CRO & Website Copy — Explained by Kevin, (Gen-Z) - Who's Over Your Fancy Language

most websites are like an awkward handshake — too stiff, too slow, and trying way too hard.

So I was helping my dad with his IT company’s website, yeah? And I told him straight:

“No one wants to read ‘synergistic cloud infrastructure solutions.’ Just say what you do, bruv.”

Turns out, that’s called Conversion Rate Optimisation — or CRO if you wanna sound posh.

Basically, it means:

📍 Can people tell what you do in 3 seconds?
📍 Do they know what to do next?
📍 Or are they just sitting there thinking “eh?” and clicking off?

👉 Building websites on platforms like Squarespace or Webflow makes it easier to keep your site clean, mobile-friendly, and action-driven — not just pretty.

💬 Website Copy? Make it Talk Like a Person.

❌ “We leverage integrated systems to deliver scalable outcomes.”
✅ “We help your business run smoother with reliable IT support.”

Even I get that. And I’m 14.

🧭 Here’s the Real CRO Checklist:

Does the headline make sense to a human? (like… a normal human)

Is there one clear action? (e.g., "Book a call" / "Get a quote" / Not “learn more about our excellence”)

Does the site look decent on a phone? Cos I’m not zooming in to read size 6 font, mate.

Do you build trust? Add a testimonial or say who you've helped — don't just say you're “award-winning” and bounce.

Honestly, most websites are like an awkward handshake — too stiff, too slow, and trying way too hard.

Using tools like MailerLite can even help you set up simple lead capture forms or popups that feel natural, not pushy.

So yeah. Make your website copy sound like an actual person, and your conversions will thank you.

Need help making your site less cringe? Hit us up.