Wondering why you need website copywriting tips?
Imagine this: you’ve finally captured the attention of a potential client. They’ve followed your meticulously crafted marketing funnel and landed right on your website. But then something happens. They start reading your website copy, and suddenly, they’re not so sure. Their excitement starts to fade, and before you know it, they bounce. Ouch.
Now, flip that scenario. Your lead lands on your web page and is instantly hooked. The words resonate with them. They feel seen, understood, and excited. Within minutes, they’re filling out your inquiry form or clicking “Buy Now.”
The difference between these two outcomes? Website copy.
Use the website copywriting tips in this article to turn your website into a 24/7 salesperson for your business (not the sleazy kind!).
What Is Website Copywriting?
Website copywriting is the art and science of crafting words on your website that compel visitors to take action. Compelling copy should evoke emotion and make your website visitors feel genuinely connected to your brand.
Good website copy is the difference between a visitor who skims your homepage and leaves and one who stays, clicks, and converts.
👋You might also find interesting: How to Write a Website Your Audience Will Drool Over
Use These 7 Website Copywriting Tips to Drive Connections and Sales!
Great web copywriting is a combination of psychology, strategy, and creativity. Use these 7 website copywriting tips to connect with your target audience on a deeper level (and dominate search engine algorithms!).
1. Get Obsessed with Your Target Audience
And I mean it. To create compelling copy, you need to have an intimate understanding of what makes your target audience tick. How can you gain that understanding? Learn as much as you can about your potential customers and who they are as people.
This means going beyond basic demographics like age, gender, and location. Saying that your target audience is millennial women between the ages of 25 and 40 is going to get you, well, nowhere. It’s too general to write web copy that connects.
You need to dive deeper into their psyche – what drives them, what keeps them up at night, and what they truly want out of life.
For example, let’s imagine that you’re a therapist and your target audience is young professional women who struggle with perfectionism and creating a work/life balance.
Knowing this, you can craft website copy that speaks directly to their struggles: the pressure to excel in their careers, the guilt of not spending enough time with family, and wanting to spend more time on self-care.
Instead of throwing spaghetti at the wall, do this:
- Create Personas: Create detailed personas that represent different segments of your audience. Give them names, backgrounds, and specific pain points. When you’re writing copy, imagine you’re actually talking to these people!
- Stalk ‘Em (in a Good Way): Follow them on social media, read their reviews, and dive into forums where they hang out. What are they saying? What are their complaints? What do they care about?
- Interview Them: The best way to understand your audience is to talk to them directly. Do interviews with past clients or send surveys to your email list to get valuable insights into how they think.
In short, get obsessed with them…so they can get obsessed with YOU!
2. Keep It Simple, Stupid!
When it comes to website copy, simplicity is your best friend.
Your audience isn’t here to read a novel – they want to find a solution for their problem.
If your website copy is cluttered with chunky paragraphs, complex jargon, and endless details, you’ll lose them faster than you can say “blog post.”
According to research by the Nielsen Norman Group, average web users read only 20-28% of the words on a web page during a visit. This means your copy needs to be clear, concise, and easy to digest. It should be structured in a way that allows your readers to quickly find the information they’re looking for.
Here’s how to write copy that’s punchy, simple, and engaging:
- Write How You Speak: Your website copy should sound like a genuine human conversation. Use everyday language and short sentences – you don’t need to sound stuffy to be professional!
- Break It Up: If you want to write copy that sells, use bullet points, headings, and short paragraphs to make your copy skimmable. Remember, most people will skim your website or landing page!
- Avoid Jargon: Unless you’re writing for a highly technical audience, steer clear of industry jargon because you don’t want to be confusing as heck!
Don’t overthink it. Your goal is to make your website copy so simple and clear that your website visitors don’t have to think twice to understand your message!
3. Have Goals
You should have clear goals, and every piece of copy on your website should serve those goals.
Most websites have multiple goals (ex: email list sign-ups, filling out the inquiry form, buying products), but you should logically organize the structure of your content to guide different types of visitors to relevant outcomes.
Think of your website as a map. Every page should drive your audience to certain key elements that are relevant to them. For example, let’s say you have a high-ticket offer and low-cost passive products.
When writing website copy for the high-ticket offer, you need to speak directly to the segment of your audience that can afford the investment (ex: established business owner). When you create content for your passive product pages, speak to the people who’ll find your products useful (ex: entrepreneurs who’re starting out or those who like to DIY).
