How to Write Website Copy

How to Write Website Copy

Ryan Shelley

22 July 2016

So you’re asking yourself – How to write website copy? – One of the most important parts of a website is your content, – what’s written on your site plays a huge role in determining whether visitors landing on your website will then go on to convert into sales or potential clients. Writing good website copy is something many people trip up on, so we’ve put together a how-to on writing winning website copy.

Eight Tips – How to write website copy

1. Solve a Problem

A lot of businesses fall into the trap of only talking about themselves on their websites. You might be asking yourself, “well duh, it’s my business, aren’t I supposed to talk about myself?” The answer is both yes and no. Of course it’s important to talk about your business and provide details on what you do. But you know what is even more important? The why & how. WHY do your services/products exist? HOW do they solve a problem for the customer? You need to sell your product/service and in order to do that you need to address a problem your target audience has and explain how you can solve it for them.

2. Differentiate Yourself

It’s likely that your business will have more than a few competitors in the same market. So why should customers choose you over them? It’s absolutely vital that you differentiate yourself from everyone else. Make sure you emphasise exactly the characteristics that make your business unique and different from everyone else. In an over-saturated market, you need to make yourself stand out and provide customers with something that appeals to them and sets you above everyone else.

3. Have a Purpose

Each page on your site should have a specific purpose.

You need to ensure your website copy is clear and easy for your audience to quickly and easily find the information they are looking for.

4. Know Your Target

When considering how to write website copy, it is important to have a clear understanding of who your key target audience is. Who do you want buying your product/service? Knowing this will help you IMMENSELY with writing copy, as you can direct it toward them. What would your target audience like to hear? Ask yourself what information will they need? What interests them and will make them buy from you?

5. Consider Google

Writing fancy, artsy, unique copy might sound good in theory, but the reality is quite a bit different. Think about your customers. They don’t know you exist yet, do they? All they know is the product/service they are looking for. So when they input a google search, they’re not going to quote a phrase taken directly from your site. They’re going to type in something generic that brings up multiple options for them to explore. That’s why it’s important to consider key phrases and words associated with your product/service and include them in your copy. This will ensure google recognises you and presents you in searches made by your potential customers.

6. SEO

‘Search Engine Optimisation’ is the process of kitting out your site so it appeals to the likes of Google, therefore making it easier for people to find you when they search. This is done in a number of ways, including the inclusion of keywords in your copy and meta-data. For WordPress websites, tools such as Yoast SEO are a great way to optimise each page of copy you write.

7. Get To The Point

You have about 10 seconds to grab someone’s attention when they land on your site – make it count! Numerous paragraphs and copious amounts of text are not appealing and including more words will not increase the likelihood of making a sale. Short text that gets straight to the point is key to writing successful copy.

8. Consider Google (Again)

And the eight and final point in our how to write website copy is Google.. again. Google has algorithms that read the content you upload to your site, and they use this to determine your ranking in search results. In order to rank higher, you need to make sure your copy & blogs are not only good quality but also relevant to the product/service you are trying to sell! Following good quality On Page and Off Page SEO Basics will help you greatly.

Writing website copy can sometimes feel like a huge, stressful task, but it honestly doesn’t have to be. Breaking it down and knowing where to start can really help. Remember, you can always contact us with any questions you might have.