Website Copy That Sells Without The Salesy, Cringey, or Like a Late-Night Infomercial Vibes
Let’s be real: selling through your website copy can feel… gross.
Like, are you tired of feeling like a pushy used car salesman? Do you dream of a world where customers just magically appear, credit card in hand?
(Cue flashing lights and a limited-time offer you didn’t ask for.)
But here’s the thing: your website is supposed to sell for you.
Not in a “BUY NOW OR REGRET IT FOREVER” way.
Not in a “let’s pretend we’re running out of stock” way.
In a clear, compelling, high-converting way.
And that’s where most entrepreneurs—especially the ones who don’t want to feel like they’re shouting into the void—get stuck.
So today, we’re channeling our inner Ted Lasso (stick with me here). Because if there’s one person who knows how to build trust, get people on board, and turn skeptics into superfans without being salesy, it’s him.
And if you apply his approach to your website copy?
That’s when everything clicks.
Step 1: Make It About Them (Not You)
Ted Lasso doesn’t walk into the locker room and announce, “I’m the best coach in the world, and here’s why you should listen to me.”
Nope.
Instead, he walks in and asks questions. He gets to know his team—not just as players, but as people. He listens. He makes them feel seen.
And because of that? They want to show up. They want to do better. They want to believe in his leadership.
That’s exactly how your website copy should work.
Most people start their homepage with:
🚫 “Welcome to my website!” (Cool. But why should I care?)
🚫 “I help people achieve their dreams.” (Which people? Which dreams?)
Here’s the thing: your visitors don’t care about you (yet).
They care about how you can help them.
When someone lands on your site, they’re not looking for a biography. They’re looking for a solution. If they don’t instantly see themselves in your words, they’re gone—off to another site where they do feel seen.
💡 Think of it like Jamie Tartt in Season 1. He doesn’t care about Ted at first. He doesn’t care about what Ted has accomplished or why Ted thinks he’s a great coach. He only starts to buy in when he realizes that Ted actually understands him.
Your website visitors are the same way. They don’t need your credentials. They need to know you get them.
What This Looks Like in Your Copy
Instead of:
👉 “I offer strategic business consulting to help entrepreneurs scale.”
Try:
✅ “Scaling your business shouldn’t feel like throwing spaghetti at the wall. Let’s turn that chaos into a clear, profitable plan.”
See the difference? One is about you. The other is about them.
And when your visitors feel like you get them? They’ll want to stick around. Just like Jamie eventually did with Ted.
Step 2: Say It Like a Human (Not a Marketing Robot)
Ted Lasso is a walking masterclass in voice.
He doesn’t try to sound like some polished, corporate leadership guru. He sounds like Ted—full of odd metaphors ("Be like a goldfish!"), charm, and realness.
And guess what? That’s exactly why people trust him.
His players don’t roll their eyes and tune him out because he’s spewing corporate speak like, “We must leverage our synergies to achieve maximum productivity.” Nope. He keeps it simple. He keeps it human.
And your website copy should do the same.
But too often, website copy sounds like it was generated by a B2B buzzword machine:
🚫 “We provide cutting-edge solutions for high-achieving professionals seeking scalable impact.” (What does that even mean?)
🚫 “Unlock your next-level success with our proprietary framework.” (Translation: Buzzword soup.)
If your website sounds like it was written for a boardroom instead of actual humans, people won’t trust it. They’ll either click away or keep scrolling, hoping to eventually find a sentence they understand.
💡 Think of it like Nate in Season 2. When he starts mimicking the aggressive, cutthroat style of his new boss, people stop responding to him. He’s no longer the Nate they connected with. He’s just… another guy trying to sound important. And it backfires.
Your audience doesn’t want polished, robotic jargon. They want real.
What This Looks Like in Your Copy
Instead of:
👉 “Unlock your next-level success with our proprietary framework.”
Try:
✅ “You don’t need another one-size-fits-all strategy. You need a plan that actually works for your business (and your life). Let’s build that.”
See the difference? Real words. No jargon. No weird “I’m trying to sound smart” energy.
