By now, even the birds in the trees can’t stop chirping about effective ways to boost online presence and increase conversions.
As a business owner or a marketing director, I’m sure you know this song only too well. But since every marketing birdie is trying to sing its best song, it’s tough to outperform the competition in the digital realm, isn’t it? Luckily, you have an ace up your sleeve that you might not be aware of - your website. This article is exactly what you need to maximize that ace. It’s a step-by-step guide on how to write website copy that increases revenue and establishes your brand as an authority in your niche.
If you want to raise conversion rates, boost brand perception, and create a powerful user experience, you’ll want to read this.
So sit comfortably in your chair (or couch, or hammock), and let’s see how you can transform your business website into a charismatic and conversion-driven powerhouse.
Identifying Your Main Objective
The first lesson in this guide on how to write website copy is identifying your main objective. Think of it as setting a clear destination before embarking on a journey.
Ask yourself: Do you want to generate leads, sell products/services, or provide valuable information?
Defining your website's purpose aligns your copywriting with the desired outcomes. Considering that the average visitor spends only 54 seconds on a page, according to Forbes, it’s crucial that you’re clear about what that purpose is.
If you're after leads, create enticing copy that encourages visitors to take action. For example, if you offer a free downloadable, center your copy around encouraging readers to download it.
Source: Hubspot
For selling products/services, focus on persuasive language that sparks desire. Craft copy that addresses your customers' pain points and positions your product/service as the ultimate solution.
Source: GaggleAMP
If your goal is to provide information, prioritize clarity, and guide readers on a valuable journey. For example, you’re reading this blog post because I want to provide valuable information to you on a certain topic.
Your website copy acts as a bridge between your goals and your audience's needs. Make it purposeful and impactful to captivate visitors and compel them to engage.
The takeaway: Before you start writing, clearly define your main objective. With a focused direction, your copy will resonate with power and create a memorable online experience.
Identifying Your Target Audience
Understanding your target audience is the next step in crafting captivating website copy. Put yourself in their shoes for a moment. Who are they? What makes them tick? Thorough audience research, including demographics, interests, and pain points, will provide invaluable insights into your ideal customers.
Let's paint a picture: You're a passionate coffee shop owner, aiming to captivate young, urban professionals seeking an escape from their daily grind. You do thorough audience research, and you get a glimpse into their lives, their yearning for a cozy retreat, and a perfect cup of joe.
Armed with this understanding, you can now skillfully craft copy that speaks their language, evokes the desired emotions, and entices them to step through your doors.
If, however, you fail to grasp the essence of your target audience, then it’s just money out the window. Would you be shocked if I told you that less than half of marketers know their audience’s interests, shopping habits, or pain points?
Picture a fitness brand fervently promoting intense workouts to self-proclaimed couch potatoes. Without knowing their desires and struggles, your copy risks missing the mark, leaving potential customers annoyed rather than breaking a sweat.
To forge a genuine connection with your audience, create buyer personas that bring your ideal customers to life. Give them names, personalities, and aspirations. Give them hair color, I don’t care. But do anything to get to know their goals, challenges, and unique quirks. These personas will help you write copy that addresses their needs directly, strikes a chord, and sparks meaningful engagement.
The takeaway: Take the time to understand your target audience before crafting your website copy. Plunge into their world, listen to their stories, and let their voices be your guide on how to write website copy. You'll create a virtual space that speaks directly to them, forging an unbreakable bond that keeps them coming back for more.
Identifying Your Website’s Main Offer
Now picture yourself standing in a crowded marketplace, competing for attention. How do you captivate your audience and make them say "Take my money!"?
This is where you unleash your unique value proposition (UVP) or your secret sauce if you will. Clearly communicate your UVP on your website. Don't leave your visitors scratching their heads, wondering what sets you apart. Grab their attention with a clear, concise statement that leaves no room for doubt.
Highlight the key benefits that come with your offer. Paint a vivid picture of how your customers' lives will be transformed. Will they save time, boost productivity, or experience sheer bliss? The more tangible and compelling, the better.
Source: Wix
The takeaway: Decide what you want your website to do i.e. what’s its main objective.
Website Structure and Content
Now that you know the 3 crucial steps before writing your copy, let’s move on to the practical part. Every business website should have the essential pages: Home, Service/Product page, About, and Contact. This guide on how to write website copy will show you how to craft clear and engaging copy for each page separately.
How to Write Website Copy: Home Page
Ah, the grand entrance - the virtual gateway to your business kingdom. This is where the magic begins, where visitors take their first step into your captivating world.
Start by crafting a compelling headline and subheading that seize attention like a mischievous pixie. Use this section to spark curiosity and ignite intrigue.
Let’s use my website as an example:
Next, introduce your brand and its value proposition in a crystal-clear way. Sometimes we all feel creative - like adding some splash of pizzaz in our writing - but my suggestion here is to keep it clear and concise.
Tell people what you do and who you do it for:
Then you can spice it up with some persuasive language: Why should they choose you? What makes you stand out? Pour your heart into every word and paint a clear picture of the benefits they'll experience.
Lastly, remember to add a clear call-to-action (CTA) that encourages the reader to take action. Never leave your reader unsure of what to do next on the page after they read the copy.
It can be as simple as “Download PDF”, “Sign up for the newsletter”, “Request a demo”, etc. That said, you’ll want to personalize it a bit, as personalized CTAs perform 202% better than the basic ones.
