I’ve written a lot of website content over the years—and let’s be honest, not all of it was brilliant at first. But great writing isn’t about stuffing big words into small spaces. It’s about clarity, rhythm, and knowing when to stop talking.
That’s why I pulled together 10 real examples of website content that actually work. Not because they follow a magic formula, but because they speak to people like people.
Here’s what you’ll see in this list:
- Websites that explain without over-explaining
- Copy that sells without sounding like it’s selling
- Clear structure and confident voice
- Bits of personality where it counts
- Ideas worth borrowing (or at least bookmarking)
If you’ve ever stared at a blank screen wondering how to sound “professional” without sounding robotic, this roundup might just help.
1. Alaina Thomas
Alaina Thomas doesn’t just design—she curates experience. From the first click, her site sets a calm, intentional tone. No dramatic splashes or buzzword overload. Just clean visuals and well-placed details.
What stands out? Her About section reads like a conversation, not a résumé. There’s a clear sense of what drives her, without spelling out every bullet point of her career. It’s personal without feeling overly polished—and that makes it more inviting.
The homepage opens with a bold visual—not the finished product, but a moment mid-process. It’s the kind of shot that says, “Here’s how I work,” not just, “Look what I made.” That honesty gives the whole site a refreshing edge.
You won’t find gimmicks here. The design is minimal, but it holds attention. Thoughtful choices, quiet confidence, and a structure that flows with purpose—Alaina’s site shows that less can say more, especially when every piece is doing its job.
2. Megan Cornish
You can tell a lot about someone by the way they present their work—and this page wastes no time.
The layout is clean, but not cold. There’s structure, but nothing stiff. It feels like the person behind it actually thought about how you’d move through their work—rare, and refreshing.
Each project is introduced with just enough context to make you care, but not so much that it slows you down. Headlines are crisp. Captions are helpful. The writing? Confident, polished, and sharp when it needs to be.
No stock filler. No forced cleverness. Just well-organized samples and a clear sense of who the creator is, what they do, and what they’re good at.
Bonus points for the contact section—easy to find, no guesswork involved. For anyone browsing with limited patience (read: most people), this portfolio respects your time and attention. And that alone is worth remembering.
3. David Burn
David Burn’s website gets to the point—smartly. No bloated intro or dramatic scroll effects. Just well-structured, well-written content that makes you want to keep reading.
Right away, it’s clear David wears a few hats—writer, strategist, maybe even a bit of a digital anthropologist. But instead of shouting credentials, the site shows them through clear, engaging examples. Blog entries, client projects, and commentary all speak with the same confident tone: thoughtful, sharp, but never trying too hard.
What makes this portfolio stand out isn’t just the work—it’s the voice. David doesn’t write like he’s trying to sell. He writes like he’s trying to connect. And in a space where everyone’s pushing to be louder, that restraint feels refreshing.
There’s humor here too, the kind that sneaks up on you—dry, observant, and well-placed. Overall? A website that works because it understands that clarity is creativity.
4. Laura Belgray
Talking Shrimp is the brainchild of Laura Belgray, an award-winning copywriter who turns everyday stories into marketing gold. Her site is a masterclass in blending humor with persuasive writing, making even the most skeptical reader nod in agreement—or laugh out loud.From the moment you land on the homepage, you’re greeted with a voice that’s both relatable and refreshingly honest. Laura doesn’t just teach you to write; she shows you how to infuse your personality into every word, ensuring your copy resonates with your audience.
The site offers a range of resources, from the “Inbox Hero” email course to the “60-Minute Makeovers” mini-course, all designed to help you craft compelling messages that drive action. And if you’re looking for a good read, her blog is filled with insights, anecdotes, and tips that make the art of copywriting feel accessible and fun.
In a world where bland copy is the norm, Talking Shrimp stands out by encouraging writers to embrace their quirks and connect authentically with their audience.
5. Adil Amarsi
Adil Amarsi’s website isn’t just a portfolio—it’s a masterclass in persuasive storytelling. Known as “The Underground A-Lister,” Adil has penned over 17,000 campaigns across 422 industries, generating more than $1.3 billion in sales for clients. The site opens with a bold claim: “Greatest Copywriter Alive.” It’s audacious, but Adil backs it up with a wealth of experience and results. His copy is conversational, confident, and occasionally laced with humor, making complex marketing concepts accessible and engaging.Beyond showcasing his work, Adil offers resources like the “Greatest Welcome Sequence” training, designed to help businesses craft compelling email sequences that build trust and drive conversions. What sets Adil apart is his emphasis on authenticity. He shares personal stories, lessons from failures, and insights into his creative process, creating a genuine connection with readers. Whether you’re a seasoned marketer or just starting out, his site offers valuable lessons in the art of copywriting.
