It can't be overstated that your website can be your best salesperson. Acquiring and retaining leads throughout the funnel is all possible with a great first impression, and website copywriting is your one-way ticket to creating this increasingly important first impression. With actionable language and aspirational goals, website copywriting can be at the front lines of driving conversions.
What is Website Copywriting?
Website copywriting is all about driving action throughout your website. Whether you’re directing traffic to a demo landing page or to a simple ‘contact us’ page, you should always be writing with a goal in mind. Actionable writing that leverages an inverted pyramid style of writing is how website copywriting works to drive desired results. It’s critical to keep in mind the consumption of information when it comes to writing for web versus other forms — people simply read online copy differently and require different tactics to get the same results.
With attention spans shorter than ever, it’s crucial that your website copy delivers information in a quick and accurate manner. As said before, your website is your sales machine, and website copywriting is the voice of this machine. Set your team up for sales success with a strong website copywriting strategy and you’ll be taking the first step toward improving the user journey throughout your site and maximizing lead generation.
Web Content vs Other Types of Copywriting
Website content differs from other forms of copywriting in a few ways. The main differences are the length, the UX expertise required, and the end goals. Website copywriting is often shorter and more to the point than other styles of copywriting and leverages UX knowledge in multiple ways. This can be through a strong interlinking strategy or just an overall strong UX-informed user journey.
Key Components of Web Content Strategy
Identify and set clear goals
Without a goal, it's impossible to measure success. Hypothesize the results you want to achieve and use supporting methods to get there. Once your goal is identified, be sure to track how you're working toward accomplishing this goal with relevant KPIs.
Conduct research
Research competitor and audience insights to see where you can set your website copywriting strategy apart from the competition. Balance setting yourself apart while also taking inspiration from competitors, especially when researching top-ranking content.
Take the time to research and understand who they are, what they're looking for, and how you can best reach them. Explore keywords and phrases that are relevant to your target market and use language that resonates with them in order to make a connection. Knowing who you're trying to reach will make it easier when crafting persuasive website copy.
Start with Content Outlines
Planning and preparation are essential before writing for or launching a website. This involves developing the information architecture, including the site map, ideal conversion paths, and web page key takeaways, followed by building wireframes to support the information architecture. Once these foundational pieces are in place, it is important to create a web content outline for every page to be created on the website.
A content outline is the raw copy version of a website page that should reflect the structure and overall flow of the page. The content outline determines the hierarchy of information on each page, including the page name, where the page exists within the site architecture, SEO metadata, and copy and content description for each section of the page. It is also essential to include details about each content section or module, including the type of text, word, and character count limitations, visuals, and hyperlink destinations.
Keep SEO in mind
To reach your audience, it's critical to leverage SEO throughout your website. Do your best to insert keywords into headers, in addition to sprinkling them throughout your body copy. The SEO value increases when keywords are used in the header, so make that a priority when it comes to your SEO strategy. Incorporate SEO best practices into your content, such as using targeted keywords (with local search included if your offerings are geography-specific) and meta descriptions, to improve your search engine rankings and drive more organic traffic to your website.
Write for your personas
Don’t just write for the sake of writing. Write in a way that appeals to your pre-determined audience to successfully drive user behavior.
Your website should be highly personalized and tailored to the specific needs of your customer. This means writing copy that speaks directly to their desires, pain points, and objections. Doing so will make them more likely to respond positively when they come into contact with your content. Personalizing copy is a great way to get visitors emotionally invested in what you’re offering and convinced that it’s just what they need. Use visuals, language, and references that are relevant to your target audience so they feel like you are addressing them personally.
Keep it natural
While writing persuasive website copy, it’s important to write naturally. Steering away from industry jargon and using conversational language helps make the copy more digestible, while still keeping its focus on the benefits. For example, instead of talking about “premium digital marketing services” – use phrases such as “help your business reach its full potential by maximizing your digital presence.” This method also helps to connect with your customers on a more personal level.
Focus on the benefits
You don’t need to tell a complete story on one page. Users are looking for quick hits to get the information they’re looking for, so make an effort to focus on the highlights. They should be able to quickly scan the page and get the information they need in a quick and direct way.
