As a website designer for over a decade, I’ve noticed that time and time again, the one thing that always seems to delay launching a brand new beautiful website is website copy. It can be difficult to sit down and write about your business, it can feel impossible to find the time, but website copy is such an essential piece of the puzzle that it can’t be overlooked. In this article, I’ll answer some common questions about website copy and offer up some helpful tips about how to write website copy that converts visitors into customers.

What is website copy?

Website copy refers to the written content found on webpages. It includes everything from headlines, titles, and body text to calls-to-action (CTAs) and other persuasive elements.

What’s the difference between website copy and website content?

The terms “website copy” and “website content” are often used interchangeably, but there is a subtle difference between the two:

Website copy refers specifically to the written text that is intended to persuade or inform visitors and prompt them to take action. This includes headlines, taglines, product descriptions, calls-to-action (CTAs), and any other text elements designed to engage the audience and drive conversions. The primary goal of website copy is to communicate the brand’s message effectively and encourage visitors to take desired actions, such as making a purchase, signing up for a newsletter, or contacting the company.

Website content, on the other hand, encompasses all types of media and information presented on a website, including text, images, videos, audio clips, infographics, and interactive elements. While website copy is a subset of website content, content can also include broader categories such as blog posts, articles, FAQs, product pages, About Us pages, and other informational or entertaining materials. The purpose of website content is to educate, entertain, or engage visitors while providing valuable information about the brand, products, or services.

In short, website copy focuses specifically on persuasive and informative text elements aimed at driving conversions, while website content encompasses a broader range of media and informational materials that contribute to the overall user experience on a website.

How to Write Effective Headlines and Titles

Effective headlines and titles should be clear, concise, and attention-grabbing. They should accurately represent the content of the webpage while also catching the reader’s interest.

Think of headlines as the guide for your reader, prospect or customer. With such limited time and the overwhelm of information out there, your headlines really need to get to the point quickly. Any reader should be able to skim a page on your website and get the gist of what that page is about. Truthfully, a visitor might not even read the whole page so you want the important information to stick out and grab their attention so they can pick out the part that they want to read quickly.

Approaches to writing headlines:

Answer common questions with your headlines; the who, what, where, when, and how.

• Who are you?
• What do you do?
• What’s the best way someone can contact you?
• Where are you located?
• When can you work with me?
• How are you better than your competitor?
• How do you do what you do?

Headlines are an opportunity to be informative, persuasive, and draw the visitor into the rest of your content. A couple tips I’ve learned over the years are:

• Brainstorm a few different headlines for each section of your copy.
• Keep headlines simple, specific, and to-the-point.
• Create a sense of urgency with your headlines.
• Don’t be afraid to test and revise.
• Add subheadings to break-up large sections of content.

How to Make Your Copy SEO-Friendly

To make copy SEO-friendly, incorporate relevant keywords naturally throughout the content, optimize meta tags, use descriptive headers, and ensure fast page loading speed and mobile-friendliness. See our posts about on-page SEO, off-page SEO, and technical SEO to learn more!

The Ideal Length for Website Copy

There’s no one-size-fits-all answer, but generally, website copy should be concise and to the point. Longer-form content may be appropriate for detailed explanations or storytelling, while shorter content is more suitable for quick consumption.

Here’s a tip though, make sure your website copy is organized, and broken up into manageable sections. If someone is looking at a page with paragraphs and paragraphs of text, it can be overwhelming and they might just move onto the next page or website. If you use clear headings and break up the content into sections, it’s easier for a visitor to skim and dive in on the part of the page that they want to read.

How To Organize Website Copy

When organizing your website copy, you must make it as easy as possible for the visitor to find the information they are looking for.

Try to put yourself in your customer’s shoes when you’re organizing your copy. Organize content in a logical hierarchy, with clear navigation menus, categories, and subcategories. Use headings, bullet points, and visuals to break up the text and improve readability.

If it looks a little overwhelming to you, then it does to the reader too and that’s a big red flag. Keep things clear, concise, and just easy to navigate, and you’re basically good to go.

Using Storytelling Within Website Copy

Storytelling has the remarkable ability to captivate readers and forge lasting emotional connections. When woven into your website copy, stories can breathe life into your brand, making it more relatable and memorable. Here’s how to harness the power of storytelling effectively:

Illustrate Points

Integrate anecdotes or narratives that illustrate key points or concepts related to your product or service. Instead of simply listing features, use storytelling to demonstrate how your offerings solve real-life problems or enhance the lives of your customers. By framing information within a narrative context, you make it more engaging and easier for readers to understand and remember.

Evoke Emotions

Craft stories that evoke emotions relevant to your brand and audience. Whether it’s joy, nostalgia, empathy, or excitement, tapping into emotions can create a deeper connection with your readers. Share stories that resonate with their experiences, aspirations, or values, fostering a sense of empathy and understanding. Emotional resonance can leave a lasting impression and motivate action.

