Most website copy is written to sound impressive. Good website copy is written to be understood. The difference is the difference between a visitor who nods politely and one who picks up the phone.
Write to one person
Stop writing for "businesses" or "clients". Picture one real customer and write to them as if you're across the table. Specific beats generic, and "you" beats "we" almost every time.
Lead with the outcome
People don't buy services, they buy results. Before you describe what you do, tell them what they get. Open with the after, then explain the how.
Cut the warm-up
The first draft is full of throat-clearing: "In today's fast-paced world…" Delete it. Start at the sentence where the actual point begins. Your reader is busy; respect that.
Make every section earn the scroll
Each block should give the reader a reason to keep going. Subheadings should tell the story on their own, because most people scan before they read.
End with one clear ask
Don't bury the call to action or offer five at once. Decide the single next step you want, and ask for it plainly.
Clear copy isn't lazy copy, it's harder to write than clever copy. But it's the version that sells.