You’re adventuring into the land of a new (or revamped) website. WOOHOO. You sit down at your computer in front of a blank Google Doc, willing yourself to start writing the copy. And you hit a major wall. Of course, you hit a wall – writing website copy… isn’t the easiest thing in the world. 

BUT you know the words on your website are important, and you strongly want them to help you convert more business. The thing is: writing your website copy shouldn’t start with a blank page – rather, a strategy.

When someone lands on your website, they’re facing the “main” character of your online presence. 

 For small businesses, effective website copy can mean the difference between capturing a visitor’s interest and… losing them 🤯. Today, we will break down how to write your website copy in a way that not only engages your audience but also allows you to really enjoy the journey.

The Benefits of DIY Website Copy

At the end of the day, our #1 recommendation for website copy is hiring a professional to do it. At the same time, if budget is a factor, DIYing can be totally acceptable. But let me tell you, there are some juicy perks to flexing your writing muscles:

💰 Cost-Effectiveness: Hiring a professional copywriter can be expensive, especially for small businesses with tight budgets. 

✨ Personal Touch: Writing your copy allows you to infuse your personality and unique perspective into your website, creating a more authentic connection with your audience.

🤸 Flexibility: When you’re the wordsmith behind your site, you’ve got the power to tweak and twist your copy whenever updates are needed. This is particularly important in a fast-paced business environment where information can change rapidly.

How To Write Website Copy

Web copywriting seems daunting but can be extremely rewarding and beneficial. By taking this approach businesses can better engage visitors enhance overall online visibility and drive conversions

🗣️Identify Your Brand Voice

Now, let’s talk about finding your brand voice. This is where you infuse your business with personality. It’s important to define this voice to ensure consistency across your website. 

• Word Association: Make a list of words that vibe with your brand – like “sassy,” “adventurous,” or “sophisticated.” This is where you start building your brand’s unique flavor profile!
• Tone Practice: Try on different writing tones. Go conversational for that blog post, formal for the serious stuff, and sassy for your social media sassiness. This practice will help you determine what feels most authentic to your brand.
• Storytelling: Time to whip up some narratives that tell the tale of your business journey, and customer adventures. Storytelling not only engages your audience but also helps them connect with your brand on a deeper level.

🎯 Getting to Know Your Audience

Knowing your audience is important for effective communication. Check this out:

• Create Audience Personas: Think of these as your VIP guests. They’re the peeps you want to impress, so learn everything about them. Their interests, their quirks – the whole shebang. Learn more about how to create a buyer persona here. 
• Analyze Competitors: Check out what other brands are serving and figure out how to make your brand even more irresistible.

✍️Crafting Engaging Headlines:

Your headlines are the first impression visitors will have of your content. We are firm believers in optimzing your headlines for success. If someone skimmed your website and only read the headlines, they should know what you do, who you do it for, and want to work with you. Here are some tips for crafting compelling headlines:

• Power Words: Sprinkle in some words that pack a punch, like “irresistible,” “exclusive,” or “sparkling.” 
• Keep It Concise: Short, snappy, and unforgettable – like a punchy one-liner that leaves everyone wanting more.
• Include Keywords: This is your secret recipe for making sure the right folks find your masterpiece. Sprinkle those magic keywords in your headlines, and watch the crowd gather.

🤔Writing Persuasive Content

Onto the really fun part – being persuasive without breaking a sweat. Creating persuasive website content is necessary for converting visitors into customers. Here are some tips and techniques to help you write engaging and persuasive copy:

•  Leverage Social Proof: Incorporating testimonials, reviews, or case studies can enhance credibility and persuade potential customers.
• Address Pain Points: Show your audience that you get their struggles and have the perfect solution. This shows that you understand their struggles and position your product or service as the solution.
• Clear and Compelling Language: Avoid jargon and complex language. Instead, keep it simple, clear, and mesmerizing that resonates with your audience. 
• Create a Sense of Urgency: Give your audience that little nudge to act now, not later. Use phrases that create urgency to prompt visitors to act quickly.

🔑Optimizing for SEO: The Secret Sauce

SEO refers to the practice of optimizing your website content to improve its visibility on search engines like Google. The higher your website ranks in search results, the more likely potential customers will find you. 

