As a business owner, your website is often the first point of contact between you and potential customers. It’s your virtual storefront, and just like a brick-and-mortar shop, you want to make a great first impression. The key to doing that? Compelling website copy that resonates with your target audience.
Think about it – when you land on a website, what makes you stay and explore further? Is it a wall of dull, generic text or copy that speaks directly to your needs, desires, and pain points? I’m willing to bet it’s the latter.
Crafting website copy that connects with visitors and converts them into loyal customers is an art and a science. It requires understanding your audience deeply, knowing the right words to use, and structuring your content for maximum impact.
In this article, I’ll share 9 tried-and-true tips for writing web copy that captivates, persuades, and inspires action. Whether starting from scratch or looking to optimize your existing site, these techniques will help you create a message that truly resonates. Let’s dive in!
Before you write a single word, you must clearly understand who you’re writing for. Who is your ideal customer or client? What are their demographics, interests, challenges, and goals? What motivates them to seek out a solution like yours?
Some helpful exercises for gaining audience insights include:
The better you understand your target audience, the easier it will be to craft messages that speak directly to their needs and preferences. You can use their language, address their pain points, and position your offering as the perfect solution.
One common mistake businesses make in their website copy is focusing too much on the features of their product or service rather than the benefits it provides. The features are great, but they only tell part of the story. To capture your audience’s attention, you must highlight how those features will improve their lives.
For example, let’s say you sell a new type of running shoe. The features might include:
Those are all great selling points, but you need to translate those features into tangible benefits to drive the message home. How will those shoes make the customer’s life better? Maybe something like:
See the difference? By focusing on benefits, you show the reader exactly what’s in it for them. You paint a picture of how your product or service will solve their problems, fulfil their desires, and ultimately improve their lives.
The words you choose for your website copy can greatly impact how your message is received. To capture attention and persuade visitors to act, try incorporating powerful words that evoke emotion and create a sense of urgency.
Some examples of powerful, emotion-driven words include:
These words help paint a vivid picture in the reader’s mind and make your copy more impactful. Rather than just describing your product or service, you’re conveying the feeling and experience it provides.
Of course, you don’t want to overdo it with the superlatives.
Use power words judiciously and make sure they align with your brand voice. The goal is to add some punch to your copy without coming across as overly hyperbolic or insincere.
These days, consumers are savvier than ever. They know businesses are trying to sell them something, so they’re often sceptical of marketing claims. One way to overcome that scepticism and build trust with your audience is through social proof.
Social proof is evidence that others have bought and benefited from your product or service. It can take many forms, such as:
Including social proof on your website shows visitors that you have a track record of success.
It provides an unbiased, third-party perspective on the value you offer. Rather than just taking your word for it, prospects can see tangible evidence that your solution works.
Some tips for incorporating social proof:
Leveraging the power of social proof can build credibility, ease doubts, and give prospects the confidence to take the next step with your business.
People don’t buy products or services; they buy stories. They want to feel an emotional connection to the brands they support, and one of the best ways to create that connection is through storytelling.
Your website copy is the perfect place to tell your brand story. You can use it to:
Storytelling is powerful because it allows you to bond emotionally with your audience. Rather than just listing out features and benefits, you’re giving them something to relate to and invest in. You’re showing them that you understand their challenges and have a meaningful way to help.
Some tips for weaving storytelling into your website copy:
By infusing your copy with storytelling elements, you can create a more engaging, memorable, and persuasive message that truly resonates with your target audience.
Consistency is key to building a strong brand identity. Your website copy should align with your overall brand personality, tone, and values to create a cohesive and authentic experience for visitors.
Think about how you want your brand to be perceived. Are you playful and irreverent or severe and professional? Do you use casual, conversational language or a more formal tone? What core values do you want to communicate through your messaging?
Once you’ve defined your brand voice, ensure all your website copy reflects it. This consistency helps build trust and recognition with your audience. They’ll come to know what to expect from your brand and feel more connected to your message.
Some tips for infusing your brand voice into your copy:
Speaking in a consistent brand voice creates a more memorable and engaging experience for your website visitors. They’ll feel like they’re interacting with a real, relatable brand rather than just another faceless business.
In today’s fast-paced digital world, attention spans are shorter than ever. To keep visitors engaged, your website copy must be concise, scannable, and free of fluff.
Respect your audience’s time by getting to the point quickly and communicating your key messages clearly and straightforwardly. Avoid long, rambling sentences and paragraphs that make it hard for readers to find the necessary information.
Some tips for keeping your copy concise:
Streamlining your copy makes it easier for visitors to understand your message and take action. They’ll appreciate the clarity and directness of your communication, which can help build trust and credibility.
While the words on your website are important, remember the power of visuals. Incorporating high-quality images, videos, and infographics can make your content more engaging, memorable, and persuasive.
Visuals help break up long blocks of text, making your pages more scannable and user-friendly. They also provide an opportunity to reinforce your message and create an emotional connection with your audience.
For example, let’s say you’re selling a fitness program. Rather than just describing the workouts in text, you could include:
These visuals help bring your copy to life and help visitors understand and visualize the value of your offering.
Some tips for using visuals effectively:
By leveraging the power of visuals alongside your copy, you create a more immersive and engaging experience that drives home your key messages.
In a crowded online marketplace, it’s essential to differentiate yourself from the competition. Your website copy should communicate what sets your product or service apart and why your target audience should choose you over other options.
It is where your unique selling proposition (USP) comes in. Your USP is the key benefit or advantage that you offer that no one else does. It’s why someone should buy from you instead of a competitor.
To identify your USP, ask yourself:
Once you’ve nailed down your USP, ensure it’s front and centre in your website copy. Refrain from making visitors hunt for it – state it clearly and prominently on your homepage and reinforce it throughout your site.
For example, let’s say you run an eco-friendly cleaning service. Your USP might be something like:
“We use only 100% natural, non-toxic cleaning products to keep your home sparkling clean and your family safe from harsh chemicals. Plus, our team is trained in the latest green cleaning techniques to minimize waste and protect the environment.”
This USP clearly communicates the key benefits (safe for family, eco-friendly) and differentiates the company from traditional cleaning services that use harsh chemicals.
By highlighting your USP in your website copy, you give visitors a compelling reason to choose you over the competition. You show that you understand their needs and desires and offer a unique solution they can’t find anywhere else.
The words you use on your website matter far more than you might realize. They can attract and engage your target audience, communicate your unique value proposition, and drive conversions and sales.
By following the tips outlined above and continually refining your message, you can create website copy that resonates and motivates visitors to take action.
Some key points to remember:
Ready to improve your website copy? Start by auditing your current site and identifying areas for improvement. Then, use the techniques outlined here to craft compelling messages that speak directly to your target audience’s needs, desires, and challenges.
With a little time and effort, you can transform your website from a mere online brochure into a powerful sales machine that attracts, engages, and converts your ideal customers. So what are you waiting for? Get writing!
There’s no hard and fast rule for website copy length. The key is to provide enough information to convey your message and persuade visitors to take action without overwhelming them with walls of text. Generally, aim for a concise, scannable copy that’s broken up with headings, bullet points, and images.
It depends on your audience. If you’re writing for a highly technical or specialized audience, some jargon may be appropriate and even expected. However, if you’re writing for a general audience, it’s best to keep things simple and jargon-free. When in doubt, err on the side of clarity.
Your website copy isn’t set in stone. As your business evolves and your audience’s needs change, your messaging should evolve as well. Make a habit of reviewing and updating your copy at least once or twice a year, or whenever you have a major change to your products, services, or brand.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can't wait to work in many more projects together!
Disclaimer
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