Let’s see how we can transform these CTAs into more personalized claims:
“Download PDF” => “Grab your PDF”
“Sign up for the newsletter” => “Get weekly tips for your business”
“Request a demo” => “Schedule your free demo”
For my own website, I was aiming for a pretty straightforward CTA:
How to Write Website Copy: Service/Product Page
This is where the true enchantment happens. Use this page to demonstrate what you offer and write in a language that’s simply irresistible to the reader.
Pro tip: If you’re not that skillful with the pen (pardon, the keyboard), aim for clear messaging without using fancy language. This is where a professional copywriter can be a total game-changer in your messaging.
In any case, describe your offerings in a way that speaks directly to your customers' desires. Express vividly how your product or service will make their lives easier, happier, or more extraordinary. Let them envision the transformative power they'll experience.
Focus on benefits over features. Instead of bombarding them with technical jargon, showcase how your offerings solve their problems, fulfill their dreams, or ignite their passions. Make it crystal clear why they absolutely need what you're offering.
The best way to make sure the reader will stop and think is to use language that engages their emotions and taps into their deepest desires. Remember, though, to be honest when using persuasive language and storytelling techniques.
And always, ALWAYS, write in a way that’s interesting to read. Give examples, craft stories, show some humor - let your readers see your human side. Don’t hide only behind facts and figures. Your audience is made up of humans - and humans want to do business with humans.
How to Write Website Copy: About Page
The About page is where you tell your brand’s story. Keep it clear and concise. Focus on establishing credibility and connecting deeper with your audience.
There are 3 steps to take here:
Share Your Brand’s Story and Mission
Give a glimpse into your journey, highlighting key milestones and challenges that shaped your path. Clearly articulate your mission and what sets your brand apart.
Showcase Your Credibility and Expertise
Highlight relevant achievements, awards, and industry recognition. Establish trust by demonstrating your knowledge and expertise in your field.
Connect With Your Audience on a Personal Level
Be approachable and authentic, using a friendly and professional tone. Share insights into the people behind the brand, highlighting their expertise and passion.
Let’s take a look at a familiar face again, shall we?
The About page is your secret weapon for making a lasting impression and building strong relationships with your readers. Help them understand your brand’s unique journey and they’ll increase trust in your capabilities.
How to Write Website Copy: Contact Page
Simplicity and effectiveness have never mattered more when it comes to your Contact page. Let's dive into these essential steps for creating a contact experience that feels like a friendly conversation:
Include Relevant Contact Information and Forms
It’s just like leaving a trail of breadcrumbs to guide your visitors. Share your phone numbers, email addresses, and even your office address if applicable. Make it effortless for them to reach out and connect.
Source: British Cannabis
Encourage Communication and Inquiries
Every question or request is an opportunity to build a meaningful relationship. Welcome them with open arms and assure them that their messages are valued and will receive the attention they deserve.
Sprinkle With Social Proof or Testimonials
Show your visitors they're in good hands through these little nuggets of trust. Highlight positive feedback from happy customers who have experienced your exceptional service or products.
Source: Semrush
Common Mistakes Businesses Do When Writing Website Copy
Being Overly Vague
Businesses sometimes fall into the trap of using generic language that fails to communicate their unique value proposition clearly. For example, a software company stating, "We provide cutting-edge solutions for businesses," without specifying what those solutions are or how they benefit the customers.
Always be as clear as possible in your UVP. Remember: what you do, who you do it for, and through what method are your guidelines for learning how to write website copy.
Neglecting the Target Audience
Don't leave your customers feeling like you're speaking a different language. Understand their needs, desires, and pain points, and speak directly to them. Imagine a fintech brand using complex jargon that leaves its audience scratching their heads. Instead, use relatable and accessible language that resonates with their goals and challenges.
Overloading With Information
More often than not, less is more. Don't overwhelm your visitors with a barrage of details. Simplify and streamline your copy to make it easy to digest. Consider a consulting firm trying to squeeze every detail onto their homepage.
Instead, focus on the most compelling aspects and guide visitors to explore further if they want more information.
Lack of a Clear Call-To-Action (CTA)
The worst thing you can do is leave your audience not knowing which step to take next. Guide them with a clear and compelling CTA that encourages them to take the desired action.
Picture a retail website with awesome products but no visible "Buy Now" button. That’s just money down the drain. Make it easy for customers to make a purchase, sign up, or get in touch.
Ignoring Proofreading and Editing
Letting avoidable errors slip by can seriously tarnish your credibility. Typos, grammatical errors, and awkward phrasing can diminish the professionalism of a business. It's crucial to proofread and edit website copy thoroughly before publishing.
For example, a marketing agency showcasing their expertise in "markeitng" instead of "marketing." How very professional, right? *cringe*
Last Words Before You Go
Your website is your voice in the digital world. Use this guide on how to write website copy to make that voice compelling, persuasive, and uniquely yours.
The key lies in identifying your website’s objectives, how you’ll talk to your target audience, and how well you’ll craft your value proposition. When these elements align, focus on your messaging next. Make it understandable and relatable, but most of all enticing enough to drive action.
If writing isn’t your strongest suit, or you need help presenting your brand in a manner that reaches your audience the right way, just contact me, and let’s see how we can supercharge that outstanding brand of yours.