What’s *actually* working right now for websites in 2025?

Snappy synopsis: In this blog post, learn key website strategies that are working on my clients’ websites right now in 2025. We’re talking SEO, messaging and those ‘this is so me’ client-magnetising conversion points. It’s a snappy one, but it’s SUPER juicy + super practical.

Let’s keep this short + sweet. If you’re craving clarity or focus with your website, here are 3 things that are genuinely working on my clients’ websites right now (we’re talking websites in 2025, as we zoom past the halfway point). Plus 3 tips for YOU to implement right now.

(By “working,” I mean their websites are attracting the right people and converting browsers into leads — and sales.)

01. Foundational SEO on your core pages

Yes, SEO is evolving. But whether it’s traditional search or AI-assisted results, the goal remains the same: giving users clear, relevant answers.

Getting the basics right still matters. Adding a focus keyword into your H1 tag, weaving in some ‘eyebrow’ copy with strategic keywords, and writing with intention (i.e, understanding what your user wants to read + where) will still ensure you’re up there, ranking high —or being suggested in an AI overview.

The key? (Excuse the pun.)

Sure, do your keyword research but PLEASE make sure you’re targeting the terms your ideal clients actually use. Here’s where you look at keyword search volume as a starting point, and test them out yourself — what’s already showing up in the results?

Yes, actually open up a tab and Google these terms. Believe me, it’s an eye-opener – and has helped clients understand why wanting to rank for ‘aligned mindset coach’ may not be the best Google strategy, 

Do this now:

Get to grips with search intent – especially when optimising your CORE pages (home, about, services etc.)

Search intent = what is the user actually trying to achieve when they Google this?

On your main pages, they’re likely doing one or more of these:

• Discovering services (what’s out there?)
  
• Researching options (what feels like a good fit?)
  
• Looking to invest (who’s the right person for me right now?)
  

Take 10 mins to understand what your ideal client’s search intent looks like based on the 3 points above — then reassess your keywords within your website copy as they should align with these questions. Would someone who needs an ‘aligned mindset coach’ actually Google that? Or would they search for something else?

02. Authority as a priority

You probably don’t need more persuasive copy .More ‘persuasive’ sales copy. Another ‘is this you’ section. More info about your deliverables. More objection handling. More. More. More. More. More web copy. More words.

But you do need to show people WHY they can trust you.

That could look like:

• Strategic testimonials (ones where you coach the client into saying high value stuff – a questionnaire is GREAT for this!)
  
• Tangible results (did your client raise their prices after working with you?)
  
• Project stats (how many weddings you’ve photographed, brands you’ve worked with, clients you’ve supported…)
  

Real receipts. The kind that backs up everything you’re saying.

For my client Marshawn, we spotlighted her major brand experience — not just to impress, but to anchor the rest of her high-converting sales copy in real-world credibility. It helped her speak directly to the uncomfortable truths her audience relates to — without losing trust.

Do this now:

Head over to your main MONEY page (sales page or services page) and audit it for ‘authority points’. If you’re making big claims, where is the evidence? Make a note of where it’s needed then go back through any client results, testimonials or even DMs/ voice notes/ slack messages and extract them. Take screenshots, embed audio or simply pull quotes.

You could do this in one hour, promise — and it’ll be SO effective when your next ideal client is checking you out.

03. Pre-qualifiers in your messaging

Getting more of the right people also means gently filtering out the wrong ones.

It doesn’t have to be as bold as ‘Don’t work with me if…’, but refining your message and making it really clear who you’re for (and not for) saves everyone time. Especially you.

For Isabelle Kate Photography, she noticed she was getting a lot of enquiries for darker, moodier venues (like churches) — which didn’t suit her style. We tweaked the high-touch points of her web copy to better reflect her aesthetic, and used her FAQs to pre-qualify in a way that felt kind and clear.

Websites in 2025: the summary

Every website – and every business – is different, with different strategies that work depending on your goal. But if there’s one thing I can be certain of as a website copywriter, these are the staples that work for 99% of businesses.

Why?

• Foundational SEO will always help you show up in the right places, in front of users with an intent to invest (and a need for your service/ product)
  
• Clear, visible authority will always back up what you say. Your copy can be engaging, lyrical, incredible – but without real receipts, are people going to make that big 4-figure investment? Something to always remember!
  
• Messaging that pre-qualifies your dream clients means you do NOT get that ‘new lead’ woohoo email ping in your inbox… and about 2 minutes later you feel flat – because it’s not really your bag.
  

Ready to make your website work harder than you do?

Because it really can do some heavy lifting, y’know?

Your web copy should be doing more than sounding good. It should be strategically working towards your goals, at every corner.

→ Custom website copywriting + website strategy
Because you can’t have one without the other. This is where you go all in – I map out how your website will work, wireframe your copy and create a seamless experience that your website designer can run with – plus it includes all the must-haves of a website that works: brand messaging, brand voice, SEO + complete sync up with your website designer. 

→ Template + ELEVATE
My done-with-you service. Write your copy with my support – a template to guide you, and a full day of copyediting and SEO to get your copy ready to go live on your website. 

→ Website copy templates
DIYer and proud? I am SO here for that. It’s how we build the foundations of our business. My website copywriting templates are designed to take you through the whole website copywriting process – and include savvy AI custom ChatGPT prompts to help you program your own AI version of me (miss copywriter herself). 

Got questions? Reach out here.