Humanize Your Brand

Share stories that humanize your brand and showcase its personality. Highlight the people behind your products or services, including founders, employees, or satisfied customers. Personal anecdotes or testimonials can add authenticity and credibility to your brand, helping to build trust with your audience. Humanizing your brand through storytelling makes it more approachable and relatable.

Create Memorable Experiences

Craft narratives that leave a lasting impact on your audience. Whether it’s a compelling origin story, a customer success story, or a captivating case study, aim to create memorable experiences for your readers. Engage their imaginations, spark curiosity, and leave them with a sense of anticipation or inspiration. Memorable stories are more likely to be shared and remembered, extending the reach of your brand.
By incorporating storytelling into your website copy, you can enrich the user experience, foster emotional connections, and differentiate your brand in a crowded digital landscape.

How to Address the Audience’s Needs & Pain Points

Understanding your audience’s needs, desires, and pain points is essential for creating copy that resonates and drives action. Here’s how to effectively address your audience’s concerns and offer meaningful solutions:

Conduct Thorough Audience Research

Start by conducting comprehensive audience research to gain insights into their demographics, behaviors, and preferences. Use a combination of methods such as surveys, interviews, social listening, and analytics tools to gather data about your target audience. Understand their challenges, aspirations, and motivations to tailor your messaging effectively.

Identify Pain Points

Pinpoint the specific pain points or challenges that your audience faces in relation to your industry or niche. What obstacles are they encountering? What frustrations are they experiencing? By empathizing with their struggles, you can position your product or service as the solution they’ve been seeking. Address these pain points directly in your copy to demonstrate your understanding and offer relief.

Offer Solutions and Benefits

Craft your copy to highlight the solutions and benefits your offerings provide in addressing your audience’s needs and pain points. Clearly communicate how your product or service can alleviate their challenges, fulfill their desires, or improve their lives. Focus on the outcomes and transformations your audience can expect, emphasizing the value proposition that sets you apart from competitors.

Use Empathetic Language

Infuse your copy with empathetic language that resonates with your audience’s emotions and experiences. Show genuine concern for their well-being and demonstrate your commitment to helping them overcome obstacles. Use phrases like “we understand,” “we’re here to help,” or “let us support you” to convey empathy and build trust. Empathetic communication fosters a stronger connection and encourages engagement.

By addressing your audience’s needs and pain points directly in your website copy, you can establish rapport, build trust, and ultimately drive conversions. Continuously monitor feedback and analytics to refine your messaging and ensure it remains relevant and impactful.

The Roll of Calls-to-Action (CTAs) in Website Copy

CTAs prompt visitors to take specific actions, such as making a purchase, signing up for a newsletter, or contacting the company. They should be clear, compelling, and strategically placed throughout the website to guide visitors towards conversion.

When you’re working on adding some CTAs to your copy, take a step back and think about the goal of the page that you’re writing. For example, if you are talking about a service, what’s the next natural step? Is it to get a quote? Direct them to a form, email or phone number so they can do so.

The point of expanding your website copy is usually to make some kind of a sale, right? So make it easy for the reader to take that next step with your business. You don’t have to go overboard, but make sure the visitor can reach out then and there once they’ve made the decision. Maybe add a contact form to the page, naturally include the best way to contact you within the copy, or link to the contact page.

How to Make Copy More Persuasive

Crafting persuasive copy is essential for capturing your audience’s attention and compelling them to take action. Whether you’re selling a product, service, or idea, here are some strategies to enhance the persuasive power of your copy:

1. Highlight Benefits

Focus on the benefits your product or service offers rather than just its features. Show your audience how their lives will improve by using what you’re offering. Whether it’s saving time, making tasks easier, or enhancing their well-being, emphasizing benefits resonates more deeply with potential customers.

2. Address Objections

Anticipate and address any objections or concerns your audience may have. Acknowledging and overcoming objections in your copy builds trust and credibility. By proactively addressing doubts, you demonstrate that you understand your audience’s perspective and are confident in the value you provide.

3. Use Persuasive Language

Choose words and phrases that evoke emotion and persuade your audience to take action. Words like “free,” “guaranteed,” “exclusive,” and “limited time offer” can trigger psychological responses that encourage engagement. Create a sense of excitement, desire, or urgency through your language to motivate your audience to act.

4. Incorporate Social Proof

Integrate social proof elements such as testimonials, reviews, case studies, or endorsements into your copy. When potential customers see positive experiences from others like them, they’re more likely to trust your brand and feel confident in their decision to buy. Authentic social proof reinforces the value and credibility of your offerings.

5. Create Urgency or Scarcity

Instill a sense of urgency or scarcity to prompt immediate action. Limited-time offers, countdown timers, or notifications of low stock levels can create a fear of missing out (FOMO) and compel your audience to act swiftly. However, ensure that the urgency or scarcity is genuine and aligned with your brand ethos to maintain trust.

By implementing these strategies, you can enhance the persuasive impact of your copy and drive desired outcomes for your business. Remember to continually test and refine your approach to discover what resonates best with your audience.