Here’s how you do it:

• Keyword Research: Think of it like finding the trendiest ingredients for your cocktail. You want the good stuff that everyone’s craving.
• Incorporate Keywords Naturally: Once you have your keywords, integrate them naturally into your website copy. Focus on including them in your headlines, subheadings, and throughout the body text without compromising the quality of your writing.
• Optimize Meta Tags: Ensure that your title tags and meta descriptions are optimized with relevant keywords. These elements are a must for search engines and can influence click-through rates from search results.
• Use Header Tags: Organize your content using header tags (H1, H2, H3) to improve readability and help search engines understand the structure of your content. This also allows users to skim your content more easily.
• Create Quality Content: Your content should be so good that everyone wants to share it with their friends. Focus on producing high-quality, informative content that addresses the needs and interests of your audience. Engaging content is more likely to be shared and linked to, which can improve your SEO rankings.

📚Read more about SEO: 

• SEO Made Simple: A Guide to Better SEO 

Recommended SEO Tools

To help you optimize your website copy effectively, consider using the following SEO tools:

• Google Analytics (Free): A powerful tool for tracking website traffic and user behavior, helping you understand how visitors interact with your content.
• Yoast SEO (Free/Paid): A popular WordPress plugin that provides real-time feedback on your SEO efforts, helping you optimize your content as you write.

Tools and Resources to Make Your Life Easy

Crafting compelling website copy can be made easier with the right tools and resources at hand. Here are some tried and true tools that can assist your website copywriting journey. 

• Grammarly: The writing assistant tool of your dreams. It spots your typos before anyone else does and helps keep your content clean, polished, and professional.
• Readability Checker – Originality.AI: This AI tool checks your writing for clearer and more accessibility to your audience. It ensures that your writing isn’t too simplified or too complex for your audience and gives a readability score for better understanding.
• Copy.AI: Copy.ai provides a range of AI tools to streamline and enhance the website copywriting process, making it easier to create engaging and effective content. A fun bonus feature includes adding your brand voice to make your content even more top-notch. 
• AnswerThePublic: Uncover what’s on your audience’s mind and serve them the juicy content they crave with AnswerThePublic. 

Structuring Your Copywriting Into Core Pages 

The strategic organization of core website pages plays a major role in establishing a cohesive narrative that resonates with your audience. By carefully structuring core pages (such as the homepage, about page, services page, and contact page), you can effectively articulate your brand’s voice, values, and offerings. 

Each page serves as a component in the storytelling journey, guiding visitors through a seamless experience that not only informs but also inspires action. ✨

Here’s a guide to structuring the core pages of a website to effectively communicate your brand voice and engage visitors:

🏠 Homepage: This is your brand’s virtual front door. Make sure it provides a snapshot of your brand, its values, and offerings at a glance. Use compelling headlines, engaging visuals, and CTAs to guide visitors to explore further.

👋 About Page: This is where you can humanize your brand and build a connection with your audience. Tell a story that highlights your brand’s journey, values, and mission. Focus on how your brand can address the needs and challenges of your audience. End the page with a clear CTA that encourages visitors to take the next step, such as subscribing to a newsletter or booking a consultation.

💅 Services Page: Detail the various services or products you offer in a clear and concise manner. Highlight the benefits and value proposition of each service, and provide information on how potential clients can get started. Use engaging copy and visuals to explain how your services can solve the pain points of your target audience.

☎️ Contact Page: Make it easy for visitors to get in touch with you. Provide multiple contact options such as a contact form, email address, phone number, or links to your social media profiles. Consider adding a map to show your location if applicable. Ensure the contact page is user-friendly, accessible, and inviting for visitors to reach out.

By following these guidelines and structuring your core pages in alignment with your brand voice and messaging, you can create a cohesive and engaging website that effectively communicates your brand identity and drives conversions. 🛍️

Final Thoughts

Writing your website copy is a chance to show the world what your business is all about – and trust me, it’s going to be a hit! Writing your website copy can be a fun and fulfilling process. By understanding your brand voice, knowing your audience, crafting compelling headlines, and refining your copy, you can create engaging content that resonates with visitors. 

Remember, your website is a reflection of your business, so take the time to make it shine. So, go ahead, stir up some magic with your words, and watch your audience raise a toast to your amazing copywriting skills (we’re cheering you on!). If you are feeling overwhelmed or you hit a creative dead end, we would love to help out. Chat with us today and let’s create the website content of your dreams. 🥂