When you’re writing web copy, you typically have one primary goal: to get the best results from your online efforts. You want to keep your website visitors engaged. At the same time, you want to encourage them to take action. And this is precisely where website copywriting comes into play. It helps you create an important and meaningful bond with visitors coming to your website for the first time. If you want this bond to be a successful one, you need to pay close attention to copywriting. To put it simply: words should work for you, not run the show.
Given all this, it’s easy to see why web copywriting is on the rise. But, this is also where things start to get tricky. That’s why we have prepared a list of 10 things to consider when writing copy for your website. Read on and find out how to improve the effectiveness of your website by applying the tips below.
Better web copy, better results
Before we roll up our sleeves, let’s quickly repeat the definition of web copy. Web copy is a piece of written online material that encourages customers to buy products and services. Reading this makes it clear how good website copywriting can boost your conversion results.
And now we’re fully ready to share the 10 tips that will help you write more engaging and compelling website copy.
1. Establish your brand voice and tone
First things first, create a style guide to establish your brand voice and tone. Make sure it is appropriate and aligned with your business goals.
Your brand voice and tone will ultimately shape the entire user experience on your website. That’s why it’s essential to include relevant guidelines and information (e.g., funny but not inappropriate; helpful but not condescending; witty but not too complex, etc.).
Your style guide will help website copywriters make the right decisions. It will be a reference point whether you choose to create the copy in-house or hire a copywriting service.
2. Research your customers
No matter how many times we’ve heard this one, there’s no harm in repeating it once again. Research your customers to better understand their problems, needs, and desires. Remember to write for your customers/website visitors, not yourself. Speak to your website visitors in a way that’s easy to understand.
Don’t underestimate the power of copy. It can significantly change the way people feel and think about your product or service. Remember that copy doesn’t always have to be salesy to sell. Research what resonates better with the customers that come to your website. Sometimes, the right way to sell your products and services is to educate your website visitors.
3. Avoid fancy words
And by fancy, we mean industry jargon and unfamiliar words. Write website copy in the language of your customers. Use their keywords. Find examples of the words they’re using to describe your product or service. Find inspiration in their previous reviews and feedback or conduct a survey.
Avoid buzzwords and write about the tangibles, i.e., products and services your business offers. Contrary to popular belief, fancy words and phrases don’t come across as smart and professional. If anything, they will make your website visitor lose their interest. Communicate the solutions you’re offering in a simple and direct way.
4. Don’t impress, inform
You have probably heard that your website is your 24/7 salesperson. Well, it’s much more than that. Your website is your business’s online brochure, pricing list, advertisement space, and info board. That’s why it’s crucial to stay focused when writing copy for a website. Don’t fall into the trap of wanting to show off all your ideas at once. Put your best foot forward by being informative, clear, and concise. Its primary goal is not to impress website visitors. High-quality website copy should sell an idea, service, or product.
5. Emphasize benefits, not features
Display the most relevant information at the top by using compelling headlines. Once you get a visitor on your website, don’t beat around the bush. Keep your targeted audience in mind. Answer that “What’s in it for me?” question right away. Let them know how your business can solve their problems. Make sure to write website copy that delivers information as quickly as possible.
6. Don’t make them think, make them act
Look for a direct and immediate response when copywriting. Write web copy that aims at getting the visitors to take the desired action on your website.
Get rid of everything irrelevant, unnecessary, and of no value to your visitors. Use the active voice when writing web copy. Focus on clarity and efficiency. Use verbs and more than one word in your call-to-action buttons (e.g., schedule a meeting, get an offer, request a quote, etc.). Write helpful website copy that navigates visitors through the website easily.
7. Choose the right content format
When writing for the web, keep in mind that your copy needs to be straightforward and easy to understand. People don’t read websites the same way they read books. They don’t read it in chronological order. Once you realize your visitors won’t read everything, you’ll write more effective copy.
Also, it’s important to know not all pages on the website have the same potential. Recognize on time which pages on your website are commercial and which are content. Bear in mind that commercial pages are closely connected to revenue. Content pages, on the other hand, serve an educational purpose. These pages help your customers understand how your products and services can help them overcome their problems. There is a time and a place for everything. Same goes for copy.
8. Make your website copy readable and consistent
Good website copy is easy to skim and scan. Use short sentences. Break up the long strings of text into smaller paragraphs. Use bullet points to emphasize the key takeaways. Don’t just provide a good reading experience. Focus on providing a good scanning experience.
Also, make sure to be consistent when writing web copy. Avoid confusion. Don’t say one thing on your website and another thing on that landing page. Using consistent phrasing is equally important as maintaining the same brand tone and voice between different pages on your website. Don’t forget, consistency ultimately adds to credibility.
9. Mind the knowledge gap
Website owners often assume customers/website visitors know everything about their business. Yet, this belief is one of the most common misconceptions. Always keep in mind that not everyone visiting your website is an expert in your industry. Don’t expect any prior knowledge, and by no means rely on it. To check the quality of your website copy, answer the following questions: Is it immediately obvious what your company sells or does? Does your website copy state benefits in a clear way? Is it possible to understand your website copy without any prior industry knowledge? If the answers to these questions are no, then you know what to do – rewrite.
10. Update and optimize
Last but not least, update and optimize your website copy from time to time. The market is changing, your product and services are changing, visitors’ needs are changing. Don’t let your website copy fall behind. Conducting regular content audits is crucial for maintaining good website results. Keep your website copy fresh and relevant.
Ideas, not words
Having good website copy shouldn’t be a standalone solution. The best results arrive when copywriters join forces with graphic and UX designers. In the end, the aim is to convey ideas, not words. And that is precisely what we do at Assist-o. Our expert talents team up to find the right balance and use it to your advantage. If you’re planning to revamp your website or need a new one, feel free to contact us.
Don’t forget – if people are only talking about your copy, you’re doing something wrong. Let us help you convey your ideas in the best possible way to get the best conversion results.