Without website copywriting, your website is a collection of pretty pictures that almost no-one will ever see. Whether you want to inform, promote, display, share or sell, your website is the most important marketing tool in your toolbox, whatever sector you work in. Good website copywriting is the power behind an organisation’s online presence, that attracts search engines and engages visitors – a combination of specific content structure, consistent brand identity, relevant and compelling web copy and well-researched and purposefully positioned SEO (search engine optimisation) keywords that will boost your search engine rankings. For that reason, website copywriting is a mix of art and science – creativity that follows a specific set of rules and formulas.
Website copywriting has to work hard. It not only has to attract and engage readers, it also has to capture the attention of search engine robots. Online, people read quickly and patience is short. In fact, someone visiting your website for the first time will probably scan your landing page before deciding whether to read further or click on another site. In a few short sentences, you must persuade visitors that they’ve found what they’re looking for and inspire them to read on. You need digital-ready copy that justifies its place, an authoritative tone of voice, short paragraphs that’s separated by relevant headings and sub-headings, bullet-points that reiterate key information, and naturally positioned short and long-tail keywords that rank with search engines and drive traffic to your site.
- Decide on who you target audience is and what your objective is.
- Focus on your customer/client using a personal, conversational tone.
- Include quantifiable facts if/where appropriate.
- Anticipate and address audience objections and alternatives.
- Emphasise action. What do you want them to do?
- Keep the copy simple, clear and concise. Clarity is king.
- Write with both potential customers/clients and search engines in mind.
- Write compelling headlines and sub-headlines.
- Leverage social influence by adding reviews and testimonials.
- Use psychology to motivate your readers.
As an experienced website copywriter, I’ve written web copy for 5-page sites and 200-page behemoths. Whether you’re launching a new website or injecting new life into an existing website, I can help you engage your audience, increase your website traffic and boost your conversion rate with better thinking and better words. To see examples of my web copywriting, please visit my portfolio page. Or if you would like to discuss your website, please contact me.
