What is messaging? And why does it matter in your website copy?

Let’s rewind a sec: what *actually* is messaging? It’s one of those phrases that gets tossed around a lot in marketing and the online service world. You’ve heard it: “messaging can make or break your brand!” or “get clear on your messaging to attract better clients!” But how often do people explain what messaging actually is, and why it matters for your website copy (and all the other bits of your marketing)?

Here’s how I see messaging

A blend of language, voice, tone, and ideas that your brand uses to communicate with people.

But let’s be clear: it’s not just about picking fancy words or trendy phrases (or just a well-structured elevator pitch) — it’s the intentional choice of words that shape perception, connect emotionally, and give your audience a *very* clear picture of the value you offer.

Your brand message in the details of your web copy

Yes, there is often a big bold hero section that showcases your messaging, but it’s gotta be more than this. Messaging is like a vibe and is embedded in the very structure of your copy (and site experience). You’ll want your messaging sprinkled in everything, such as:

• ‘You get me’ copy (often the intro section to many pages)
• Footer copy (often overlooked, but essential for giving a clear summary of what you do, who for + why)
• Button copy (yep, those little calls-to-action matter too)
• Form submission messages (that bit of friendliness when people interact gives them even more confidence after they reach out)
• 404 page (even when they’re lost, they should still feel your brand)

And, of course, a lot of this literal messaging (the words you use) is also replicated in your brand design + website design.

Great messaging = amazing user experience

And oof… do we like that!

When your brand message is tight and consistent, it builds trust, highlights your values, and shows what makes you different. And when it’s done right, it doesn’t just sound like “nice words” — it aligns you with the *right* people for your business (you know, those dreamy clients who genuinely value what you do).

How to assess your current website copy messaging

So, how do you know if your website copywriting is doing its job? Good web copy should feel seamless, with a clear message woven across all ‘touchpoints’. Here’s a quick audit to help you check if your messaging is hitting the mark:

• Does it feel like you? Your website copy should sound like you’re speaking directly to clients, using language you’d naturally use. If it feels generic or like it could belong to any business, it might be time for a refresh.
• Is it consistent? From your homepage hero section to your services page offer copy to even the little microcopy bits, your messaging should be cohesive. If it feels like different personalities or styles are showing up across your site, that’s a red flag.
• Is it client-centered? Great website copy speaks directly to your ideal clients, not just about you. Take a look at your site and see if you have a message that speaking to their needs, acknowledges their challenges and inspires the same goals + transformations. 

Why problems happen in website copy

Even the best brands can hit a messaging rut. Here are some common reasons why messaging gets muddled:

• Shifting target audience – If your ideal client has changed, or your business has evolved, your website copy might be speaking to the wrong person.
• Adding new services – Expanding your offerings without adjusting your messaging can make things feel scattered and confusing.
• Not simplifying your message – Over time, you might add layers to your messaging, and it gets cluttered. Simplicity is key to keeping your message clear and on-brand.

How to hire a website copywriter who *gets* it

Looking to bring in a website copywriter who understands messaging inside out? Here’s what to look for:

• They put messaging first – Ask if they start with a messaging concept or framework. This early step is essential for aligning on the big picture before diving into the words.
• They have a track record – Review their portfolio to see if they’ve crafted strong messaging for others — look for clear, client-centered language that feels authentic.
• They can show you the process – Look for someone who takes the time to understand your unique voice and perspective rather than offering a one-size-fits-all approach. A good copywriter will help you refine and clarify your messaging, not just fill pages with words.

Or, skip the search — hire me.

Putting it bluntly…

If you’re after a messaging copywriter who gets your vision, speaks your (ideal dreamy clients’) language, and can translate all that into oh-so-effective website copywriting, I’d love to chat. After all, what I do is all about saying a warm hello to the *right* people – and you can rarely do that with the *right* messaging. 

Check out my custom website copywriting service here – or drop me an enquiry.