Your website copywriting has to tell us what you actually DO!

May 24, 2023 •
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It feels like all I ever see in web copy, these days, are benefits, platitudes, news and ‘insights’!

It’s gotten to the point where I don’t even know what some sites are selling! And even when I can figure out what they’re selling, I can’t figure out what it does!

Don’t get me wrong. Over the years, I’ve written a lot about why you should write about benefits in your web copy. (e.g. Writing Benefit-Driven Web Copy – 4 Steps to More Sales and Engage Your Customer – Write About Benefits, from back in 2006.)

And I still stand by that advice. But I think the pendulum has swung way too far.

Yes, you absolutely must talk about benefits, and it’s edgy to be clever and insightful. But COME ON, PEOPLE! Your readers still need to know what you actually do!

Can you tell what these 9 companies do?

Take a look at the examples below. For each, I’ve pasted all the copy that was above the fold on the page (at the most common display resolution: 1920 x 1080).

Can you tell what any of these sites are about from just this copy?

Example 1

An Automated Future

Business automation has become an essential technology for organisations looking to grow, adapt and maintain resilience. See how Business Automation Will Shape ANZ Organisations in 2023-25.

1. An Automated Future
2. Take security to the next level with our new ECOSYS printers
3. The Magnetic Workplace

Be at the forefront of change in your industry

Get a step ahead of your competitors by keeping track of the latest technological innovations and opportunities for your organisation.


Example 2

Made for people. Built for productivity.

Connect the right people, find anything that you need and automate the rest. That’s work in <PRODUCT NAME>, your productivity platform.

Move faster with your tools in one place

Automate away routine tasks with the power of generative AI and simplify your workflow with all your favorite apps ready to go in <PRODUCT NAME>.

Learn more about the <PRODUCT NAME> platform


Example 3

Milan 2023

Experience A Life Extraordinary

Discover our virtual tour


Example 4

Age is just a number: How older adults view healthy aging

A new 21-country survey from the <COMPANY NAME> sheds light on the health perceptions and priorities of older adults.

Dive into the results


1 What every CEO should know about generative AI
2 AI-powered marketing and sales reach new heights with generative AI
3 The State of Organizations 2023: Ten shifts transforming organizations
4 What is generative AI?


Example 5

stages of life.

of great advice.

possible life.


Example 6

Read the <COMPANY NAME> Annual Report

Founders Talk Leadership – Two entrepreneurs share how passion drives their companies

Advancing Sustainable Development – Driving clean energy and inclusive growth through $2.5T over 10 years

Emerging Tech Talent – How an early-career program supported one family’s future

Annual Report – Our latest report and letters to shareholders, released April 2023

Racial Equity Commitment – How we’re helping to drive inclusive growth

Most Admired Companies – FORTUNE names <COMPANY NAME> one of the most admired companies in the world


Example 7

The first
truly intelligent
Project Management


Example 8

Win clients for life with <PRODUCT NAME>

Focus on what matters most: growing your business. <PRODUCT NAME> will take care of the rest.


Example 9

Digital greatness built with living data
See why developers love us and enterprises trust us.

Build agility into your customer engagement
60% of brands say investing in digital customer engagement has improved their ability to meet changing customer needs. Learn how in the 2023 State of Customer Engagement Report.

Reduce customer acquisition costs by up to 65%
Dominos did — with a universal view of the customer and personalized outreach. You can too with <PRODUCT NAME>.

Join us at SIGNAL 2023
See product demos, hear from industry experts, and meet special guest speakers. All virtual. August 23, 2023.

Build brand advocacy at every step of the customer journey


The answers

From their website copywriting alone, I’m willing to bet you didn’t guess what any of these websites are offering.

Here are the answers, so you can see how you went.

Example 1: Printers! Site:

Example 2: Workplace chat! Site:

Example 3: Homeware and beauty products. Site:

Example 4: Management consulting. Site:

Example 5: Financial advice. Site:

Example 6: Financial services. Site:

Example 7: Project and task management software. Site:

Example 8: CRM. Site:

Example 9: SMS solutions.

Seen any other examples?

If you’ve seen other examples of website copywriting that doesn’t actually tell you what the company does, please comment below. We’d love to see them!

Feel free to comment...
comment avatar
Paul McDonald wrote on May 25th, 2023

So many websites fail to do this effectively. You pay for what you get but I guess.

comment avatar
Glenn Murray wrote on May 25th, 2023

Thanks Paul. Of course, as luck would have it, when I was compiling this list, most of the sites I visited DID talk about what they actually do. Murphy's Law. You wait; now that the article is finished, every site I visit will be confusing.

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