Small business owners constantly hear that the fewer words they have on their website, the better because "no one reads anything online."
The problem is, it’s not totally true.
Yes, your sentences should be concise.
Yes, your paragraphs should be short.
Of course, your copy needs to be scannable.
And—by all means—avoid jargon and big words that make people have to think too hard.
But thin web pages that don’t say much are a missed opportunity.
Many people need more information or a stronger emotional connection before they are ready to take action. For these readers, brand storytelling and clear explanations are crucial. If your goal is to convert more people, you need to understand who you're speaking to and appeal to all of the types of decision-makers who may want to buy from or work with you.
In this post, you’ll learn about the four types of decision-makers that may be engaging with your site and how to write copy for them.
Spontaneous (fast and emotional)
Competitive (fast and logical)
Humanistic (slow and emotional)
Methodical (slow and logical)
Spontaneous Decision-Makers
Spontaneous decision-makers make quick decisions based on their emotional response to our copy.
Short and sweet does work for these readers. They want to immediately understand that you get their problem and can solve it. Use your voice of customer research to create headers demonstrating how you took away someone's pain with your product or solution!
Spontaneous decision-makers often decide whether to book a call or buy your product before scrolling down on your homepage. When they do scroll, they look for things like social proof and testimonials that justify their decision and reinforce their trust in your brand.
These readers respond well to icons, clickable visuals, and scannable lists. They can get decision-making paralysis if you include too many calls-to-action on a single page.
It pays to write your above-the-fold content for these readers. They need to see what you do, understand your vibe, and ensure that you serve people just like them. Serve this info right at the top of the page and pair it with a highly clickable button!
Competitive Decision-Makers
The other group that benefits from short and tight copy are the competitive decision-makers. Unlike spontaneous decision-makers, though, they are on a fact-finding mission.
Competitive decision-makers care about the features of your offer more than the feeling they get from your page. Expect them to move quickly through the page, gathering details to confirm that you offer the best solution for them.
If you want these readers to feel confident about buying or booking, communicate your offer with bullet points, tables, and facts. Still explain the benefits of each feature, but don’t make it hard to see the nuts and bolts. Near a bulleted list or comparison table, consider placing a testimonial demonstrating a tangible result (like a 200% increase in sales). Adding icons or badges that showcase your awards and affiliations can also help establish your credibility in the minds of these decision-makers.
Humanistic Decision-Makers
Emotion drives humanistic decision-makers, but they don’t make rash decisions. Instead, they want to explore your site and really get to know you before they feel comfortable taking action.
Connection is key for these humanistic readers, so lead with emotion. Use real photos over stock photos. Ensure that your copy reinforces your values, showcases your personality, and builds trust.
Humanistic decision-makers will for sure read your About Page. It is smart to include a mini introduction and a photo of you or your team on your homepage as well. Another good strategy is to pair transformation-story testimonials with photos.
These readers will also likely poke around your blog and try to get a sense of your perspective. They may visit your site multiple times or follow you on social media for a bit before feeling secure, so showing up consistently is critical. The more they know, like, and trust you, the more likely they will be to book or buy.
Methodical Decision-Makers
If you have ever wondered if a person is out there reading every word of your site, there is. And that person is surely a methodical decision-maker.
These logical, slow-paced readers are willing to dive deep and invest the time and energy to understand every aspect of your offer. They want to know the details of your process and your guarantees. These readers love tables and charts, like their fast-moving counterparts, the competitive decision-makers. However, instead of a quick scan, they will read every word and expand every FAQ.
Even though they are logical, you need to appeal to their emotions. But unlike a humanistic or spontaneous buyer, the methodical buyer needs to understand the "what" first before they care about the "why" or the "who." As you write further down the page, make sure you prioritize clarity for these readers.
Who are you writing for?
So how do you account for all four types of decision-makers when you write your website copy? It is a challenge for sure, but here are some general tips:
Always write the top of the page for those spontaneous decision-makers and make things scannable for them and their competitive decision-making counterparts.
Don’t forget about the logical decision-makers (humanistic and methodical). Include longer-form copy and storytelling further down the page to help them feel secure and get the needed details.
Write your About Page with the humanistic decision-makers in mind.
Think of the methodical decision-makers when crafting your FAQ page, policies, and process outline.
Remember, our decision-making type doesn't necessarily change based on the product's price or the kind of service we are buying. A methodical decision-maker might do as much research buying a non-stick frying pan as they would buying a car. And there are spontaneous decision-makers who get a good gut feeling and sign on for a high-ticket coaching program without much deliberation. So it does pay to think of all four types when you are writing your copy.
Looking for more guidance to improve your website copy? Download my free Website Copy Audit for actionable tips to help you get people to your site, through your site, and saying YES to your offer.