Effective website copywriting is essential for transforming your online presence and converting visitors to your site into customers.
Website copywriting can connect you and your target audience on a deeper level, which is always a good thing.
Twenty years of online research have proven that the average visitor on the internet will only read about 20% of the words on a web page.
That’s why it’s important to make sure that your copywriting is as engaging as it can possibly be so you have the greatest chance of making a sale.
Keep reading this guide to discover the best practices in web copywriting to bring your business the success it deserves.
What you will learn
- The different types of web content that count as website copywriting.
- Why website copywriting is important to your business, no matter what business you're running.
- The seven different steps to structure your web content correctly to help retain your viewer's attention.
- The nine best practices for writing good website content so that your compelling copy feels as professional as possible.
- What to look for when studying online content to hone your craft.
- The best learning methods to continue your journey into the world of online copywriting.
What is website copywriting?
Website copywriting is the process of persuading someone to take action after reading your website's content. This content can come in the form of landing page copy, blog posts, or even product descriptions.
In order to achieve this, you'll have to take into consideration your target audience, your brand's voice, and your desired outcome in order to reach your reader on an emotional level.
A good example to check out is the Surfer's AI landing page. This page is specifically designed to persuade the reader to try the service out.
What does website copywriting include?
Good website copywriting includes anything that gets your reader to interact with your website and ultimately act how you want them to.
The most common tactics to pull this off are writing compelling headlines, interesting body text, product descriptions, calls-to-action, and any other form of content that can communicate your brand's message effectively.
SEO Content
SEO content refers to the creation and optimization of written material for websites with the primary goal of your website ranking higher in search engine results.
This type of content is strategically designed to appeal to both human readers and search engine algorithms by being informative for your reader and discoverable by machines with relevant keywords.
Probably the most common form of SEO content is a blog post.
If your website has an engaging blog that can hold a reader's attention, then you will position yourself or your brand as an industry expert, which can help your site become even more successful.
Plus, with 77 million new blog comments generated by readers each month, a well-written blog post can drive traffic organically if you play your cards right.
Microcopy
Microcopy refers to the small bits of text on a website that helps guide the user through your site's structure.
Microcopy is everywhere online and comes in many different forms:
- Button labels
- Form field instructions
- Error messages
- Tooltips
A great piece of microcopy can be found on the Airbnb homepage where instead of saying “search here,” the microcopy reads “Discover entire homes and rooms perfect for any trip.”
This is a much more inviting phrase that guides the reader exactly where they need to go.
Landing page copy
Landing pages are crafted with the goal of converting website visitors into leads or customers by explaining the value and benefits of a product, service, or offer.
This type of content is often presented as a long advertisement.
Due to the sheer amount of text on an average landing page, it takes careful planning to hold the reader's attention.
This planning includes nailing down your unique selling proposition, explaining the benefits of your product instead of its features and ending the landing page with a persuasive call to action.
For a good example, check out Asana's landing page.
This page explains clearly what the product is and how this project management can help a team finish a task quicker.
Product descriptions
A product description is a concise, informative piece of content that outlines the key features, benefits, and unique selling points of a product.
The purpose of a product description is to present your potential customer with the essential information needed for them to click the "buy" button.
A well-written description can:
- Help customers understand the value of your product.
- Explain why your product is better than the competition.
- Help reinforce your brand's identity and image.
- Increase the chances of appearing higher in search engine results.
- Set realistic expectations for customers.
If you're looking for some good examples of a well written product description, you can browse through Amazon.com and take note of what descriptions work for you and what descriptions don't.
Meta descriptions and title tags
Meta descriptions and title tags are often overlooked, but they can prove to be powerful tools for helping a website rank higher in search engine results.
Meta Descriptions
A meta description is a brief summary of a webpage's content that appears in search engine results pages (SERPs). Typically, it consists of 150 to 160 characters, including spaces, and provides a concise overview of the information or resources available on the page.
For example, if your website is about digital photography, your meta description might look something like this:
"Explore the world of digital photography with our beginner's guide, covering essential techniques, equipment, and editing tips to help you capture stunning images."
For a real world example, check out the meta description for Travelyosemite.com. This description gets to the point quickly and lays out what the visitor will find on the site.
Title Tags
A title tag is an HTML element that specifies the title of a webpage. It is displayed as a clickable headline in search engine results pages and also appears at the top of a browser tab or window when the page is open.
Title tags can be a short sentence like on Amazon’s homepage: "Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more"
Or, a title tag can be a one or two word phrase that sums up what page the reader is on, such as this example from IKEA:
Why is website copywriting important?
