11 Powerful Website Copywriting Examples (And Why They Work)

Over the last decade, we’ve seen a serious shift from in-store to online shopping. Thanks to the rise of ecommerce, the number of digital buyers now stands at 2.64 billion – a whopping 33.3% of the world’s population.

With this in mind, it’s more important than ever that brands and businesses can showcase their offering online in the best way possible. The answer? Exceptional, unforgettable and off-the-charts website copywriting. 

As expert’s in copywriting for websites, we thought we’d do everyone a favour and collate some of the best examples on the web. Whether you’re a B2B business marketing a useful service or a fashion boutique looking to step up the sales, keep scrolling to discover our best picks…

11 Powerful Website Copywriting Examples

1. Nike

Nike are pretty well-known for pulling some blinders when it comes to their marketing campaigns. From their Nella Rose VS Boxing ad to their #BeTrue campaign with transgender artist and dancer Leiomy Moldonado, they’re always one step ahead of the curve. 

While their website copywriting is often just as revolutionary, they’ve also sufficiently mastered the simple-but-effective approach. Take this segment on their bestselling sports bras as a notable example.

The headline immediately tells the reader how they’ll benefit – by wearing this sports bra, you’ll feel more you. Simple, but that’s what everyone wants when they’re working out. They then go on to show how versatile they are, but instead of just telling us that, they’re telling us WHY.

If you’re asking for our opinion, we’re confident this is a winning slice of website copywriting.

2. Glossify

website copywriting

Straplines can be hard to master, especially when they’re featured front and centre on your website. It isn’t always easy to find the right words to really sum up what your brand is about, but Glossify has hit the nail on the head with this one.

After informing us that THEIR brand is the future of their industry, they then go on to tell us why – because ‘beauty isn’t built in the boardroom’. As a brand that puts real-life nail professionals at the heart of what they do, they’re appealing directly to their target audience with this one. 

For those still struggling to come up with a strapline while copywriting for websites, learn a lesson from this one: if you’re not centering your target audience, you’re doing it all wrong. 

3. Glossier

website copywriting

The beauty brands are killing it when it comes to website copywriting, so here’s another great example. Glossier’s marketing campaigns have sent gen-Zs and millennials wild in recent years, revolutionising the ‘clean girl’ aesthetic and micro influencer marketing. They even ‘accidentally’ leaked a 50% off discount code on social media a few years back – considering the soaring publicity they achieved, we’re still convinced this was no mistake. 

One of the reasons why Glossier are so successful is their ability to connect and speak with their target audience, and this website copywriting example is no exception.

Instead of just offering us a discount code to stay on the website and make a purchase, they’re telling us why: we deserve it. It’s simple and convinces us that the brand is our friend – they’re doing us a favour and we have to take advantage of it.

4. M&S

Despite having quite a different target market, M&S do just as good of a job as appealing to theirs. With back-to-school season approaching, their school uniform campaigns are already in full force, brought to the forefront by this exceptional website copywriting example.

The headline is a great example of an (innocent) double entendre done properly. As well as describing their wares as ‘best in class’, they’re also suggesting that any child who wears them will also be the best in their class. 

Back this up with three strong claims as to why buyers will benefit (all conveniently linking to the trending topic of sustainability too), and you’ve got yourself a winning piece of website copywriting.

5. Habitat

website copywriting

Everyone loves Habitat, right? We love them even more for this website copywriting example. With the autumn season approaching, their carefully-chosen amber-toned images set the scene, supported by some simple yet very effective copy indeed.

‘Thanks, it’s new’. The words everyone hopes to utter when they make a new purchase and someone compliments it. Habitat’s clever evocation of this desire makes their copy relatable, helping shoppers to imagine how they’ll feel AFTER they’ve bought the thing they’re browsing. And who doesn’t love an affirming follow-up from our good friend the alliteration?

Kudos, Habitat. You did a top job with this one!

6. Mailchimp

Time for a B2B example, and this one really demonstrates the power of a benefit-led headline. Mailchimp’s main bag is their streamlined email management system, and in just four words, they’re making it clear why they’re the number one choice every time. Emails = money. 

Followed up by some pretty solid proof of their success, this little chunk of text delivers big on impact. If you’re looking for inspiration for your own B2B business, it’s always worth thinking about your biggest USPs before starting the writing process.

Here’s a tip. Write down your service’s main features, then come up with a key benefit for each. Spoiler alert: it’s the benefit you’ll want to be making a big deal about in your website copywriting.

7. Salesforce

Here’s another B2B example. While still super benefit-focused (more sales, happier customers), this one brings a little more creativity to the table. In order to demonstrate exactly what they do for unfamiliar website visitors, Salesforce summarises their offering in a neat little equation.

Instead of a bulky headline that drags out forever, they’ve kept it concise and in turn, very effective. Next time you’re hitting the 200 character count in your H1, don’t forget to revisit this exceptional example…

8. KOTA

There’s nothing more exciting than a B2B brand getting creative with their website copywriting, and this example from KOTA is no exception.

We LOVE their chosen headline: rebel against boring. It tells you exactly what you need to know about the business – they’re bold, creative and not afraid to stand out from the crowd. Pair this with the neat little elevator pitch, a simple, confident and cohesive statement, and you’ve got yourself the perfect recipe for a homepage opener. 

If your business prides itself on being creative, your online presence should reflect that. Hiring a pro who knows copywriting for websites inside and out could be your smartest move yet. 

9. Ganni 

We’re back to the B2C brands, this time with the ultimate Scandi-showstoppers – Ganni. Soaring in recent years thanks to their unique approach to streetstyle and partnership-focused marketing campaigns, Ganni are certainly a brand to take note of.

But does their web copy reflect their fashion prowess? We’re pleased to report that it really does.

While minimal, each piece of copy on Ganni’s ecommerce page feels purposeful. They’re clearly well-tuned with their target audience, and the use of youthful language like ‘Always Iconic’ proves that. Supported by a strong call to action and plenty of creative imagery, Ganni’s website really affirms who they are and who they’re making clothes for.

10. Booths

In a continuation of brands who know their target audience, Booths is up next. Known (to us, anyway) as the Northern Waitrose, Booths is a popular supermarket chain firmly targeted at the middle to upper classes. As you can see from their web copy, they’re not promising bargains or fast-food deals. In fact, their homepage opener isn’t really focused on sales at all, calling visitors to read their stories instead.

In this descriptive paragraph and evocative headline, Booths aren’t selling a particular product – they’re selling a lifestyle. The best food and drink available, first class assistants to sell it, all set against a backdrop of the rural paradise that is the North. Powerful, right?

11. Slack

Slack is a platform we all know and love – and for good reason. As well as streamlining our workplace communication, it also allows us to collaborate with external partners, host meetings and share files at the touch of a button. 

With so many offerings to celebrate, you might think coming up with a suitable website headline would be an impossible task. However, the team at Slack seems to have the challenge mastered. 

As shown in the example above, their website copywriting perfectly encompasses what they offer and its key benefit – a platform designed for people with the aim of increasing productivity. Just another example of how web copy can be simple and yet super effective. 

If you’re struggling to master your own website copywriting, it might be time to consult an expert. At Inspired Copy, we’ve helped thousands of clients take their online presence to new heights with creative, enticing and SEO-friendly copywriting. 
Want to find out how we could help your business? Get in touch today.

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