Create the structure and strategy for your website before you write a single word of copy. And, as always, know your audience!
4. Focus on the Benefits
One of the most common mistakes in website copywriting is focusing too much on features instead of benefits.
(Quick explanation: Features are the details of what your product or service does. Benefits are the outcomes that your audience will experience!)
For example, let’s say you’re selling a high-end blender. A feature-focused copy might say:
❌ Our blender has a 1,000-watt motor and stainless steel blades.
That’s great, but it doesn’t tell the reader why they should care. Instead, try this:
✅ Make healthy smoothies in seconds.
See the difference?
When writing copy, ask yourself, “Why does this matter to my audience?”
Every feature should be tied to a specific benefit. Help your audience visualize how their life will improve with your product or service!
5. Hook ‘Em with a Story
Stories form an emotional connection with your audience and make your brand more relatable and memorable. Storytelling copywriting is one of the most powerful ways to get your audience to convert!
Here’s the thing: storytelling isn’t just about telling the story of your brand. It’s about positioning your target audience as the heroes of their own journey.
Let’s say you run a fitness coaching business. Instead of simply stating, “We offer personalized workout plans,” you could tell the story of a client who struggled with their fitness goals but, with your help, overcame those challenges and started living a healthier lifestyle.
Your audience will see themselves in that story! This is one of the reasons why it’s so important to know how to get client testimonials.
6. Make Your CTAs Crystal Clear
Your website’s calls-to-action (CTAs) are the final push that your audience needs to take action, whether that’s signing up for your newsletter or inquiring about your services.
Every time you write a call-to-action, it should leave no doubt in your audience’s mind about what will happen when they click that button.
A vague CTA like “Start Now” doesn’t tell the reader what they’re actually getting or doing. Use specific, action-oriented language that clearly communicates the benefit of clicking on the button: “Start Your Free Trial,” “Book Your Consultation,” etc.
Creative CTAs are great, but always go for clear over clever!
Here’s an example of a clear CTA from a recent website copywriting project I did for a designer!
7. Don’t Forget About SEO
Now that you know how to write high-converting website copy, you want to make sure people can actually find it. This is where Search Engine Optimization (SEO) comes into play.
SEO helps your website rank higher on search engines like Google so that potential clients can discover your brand.
To get your website to the first page of Google, you need to do more than just sprinkle a few relevant keywords here and there.
Here are the most important SEO practices (you should use them on your landing pages, sales page, and other web pages, too!):
- Keyword Research: Identify the words and phrases your target audience is searching for and NATURALLY incorporate them into your website copy. You should use a keyword research tool like Ubersuggest or Semrush!
- On-Page Optimization: Use your keywords in page titles, meta descriptions, headers, and the body of your content (but never sacrifice good writing for keyword stuffing!).
- Page Speed: A slow-loading website can hurt your SEO – not to mention it’s super frustrating for your visitors.
- Internal Linking: Use internal links to guide people to other relevant pages on your site.
- Start a Blog: Content marketing is queen! Regularly publish valuable content on your website to grow your keyword rankings and drive web traffic.
Not sure where to start with Search Engine Optimization? Learn these 8 SEO terms for beginners!
FAQs
What Does Good Copywriting Look Like?
Asking the smart questions! Good copywriting grabs your attention, speaks directly to your needs, and, most importantly, makes you feel something. It’s clear, concise, and not afraid of having a personality! Some business owners think that they need to sound – for the lack of a better word – stuffy to appear professional, but good copywriting (and content writing!) is all about being yourself in a fun but serious-about-results way!
Check out some examples of good website copywriting on our Portfolio Page.
Why Copywriting Is Hard?
As a professional copywriter, I feel you! Copywriting is hard because it’s not just about writing – it’s about psychology, strategy, and creativity all rolled into one. You have to understand your audience inside and out and find the perfect way to convey your message while keeping it clear and engaging. Did I mention you need to do it in as few words as possible? Yep, that’s challenging. This is why website copywriting skills take YEARS to master!
Do I Need a Copywriter for My Website?
If you want your website copy to convert visitors into clients, then yes, you do! If you like torturing yourself and staring at a blank Google Doc for hours, you can probably do without one. The choice is yours 🙂
Outsource Your Website Copy to the Pros (Us!)
At Slade Copy House, we specialize in psychology-driven copy that makes a difference (for brands that do the same!). Learn more about our website copywriting services!
