Whether you’re a seasoned copywriter or a business owner trying to do it on your own, one thing is for sure- writing copy for a website can be tricky.
After all, it’s not like writing for print, where you have more space to work with and can get away with longer sentences and denser language. Website copy needs to be concise, clear, and easy to read, or visitors will click away in an instant.
Writing compelling copy for websites is both a science and an art! But don’t worry, we’ve got you covered. Here are 10 tips on how to write copy for a website that will improve your user experience and keep people coming back for more. Let’s get started!
What is website copy?
Just in case you’re new to the copywriting game, website copy refers to all the written content on your site- from the product descriptions and “About Us” page, to blog posts and headlines.
It’s important to remember that unlike other forms of writing, website copy is meant to be read on a screen. This means that it needs to be scannable (easy to skim), as most people don’t read online copy word for word like they would a book.
Now that we’ve got that out of the way, let’s move on to our first tip!
10 tips for writing great website copy
There are many things to consider when you write copy for a website. Here are 10 tips to help you write copy that will engage with your audience and keep them coming back for more:
1. Keep it short and sweet
As we mentioned before, people don’t read web copy like they would a novel. In fact, studies have shown that the average person only reads about 111 words or less on any given web page.
This means that you need to get your point across as quickly and concisely as possible. Long paragraphs will only serve to intimidate visitors, so break your copy up into smaller chunks with headlines, bullet points, and images.
It’s also important to use simple language that can be understood by everyone. Save the big words for your college essays- when it comes to website copy, less is more.
2. Write for your target audience
No matter what kind of website you’re running, it’s important to remember who your target audience is and write accordingly.
For example, if you’re a law firm catering to businesses, your copy will be very different from a site selling children’s toys. The tone, language, and even length of your copy should all be geared toward the demographic you’re trying to reach.
Don’t try to appeal to everyone with your copy- it’ll only end up sounding forced and inauthentic. It’s better to focus on writing copy that speaks directly to your target market.
3. SEO is your friend
If you’re not familiar with the term, SEO stands for “search engine optimization.” In layman’s terms, this means using certain words and phrases in your copy to make it more likely to show up in a search engine.
SEO is so important because it helps you to reach people who are already interested in what you have to say. SEO content strategies are always changing, so it’s important to stay up to date on the latest trends.
A good place to start is by doing some research on the most popular keywords in your industry, and incorporating them into your copy where relevant.
If you are interested in learning more about SEO and how you can use it when writing web copy, we have a ton of blog resources on the subject matter. We suggest you start with our blog, 10 Types of SEO Tactics Every Marketer Should Know.
4. Don’t overlook headings and subheadings
Headlines and subheadings are important for two reasons. First, they help to break up your copy and make your online content more scannable. Second, they give you an opportunity to incorporate keywords that will help with your SEO.
Your headlines should be attention-grabbing and to the point- think of them as tiny sales pitches for the rest of your copy. Likewise, your subheadings should be concise and informative, offering a brief preview of what’s to come.
Remember to spend time crafting headlines and subheadings that are both keyword-rich and interesting, as they can make a big difference in how successful your copy is. After all, your web page’s success lies in paying attention to the most critical details like headlines and subheadings.
5. Write compelling calls to action
A call to action (or CTA) is a statement or phrase that encourages your readers to take some kind of action. This could be anything from signing up for your email list to buying a product from your online store.
Your CTAs should be clear, direct, and easy to follow. Avoid using vague language or making promises you can’t keep- this will only serve to frustrate your readers.
It’s also important to make sure that your CTAs are visible and easy to find. The last thing you want is for someone to finish reading your copy and then have no idea what to do next.
6. Use power words
Power words are persuasive, emotional words that can help to increase conversions. Some examples of power words include “discover,” “unlock,” and “transform.”
When used correctly, power words can be extremely effective in getting people to take action. They can also be a great way to add some personality to your copy and make it more engaging.
If you’re looking for some help getting started, a great resource is Rank Math’s list of power words.
7. Break up your text with images
Adding images, videos, and infographics to your body copy is a great way to break up large chunks of text and make your content more visually appealing. These types of visuals can also help to illustrate your points and make your copy more memorable.
When selecting images, be sure to choose ones that are high-quality and relevant to the copy you’re writing. The last thing you want is for your visuals to end up looking cheap or out of place.
8. Proofread your copy before publishing
You’ve finally finished writing your web content- hooray! But before you hit publish, it’s important to take the time to proofread your copy.
Check for any spelling or grammar errors, and make sure that your sentences are clear and easy to understand. You may also want to have someone else read over your copy to catch anything you may have missed.
It’s also a good idea to run your copy through a spell checker like Grammarly before publishing. This will help to ensure that there are no mistakes in your final piece of content.
9. Test your copy on different devices
In today’s world, it’s important to make sure that your website pages are accessible on a variety of devices. More and more people are reading content on their phones and tablets, so it’s crucial that your copy looks good and is easy to read on these smaller screens.
One way to test this is to simply pull up your web page on a few different devices and see how it looks. Are the headlines and subheadings visible? Is the body copy easy to read? If not, you may need to make some adjustments.
Checking your relevant pages with Google’s Mobile-Friendly Test is also a good idea. This tool will give you a report on how your page fares in terms of mobile accessibility and what issues need to be fixed.
10. Monitor your results
Once you’ve published your copy, it’s important to keep an eye on your results. Are people engaging with your content? Are they taking the actions you want them to take?
If not, don’t be afraid to make changes and experiment with different copywriting techniques. The most important thing is that you’re constantly working to improve your results.
Monitoring your web copy can be done in a number of ways. Google Analytics is a great tool for tracking things like pageviews, time on page, and bounce rate. You can also use heat mapping tools like Hotjar to see where people are clicking on your pages.
By keeping an eye on your results, you can make sure that your copy is having the desired effect and making a positive impact on your business.
Writing copy for a website can be a daunting task, but it’s definitely doable with some practice. By following the tips in this blog post, you’ll be well on your way to creating copy that is both effective and engaging. So, start writing!
If you’re still unsure about how to get started, consider working with a copywriter or copywriting agency like DOS. We can help you to create content that aligns with your business goals and resonates with your target audience.
Do you have any other tips for writing web copy? Share them in the comments below!
Frequently Asked Questions
How important is copy for websites?
Copy for website pages is important because it’s one of the main ways to communicate with your visitors. Good copy can help to engage users, persuade them to take action, and provide valuable information about your business. As a result, it’s essential to take the time to get your copy right.
Do web designers write web copy?
Some web designers may offer copywriting services, but it’s not necessarily their area of expertise. It’s usually best to work with a copywriter or copywriting agency when creating content for your website.
How much does website copywriting cost?
The cost of copywriting services can vary depending on the copywriter or agency you work with. It also depends on the scope of your project and the amount of content that needs to be created. In general, copywriting rates start at around $50 per hour.
How do I make my web copy more engaging?
There are a number of things you can do to make more compelling web copy. Try to use active voice, short sentences, and clear language. You should also focus on creating headlines and subheadings that are attention-grabbing and relevant to your audience. Finally, don’t forget to proofread your copy before publishing!
What is a web content example?
Web copy is the text that appears on a website. This can include things like the website’s title, tagline, navigation labels, body copy, and call-to-action (CTA) buttons. Web copy can refer to the home page or any particular page on a website.