Website copywriting in 2025: my predictions (+ hot tips if copy is on your to-do list)

Quick pre-get-in-to-the-blog note: This post is where I’m braindumping alllll my website copywriting predictions for 2025. Truth be told: No one 100% knows how web copy will evolve. But I know for sure, it is changing – I feel it in my bones (and AI has come in and shaken things riiiiiight up!). This blog is based on my experience writing website copy over 2024 for clients across creative industries, service-based businesses and even retailers – and the vibes I’m getting for the new-year projects. Let’s dive in, shall we?

There’s nothing like that fresh-start energy, right? After a well-earned festive break (and *alllll* the mince pies and baileys you can stomach), you’re ready to dive back in and tackle your business goals for 2025. And if updating your website is at the top of your list, you’re in the right place – because you deserve to know what’s (likely) gonna be hot, and what’s NOT. 

Keep reading to see my main copywriting predictions for 2025 – and understand how to apply it to your own website copy. 

We’re getting bored of (AI-learned) best practice, and we’re ripping up that rule web copy book

AI was a game-changer in 2024, offering business owners handy tools to lighten the load. But as brilliant as it can be, it also has its limits. You’ve likely seen it yourself: repetitive phrasing, overly polished tones, and cookie-cutter “best practices” that don’t always fit your unique business needs.

In 2025, it’s time to challenge the rules of what makes good website copy – whether spat out by ChatGPT or passed down for years through marketing experts, copywriting pros and so on. Don’t get me wrong, tried-and-tested strategies will always have their place, but the magic in 2025 is going to be web copy that dares to be different. Forget safe, generic templates because your words – and the way they work as your overall website experience – will be what makes you stand out against all that noise.

Pro tip: If you’re working with a copywriter, make sure they’re willing to break the mould and craft something authentically you. A great copywriter knows when to follow the rules — and when to rewrite them for your success.

Pro tip no2: Using a website copywriting template? Nice! This is a great way to write strategic copy, without hiring a website copywriter outright (because, budget!). But perlease, make sure you’re using a web copy template that encourages you to put your own stamp on things, and shows you how. You can start with my free homepage copywriting template here.

We’ll relearn + rediscover confidence in our brand voices

Let’s talk about brand voice. Over the last year, AI has unintentionally diluted many voices across industries, favouring polished but forgettable phrases like “unleash” or “elevate.” In 2025, we’re reclaiming your brand voice – and the words that AI has coined.

Now, I’m not saying you can’t ever use the word ‘elevate’ again. In fact, it’s often a pretty good word! But even if you’re using it, your brand voice should feel unmistakably you – it’s not what you say, it’s how you say it.

Basically, we’re reclaiming our confidence. AI often took what you created, and made it safer – maybe more correct, more in line with best practice… but with a dollop of self-doubt. Maybe I shouldn’t say it like that, then? I am all for AI supporting your efforts, but c’mon – sometimes you know best, have that confidence – especially with your brand voice. 

Pro tip: Revisit your existing website copy. Are there sections that feel overly generic or lacking personality? Rewrite them to reflect your quirks and the unique ways you connect with your audience. Even a small interjection or ditching a fluffy adjective can make things feel more natural. The easiest way is to write as you actually talk. Stop worrying about grammar, too! 

Messaging will get stronger – and more brands will step outside the hero section

A strong homepage hero section grabs attention, but impactful messaging doesn’t stop there. In 2025, consistency in website copy will be even more in demand – and your ideal clients want more than a ‘hook’ on the homepage. 

This is why I think we’re going to see even more brands have fun with their microcopy — the small but significant bits of text, like button labels, form confirmations, and footer messages. While AI may have given you the basics of the big players, we’re now knuckling down and asking how can we make this messaging even more effective? How can we infuse the messaging through every touchpoint? This is microcopy – in 2025 I think it’s going to get even bigger.