Choosing the Right Tone for Your Website Copy

The tone of your website copy plays a crucial role in shaping your brand’s personality and connecting with your target audience. Finding the right tone involves considering both your brand’s identity and the preferences of your audience. Here are some key considerations:

1. Align with your brand personality: Your tone should reflect the personality and values of your brand. Consider the traits and characteristics that define your brand identity. Are you aiming for an authoritative and professional image, or do you want to convey a sense of warmth and approachability? Aligning your tone with your brand persona helps create consistency and reinforces your brand’s identity.
2. Resonate with the target audience: Understand your target audience’s preferences, communication style, and expectations. What tone would resonate most effectively with them? Consider factors such as age, demographics, interests, and cultural background. Tailoring your tone to match the preferences of your audience enhances relatability and fosters a stronger connection.
3. Context and purpose: Adjust your tone based on the context and purpose of each piece of copy. For example, informational pages may require a more straightforward and professional tone, while blog posts or social media content could be more conversational and engaging. Adapt your tone to suit the specific goals and expectations of each communication channel.
4. Consistency across channels: Maintain consistency in tone across all your communication channels to reinforce your brand’s identity and message. Whether it’s your website, social media profiles, email newsletters, or advertising campaigns, ensure that the tone remains cohesive and recognizable. Consistency fosters trust and familiarity, making it easier for your audience to connect with your brand wherever they encounter it.

Choosing the Right Point of View

Regarding point of view, the choice typically depends on the brand’s preferences and the desired level of intimacy with the audience.

• First Person (“We” or “I”): Using the first-person perspective can create a sense of direct engagement and personal connection with the audience. It’s ideal for brands that want to convey a more intimate and humanized tone.
• Second Person (“You”): Addressing the audience directly with “you” can make the copy feel more personalized and customer-focused. This perspective works well for creating empathy and showing readers how your product or service can benefit them directly.
• Third Person (“They” or “Company Name”): The third-person perspective can impart a sense of professionalism and objectivity. It’s often used by brands that want to maintain a level of formality and authority in their communication.

Ultimately, the choice of tone and point of view should be guided by your brand’s unique identity, audience preferences, and communication objectives. Regularly monitor feedback and engagement metrics to ensure that your chosen tone resonates effectively with your audience.

Review, Proof-Read & Polish Your Copy

Your website copy is often the first impression potential customers have of your business, so it’s crucial to ensure it’s polished and error-free. Follow these tips to review, proofread, and refine your copy:

1. Take a Break

After drafting your copy, step away from it for a while before beginning the editing process. A fresh perspective can help you identify errors and areas for improvement more effectively.

2. Read Aloud

Read your copy aloud to yourself or have someone else read it to you. This technique can help you catch awkward phrasing, grammatical errors, and typos that may have slipped through during silent reading.

3. Check for Clarity

Ensure that your copy is clear and easy to understand. Eliminate jargon, overly complex language, or ambiguous statements that may confuse or alienate your audience. Aim for clarity and simplicity to facilitate comprehension.

4. Verify Facts and Figures

Double-check any factual information, statistics, or data included in your copy to ensure accuracy. Inaccurate or outdated information can undermine your credibility and erode trust with your audience.

5. Focus on Consistency

Maintain consistency in tone, style, and formatting throughout your copy. Use the same voice and terminology consistently to reinforce your brand identity and create a cohesive reading experience.

6. Test for Readability

Evaluate the readability of your copy using tools like the Flesch-Kincaid readability tests. Aim for a readability level that aligns with your target audience’s preferences and comprehension level.

7. Review Call-to-Actions (CTAs)

Check that your CTAs are clear, compelling, and strategically placed within your copy. Ensure they prompt the desired action from your audience and align with your overall marketing objectives.

8. Get Feedback

Seek feedback from colleagues, friends, or trusted customers to get an outside perspective on your copy. Fresh eyes can often catch errors or inconsistencies that you may have overlooked.

9. Test on Different Devices

View your website copy on various devices and screen sizes to ensure it displays properly and remains readable across different platforms. Pay attention to formatting issues or design elements that may affect readability.

10. Use Editing Tools

Take advantage of editing tools and software to streamline the proofreading process. Tools like Grammarly, Hemingway Editor, or Microsoft Word’s built-in spelling and grammar checker can help identify errors and suggest improvements.

11. Iterate and Refine

Remember that writing is a process of iteration. Don’t be afraid to revise and refine your copy multiple times until it meets your standards of quality and effectiveness.

By dedicating time and attention to reviewing, proofreading, and polishing your website copy, you can ensure it’s engaging, error-free, and aligned with your brand’s messaging and objectives.

Have Questions?

Have questions about implementing these tips or need further guidance? Feel free to leave a comment or fill out the form below so our team can help!

Remember, your website copy is more than just words – it’s your digital storefront, your brand’s voice, and your opportunity to connect with your audience. Keep refining, keep experimenting, and keep writing!

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