Writing Website Copy: 15 Actionable Tips (Original Examples)
This article gives you 15 actionable tips for writing website copy for your business (with original examples). Turn website visitors into customers.
COPYWRITING
A website is essential for any business today. So writing website copy is a valuable skill to know.
You could always hire a copywriter - they’re awesome. But maybe you don’t have spare resources lying around for copywriting services.
That means you need to loosen those typing fingers and get to work.
Sounds easy, right?
But copywriting and typing words on a page are different animals. One is a lion, the other a tabby cat.
Writing website copy that turns visitors into customers is powerful. If you follow these 15 actionable tips, you can harness that strength.
Let’s get to work.
What is Website Copywriting?
Website copywriting is creating the text for websites. All the words on a home page, about section, service page, etc., is website copy.
The purpose of writing website copy is to persuade visitors to take action. That might be the following:
Book your service
Request a free quote
Download a helpful guide
Whatever the action, you want to convince readers to take it.
Writing well-crafted website copy connects with your audience, holds their interest, and drives them to action.
You can learn more from our complete guide to copywriting.
15 Actionable Tips for Writing Website Copy
Know your audience
Find the why
Research competitors
Note ideas
Organise info
Write snappy headlines
Clear, not clever
Be brief
Keep it casual
Show benefits
Avoid jargon
Think formatting
Supercharge calls to action
Read aloud
Edit ruthlessly
1. Know your audience.
You should know your audience when writing website copy. Understanding the reader means you can tailor the text for them.
You can choose the best words and write in a tone they relate to.
There’s no point in writing like an academic if you sell shoes to teenagers.
Your words ain’t resonating.
As a business owner, you likely know your audience better than anyone. So use it to your advantage when writing website copy.
Bonus tip:
Speak with customers and read customer reviews. Note the language they use and include it in your copy.
2. Find the why.
Always think about why you’re writing website copy. Why should the reader care?
People are busy. What makes them stop and read your website?
Some shoppers are selfish. What’s in it for them? How does your business help them?
Some buyers are socially aware. What are your values? How do you care?
Knowing the why helps you hook your readers.
Say you’re selling hair products. Your audience cares about healthy hair but is conscious of environmental impact.
You might write this:
I used HairJamm to inspire this example.
3. Competitor research.
Sleep with one eye open where your competitors are concerned. Like a dragon protecting its hoard of gold.
Researching your competitors is a great way to keep an eye on them. Check out their websites and see what they’re up to.
Consider the following:
The language they use
Their tone and style
Calls to action
Copying them is the last thing you want to do. But you can write better copy than them if you know what they’re up to.
4. Note ideas.
Sometimes we can get incredible ideas. But they’re slippery and can escape into the ether if we don’t note them.
Jot ideas during the previous steps - anything that catches your attention.
Think about language, tone, and layout.
These ideas will come in handy when you’re writing website copy. It helps you overcome the dreaded blank page of writer’s block.
5. Organise Info.
Your notes will likely be chaotic. My notes look like a drunk wolverine wrote them.
So it’s time to organise the info into some coherent key points. Order them into a brief outline so it’s easy to pick out info you need.
Organising the info is a great way to clarify your ideas, too. It’ll help you focus on the target audience and make the writing easier.
6. Write snappy headlines.
A snappy headline is like a neon sign to your readers. It grabs their attention and entices them to read your website copy.
How I write killer headlines with these 5½ tricks - and you can too.
Capturing attention with a snappy headline is only one hurdle to overcome. The rest of the copy must deliver, or readers will get bored and leave your site.
7. Clear, not clever.
Sometimes people think the best small business copywriting is clever. They want to seem smart and professional, so they use big words and long sentences.
But the writing ends up confusing readers. That’s the last thing you want.
Your website copy always needs to be clear, not clever.
Forget about trying to impress people with your writing. Concentrate on clarity to get your message across.
People are more likely to act when they understand what you offer. Keeping your copy clear is clever.
