You can have the most beautifully designed website in the world, but if your copy and messaging isn’t on point, that website isn’t going to do anything for you.
A quick distinction for you here: website content is everything included on the website – wording, images, videos, blog posts, testimonials etc.
Website copy is just the writing part, and is usually referring to the writing on your main website pages, rather than in your blog posts.
I’d recommend working with a website copywriter, or finding a web designer who includes copywriting as part of their website build. I think that professional copy is so important that I include the cost of high-converting copywriting in my website redesign package, and my custom built websites!
But if you’re set on the DIY approach, this article will give you some tips on how to write copy for your website.
Write for your ideal client
If you want to attract your ideal client through your website, you need to be directly addressing them in your website copy.
Remember that your business exists to solve a problem or to address a need. Think about the problem a potential client might have that would prompt them to consider using your service, and tell them how you can solve that problem.
People want to identify with what they read online. If you can switch your wording from talking about YOU to talking about YOUR CLIENT, this is one of the most powerful ways to connect with your readers, and convert them from passive visitors to paying clients.
Prioritise important information
The internet is full of skim readers.
Most of the time, your website visitors won’t read to the bottom of every page. This means you should make sure the most important message on each page is within easy access, ideally before your reader even has to scroll down.
At the same time, make sure your most important pages are easy to find, not buried somewhere in a complex navigation system.
Inspire your readers
The best way to get your readers excited about your product or service is to write with passion, from a place of authenticity.
If you’re excited about what you have to offer, or how you can help people, it should come across in your writing. Identify your unique selling points and point out what someone has to gain by working with you.
If you’re struggling with this, it can help to explain your business to somebody else – an outsider’s perspective may help to get a feel for how you want to be viewed by potential clients.
Save writing about yourself for the ‘about’ page
I’m going to be honest – your readers probably don’t care about the history of your business, or a list of qualifications. They just want to know how your service is going to make their life easier.
So while you’re thinking about prioritising important information, it’s probably best to keep separate any information that isn’t directly related to how you can help your potential client. This is what an ‘about’ page can be for – this way you give your visitors the option to find out more about you if they want to.
Direct your visitors towards a ‘call to action’
When writing the copy for your website, you have the power to take your readers on a journey and direct them towards the next action you want them to take.
Think about the main purpose of your website. Yes, it’s to let your readers find out about what you have to offer, but what do you want them to do after that? Are you trying to expand your mailing list? To sell products? To get people to book a discovery call?
When figuring out how to write copy for your website, keep this purpose in mind. Make sure you give your readers plenty of opportunities to take your preferred course of action.
Don’t use long blocks of text
Keep your readers engaged by breaking up large chunks of text with headings and images. This will make your writing easier to read, and more visually appealing.
Other ideas for breaking up large blocks of text:
- Numbered or bullet pointed lists
- Client testimonials scattered throughout the site
- A ‘Did you know?’ or ‘Quick Tip’ section
Keep it concise
I know it’s sometimes tempting to go into a lot of detail about your products or services, but readers generally prefer an overview of what you have to offer while they’re still making up their mind about whether to work with you. Keep information concise and clear so that website visitors can get a good understanding of what you do, as fast as possible.
If you’re planning to include a blog section, blog posts can be a great way to provide more information for readers who are interested. This way you can include links to more information in your website copy.
Be on point with spelling, grammar and readability
In my opinion, there’s nothing that undermines professionalism more than bad spelling and grammar! While I’m aware that this is just an opinion, I still think that if you want to come across as credible, trustworthy, and an expert in your field, then spelling and grammar is extremely important.
Readability is also key – good paragraph length and sentence structure make your writing a lot more accessible.
If you know that you’re not strong in these areas, but you don’t want to enlist the help of a copywriter, there are some online tools that can help.
The most popular is Grammarly. The free version of Grammarly is pretty good – you can upload documents or write directly into their text editior, and they’ll give you suggestions on making your writing clearer, as well as pointing out spelling and grammar mistakes.
Consider SEO and keywords
While this post is about how to write copy for your website, and isn’t really about search engine optimisation, the two go hand in hand if you want to create an effective website!
I’d recommend doing a little research into SEO, keywords, and search terms. I’ve written a handy article on how to use keywords to boost your SEO if you’re interested in finding out more.
Just remember not to go overboard with keywords in your website copy. Sounding like a robot isn’t cool.
If in doubt, get some help!
If you hadn’t even considered how to write copy for your website before coming across this article, it’s probably a sign that there’s a lot you could do to optimise the potential of your website. I would highly recommend working with a website copywriter if you want to maximise the amount of enquiries you’re getting through your website.
Getting the wording right is too important to just ‘wing it’. It’s worth considering your wording and copy as part of your investment in your website build. Get in touch if you’d like to find out how I can help.
How to write copy for your website: a summary
Hopefully now you feel a little more comfortable with how to write copy for your website, if you decide you want to go it alone!
Just remember that your website copy never has to be completely fixed – you can continue editing and tweaking the wording on your site constantly!
In fact, it’s good practice to keep the copy fresh and relevant, so even if you’re happy with your current wording but haven’t made any changes for a few months or a year, it might be worth thinking about a refresh.