Website copywriting is important because of the times we live in today. The internet is a key component for the success of any business, and that's not going to change any time soon.
Well-optimized website copy enhances search engine visibility, resulting in increased organic traffic and improved online presence.
It’s been shown that conversion rates are almost six times higher for those who utilize website copywriting versus those who ignore it.
This is why it’s so important to create compelling copy now rather than later.
Building a strong online presence
Building a strong online presence is no longer longer just an option these days.
If you're looking for success with your business, you'll need a strong online presence to help sell yourself.
You can build a strong online presence by creating a professional website, participating in online communities, and leveraging social media.
Social media platforms like Twitter, Facebook, LinkedIn, and Instagram can help spread awareness of your brand and drive traffic to your site.
Engaging and converting website visitors
It's astounding how just one well-crafted sentence can profoundly impact the engagement and conversion of website visitors.
The best website copy will compel your visitors to take action, and it should also be optimized for search engine visibility.
The main thing to remember when writing engaging copy in hopes of converting customers is to keep the customer's problems in mind first and not your own.
Establishing brand credibility and trust
Website copy establishes brand credibility and trust by showcasing your company's expertise, values, and commitment through your website's copy.
One of the best and most transparent ways of building credibility and trust is by incorporating social proof. For example, allowing public reviews and ratings on your website.
Boosting search engine rankings
If you need to make sure that people can find your website, then good website copywriting is the way to go.
Well-optimized website copy can enhance a site's SEO performance, as it directly impacts search engine visibility and organic traffic.
One of the primary ways optimized website copy boosts SEO performance is through the strategic use of keywords.
Make sure these keywords are present in these areas of your copy:
- Title Tags
- Meta Descriptions
- URL
- Headings (H1, H2, H3)
- Body Content
- Image Alt Text
- Internal and External Links
7 steps to structure website copy
Good website copywriting is not as simple as throwing random keywords at the page. You need to make sure your copy is easy to navigate and well organized.
This will not only enhance your brand's credibility, but is more likely to keep the reader locked on your writing.
Understand your brand
To convey your brand's essence more effectively, you'll need to make sure your copy properly expresses your ethos, values and unique selling propositions.
Check out the Mailchimp website to study how the company's humor is properly expressed as their primary brand trait.
Identify the target audience
One of the goals with great website copywriting is crafting copy that can resonate with your reader.
By gaining insights into what the audience values, their pain points, and their decision-making process, you can tailor your message to address these factors.
You can identify your target audience by gathering demographic information, outlining their goals and aspirations, and analyzing their pain points. You can use all this information to build a customer avatar to base your copy on.
Pick commercial and content pages
A commercial page is a webpage that focuses on promoting or selling a product or service.
It’s designed to inform potential customers about the offering, highlight its unique value proposition, and persuade them to make a purchase or take some form of action.
A content page, also known as an informational page, is a webpage that focuses on providing valuable, informative, and engaging content to its visitors.
These pages are not primarily focused on promoting or selling products or services but rather aim to educate, entertain, or inspire readers.
Structure commercial pages
A well-structured commercial page ensures that visitors can easily navigate and understand your content.
The goal of a well constructed commercial page is to organize the key elements of your website so that you can guide your customers through the buying process.
Product Pages
A product page is a dedicated section on your e-commerce website that provides detailed information about a specific product.
It typically includes product images, descriptions, pricing, and a call-to-action for purchasing.
Here’s an example from glossier.com of a nice-looking product page.
Pricing Pages
A pricing page is a section on your website that clearly displays the cost of various products, services, or subscription plans offered by your company.
It often includes a comparison of features and benefits associated with each option to help your potential customers make an informed decision.
The scratchpad.com pricing page lays out its pricing plans perfectly.
Comparison Pages
A comparison page is a section on your website that presents a side-by-side evaluation of two or more products, services, or solutions, highlighting their differences and advantages.
The goal of a comparison page is to help potential customers understand the unique selling points of each option and make an informed decision based on their needs.
This comparison page from freshbooks.com does a good job comparing its products with the competition.
Case Studies
A case study is a detailed, real-life example that showcases how a product, service, or solution has been successfully implemented to solve a problem or achieve a goal for a client.
It typically includes background information, the problem faced, the solution provided, and the results achieved.
Here’s a well-structured case study from the American Writers & Artists Institute:
Structure content pages
The structure of a content page is important to improve readability, boost audience engagement and help search engines better understand your content to properly index it.
