You want more website traffic? More website conversions? More clicks on website advertisements? Then website copywriting is the answer to your website problems! If you’re time poor, skip down to the bottom of this post for my step by step instructions and your FREE TEMPLATE.
First of all, website copywriting is the art and science of convincing website visitors to take a certain action. The “action” could be clicking on your website advertisement or visiting your website product page. Whatever you want them to do, it’s up to you!
Good website copywriting does two things: grabs attention and persuades readers to take some kind of action. That means we need compelling headlines and content that pulls people in and makes them think “I MUST read more!” We also need good persuasive writing so we convince our readers to click that link or buy that item.
Now, let’s talk about what not to do when it comes to website copywriting. The worst website copywriting you can do is to use cheesy, convoluted language that doesn’t make any sense and just rambles on, trying desperately to sound professional but actually sounding like some kind of unhinged person. Another thing not to do is to repeat yourself over and over or write very long paragraphs about one simple point. This does not increase understanding; it just bores the reader.
The best website copywriting has a specific goal for your website visitor in mind so you know exactly what you need them to do when they finish reading your article or website page. That means more conversions for you! So take a moment to think, does each of your webpages have a clear process or goal? Can both you and the reader understand what that goal is straight away?
Writing website copy is basically storytelling. If you can get people to read your website advertisement or website article, they’re going to remember it better than just some generic rambling about one idea.
Let’s go over easy tips for improving website copywriting so that every time someone reads something on your website, they think “I MUST buy this!”
How do I write great website copy?
Articulate the problem first before proposing a solution because this shows an understanding of what readers want and need. As a general rule, smart brands understand their customers’ needs before attempting to sell them anything, whether that be online or offline, so make sure your website copy reflects this understanding.
Write in an active voice, not a passive one because nobody likes things to be done to them; they like things they do! For example, “The website is visited by many people” sounds kind of boring. On the other hand, “People visit the website every day!” is much more exciting and grabs reader’s attention immediately.
Make sure that you’re really familiar with your website product or website service before you attempt to sell it to anyone! If you don’t know what makes your website service so great, how are you going to convince other people? That means research time for you. And researching competitors and how people respond to them also.
Know who your target audience is so you can write for them directly instead of talking about them in general terms. Yes, website copy is persuasive and yes, website copy needs to be convincing but website copy also needs to accurately represent your website product or website service in a way that makes sense for the people you’re trying to sell it to. Don’t waste time trying to sell to people a completed website when they are really just looking for a book on how to do it themselves.
Be concise! Cut out filler words and phrases wherever possible. For example: “Any person who wants this website service” can become simply “Here’s a website service” with no loss of comprehension whatsoever.
Avoid overusing website jargon because nobody outside of your industry (or brand) will understand what you mean. If you must use jargon, make sure you explain it in layman’s terms right after so they don’t get lost halfway through your website copy.
Here are my at-a-glance steps for improving your website copywriting:
- Do some SEO keyword research and allocate one keyword/phrase per webpage.
- Write in one keyword a minimum of three times for each page, whilst making it sound natural and not forced
- Include a H1 and H2 on each page (ideally including the SEO keyword).
- Write a compelling call to action for each webpage.
- Tidy up your website copywriting by removing any redundant words and try and reduce sentences down as much as possible.
- Go through each of your existing web pages (or any new ones) using this FREE TEMPLATE to audit and plan the small changes you wish to make.