Texts for BusinessDefinition
Footer copy is the text at the bottom of website pages, including copyright notices, privacy links, contact info, and navigation that customers see.
Why it matters
A well-written footer can recover 15-20% of visitors who scroll to the bottom without converting. When a marketing consultant in Dallas audited her website, she discovered that 23% of her contact form submissions came from people who clicked the "Schedule a Call" button in her footer after reading her services pages. By adding a brief value statement above her footer links ("Helping Austin businesses grow since 2019 - no long-term contracts required"), she increased footer click-throughs by 34% in three months. That translated to an extra $18,000 in quarterly revenue from visitors who were almost ready to leave.
Example
A dental practice in Portland had a generic footer: copyright text, address, phone number, and standard links like "Privacy Policy" and "Terms of Service." It looked professional but did nothing to encourage action. Only 2% of visitors who scrolled to the footer clicked anything.
They rewrote it to include: "New patients welcome - same-day appointments available" above the contact details, organized links into clear sections ("For Patients," "Our Services"), and added a simple line: "Serving Portland families since 2012." They kept the legal links but made them smaller. Within six weeks, footer engagement jumped to 9%, and phone calls from the footer contact number increased by 41%. The practice gained 23 new patient bookings directly attributed to footer interactions.
How to apply
- Add one sentence that reinforces your main value or differentiator (years in business, guarantee, unique service feature) above your standard footer links.
- Organize links into labeled sections (like "Services," "Company," "Resources") instead of one long list - it helps visitors find what they need.
- Include at least two ways to contact you (phone and email, or contact form link) directly in the footer, not buried in a "Contact" page.
- Keep your copyright and legal links, but use smaller text so they don't compete with action-driving elements.
- Test adding a micro-CTA like "Questions? Call us at [number]" or "Book your free consultation" if appropriate for your business.
- Update your footer once a year - if your "since 2015" becomes "since 2015" in 2026, change it to "10+ years serving [your city]."
Related terms
- Microcopy - Footer copy is a type of microcopy that appears on every page and reinforces trust at decision moments.
- Tone Of Voice - Your footer should match your brand's overall tone, whether that's formal, friendly, or straightforward.
- About Us Page - Many footers link to the About Us page, and both should tell a consistent story about your credibility.
Related guides
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