10 tips for writing compelling website copy
By Cindy Schrauben
Great Gus Marketing
Whether you’re launching a new website or refreshing one that’s been active for eons, writing your copy can be challenging. Website copy is different than other kinds of writing and takes a lot of practice to perfect. For best results, consider working with a professional copywriter but, if you’re going to give it a go yourself, here are 10 tips.
Tip 1: Your website copy should be about your customer
Your website visitors are there because they need to solve a problem or purchase something that will enhance their lives. So, the copy on your website should focus on solving your customers’ challenges and fulfilling their needs rather than telling them about your company.
Tip 2: Write captivating headlines
Get your audience’s attention with a strong headline that makes them want to know more. If your headlines don’t grab attention, they won’t go any further into the page.
Tip 3: Make it easy to scan
Attention spans are notoriously short these days, so make it possible to scan the page and still take in the main point of your message. Use subheads, put important words in bold typeface, sprinkle in italics occasionally, use bulleted and numbered lists, and mix in photos and graphics.
Tip 4: Be succinct
As mentioned before, it’s challenging to get and keep people’s attention, so make information easy to take in and understand. Use short messages, short words, short sentences, and short paragraphs. Also, mix up the length of your paragraphs: one could be three sentences, and the following paragraph one sentence. The variation will help keep your reader’s mind engaged.
Tip 5: Make your copy clear and easy to understand
Unless your ideal customer is highly educated, write your website’s copy so just about anyone can understand it. You can make your copy interesting and engaging without using multi-syllable words and complex sentences.
Tip 6: Avoid “inside baseball” language
There can be a tendency to fall back on familiar language when writing, but don’t give in to the temptation to use jargon that is only familiar within your industry. Stop and consider if someone who isn’t involved in your business will easily understand your copy.
Tip 7: Your copy should be friendly
Most likely, your website visitor is looking to buy something, but no one wants to experience a hard sell. So, the copy on your website should be friendly, like you’re talking with a friend. You want your writing to be straightforward without rushing to the point. Once you write your first draft, put it away for a while, come back to it, and read it aloud. If it sounds conversational, you’re on the right track but if it sounds strange reading it aloud, try again.
Tip 8: Include a persuasive call to action
The most important part of your website copy is making it clear to the reader what you want them to do next. Depending on the page, it could be as simple as clicking to the next page for further information. Or the call to action could be to purchase now. Whatever the call to action is, make sure it is clear and persuasive.
Tip 9: Show proof that you’ll solve their problem
As convincing as your copy may be, most readers will want to see evidence that your product or service works before moving forward. Make sure your website includes proof in the form of testimonials from satisfied customers, statistics and data, and case studies.
Tip 10: Include the vital information
Be sure your copy explains the who, what, why, where, and how of your product or service. This information is vital because it will answer your readers’ questions and make your copy more trustworthy.
It can be challenging to write website copy that’s persuasive and compels the reader to act. Consider hiring a copywriter to do it for you so you can do what you do best: run your business!
Based in Kalamazoo, Michigan, Great Gus Marketing specializes in strategic marketing, copywriting, and content writing.