What is Website copywriting?

For small business owners, bloggers, or solopreneurs looking to convert more leads.

Website copywriting is critical for anyone who has a website. Regardless of how “important” you think you are.

Without website copy, you might as well not exist.

What is website copywriting?

Website Copywriting is creating content for any online platform, i.e., websites, social media, etc. Basically, any text writing is used for marketing ideas, services, or products.

Here are examples of content created by copywriters:

• Press releases
• White papers
• Case studies
• About Us Page
• Service/sales page
• FAQ pages
• Social Media posts
• Email marketing/ newsletters
• Product descriptions
• Landing pages

Copywriting for websites has to wear many hats.

First, it has to create curiosity so the reader will continue to read, then it has to keep the reader’s attention, and last, it gets the reader to take some kind of action.

Not only must it appeal to target audiences, but the content must appeal to SEO.

Search engines will scour the internet for keywords and other important information that appeals to different readers.

When the Google bots discover the content, they will decide how valuable it is before ranking it or boosting it to the top of the search lists.

Website copywritng tips

1. Start with a Goal

Commonly writers will tend to write their thoughts on a pad or a Word document before they do anything else.

At the same time, this is great for getting your ideas out instead of staring at a blank piece of paper or wandering over to YouTube and getting lost in the void.

When creating content for websites, you must have a direction, a plan. Not only do you have to figure out who your target audience but you have to understand what they are searching for.

This is where creating goals for your copy comes into play. Ask yourself what do you want the audience to do after they read your content.

Keeping in mind the website’s goals, such as helping X person with their issues, will help your ranking with Google and demonstrate your value.

2. Create Click-Bait Headlines 

As you will notice, creating content for your target audience is step one. Headlines act as an introduction and entice the reader to keep reading.

A good headline will encourage more people to read, engage and share your content.

The best headlines are full of information very specific to the issues your target audience is facing.

I’ve written a blog post on creating headlines using simple techniques, which you can read here.

Many blogs and copywriting help sites have countless articles that talk about the importance, anatomy, and power of headlines.

A few of my favorites are :

1.             Copyblogger.com
2.             Masterclass.com
3.             Longshot.ai

 3. Most important info first!

Think of an upside-down pyramid. The fatter part on the top is the solution, the good stuff. You want to write this stuff first.

Why?

Because many studies show that readers will only skim information they read online.

If you are not forcing your readers to “search” the content for important information and give it to them instantly, they will find your content valuable and will actually read more!

4. Break up the writing

This simply means don’t write as though you’re writing an essay.

Add headings and subheadings, lists, and diagraphs throughout the article.

Keep your sentences short, if possible, and your paragraphs only three sentences long. Anything longer than three sentences will seem too much and will be ignored.

5. Be clear

So you’ve got the audience reading your content.

But, you’re using vocabulary well over their heads, explaining something so complicated that it reads like a “textbook” or comes across as overly salesy.

Your content must be targeted toward your audience, which means it must be tailored to how they speak, think, and average education levels.

Remember your audience’s needs and how your services/products can fulfill those needs.

If you do a Google search on reading levels in the United States, you will find the average reading level is the 8^th grade.

This means if you’re writing content for someone with a college reading level, you will miss your target audience.

Unless your content is meant for academics.

6. Include proof

Listen, we don’t like spending money on things that will not do as they promise. By giving testimonials, and proof, perhaps your story goes a long way.

As you will see in my latest post: The Ultimate Guide to Buyer’s Personalities, audiences do not want to feel like they are forced to buy something.

 As consumers, we like to be in charge; we decided to buy X product because it will do something for me.

7. Add several CTA’s

CTA is simply a call to action.

You want your audience to do something; show them what you want them to do.

CTA’s can be as simple as signing up for a newsletter or a waitlist.

Keep the CTA clear and plentiful on your page. You don’t want them to search for the CTA.

Pro-tip: use verbs in your CTA. For example: Get your FREE download.” or “Let’s do this.”

Using vague words like “click” or “Download” is unclear to your readers. They want to ensure they will “click” on the right button to deliver exactly what they want.  

Conclusion:

Think of the copy on your website as a storefront. The content greets and welcomes your potential client.

Useful content mixed with meaningful messages works as the friendly staff in your store. If the content on your website isn’t meeting, welcoming, and convincing people, then the copy isn’t doing its job.

To create a website that sells, you need to focus on your audience, their problems, and how you can add value to their lives as you provide them with solutions.

When you know your audience, know what they want, and how they can overcome any challenge, then you’ve made a connection. 

And you’re website copywriting has done its job.