How to Easily Create Compelling Website Copywriting For Any Website
Writing copy for your website doesn’t have to be hard, especially when you are armed with a tool kit that gives you direction, focus, and, well, a blueprint.
But the truth is you need content on your website. I mean, you wouldn’t visit a website that was (clears throat) naked?
Of course, you wouldn’t. You visited a website to see what they had to say, offer or give.
This is why it is extremely important for you to target your audience and write valuable content, not fluff.
Let’s write copy for any page on your website.
Part 1: Brainstorm + Research
If you’re writing things as you think of them, you’re doing it wrong! I say that not as a meanie but as someone who wants to help you achieve success.
Trust me when I say that any writer worth their salt spends most of their writing process gathering instead of simply creating. This is what I like to call the Brainstorm Method.
Spend as much time as you feel you need on brainstorming.
Here are some ideas to help you get started:
- List 10-15, even 20, of the benefits you offer with your service, products, or offers.
- Decide who you are speaking to. Where do they like to spend most of their time online? What are they trying to accomplish? What is getting in the way of them achieving this goal?
- What is their BIGGEST problem that you’re trying to solve?
- What have your past clients/customers said about your services/products/offers?
- How does your targeted audience get what you offering?
- What questions would your visitor have about your services/product or offers?
Begin there, and don’t be shy about getting it all down. One document will do you a world of good, and use it as a sort of “swipe file” that you can refer to.
The Brainstorm stage is also when you research your customers/potential clients through interviews, surveys, forum searches, etc.
Need help getting started on an audience research survey? I’ve got you covered; click here to get your FREE download.
Suggestion: To keep things neat and organized, create a folder for each product launch, webpage page, or blog post. (and be sure to name it appropriately. For example, sales page, How to write ….., etc.) This way, you can keep all your documents in one place that is easy to find. Trust me; it will help you and your business!
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Step 2: Create a goal or desired outcome for your page
How do you know if your copy is actually working?
To do that, you have to have an aim; otherwise, you’re just shooting in the dark. If your message isn’t clear, so much so that you don’t know what you want your readers to do, your copy isn’t working.
As you set your goal, your message and desired outcome become clearer and easier to track.
When setting your goal, include an action word.
Bad example: Whoever visits my website will know who I am and what I offer.
“Knowing” is not a metric anyone can track.
Better example: My target reader will sign up for my email list.
Sign-ups can be tracked. It is an action. This is the beginning of a brilliant goal.
Now, think through what your reader needs to feel, think, or connect to to take that action. What shift in their mindset will need to happen? Do you need to address any objections they may have?
Step 3: Create an Outline
Alright, class, we all know that we must have a process when we write anything, an essay, a blog post, or an article. And writing it out in one sitting is different from how you write ANYTHING!
Understandably, copy content is not a word dump you print on your website page to fill negative space. Copy, especially good copy, can be the difference between making a sale and not.
Remember: Excellent copy can create more sales, better client reach, and brand loyalty.
So this is why I suggest starting with an outline. All you have to do is write the MAIN points you want or need to cover.
For example: Let’s say you’re writing a blog post on a mini course.
- Story about how my mini-course content changed my website
- Why this mini-course can (solve problems other website owners have, connect to my story) create an emotional connection with your target audience
- What is so special about these mini-courses
- Why does my target audience GET (and what they don’t have to worry about, i.e., repeated nonsense!)
- How much
- How to sign up
- How many spots are available (sense of urgency)
Once you have written your outline, turn on Netflix and veg out. Taking time away from your project for 30 min- a day or two will give you a fresh perspective and help keep writer’s block/imposter syndrome in their corners.
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Step 4: Write the Copy with Research evidence, Value, and a clear message
Pull up your brainstorming document to tie in those bullet points when you return to your outline.
I’ve discussed this before, but if you’re new, let’s discuss the pyramid structure. Journalists and writers have used the pyramid structure for as long as sales, marketing, and journalism have been around. You see, it is an upside-down pyramid, with the large bottom on top and the point or small part pointing downwards.
The larger part of the pyramid represents the juiciest, most interesting information. This is where marketers tell the readers ALL the benefits. The tip is the least important information (see diagram below).
Keep this formula in mind Headlines, value + benefit statements, telling them what they are signing up for. Once you’ve given them the goods, go back and fill in the story and the body of the copy to add evidence and reinforce your attention-grabbing headlines.
Need help with headlines? I have just the formula; click here to read about creating headlines!
Step 5: Proofread, edit, and format
For me, I like to step away from the project after I’ve written the “first draft” to clear my head. I do this for an hour or so, and once I feel refreshed, I return to it.
I start by ensuring that the headlines are clearly more prominent (i.e., H2 or H3, etc.) and that each statement reflects benefits, value, and promise. Read my blog post on headlines to help you understand the anatomy of a headline.
Example: Get XYZ results in three days with this method.
Remember, the majority of what the audience reads are headlines. The rest is just filler. So ask yourself, “If my audience is only reading the headlines, will they understand the value I am providing?”
Now, read your headline OUTLOUD. Is it easy to read? Do you stumble on it? Does it bore you?
Change your headline if you need help reading or understanding it because audiences will tune you out otherwise.
Formatting your copy is very similar to creating a blog post. You want to keep the paragraphs short. About 2-3 sentences, but if the sentence is LONG, either re-write it or allow it to be its own paragraph.
The main takeaway is connecting with your audience by telling them a story, making them feel something, and then taking action because of it.
If your exceptional copy is hidden under fluff, fancy words that your audience doesn’t use or is written like a novel, it will get lost online.
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Christina
Writer
Christina is the Friends-obsessed creative behind Christina Q Writes. As a full-time freelance copywriter, she helps clients needing high-quality copywriting and content. Christina Q. Writes is where she shares tips and advice on copywriting, blogging, and creative entrepreneurship to help online businesses grow with audiences.
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