Here’s What I Wish More Founders Knew About Writing Their Website

Let’s be honest: most startup websites sound the same. A bold headline. A vague promise. A bunch of buzzwords. Maybe you're even "disrupting something".

And guess what? No one remembers them.

Copyfluent helps founders clarify their voice and messaging. Here’s what I wish more founders knew when sitting down to write their website copy:

1. Your homepage isn’t about you.

It’s about your reader.

Your customer is asking one thing:

“Is this for me? Can this help me?”

If your hero section starts with “We’re a platform that leverages AI to…”You’ve already lost them.

Instead, speak directly to the pain your audience feels—and the transformation you offer. Example: Before: "An AI-powered SaaS tool for business optimization."After: "Wasting hours on busywork? Take your time back."

2. Your copy should sound like a person, not a pitch deck.

No one falls in love with jargon. They connect with clarity, energy, and honesty.

Pretend you're explaining your business to a smart friend at a coffee shop. If it wouldn’t fly there, it won’t work on your site.

3. People don’t buy what you do—they buy what it does for them.

You don’t need more features on your homepage. You need clearer outcomes.

Ask yourself:

• What will my customer feel after working with me?

• What gets easier, faster, less painful?

Then, say that—up top, in big letters.

4. When writing your website, you are your brand’s best differentiator.

Especially in the early stages, people are buying you. Your perspective. Your way of doing things. Your beliefs.

Don’t hide behind corporate-sounding copy. Tell your story. Be specific. Be human. The right people will lean in.

5. If it reads like everyone else, it sells like everyone else.

Want to stand out? Ditch the startup speak. Inject personality. Have a point of view. Take a (calculated) risk when you're writing your website.

The brands people remember? They made choices. They weren’t afraid to sound different.

TL;DR:

Your website isn’t a brochure. It’s a conversation starter. Talk like a real person. Speak to real problems. Show real outcomes. And don’t forget to let you shine through.

📌 Found this helpful? Share it with a founder who needs to read it. And if you’re tired of sounding like every other startup on the internet, let’s talk. We help founders build brand voices that actually stick.