Use familair language. Here are 5 examples:
8. Be brief.
I could’ve written “be concise” but would’ve set fire to the above tip. So be brief. No long sentences when it’s unneeded.
Let’s say you’ve got a choice between a short or long sentence. And both carry the same meaning.
Go with the short sentence.
Sometimes you must write longer sentences to get your point across. Maybe you’re explaining a complex idea. It happens.
But don’t write long sentences when shorter ones work.
A short sentence with the same meaning packs a stronger punch.
9. Keep it casual.
Readers can better relate to your business when you keep it casual. Write like you’re telling a story to a friend - without the swearing.
Writing website copy is about connecting with the reader, holding their interest, and persuading them to act. It’s easier to do that when you keep it casual.
Imagine you’re telling a friend about your business. Explain in a conversational tone how it benefits them.
10. Show benefits.
Many companies focus on what they do or what they design. The website copy focuses on them.
But you want to focus on the reader. So show them the benefits.
What does the reader gain from your business?
It’s the reason we find the why.
Showing benefits increases the chances of readers acting.
Check this simple example:
The second one shows how customers benefit.
11. Avoid Jargon.
Throughout this article, I could’ve written ICP this and CTR that. But only marketers will likely know what the hell the jargon means.
Everyone else is left scratching their heads if I don’t clarify it.
The more you need to explain, the greater the chance of confusion. And jargon overload will soon bore your audience.
Leave the buzzwords for talking to people within your industry.
12. Think Formatting.
You’ve likely noticed my use of
Subheadings
Bullet points
Bold text
Images
Lists
And I keep paragraphs short.
White space is your friend when writing website copy. Avoid blocks of text.
Chunky paragraphs are a surefire way to make people click away from your website.
People skim text online. So make it easy for them to scan your copy.
It helps you hold their attention and keep them on your site.
13. Supercharge calls to action.
A strong call to action (CTA) is a crucial part of persuading people to act. Your website copy can fall at the final hurdle with a weak CTA.
You want readers to
Buy
Subscribe
Get a free quote
I supercharge my call-to-action game with these 5 methods - you can use them, too.
Show social proof
State benefits
Add urgency
Use FOMO
Be specific
Let’s look at 5 practical examples.
14. Read aloud.
Reading your business copy aloud gives you a feel for the writing. You get a sense of the rhythm.
It helps you pinpoint areas that trip you up. And if the text is clunky for you, it’ll be the same for your audience.
There’s music to writing when read aloud. Listen for awkward beats or off-notes.
Go deeper - record yourself reading and listen back.
I picked up this trick when studying journalism and recording radio reports.
Next level - ask someone to read it back to you.
Sometimes we’re too familiar with the text and read how it should sound. Our brains love us and want to protect our feelings.
Asking someone to read the copy bypasses this. And they can tell you if anything confuses them.
15. Edit ruthlessly.
Editing is crucial for writing well-crafted copy. Every word must have a purpose.
If not, chopped.
Getting attached to your writing is easy. It even happens to seasoned pros.
But you need to edit ruthlessly.
Never put a first draft on your website. It’s going to do more harm than good.
Read. Edit. Repeat.
Keep going until you’re happy with the final product.
Why is Well-Crafted Website Copy Important?
Your website is often the first impression a prospect gets of your business. You don’t want them to read a few lines and click away.
Website copy is your digital salesperson.
It greets visitors, tells them about your business, and guides them on the customer journey. So it needs to be clear and interesting.
Sub-par copywriting:
Too complex
Confusing
Boring
It leads to higher bounce rates from your website. That leads to low conversion rates.
Well-crafted copywriting:
Clear
Simple
Engaging
It holds interest and keeps people on your website. That leads to higher conversion rates.
Well-crafted copywriting connects with readers, engages them, and persuades them to act.
5 Ways Well-Crafted Website Copy Helps Grow Your Business
Increases organic traffic - it targets relevant keywords and helps attract people to your website.
Raises brand awareness - consistent messaging leads to more brand recognition and connection.