6. Ann Friedman
Ann Friedman’s website is a refreshing blend of sharp journalism and personal flair. As a journalist and essayist, Ann has contributed to esteemed publications like The Cut, The Los Angeles Times, The New York Times, and ELLE. She is also a contributing editor to The Gentlewoman and co-authored the best-selling book “Big Friendship: How We Keep Each Other Close” with Aminatou Sow.
Her site offers a wealth of content, including her popular weekly newsletter, which delivers curated links, personal essays, and her signature hand-drawn pie charts. The newsletter has been praised by The New York Times as “tough to explain, easy (and enjoyable) to read.
Beyond writing, Ann engages in various creative endeavors. She runs workshops, creates zines, and previously co-hosted the podcast “Call Your Girlfriend,” which ran from 2014 to 2022. Her commitment to mentoring emerging writers is evident through The Ann Friedman Weekly Fellowship, providing support and exposure to nonfiction writers early in their careers. Ann’s website is a testament to her multifaceted career, offering insights into her work and inviting readers to engage with her thoughtful perspectives.
7. Caroline Gibson
Caroline Gibson’s website is a masterclass in clarity and charm. As a seasoned freelance copywriter based in London, she brings over 25 years of experience to the table, crafting compelling content for clients ranging from global brands to ambitious startups. From the moment you land on her site, you’re greeted with a tone that’s both professional and personable. Caroline’s portfolio showcases a diverse array of projects, including website copy, branding, and advertising campaigns. Her ability to adapt her writing style to suit various industries is evident, making her a versatile choice for businesses seeking impactful messaging. Beyond her impressive client list, Caroline’s accolades speak volumes. She’s been recognized with numerous awards, highlighting her talent and dedication to the craft.
Navigating her site is a breeze, with clear sections detailing her services, client testimonials, and a blog filled with insights into the world of copywriting. Whether you’re in need of a fresh brand voice or persuasive web content, Caroline Gibson’s site offers both inspiration and a clear path to collaboration.
8. S.A. Rogers
S.A. Rogers is a seasoned freelance writer whose work spans sustainability, architecture, technology, and corporate responsibility. With over 15 years of experience, she has contributed to renowned publications like Treehugger, WebUrbanist, and Mother Nature Network. Her portfolio showcases collaborations with major brands such as Aflac, Allstate, AT&T, Mercedes-Benz, and UPS, delivering content that resonates across industries. Whether crafting in-depth feature articles, SEO-optimized blog posts, or compelling white papers, Rogers brings clarity and engagement to complex topics.Beyond client work, she has a knack for uncovering hidden narratives, from exploring abandoned architectural sites to highlighting sustainable innovations. Her writing not only informs but also inspires readers to see the world through a more thoughtful lens.
9. Joe Pulizzi
Joe Pulizzi’s website is a vibrant hub for content creators and entrepreneurs. Known as the “godfather of content marketing,” Joe has authored several best-selling books, including Content Inc. and Epic Content Marketing, which has been recognized as a must-read business book by Fortune Magazine .The site offers a wealth of resources, from insightful articles and podcasts to speaking engagements and his renowned Orangeletter newsletter. Joe’s approach is both informative and engaging, providing actionable advice for building and growing a content-driven business.Visitors can explore his latest initiatives, such as The Tilt and the Content Entrepreneur Expo (CEX), which focus on empowering content entrepreneurs . The website’s design reflects Joe’s signature style—straightforward, value-packed, and, of course, a touch of orange.Whether you’re a seasoned marketer or just starting out, Joe Pulizzi’s website serves as a comprehensive guide to mastering content marketing and entrepreneurship.
10. Alexa Peters
Alexa Peters is a Seattle-based freelance writer specializing in mental health, wellness, cannabis, psychedelics, higher education, and arts & culture. With over a decade of experience, her journalism has been featured in Rolling Stone, The Washington Post, and The Seattle Times. Her content marketing and copywriting clients include Microsoft, Healthline, and the University of Washington.
Alexa’s website showcases her diverse portfolio, highlighting her ability to tell stories with precision, integrity, and authenticity. She offers services in journalism, content marketing, copywriting, and music PR consulting. Notably, she is co-authoring a book on the Seattle jazz community with jazz critic Paul de Barros, set to be published by The History Press in 2026.
For those seeking a writer who combines journalistic rigor with creative flair, Alexa Peters’ work stands as a testament to the power of well-crafted storytelling.
Conclusion
Writing website content isn’t about sounding clever. It’s about sounding human—and knowing exactly what your reader needs to hear next.
These examples aren’t here to be copied. They’re here to show what happens when writing is thoughtful, focused, and just a little brave.
Whether you’re building your own site or writing for someone else, let this list be proof: words don’t have to be flashy to do their job. They just have to be honest, clean, and well-placed.
And if a sentence makes you smile along the way? Even better.