Talk about how it can improve a user’s life rather than listing out all the features in detail. This will help engage readers and create a connection with them, increasing the chances that they will take action. Additionally, make sure that you clearly state what’s in it for them - this will encourage visitors to explore further and ultimately convert into paying customers.
Be concise and specific
Staying clear and concise is the name of the game when it comes to website copywriting. Don’t overload your visitors with tedious information. Just get to the point and make the user journey clear and simple. Make it easy to scan content with as little effort as needed.
It’s important to cut the fluff and get to the point quickly. Your website visitors don’t want to search for buried information! Instead, be concise and specific by succinctly summarizing why they should work with you in a few short sentences. You should also avoid generic language and euphemisms when possible. Being direct helps build trust between you and the customer, as it encourages transparency and shows that you have nothing to hide.
Craft a compelling headline and tagline
A major part of website copywriting is the ability to hook the reader and keep them engaged throughout the funnel. The headline and tagline of your website are the first things visitors will see. They need to be concise, clever, focused on benefits, and memorable. Start by brainstorming a few ideas and test each one to see which receives the highest click-through rate or conversion rate. Test multiple versions to determine what resonates best with your audience.
Add CTAs
Driving action with website copywriting means nothing if there isn't any end goal for the action. Add CTAs throughout to guide the user journey and keep them aware of where they are in the process. Make sure there is variance between the CTAs and that they communicate clear next steps.
We recommend avoiding consecutive “Learn More” CTAs, as it often doesn’t give the reader a clear picture of where they will land once they continue their journey.
12 Tips for Website Copywriting
Good website copywriting requires the use of compelling language that amplifies your brand. The goal is to create a sense of urgency and inspire visitors to take action. Phrases like “discover how”, “try now” and “experience the difference” will help get your message across. Make sure you include media such as images and videos, which can be used to further engage readers. Additionally, try including stories or case studies that will capture attention more quickly than dry facts or figures.
Read, read, and read more
Read competitor website copy to see how you can set yourself apart. Be sure to conduct audience research and see what your target audience is looking for and/or enjoying from other websites.
Simplify above the fold
Keep headers and subheaders as simple and straightforward as possible to guide the user journey with ease.
Funnel from aspirational to technical
Not all pages are made equal, so don’t write as if they are. Keep aspirational language to “about us” or similar pages and keep technical language to “how it works” or other more jargon-heavy service pages.
Be broad or specific where It counts
Don’t cram everything your solution does into every part of the site. Just be specific where you need to be specific — especially for more technical pages.
Eliminate wordiness and passive language
Your solution does something. Not “it can help you maybe do this.” Be direct and eliminate passiveness where possible.
Check for universal agreement
Ensure cohesion throughout your website copywriting and design. Check that the CTAs and headers are all in agreement, whether grammatically or in the mission it’s trying to accomplish.
Take advantage of social proof
Incorporate social proof, such as customer reviews or case studies, to build trust and credibility with your target audience. This can help to persuade them to take action and make a purchase.
Use scarcity and urgency
Create a sense of urgency by using phrases such as "limited time offer" or "while supplies last." This can help to encourage your target audience to take action quickly.
Make it scannable
Write short paragraphs, bullet points, and subheadings to make your website copy more scannable. This makes it easier for your target audience to find the information they're looking for quickly.
Use power words
Power words are words that evoke strong emotions in your target audience, such as "amazing," "guaranteed," or "exclusive." Use them strategically to make your website copy more compelling.
Prioritize UX
Your website copy should be optimized for the user experience. Make sure it's easy to navigate, with clear headings and subheadings, and that it loads quickly.
Test and refine
Use A/B testing to test different versions of your website copy and see which performs better. Continuously refine your copy to improve its effectiveness and drive more conversions.
The Takeaway
To put it simply — website copywriting is all about driving action in a unique way. Unlike other forms where consumption is one-size-fits-all, the UX element drastically changes the effectiveness of good website copy. Effective copywriting will boost conversions, drive users down your funnel, and elevate your brand. See for yourself by leveraging a few of our best practices for your own work today. Don’t forget to keep iterating based on measurements or KPIs to keep content fresh and relevant for users.
Ready to take your website copy to the next level? Consult with world-class web strategy, development, and user experience experts, and learn how to get more value out of your most important marketing and sales investment. Sign up for a free website assessment today and see how our team can help you optimize your website for maximum conversions.
