How To Write Website Copy That Engages and Converts
So, you’re wondering how to write website copy? First of all, congrats. That means you’ve got a business to promote and services/products to sell. But it also means, as your online shop window, your website copy needs to do a pretty good job of enticing people in.
It might seem like a mammoth task right now but once you nail these 6 ways to write engaging website copy, you’ll be on the right track.
Let’s dive in, shall we?
1. Make It Easy to Read
Sounds like a no-brainer but a lot of your readers will be ‘scanners’, meaning they skim through the pages rather than reading every single word. That’s why popping in clear headings and sectioning text into easily digestible paragraphs is key. Using bullet points is also another great way of giving the reader the info they want without having to trawl through big blocks of text to find it.
Work in a field that uses complicated language or terms that the ‘average Joe’ might not understand? Make it simple. Imagine you’re trying to explain what you do and who you help to a 10-year-old, and you can’t go far wrong.
2. Make It About Your Reader
As hard a pill it is to swallow, it ain’t all about you – it’s about THEM. They don’t care how many GCSEs you got, who you live with, or how many jobs you’ve had. They only care if it can help them. Because the person your reader cares about most is themselves.
Before you start writing anything, make sure you know who your ideal client is. What do they care about most? What are they struggling with? How can you help them? Always write with them in mind. The best way to ensure you’re doing this? Use more ‘you’ than ‘I’.
3. Use Your Unique Tone of Voice
There are millions of websites in the world but there’s only one ‘you’. This means your biggest superpower is your unique personality – so use it. Because the only sure-fire way to make sure that someone leaves your page as soon as they’ve landed on it is boring words.
Imagine you’re talking to a friend, inject your personality, and use words that you would use in day-to-day life (as long as it doesn’t go against your brand values). The idea is to sound like yourself instead of someone else so that you’re instantly recognisable and create a lasting impression.
4. Use Emotion to Connect With Your Audience
The problem with a lot of websites these days is that the website copy is completely generic. It’s all surface-level and doesn’t really connect on a deeper level because we’re so used to seeing certain phrases and ways of saying things.
If you want to be relatable and truly resonate with your reader, get all the senses involved to create a vivid picture in their minds. What do you want them to hear, smell, see, touch, and feel?
5. Give Them All the Info
Make sure you tell them everything they need to know to say a big, resounding YES to working with you. Who do you work with? What’s included in your services? What’s your process?
And the biggest question you’re probably thinking of is, ‘Should I include prices on my website?’
Absolutely, yes. Why? Because it encourages the right people to work with you, and the wrong people not to.
6. Write Like a Human
In a world with automated messages and self-serve machines, sometimes we just want to feel like we’re being spoken to by a real-life human being.
It can be tempting to try to pack in the keywords for SEO but write for humans first – and you can optimise later. The last thing you want to do is sound like a robot and put off potential customers by not sounding like someone they could have a genuine conversation with.
Great Copy = Great Results
Once you know who your ideal client is, how you can uniquely help them, and how to speak to them in a way they can relate to, you’re well on your way to creating engaging website copy that connects and converts.
Looking for an easier way how to write website copy?
Use Your Words: How To Write Website Copy Workbook Bundle for service-based businesses
So, now you know the key features of killer website copy. If you’re still wondering where to actually *start*… our How To Write Website Copy Bundle will give you clear direction on what to write and how to write it so you can finally, and easily, hit publish and showcase your awesomeness!
Get two easy to complete step-by-step workbooks as a bundle with a hefty discount – think of it as copy-by-numbers for your website!
Engaging copy that actually converts will be flowing from your fingertips in no time at all. Staring at a blank page? Not here.
Download our Finding Your Tone Of Voice workbook and DIY Your Website Copy workbook to transform your copywriting process.
Or if DIY isn’t your thing and you’d rather hire someone to write your website copy for you… I’m your gal. Give me a shout over on my own website and let’s get to know each other. ❤️