Because when people read your website, they should feel like they’re talking to you—not a corporate AI stuck in 2012.
Step 3: Create a Clear, High-Converting Path
You know how Ted Lasso doesn’t force his players into a rigid system, but still gives them structure?
He lets them find their own rhythm. He trusts them to move within a strategy that works.
That’s exactly how your website should work.
Your visitors should land on your site and immediately know:
✔️ What you do
✔️ Who it’s for
✔️ What to do next (Hint: This is your CTA—your “call to action” button that tells them the next step to take.)
But too often, websites feel like a confusing, frustrating maze instead of a clear, guided path.
🚫 Too many choices. (Do I book a call? Read your blog? Sign up for a freebie? Subscribe to your podcast? HELP!)
🚫 Unclear next steps. (Wait… where am I supposed to go next?)
💡 It’s like when Richmond first attempts Total Football. Everyone’s running around, no one knows their role, and instead of flowing together, it’s just chaos.
If your website leaves visitors confused, overwhelmed, or unsure of what to do next, they won’t stick around to figure it out. They’ll bounce.
What This Looks Like in Your Copy
✅ One clear path. Not five different buttons pulling them in different directions. Your homepage shouldn’t feel like an overstuffed Cheesecake Factory menu.
✅ Action-focused CTAs. Instead of “Learn More” (vague), try “See How It Works” or “Start Here” (clear and directive).
✅ Logical flow. Guide them through the journey instead of making them guess. Make it easy for them to take the next step.
💡 Think of it like Richmond’s breakthrough moment with Total Football. When everything flows, players instinctively know where to go next. No overthinking. No second-guessing.
Your website should work the same way.
Because when people don’t have to think twice about what to do next?
That’s when they take action.
Step 4: Let People Surprise You
Ted Lasso never forces anyone to see the light.
He doesn’t corner Jamie Tartt in Season 2 and demand he drop his ego. He doesn’t chase after Nate, trying to convince him he’s making a mistake.
He lets people take their own journey.
And that? That’s exactly what happens when you actually listen to your audience.
Instead of:
🚫 Guessing what they need.
🚫 Assuming what they want.
🚫 Forcing a message that you think will land.
You let them tell you.
💡 Think of it like that moment in Season 3 when the Kit Man drops a water bottle.
Total Football wasn’t working. The team was struggling. Then—without warning—the players instinctively move the bottle across the room, passing it seamlessly, until it lands right back in the Kit Man’s basket.
Suddenly, everything clicks.
That’s what happened to me recently when I was doing Voice of Customer research for my own website refresh.
One of my clients said something so spot-on, so painfully obvious (once she said it), that it immediately flipped a switch for me:
💡 Oh. That’s why I’m shifting things.
💡 That’s the thing I need to be talking about more.
It was already there. I just needed to listen.
What This Looks Like in Your Copy
✅ Use actual phrases from your customers (instead of making assumptions). Your best messaging is already hiding in the words they use.
✅ Pay attention to what they’re struggling with—and speak directly to that. (Not what you think they need—what they actually need.)
✅ Write copy that makes them think, “Wow, it’s like you’re in my head.” Because that is when people say yes.
Your best marketing isn’t about convincing people to buy. It’s about reflecting back what they already feel—and showing them you have the answer.
Just like Ted, you don’t have to force it. You just have to listen.
Be More Ted
Ted Lasso doesn’t yell. He doesn’t push. He doesn’t rely on flashy tactics to get people on board.
He invites people in, makes them feel seen, and earns their trust.
And that? That’s exactly how your website should sell for you.
✔️ Make it about them. Show your visitors that you understand them before you ever try to sell to them.
✔️ Ditch the salesy fluff. Talk like a real human, not a corporate jargon machine.
✔️ Guide them clearly. Don’t make them figure out what to do next—lead them there effortlessly.
✔️ Listen more than you assume. The best copy comes from what your audience already tells you.
💡 Think of your website like Richmond’s best version of Total Football—where everything flows, and every move has a purpose. No forcing. No confusion. Just clarity, alignment, and action.
Because when your audience feels seen, understood, and guided effortlessly toward what they need?
That’s when they take action.