How to walkthroughs
A walk-through is a piece of content that provides step-by-step guidance on how to use, navigate, or interact with a product, service, or platform. Walkthroughs typically includes detailed instructions, screenshots, videos, or illustrations to help users understand the process and follow along easily.
Some of the most popular walkthroughs online are video game based, but a walkthrough or a “how-to guide” can be written about any product.
Listicles
Listicles are a popular type of online content that presents information in the form of a list, combining both text and visuals to convey ideas or concepts.
Listicles are known for their easily digestible format, and ability to engage readers.
Websites such as Buzzfeed.com are famous for their daily listicles.
Content hubs
A content hub is a centralized digital repository or platform where a brand or organization curates, organizes, and showcases their valuable content.
A content hub can come in the form of a blog post, and article, a video and more.
A content hub serves as a one-stop destination for users to explore and engage with your brand's content.
Birchbox.com is a good example of a content hub because the website provides expert advice, how-to guides, tutorials, product reviews, and more.
Checklists
A checklist content page is a type of resource that provides users with a concise and organized list of tasks, steps, or items to consider when accomplishing a specific goal or solving a particular problem.
Here’s an example of a blog with 52 checkpoints for the reader to follow from thesideblogger.com.
Templates
Template pages are more of a niche thing compared to the other examples above.
Template pages consists of pre-designed, customizable layouts that users can use as a starting point for their projects. These templates can be everything from social media posts, to email newsletters.
For example, trello.com/templates offers a variety of checklist templates for project management, goal setting, and organization.
Create other website pages
It’s important to make sure your website has all the required pages to make it look as professional as possible. You also want to create an easy-to-navigate structural flow for the potential customer.
Homepage
A homepage is the main entry point and the central hub for your website that's designed to provide users with an overview of your brand or organization.
A good homepage for your website will:
- Use concise and persuasive headlines or subheadings.
- Convey your key messages effectively.
- Help visitors understand what you offer and encourage them to explore further.
- Create a visually appealing and well-organized layout that guides users to important sections of your website.
About Us
An About Us page is a dedicated section on a website that provides information about the brand, company, organization, or individual behind the site.
An About Us page gives you the chance to showcase your background, story, mission and vision to your visitors.
Check out the About Us page for Yellow Leaf Hammocks to see how they shared their unique journey and vision for their brand.
Contact Us
A Contact Us page is the section on website that provides visitors with various ways to get in touch with the brand, company, organization, or individual behind the site.
This page allows users to ask questions, provide feedback, request information, or seek support.
Yeti.com has a great Contact Us page that perfectly lays out all the important contact information for the company.
Resources
A resources page aims to provide users with easy access to helpful resources, such as guides, tutorials, templates, e-books, infographics, articles, videos, or curated lists of external links that pertain to your website's niche or industry.
A good resources page will:
- Prioritize quality over quantity by selecting the most useful and up-to-date materials.
- Use clear headings, subheadings, and sections to separate different types of resources, such as articles, videos, or templates.
- Provide the most up-to-date information on the topic of the website.
Check relevant keywords to cover
Before you even start creating your website copy, you must first check for the most relevant keywords for the topic you're coving.
To make sure a webpage is Search Engine Results Page (SERP)-friendly, you need to ensure all of the main keywords for your topic are present in your copy.
But also, your copy needs to appear user-friendly and not just a giant block of text that will drive readers away. Remember that the enter/return key is your friend.
Focus on the reader
Focusing on the reader when designing copy for a website is the best way to create engaging and effective content that will resonate with your target audience.
Here are some quick tips to help you keep the reader in mind while crafting website copy:
- Adopt a conversational tone - Write in a friendly, approachable, and conversational tone that makes your readers feel like they're having a one-on-one interaction with you.
- Address potential objections - Anticipate any questions or concerns your readers may have and address them proactively in your copy. This shows that you understand their needs and are prepared to offer solutions.
- Focus on the reader’s pain points - First, identify your reader’s biggest problems, then figure out a way to sell your product as the solution.
Design the structure
One of the easiest ways to ensure your copy is easy to navigate is by using heading tags.
Heading tags are HTML elements used to structure headings and subheadings within the content of a webpage.
These tags help create a clear content hierarchy, that will make it easier for your user to navigate your site, and help search engines understand your content.
To effectively use H2 and H3 tags, follow these best practices:
- Start with an H1 tag for the main title or headline of your page.
- Use H2 tags for major section headings that provide an overview of the content within that section.
- Use H3 tags for subheadings within each H2 section to further break down and organize the content.
