”

Active voice puts you in control. It sounds decisive.

Rule 3: Benefits Before Features

People don’t care about features. They care about outcomes.

Feature: “Built with Astro for optimal performance.”
Benefit: “Your site loads in under 1 second, so visitors don’t bounce.”

Lead with what they gain, then back it up with how you deliver it.

Rule 4: Be Specific, Not Vague

Generic claims don’t persuade. Specific details do.

Vague: “We deliver great results.”
Specific: “We’ll have your site live in 14 days with a custom design and mobile-first layout.”

Specificity builds trust. It shows you know what you’re doing.

Rule 5: Read It Aloud

If your copy doesn’t sound natural when spoken, rewrite it.

Good copy reads like a conversation. If it sounds robotic or overly formal, simplify it.

How to Write Each Section: Step-by-Step

Let’s walk through how to write each section with real examples and practical tips.

Writing the Hero Headline

Your headline is the most important sentence on your entire page. Get it wrong and visitors bounce immediately.

Formula that works: [What you do] + [Who it’s for] + [Key benefit]

Examples:

“Custom Websites for Tradespeople That Get You More Calls”
“Fast, Minimal Web Design for UK Small Businesses”
“One-Page Sites That Convert Visitors Into Customers”

Test your headline by asking: “Does this explain what I do in 10 seconds?” If not, simplify.

Writing the Problem/Solution Section

Start with empathy. Show you understand their pain.

Example: “Your website should be bringing in new customers. Instead, it’s slow, confusing, and looks outdated on mobile.

That’s costing you enquiries. Every day.

We build fast, simple, mobile-first websites that turn visitors into paying customers. No bloat, no complexity. Just clear design that works.”

Notice the structure: problem, consequence, solution. Three short paragraphs that flow naturally.

Writing Service Descriptions

Keep service descriptions scannable and benefit-focused.

Template: [Service Name] [One-sentence benefit] [Two bullets explaining what’s included]

Example: Custom One-Page Website Everything your business needs on a single, fast-loading page.

Mobile-first design that looks brilliant on any device
Built with Astro for speed and performance

Don’t over-explain. Give just enough detail to spark interest, then let your CTA do the work.

Writing Testimonials (If You Have Them)

Real testimonials beat invented ones every time. If you don’t have them yet, ask recent clients.

What makes a good testimonial:

Specific outcome or benefit (“cut our bounce rate in half”)
Natural language (not corporate speak)
Real name, photo, and company if possible

Example format: “[Designer name] rebuilt our site in two weeks. It’s faster, cleaner, and we’re getting way more enquiries than before.” – [Client name], [Company name]

Simple. Believable. Effective.

Handling Copy Constraints: When Space Is Tight

One-page sites force you to prioritise. You can’t include everything. That’s the point.

What to Cut First

If your copy feels too long, cut:

Repetitive points (say it once, move on)
Vague filler (“we’re passionate about excellence”)
Overly technical jargon unless your audience expects it
Long-winded introductions that bury the point

What to Keep

Protect these elements:

Clear value propositions
Specific benefits
Social proof and trust signals
Strong CTAs

When in doubt, ask: “Does this sentence move the visitor closer to taking action?” If not, cut it.

Writing CTAs That Actually Work

Your call-to-action is where conversion happens. Weak CTAs kill momentum.

CTA Copywriting Tips

Be specific about the action:

“Book Your Free Call” (not “Get Started”)
“Get a Custom Quote” (not “Contact Us”)
“Download the Free Guide” (not “Submit”)

Remove friction:

“No credit card required”
“Free, no-obligation quote”
“We’ll reply within 24 hours”

Create urgency (without being pushy):

“Limited slots this month”
“Book your call today”
“Start your project this week”

Test different CTA copy. Small changes can double conversions.

Mobile-First Copywriting: Why It Matters

Over 60% of web traffic comes from mobile devices. Your copy needs to work brilliantly on small screens.

Mobile Copywriting Rules

Keep paragraphs short: Two or three lines maximum. Long blocks of text feel overwhelming on mobile.