Pro tip: Once you’ve nailed your core message, map out key touchpoints on every page where you can reinforce it. Think of it as a gentle reminder to your audience of why you align with them, why you get them and the value you can bring. 

We’ll ditch the pressure to maximise authenticity in our website copy

The buzzword “authenticity” has dominated branding advice for years, but website copywriting in 2025 will see a shift. We’re kicking the pressure to overshare to the curb, and leaning into sharing what feels right for us (and our health and wellbeing as business owners). That’s right, we’re reclaiming “authenticity” as sharing the right information for us, that also serves our audience. Let’s call it strategic authenticity — with a dose of self-care. Ooft. I like it.

When it comes to copywriting, I think we’re gonna see more acceptance of not baring it all. But baring just enough. Baring the bits you feel comfortable with – and the bits that will help you align with your ideal client. While storytelling will stay important, we’ll focus on us – as business owners – being the owners of these stories, and crafting them to align with your goals. No forced authenticity that makes you squirm – I’m so done with that!

Oh, and super honest truth be told, I’ve worked on projects where clients want to share too much — and it distracts from their purpose.

Pro tip: On your About page, remember the age-old adage, “Your About page isn’t about you, it’s about Them” and take the pressure off yourself. Sure, you need to sprinkle YOU throughout – but no deep dive into a personal life you don’t want to share.

Prescriptive lengths of copy are shunned once + for all!

I think this is more a personal wish, than a prediction – ha! I can’t tell you how often I’ve talked to clients about this in 2024. 

The debate over short versus long copy has been around forever. But in 2024, I heard a lot of hate for long sales pages, and a lot of touting for the minimalism approach. While prescriptive advice and trends will take you so far, we all know the real answer: it depends. Your sales page word count should align with the needs of your audience and the complexity of your offer.

If your audience is ready to take action quickly, shorter, punchy copy works. But if they need more reassurance, don’t shy away from length. The goal is to provide just enough information to inspire confidence and action — no more, no less. In 2025, I reckon we’ll see a greater confidence in doing what actually works for you – and your business.

Also how short is short? How long is long?!

Also, also: just ‘cos it’s shorter, doesn’t mean your copywriting takes less time. In fact, it can be the inverse!

Pro tip: Audit your sales pages and ask yourself: Does this provide everything my audience needs to make an informed decision? Cut unnecessary details, but don’t sacrifice clarity or trust-building information.

Your website core pages SEO will matter just as much as it did in 2024 (if not more!)

With AI advancements like Google Gemini, SEO continues to evolve, but the fundamentals of good SEO copy remain the same. Your website’s core pages — Home, About, Services — should target search terms with buying intent. After all, they will still be using Google search results to explore potential service providers or investment decisions. 

Your clients aren’t just window-shopping (and using Ai to get ideas or answer questions); they’re actively seeking someone with your expertise – and wanting to explore websites. That’s why keyword research, thoughtful placement (hello, eyebrow copy!), and a human-centred approach are still the game-changers they were in 2024.

Pro tip: If you’re not tracking your SEO performance yet, now’s the time to start. Watching those rankings climb is a dopamine hit like no other (forget Instagram likes!), and it proves the long-term value of great SEO. For instance, an SEO’d about page can keep delivering, working behind the scenes to bring in traffic and leads for months — sometimes years. Start tracking and optimise your site now; it’s an investment that will keep paying off.

Website copywriting in 2025: a recap

It’s all about balance. Use AI as a helpful tool, but double down on the human-crafted elements that truly connect with your audience. Great website copy does more than follow trends — it reflects you, resonates with your ideal clients, and keeps working in the background, like a dedicated team member getting those leads + securing those sales.

Looking to hire a website copywriter in 2025?

It’s fair to say it’s my thing – and I am so focused on making sure my clients get the cutting-edge copy that elevates them (ha – see what I did them). No AI-generated vibes. No rules for the sake of rules. No just-like-everyone-else approach. Explore custom website copywriting services here. Or get in touch + say hi.