Your website copy is more than just words on a page. If you’re a small business owner, your website is one of the most powerful marketing tools in your toolkit. After all, when people search online for products and services like yours, it’s usually your website that they see first. That means it’s vital to make sure the copy on your website is effective so you can create an engaging experience for potential customers.
But how do you write effective website copy?
In this blog post, I’m sharing tips and tricks to help you craft content that resonates with visitors and turns them into paying customers. Whether you’re revamping your current website or starting from scratch, keep reading to learn my top tips as a copywriter for writing effective website copy that will attract and convert website visitors.
As a business owner, writing effective copy for your website can set you apart from your competitors and drive conversions. The first step is research, and more research, from refining your brand’s voice and your target audience to exploring what makes you different from your competitors. It can feel overwhelming, but the more time and effort you put into this step, the greater the payoff. The goal is to create copy that resonates with your audience and highlights what sets you apart. So, put on your detective hat and start digging. The insights you gain will be invaluable in crafting website copy that speaks directly to your ideal customers.
Have you ever felt like you’re trying to be someone you’re not in your business? It’s easy to get caught up in what we think we “should” do instead of focusing on our own unique style and brand voice. It’s time to take stock of who you are today so you can confidently share who you are on every page of your website. It all starts with you — the real you.
In this research phase, it’s time to take a step back and really figure out who you are, what you love, and what you’re an expert in. Don’t worry; this part can be fun! Spend some time researching and exploring (and by that, I mean scrolling through Pinterest or Instagram for inspiration). If you’re getting screen fatigue, you can also take yourself on a coffee date for some quiet reflection time or complete a guide designed to help you get to know yourself.
By refining your own style and brand voice, you’ll be able to authentically connect with your audience and stand out from the crowd of other business owners in your industry.
The next step is to take the focus off of you and onto your ‘who’—customers, clients, partners, whatever title you give them! This research phase will help you define and clarify who you serve because knowing that changes everything.
You may have a great product or service, but it won’t matter how amazing it is if you don’t know who you’re targeting. Check out your website analytics, social media analytics, and even outside sources. You can find research studies on nearly every topic, so spend some time researching your audience, getting to know their feelings, their pain points, how they spend their time, and what moves them into action.
By defining and clarifying your audience, you’ll be able to tailor your messaging, marketing, and even your product or service to better serve them!
Before you can write your website copy, you need to know what makes you stand out. Your value proposition sets you apart from the rest and helps customers understand why they should choose you over your competitors.
The simple fill-in-the-blank framework I use is:
[biz name/product/service] helps [audience] with [problem] achieve [benefit]. I do this by [unique solution]
With a strong value proposition, you’ll be able to communicate the benefits of your business or service in a way that captures the attention of prospective customers and drives conversions.
Once you’ve done the research and gotten to the heart of your brand’s story, it’s time to put pen to paper (or hands to keyboard!) and write your website copy. With your research, you can create content to make strong connections. So roll up your sleeves! It’s time to write effective website copy that captures (and keeps!) your client’s attention.
Your words have the power to captivate, persuade and guide your audience toward action. But to achieve this, you need to cut the fluff, aggrandizement, and repetition.
People who visit your website don’t want to be bogged down by lengthy paragraphs and unnecessary details. By keeping your copy short and sweet, you’re more likely to keep your audience engaged and interested in what you have to offer. Remember, less is often more when it comes to effective website copy!
When it comes to writing effective website copy, persuasion is key. It’s important to understand your audience and use language that speaks to them directly. You don’t have to (and honestly don’t want to) channel your inner sleazy car salesman. Instead, lean on what you know about your audience and speak their language. Instead, focus on using compelling and engaging language that makes your readers want to say, “yes please!” to your offer. I’ve got a blog post here that covers the best persuasive words to sprinkle into your site.
Think about what your audience cares about, what they need, and what you can offer to meet those needs. Then, with a bit of strategy and a lot of creativity, you can craft website copy that speaks to your audience and inspires them to take action.
your website copy is for your audience. But effective website copy knows how to balance appealing to your readers and Google’s search engine robots. Balancing these two goals is essential in creating effective web content that resonates and ranks.
Search engine optimization, or SEO, is crucial for getting your message out there and reaching the people you want to help. By optimizing your copy for search engines, you can make sure your website is effectively connecting with your target audience. It’s all about finding the right tone of voice and crafting content that balances reader appeal with technical considerations.
Congratulations! You’re almost there! You’ve put your heart and soul into your website copy, carefully crafting the words that will communicate your message to your intended audience.
Editing and proofreading may not be the most glamorous phase in the process, but it’s arguably the most crucial. In fact, taking the time to fine-tune your copy could be the difference between a potential client bouncing after one glance and converting them into a loyal customer. So, how do you ensure your website is error-free and captivating? First, take a breather and come back to your copy with fresh eyes. Then, read each sentence out loud, and ask yourself if it flows well and if it accomplishes its purpose. Finally, run your copy through a grammar and spell-check tool.
With a bit of dedication and elbow grease, your website can become a persuasive sales tool that leaves a lasting impression on visitors.
Crafting the perfect website copy can feel extra hard to DIY because, honestly, it can feel really hard to write about yourself. That’s why turning your website copy project over to a professional copywriter (maybe even me, wink wink) could be just what you need! Here’s why:
Top-notch writing: A professional copywriter has the expertise and experience to deliver high-quality writing that engages your audience and drives results.
Save time and energy: Make your valuable time as a business owner count by outsourcing to an experienced copywriter. That way, you can focus on the work that only YOU can do and let a professional handle the wordsmithing.
Increase website conversions: A copywriter can help you craft persuasive copy that convinces your audience to take action, whether that’s making a purchase, signing up for a newsletter, or booking a consultation.
Boost SEO: A copywriter can optimize your content for search engines, helping you rank higher in search results and attract more traffic to your website.
A fresh perspective: As a third party, a website copywriter (like me!!) can spot opportunities for your copy to move readers into action and tailor their writing to fit your unique needs and goals.
Is your website getting lost in the crowd? The digital landscape is constantly changing, and staying in front of your ideal customers can be difficult. With my help, you can get compelling web copy that will make a lasting impression on potential customers and have them saying, “OMG, she gets me.”
Get in touch today, and let’s get started crafting captivating website copy together!