- Keep your headings concise, informative, and relevant to the content they represent.
9 best practices for good website copy
When it comes to writing good website copy, there are nine best practices that will most likely apply to ever piece of website copy you create.
Craft compelling headlines
The headline for your content is the first thing a reader will see, and if it’s bland, it will most likely be the last.
A great headline for a piece of web copywriting will be short, simple and and convey the main message of your content quickly, in a way that will evoke emotion out of the reader.
Your headline should also include your main keyword to help your content rank with search engines.
A compelling headline will take a bland piece of writing like this:
“The best tips for an indoor garden.”
And turn it into something intriguing like:
"Master the Art of Plant Parenthood: The Ultimate Guide to Thriving Indoor Gardens"
Tell a story
Storytelling is a major factor when it comes to good website copywriting.
Storytelling can boost your conversion rates by 30%, and over 50% of the people that read your story-infused copy will come back to your site later.
Here are some points to consider when telling a story in your copy:
- Establish a clear structure: A good story follows a clear structure, typically consisting of a beginning (introduction or setup), middle (conflict or challenge), and end (resolution).
- Define your characters: Identify the main characters in your story, such as your target audience (the hero), your brand/product (the mentor or guide), and any challenges or obstacles (the antagonist).
- Create conflict or tension: Introduce a problem, challenge, or pain point that your audience faces, and show how your product or service can help them overcome it. This conflict is the driving force behind your story and keeps readers interested.
- Show, don't tell: Use examples, anecdotes, or case studies to illustrate your points rather than simply stating facts.
Highlight benefits over features
It’s easy to identify the difference between benefits and features once you know what to look for.
Features focus on the technical aspects, design, or functionality of a product, while a benefit is the value or advantage that a customer receives from a feature.
Benefits highlight how a particular feature can improve the customer's life, solve a problem, or fulfill a need.
A good piece of copywriting will not just tell the customer what the product is, but how the product will help their life.
For example, if you’re selling a backpack, this would be focusing on a feature:
“This backpack is made of water-resistant material and includes a built-in rain cover.”
Instead of focusing on what the water-resistant feature does, focus on how the feature will help the reader’s life:
“The water-resistant design ensures that your belongings stay dry and protected during unexpected rain showers or wet conditions, providing you with peace of mind during outdoor adventures, commutes, or travel.”
Use a unique tone of voice
Creating a unique tone of voice for your brand helps distinguish it from competitors and build a strong connection with your target audience. The tone of the website should reflect your brand’s personality and connect with your target audience.
Here are a few tips to help establish the tone of voice for your content:
- Consider adjectives that describe your brand, such as friendly, professional, quirky, or sophisticated.
- Understand the preferences and demographics of your target audience.
- Study the tone of voice used by your competitors and identify areas where you can differentiate your brand.
Write SEO-friendly copy
To write SEO-friendly copy, you must first identify the right keywords and phrases that your reader is searching for.
To find these important keywords, you can use a tool like Surfer SEO’s Keyword Research Tool and Content Editor.
These two tools will help you generate content cluster ideas for your website and optimize your blog posts or product page content while saving you hours of time.
Keep text clear and concise
To maintain reader engagement, ensure that your website copy is as clear and concise as possible. You can do this by getting to your point as quickly as you can.
A complex paragraph such as this:
Will read much better as two quicker, punchy lines:
Use compelling calls to action
A well-crafted CTA creates a sense of urgency and gets the reader to act.
Don’t be afraid to be direct with your customers. For example:
- "Don't miss out! Claim your exclusive 30% discount now by clicking the button below!"
- "Ready to transform your life? Sign up for our free webinar today!"
- "Join our community of satisfied customers - click here to start your 7-day free trial and experience the difference for yourself!"
Make copy scannable
Breaking up your copy into small paragraphs, using subheadings, bullet points, and bold text significantly improves the readability of your content by making it more visually appealing and easier to navigate.
Remember that employing these formatting techniques will help keep your readers engaged much longer than a long block of text.
Proofread and edit
Always keep in mind that a single typo can make or break your conversion.
Presenting error-free content shows off your professionalism and attention to detail. This can build trust and confidence among your readers.
Here are some quick tips for proofreading your website copy:
- Read aloud: Reading your copy out loud can help you identify awkward phrasing, run-on sentences, or missing words.
- Use spell check and grammar tools: Utilize built-in spelling and grammar checkers in word processing software, as well as third-party tools like Grammarly, to catch common errors.