Front-load key info: Put the most important point first in every paragraph. Mobile users skim fast.

Use subheadings religiously: They create visual breaks and help users scan quickly.

Test on real devices: What looks clean on desktop can feel cramped on mobile. Check it.

Common Copywriting Mistakes on One-Page Sites

Even great designs fail with weak copy. Here’s what to avoid:

Mistake 1: Starting with “Welcome”

“Welcome to our website” wastes your most valuable space. Get straight to the point.

Mistake 2: Using Corporate Jargon

“Leveraging synergies to drive value” means nothing. Write like a human.

Mistake 3: No Clear CTA

If visitors don’t know what to do next, they’ll leave. Every section should guide them towards action.

Mistake 4: Overcomplicating the Message

One-page sites need clarity. If you’re trying to say five different things, say one thing brilliantly instead.

Mistake 5: Ignoring the Mobile Experience

Copy that works on desktop can feel cluttered on mobile. Write for small screens first.

How to Edit and Refine Your Copy

First drafts are always rough. Here’s how to polish your copy before launch.

Step 1: Read It Aloud

If it doesn’t sound natural, rewrite it. Good copy flows like conversation.

Step 2: Cut Ruthlessly

Remove any sentence that doesn’t add value. Shorter is almost always better.

Step 3: Check for Clarity

Ask someone unfamiliar with your business to read it. If they can’t explain what you do after reading, simplify.

Step 4: Test Your CTAs

Try different CTA copy and see what converts best. Small tweaks make big differences.

Step 5: Optimise for SEO

Include your target keyword naturally in:

The headline
First paragraph
At least one H2 heading
Meta description

Don’t force it. Write for humans first, optimise second.

Real-World Example: Copy That Works

Let’s look at a simple structure that converts.

Hero: “Fast, Custom Websites for Electricians in Derby” One-page sites built to get you more calls. No templates. No bloat. Just results. [Get a Free Quote]

Problem/Solution: Your current site is costing you customers. It’s slow, hard to navigate, and looks unprofessional on phones.

We build fast, mobile-first websites designed to convert visitors into paying customers.

Services: What’s included:

Custom one-page design
Mobile-first build
Contact form and call tracking
Two-week turnaround

Social Proof: “Site went live in 10 days. We’re getting twice as many calls now.” – Alex, Bright Spark Electrical (example)

Final CTA: Ready to get more enquiries? Book a free consultation and we’ll walk you through how a one-page site can work for your business. [Book Your Call]

Clear, focused, action-oriented. No fluff.

Tools to Help You Write Better Copy

You don’t need fancy software, but these tools help:

Hemingway Editor: Highlights complex sentences and passive voice. Keeps your writing tight.

Grammarly: Catches spelling and grammar mistakes. Useful for final polish.

Answer the Public: Shows what questions people ask about your topic. Great for structuring content.

Google Search Console: Reveals what keywords people use to find your site. Helps refine SEO.

Final Checklist: Is Your Copy Ready?

Before you hit publish, run through this checklist:

Headline clearly explains what you do
First paragraph hooks the reader
Sections flow logically from problem to solution to action
Paragraphs are short (2-3 lines max)
CTAs are clear and action-oriented
Copy reads naturally when spoken aloud
Mobile experience is clean and scannable
No corporate jargon or AI-sounding phrases
Primary keyword appears naturally in headline, intro, and H2
Links to relevant internal pages or blog posts

If you tick every box, you’re ready to launch.

Ready to Write Copy That Converts?

Writing great one-page website copy isn’t about being clever. It’s about being clear.

Understand your audience, structure your story, and make every word count. Do that, and your one-page site will convert.

Need help crafting copy or building a one-page website that works? At Mapletree Studio, we specialise in fast, minimal, conversion-focused websites for UK small businesses.

Our Launch Package includes custom design, mobile-first build, and clear, persuasive copy that converts. All for £479. No templates, no bloat, no ongoing fees.

Want to talk through your project? Get in touch and let’s build something great.