When redesigning their websites, many companies are willing to spend tens of thousands of yuan on designers to polish the visuals to a high standard. Yet when it comes to filling the pages with copy, they ask an administrator or a new hire to spend two hours casually copying text from a ten-year-old brochure.
The resulting page has a classic “split personality”: the layout follows the international minimalist style of 2026, while the text reads, “Guided by our business philosophy of integrity and excellence, our company has introduced advanced equipment and is committed to providing our valued customers with high-quality products and comprehensive services...”
Why does this kind of copy have no power to convert? Because it adopts the “self-promoting business owner’s perspective (We-Focused)”, talking throughout about “who we are and how impressive we are,” using nothing but vague words that cannot be disproven: high-quality, advanced, comprehensive, empowering. When visitors open your webpage, however, they care about only one thing: “What problem can this actually solve for me? How much money and time can it save me, and how much risk can it remove? (You-Focused)”
When JVDS helps clients rebuild their website information architecture and core copy, we usually apply these 3 cuts to turn dull corporate prose into plain language that keeps buyers interested:
Cut One: Replace “What Features We Have” with “What Specific Outcomes You Can Achieve”
Customers never buy the drill bit; they buy the hole in the wall. When writing the headline and supporting copy for any screen, try replacing “our company” as the subject with the customer’s business situation:
| Traditional Company-Centered Copy That Leaves Customers Unmoved | High-Converting Copy from the “Customer Decision-Making Perspective” |
|---|---|
Our company has an independently developed intelligent warehouse management system with industry-leading technology |
Reduce stocktaking time in a 5000-square-meter warehouse from 3 days to 2 hours, and bring the shipping error and omission rate below 0.01% |
We provide comprehensive multilingual website development and international visual design services for overseas expansion |
Build a multilingual independent website that matches European and American buyers’ purchasing habits, turning overseas trade-show booth QR scans and search traffic into qualified inquiries |
Made with high-quality imported stainless steel, expertly crafted for long-lasting durability |
Operate continuously in highly saline offshore environments and extreme cold at -40°C for 5 years without disassembly for replacement, cutting on-site maintenance teams’ downtime and servicing costs in half |
Cut Two: Remove Every “Correct but Uninformative Adjective” and Replace It with Specific Numbers and Verbs
Before handing over your copy, use the search function to remove every instance of “excellent,” “leading,” “comprehensive,” “one-stop,” “vigorously,” “highly,” and “committed to.” For every empty adjective you delete, make yourself add a specific fact:
- Instead of “Extensive industry experience,” write “12 years focused on corporate website and UI/UX delivery, with 500+ projects launched”;
- Instead of “Lightning-fast responses to customer needs,” write “Submit an inquiry during working hours, and a senior project consultant will contact you within 2 hours with an initial assessment outline”;
- Instead of “Supports integration with a variety of mainstream systems,” list them directly: “Native connections to SAP, Yonyou, WeCom, Feishu, and Salesforce APIs”.
Cut Three: Anticipate the Customer’s “But...” and Make the Next Step Easier Beside the Button
When customers are persuaded by your headline and are about to read on or click a button, a “but...” is bound to appear in their minds: “It looks good, but is it very expensive?” or “But what if we only have an idea and have not organized our materials yet?”
Skilled website copy addresses these “buts” directly in microcopy tucked into a section or in an FAQ. For example, add a quiet line beneath the consultation button: “It is fine if you only have an initial intention to redesign and have not prepared detailed documents yet. Send us your current website address, and we will provide a free 15-minute audit of your existing site.” Thoughtful, measured writing that considers the other person’s situation is the website’s most powerful invisible salesperson.
