Let’s start with a true story.

One of my best friends doesn’t believe in sunscreen.

I know.

Trust me, it’s a whole thing.

To be fair, she does believe sunscreen helps with anti-aging.

But she also thinks it’s a money-making machine we’ve all been fear-mongered into trusting. We’re constantly slathering ourselves in chemicals when, in her words, “the body knows how to protect itself from the sun.” (Read: tans are nature’s SPF.)

Regardless, here’s why it matters.

We all carry around ideas we picked up somewhere, some helpful, some deeply questionable. We have these unspoken, outdated, or just seriously weird beliefs that shape our behavior.

You’re dream clients do too.

And they’re brining those beliefs when they land on your site.

Your Website Isn’t Just Competing with Other Brands (It’s Competing with Your Reader’s Beliefs.)

They’re landing on your site with entire inner monologues like:

“I could probably just DIY this or watch a few YouTube videos.”
“I can’t justify spending money on this right now.”
“I could probably find this service for less.”
“This is probably for people who already have their sh*t together.”

Your reader might never say these things out loud, but they’re thinking them.
And if your website copy doesn’t address these beliefs (gently, but directly), they bounce. Which means your copy has work to do.

The best copy doesn’t just explain what you do.

It gently reframes the ideas holding your people back from saying yes.

It guides people from “this isn’t for me” to “this is exactly what I need.”

The Mistake That’s Hurting Your Website Conversions

Here’s one of the biggest website copywriting mistakes I see over and over again.  Assuming your audience already believes what you do. 

Just because you know your offer is life-changing doesn’t mean your reader does.

You might believe therapy is essential, investing in support is smart, or that business isn’t meant to be done alone. But your reader may still be thinking, “I should be able to figure this out myself,” or “This is too expensive,” or “I’m not ready yet.” 

Belief-shifting copy isn’t about listing benefits, it’s about bridging the gap between where your reader is mentally and where they need to be in order to say yes.

You’re not just selling a service. You’re changing how they see themselves. That’s where conversion lives.

Examples of Website Copy That Boosts Conversions

Before:
“My program will help you grow your business.”

After:
“You’ve downloaded all the freebies, joined all the masterminds, and you’re still stuck. You don’t need more info—you need strategy that actually fits how you operate.”

This way acknowledges the overwhelm and failed attempts they’ve already made, which builds trust and shows empathy. Instead of just offering “growth,” it offers a tailored strategy designed for them—making the solution feel more realistic, personalized, and urgent.

Before:
“You’ll get a customized nutrition plan to support your goals.”

After:
“You don’t need another 30-day reset. You need a plan that fits your real life. And yes, carbs are included.”

This way shows empathy for the reader’s past burnout and offers a different solution. It sets it apart from competitors, positioning it as an entirely different kind of service.

Here’s another one.

Before:
“My 1:1 program includes weekly coaching calls and Voxer access.”

After:
“You’ve already tried doing it alone. You don’t need more info, you need someone in your corner helping you apply it. That’s where I come in.”

This way names the frustration and then reframes the offer as a solution to their exact problem

Belief-Shifting Copy Feels Like This

The best copy doesn’t call people out, but holds a mirror for them to discover the thing they need that they couldn’t quite name.

It helps your readers feel:

• Seen
• Safe
• Called in
• Ready to do something different

A Checklist to Audit Your Own Site

Answer these questions with a simple yes or no to find out if you are using belief shifts to convert your readers

• Does your homepage copy name a belief your audience might be holding?
• Do you reflect back a common frustration or hesitation?
• Do you reframe the problem in a way that feels new—but true?
• Does your offer sound like a solution to that shift, not just a service list?
• Anywhere on your site, does your audience say “omg, she gets me”?

If you answered “no” more than once, it might be worth your time to comb back through and see how you can incorporate this strategy in your copy.

TL;DR—How to Actually Change Minds with Your Website Copy

It works like this:

• Identify the belief that’s keeping your reader stuck
• Gently reflect it back to them
• Offer a believable, better way to see things
• Tie your offer into that shift, not just an explanation of what you do
  

That’s what makes your website copy feel less like a pushy sales page and more like a solution made just for them.

Need a little inspo? Peep my portfolio to snoop some of the websites I’ve written for high-achieving business owners (like you).