Guides customer’s journey - engages readers and shows them how you can help.
Builds trust - people buy from people they trust, so you’re selling zip without it.
Inspires action - persuades people to buy, subscribe, get a quote, etc.
Main Pages to Include on Your Website
There are no set rules for the pages you should include on your website. But it’s a good idea to start with these 5 main pages:
Home
Service
About
Contact
Blog
Home
This is the first page people land on when they visit your website. And first impressions are crucial.
Your homepage should clearly state what you do and how it benefits potential customers. Make it easy for visitors to find what they want.
But your homepage needs to be more general than a dedicated service page. It must attract visitors, inform them about your business, and invite action.
What the action is depends on your business. An eCommerce one might invite readers to shop, while an electrical company could entice them to get a free quote.
Service
People need to know what services (or products) you offer. Service pages are a vital part of your website.
Include clear descriptions of your services and how they benefit people. These pages can be more specific than your homepage.
Make your services appealing to readers. You want to persuade them to book or buy from you.
About
This page gives you the chance to tell people about your business. It makes the connection more personal.
People buy from people. So show visitors the people behind your company.
Include information about you and your team here. Show readers your personality.
You can tell your story on this page and communicate your values.
Contact
You should make it easy for people to contact you. This page can link to your social media if you’re active on any platform.
At the very least, include an email address where people can reach you. But many businesses have more ways to contact them.
Some display a phone number on this page. Others have a contact form visitors can fill out.
Whatever the method, make it easy for people.
Blog
Not everyone includes a blog on their website. But publishing blog posts has many benefits for your business.
Writing blogs consistently benefits you in the following ways:
Helps increase website traffic
Can convert traffic into leads
Gives you content to post on social media
Lets you build industry authority
Helps you with link building
Makes it easy to share company news
You don’t need a blog on your website. But not including one can put you at a disadvantage.
Frequently Asked Questions
How long should website copy be?
Website copy should be at least 300 words long. Aiming for around 500 words is better.
That helps you get your message across and show how your business benefits people. But it’s also good practice for SEO (search engine optimisation).
But ensuring you write at least 300 words should keep Google happy. The company can classify anything below that as “thin” or “low quality.”
So Google might not index pages with a low word count in search results. People won’t be able to find your pages when they search on Google.
Ensure your website is packed with valuable copy, though. Don’t include irrelevant information to increase your word count.
That hurts the user experience and SEO.
What’s the difference between copy and content?
There’s a lot of confusion around the difference between copy and content. In short, copy persuades readers to take action while content educates them about a topic.
Copy and content can overlap. Some copy has an educational element, and some content includes persuasion.
But there are important differences between copy and content.
Copy:
Direct
More sales-driven
Persuades people to act
Examples:
Social media ads
Landing pages
Sales letters
Content:
Indirect
Less sales-driven
Educates your audience
Examples:
Social media posts
Blog articles
eBooks
Why do you need a copywriter for your website?
You don’t need a copywriter for your website. But hiring a copywriter helps you to increase conversions.
Copywriters are skilled at persuasive writing. So they can convince readers to buy your products or use your services.
Your website copy must attract readers, hold their interest, build trust, and persuade them to act. A copywriter for your website gives you the best chance of doing that.
Is copywriting a good skill?
Yes, copywriting is a good skill. Learning it means you can connect with readers, engage their interest, and persuade them to take your desired action.
With copywriting, you can effectively communicate with your target audience. Clear and persuasive messaging is crucial for your business.
Knowing copywriting helps you increase conversions. That’s an outcome every business owner wants.
Conclusion
Not every business owner has the spare resources to hire a copywriter. But well-crafted copy is vital for turning website visitors into customers.
If you’re writing website copy for your business, use these 15 actionable tips. They’ll help you connect with your audience, captivate them, and convert them into customers.
Your website copy might not be doing its job now. But it will if you apply these tips to it.
No time to write website copy? Increase conversions with our professional website copywriter services.
