Stop Ignoring Copy. Here’s How I Write for My Templates

Design gets all the attention.

Fonts. Layouts. Animations. Colors.

But you know what actually sells the site? Words.

The copy decides if someone understands your product, feels something, and takes action. And yet, most people treat it like filler.

I used to do the same — until I started writing my own copy like I design: with intention, clarity, and flow.

Here’s how I write for my templates and how you can do the same.

Copy Is Design

Before we go into methods, this is the mindset shift: copy isn’t decoration — it’s function.

If the words don’t land, nothing else matters. The headline gets skipped. The buttons feel unclear. The product doesn’t stick.

Good copy gives design direction.
Great copy makes the whole site feel smarter.

Start With the Headline

Every page starts here. One line that does the heavy lifting.

I write headlines that are either:

• Benefit-driven: What will the user get from this?

• Contrasting: “For founders who build fast, not slow”

• Curious: Something that makes you want to read the next line

It should feel like a hook, not a slogan.
If it sounds good on a landing page and in a tweet — it works.

Keep It Short

The best copy feels light and easy. You’re not writing an essay.

Here’s the rule I follow:
Write like someone who respects your reader’s time.

I break big ideas into short paragraphs.
I cut any word that doesn’t help.
I keep my CTAs to 3–5 words, max.

If it doesn’t say something clearly, I rewrite it.

Every Word Should Earn Its Place

When I write copy, I read it out loud. If I trip over a line, it’s wrong.

If a button says “Learn More” and I have to ask “learn more about what?” — it’s not working.

Every word should push the user forward, not confuse them.
If they need to stop and think, you just lost them.

Match the Tone to the Template

I don’t use the same voice for every project.

A wellness template should sound calm and grounded.
A SaaS landing page should sound confident and direct.
A creative agency site should feel bold, maybe even fun.

Same structure. Different flavor.
You don’t need to sound like everyone else — you just need to sound right for the space.

Design and Copy Should Work Together

Bad copy ruins good design. But the opposite is also true.

I treat every section like a scene. The headline sets the mood. The paragraph fills it in. The button closes the thought.

Spacing matters. So does rhythm. If your copy looks crowded, or like it's fighting the design, the whole thing falls apart.

Sometimes the best writing decision is just… removing a block entirely.

My Personal Rules for Better Template Copy

1. Start with real language, not brand speak

2. Use strong verbs and short sentences

3. Avoid “we” unless it’s a portfolio

4. Write for one person, not a crowd

5. Don’t fill space — communicate value

Final Words

Most people treat copy like something they’ll fix later.

I treat it like design. Like it matters. Because it does.

You can have the best layout in the world.
But if the words don’t hit, the user won’t stay.

Next time you build a site, don’t just design it — write it like it deserves to exist.

PS: All my Framer templates come with real, usable copy — not lorem ipsum. Check them out