- Enlist a second pair of eyes: A fresh perspective can provide constructive feedback on how to improve the overall quality and effectiveness of your copy.
Test and tweak
Remember that you don’t need to make a perfect website copy with the first draft. You can use A/B testing techniques to measure the performance of each version.
You can also use surveys and customer feedback to figure out the concerns your customers have with your content. You can then incorporate those suggestions in your copy later during the rewriting process.
3 examples of good website copywriting
One of the best ways to learn how to write good website copy is to study web pages and other marketing materials that showcase good copy. The following three examples are great study materials for writing online content.
Wirecutter's baby stroller page
The goal of this first blog post is to get the visitor to purchase a baby stroller. This web page can be viewed in full here.
The first element that makes this a piece of fantastic web copywriting is the story that is told right at the beginning. The first 3 paragraphs set up the customer's pain point while painting an image in their heads.
This story is then followed up by a series of benefits. These benefits may look like features at first, but notice how they explain how this product is going to make the reader's life better.
This website content manages to sprinkle a handful of SEO keywords throughout the piece and present them as internal links.
Also, this blog post knows when to keep sentences clear and concise, while selling the product as something important for the reader's life.
Stripe's developer documentation
The goal of this web page is to get the reader to download the full app so that they can create a checkout page for their product. This page can be viewed in full here.
In the first paragraph, the website copywriter manages to explain exactly what this page is and how the visitor will be directed, in a clear and concise way.
Toward the end of the page, there is a simple call to action that perfectly showcases how powerful three little words can be: Try it out. Plus, the rest of the section explains how to simulate a payment so that the visitor doesn't get lost.
This page also clues the reader in on what they should do next, without making it look like their hand is being held.
The Points guy's flight guide
This blog post is informational web copy with the goal of teaching the reader how to use Google Flights to maximize their next travel booking. The full post can be read here.
Right at the start, not only is the headline for the entire piece an effective one, but the H3 header that begins the post is the perfect copywriting combination.
This combination is not only a hook for the rest of the post, but also acts as a type of soft call to action, planting the seed in the reader's mind that this product will solve their problem.
This post utilizes bullet points and short sentences to maintain the reader's attention.
Throughout most of the post, the writing content is geared toward a normal reader by sounding like an actual person having a conversation with them.
And finally, this piece of content writing manages to tell a story to help sell the convenience of the product.
How to learn website copywriting?
Mastering the art of web copywriting requires time, dedication, and continuous learning. It may take some time before you’re comfortable with the process of writing copy, so don't beat yourself up about it.
Thankfully, there are plenty of ways for you to hone your copywriting skills:
Books
There are a number of books break down how to write great copy, with some popular titles being “The Copywriter's Handbook” by Robert W. Bly and “Everybody Writes” by Ann Handley.
If you're looking for a truly exceptional resource, consider "Content Design" by Sarah Winters. This guide presents the essential principles and best practices in copy writing.
Online courses
Online learning platforms such as Coursera and Udemy provide a wide range of courses on web copywriting and SEO.
A simple search for "copywriting" with your chosen platform will present all the courses that will need to perfect your craft.
Newsletters and websites
Staying updated on the latest trends in copywriting can give you a competitive edge in the world of copywriting. Newsletters and websites offer an excellent way to keep as updated as possible.
A good example of a website to check out is Copyhackers. This platform provides a wealth of information and guidance on crafting compelling, persuasive copy.
Copywriting trends change all the time, so it's always a good idea to engage with these resources as much as you can.
Writing on your own
As with any skill, consistent practice is key to improving your writing abilities, and web copywriting is no exception.
To hone your skills, consider creating copy for fictional brands or reimagining the content on existing websites as a starting point.
This will enable you to experiment with different techniques and approaches while understanding how effective copywriting works.
Also, seeking feedback from peers or mentors can provide valuable insights into the strengths and weaknesses of your writing.
Key takeaways
- Effective website copywriting can transform online presence and generate loyal customers.
- SEO content should be strategically designed to appeal to both human readers and search engine algorithms.
- Website copywriting effectively communicates a brand's message, value proposition, and unique selling points.
- Building credibility and trust can be done through social proof and a consistent online presence.
- Structuring website copy improves readability and boosts engagement.
- Focusing on the reader is important for effective content
Conclusion
Mastering website copywriting is a process that demands dedication and the understanding of how long it will take to achieve this goal.
This guide has provided you with essential strategies, resources, and practices to elevate your website copywriting skills so you can create compelling content.
Start your journey into the world of copywriting today, so you can reach the heights of success you're looking for as quickly as possible.
