Will People Actually Read Your Website? Let’s Look at the Heatmaps.
- Krystal Nagy
- Nov 11
- 4 min read
If you’ve ever caught yourself thinking, “Ugh, no one reads this stuff anyway” while writing your About page or services section, you’re not alone.
There’s this idea floating around — especially among time-strapped, overworked small business owners — that website visitors just skim the images and bounce. So why bother writing more than a few catchy headlines, right?
Here’s the thing: they are reading. And they’re reading more than you think.
In this blog:
Let’s Talk About Heatmaps (And Why They Matter)
If you’ve never seen a heatmap before, it’s basically a visual of where people are spending time on your website — what they’re clicking on, where their mouse is hovering, and how far they scroll.
We recently ran heatmap tracking on a few client homepages and service pages. These businesses were in completely different industries (therapy, landscaping, consulting, and eCommerce), but the behaviour patterns were surprisingly consistent.
Here’s what we found:
Visitors paused on headers, intros, and testimonials — not just the images.
People scrolled 60–80% down the page — especially on mobile.
The FAQs and pricing sections got significantly more interaction than even the hero banner.
So yes, they might skim. But they’re still absorbing the content that helps them make a decision.
Why This Myth Feels So Real (But Isn’t)
There’s a reason this belief sticks around — we’ve all become scroll-happy. You skim emails, you scroll past ads, you click out of long captions.
So, when you’re writing copy for your own business, it’s easy to assume your audience is doing the same thing: looking quickly and moving on.
But there’s a key difference:When someone lands on your website, they’re already interested. They’re not randomly scrolling — they’re evaluating.
And in that moment, your website’s copy either tells them, “Yes, I’ve found the right person” — or leaves them confused and clicking away.
Real Words = Real Results
Let’s look at an A/B test we ran for a local service provider client.
Version A: Beautiful design, bold visuals, very little copy.
Version B: Same design, but with clear sections explaining what they do, who it’s for, testimonials, FAQs, and a breakdown of the process.
The result?
Version B (the one with more text) converted 47% more visitors into leads.
Why? Because people want answers. They want clarity. They want to feel understood.
What Kind of Copy Do People Actually Read?
Not all website copy is created equal. Here’s what consistently gets the most attention (and conversions):
1. Headlines That Speak to a Problem or Desire
Instead of “Welcome to My Site,” try:
“Get Back Your Evenings — Let Us Handle the Bookkeeping.”
2. Short, Skimmable Paragraphs
Chunky text blocks = 😬Keep it bite-sized and easy to scan.
3. Testimonials With Specific Results
“Krystal was amazing!” is nice.But “Krystal helped us rank on page 1 within 3 months” sells.
4. Clear CTAs (Calls-to-Action)
Tell people exactly what to do next:
“Book a Free Discovery Call” or “View Packages.”
5. Helpful FAQs
This is often where the conversions happen — especially for service-based businesses. Address objections, clarify the process, and make people feel safe.
How to Improve Your Website Copy (Without Writing a Novel)
If you’re panicking right now, thinking, “I have to write an essay on every page?!” — deep breath. You don’t. This isn’t about quantity. It’s about clarity and connection.
Here’s how to elevate your copy without overwhelming your visitors (or yourself):
✔ Use the Rule of One:
Each section should focus on ONE clear message: one pain point, one benefit, one action.
✔ Start With the Services Page:
This is where most people go first — make sure it’s crystal clear what you offer, who it’s for, and how to get started.
✔ Add Microcopy Where It Counts:
Think buttons, contact forms, or little blurbs under pricing. Even 1–2 extra sentences can boost trust.
✔ Read It Out Loud:
If it sounds stiff or confusing out loud, it’ll read that way too. Aim for how you’d explain it to a new client in a casual convo.
Copywriting Isn’t Just for “Big Brands”
I get it — writing about yourself feels awkward. You don’t want to sound too salesy or “braggy.” But remember: your website isn’t about you — it’s about how you help your clients.
Even if you're a one-person show, your website can still feel professional, confident, and clear — without being cold or corporate.
Real Talk: It’s Not the Platform, It’s the Strategy
If you’re on Wix and you’re not seeing the SEO results you want, please know this:
It’s not because Wix “can’t rank.”It’s because most small biz owners never learned how to set it up for ranking.
And honestly, that’s not your fault. You’ve got a business to run — not a degree in metadata.
But if you do want to start showing up when people search for what you offer? It’s totally doable — and I can help.
What You Can Do This Month
November is a perfect time to clean up your copy before year-end promotions or holiday traffic.
Start with:
Your homepage hero section (make it about your client, not just your brand)
Your services page (clarify exactly what you offer and who it’s for)
Adding or updating a few testimonials
Writing an FAQ section if you don’t already have one
Even a few well-written sections can increase conversions — without a full website overhaul.
Want a Copy Review With a Side of Strategy?
Not sure if your website copy is helping or hurting your sales? I offer collaborative website audits where we go through your site together and identify what’s working — and what could be working better.
Think of it like a copy glow-up with zero judgment and all the clarity.
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