How to nail copywriting for your website (7 insider tips)
So you want to write your web pages – and you want to make sure you get them right?
Or maybe you’ve already written your web pages – but now you want to make them better?
Here I share with you 7 copywriting tips that’ll help your web pages pack a pretty powerful punch.
You see, there’s an easy way to approach copywriting for your website. With some basics, that if you implement, will take your web pages from ordinary to a cut well above the rest!
If you’re thinking “but I’m not a good writer” – stop. You can get there!
But with these tips, you don’t even need to be a good writer. If you follow all 7 tips, you’ll have already improved your writing (and your web pages) out of sight. How good is that?!
Copywriting for your website: The top 7 insider tips
Writing for the web requires a different approach to writing for print.
For one thing, we have less patience on the web. We’re quickly searching, trying to find answers or solutions. We skim, we scan. We make lightning-fast judgements about a web page.
So yes, you guessed it. It’s pretty jolly important to write appropriately for the web (as you’d try to write appropriately for any medium).
When copywriting for your website, you need to do all that you can to keep eyeballs on your pages for as long as possible. Here’s how:
1. Know your audience
Knowing your audience is critical, for two key reasons.
1. You can use their language
For instance, you’re going to write in vastly different ways if your audience is high school students versus octogenarians. Think about it.
Don’t use words your audience won’t understand or would never use in a million years.
2. You can sell the benefits that matter to them
This is super important.
Not only is it critical that you sell the benefits (see point 4), but you have to sell the benefits that actually matter to your audience . There’s no point trying to sell your audience on the benefit of saving time if all they care about is looking good to their friends.
2. Write to just ONE person
So now you know your audience, you know who you’re speaking to.
But here’s the thing. It’s not specific enough.
I want you to pick just ONE person (your DREAMIEST OF DREAM clients) – and write to only that person.
I know, I know. Having a laser-like focus on just one person is scary. What if you alienate some potential clients? This is a fear so many people have about niching.
But by writing to one person, you’re going to call to your dream client(s). This is because each person (in the right target) will feel like you’re writing only for them.
3. Be human (write in your natural voice & show your personality)
There’s no easy way to discover your natural writing voice, I’m afraid. This takes practice, practice, practice. And some more practice. Just keep writing, and you will get better and better at it.
So why do you want to write in your natural voice and show your personality?
Because you want to make a connection with your audience.
People like to do business with people they KNOW, LIKE, and TRUST.
And hey, TRUST could be built here too. When your audience can see you’re showing your true personality in your writing, they might be inclined to trust you more (because you’re showing the REAL you – you’re not trying to show a perfect or contrived version of you).
4. Sell the benefits (communicate the value)
You may have heard this copywriting mantra before: Sell the benefits, not the features.
But what does it actually mean?
Quite simply, you need to show your clients WHAT they will get (the result or outcome of using your service).
- How will your client’s life be BETTER, RICHER, or HAPPIER?
- What can your client DO, BE, or HAVE?
You sell the benefits and support with features (features are what the product does or has).
5. Clever formatting – make it scannable
Let’s say you’ve done all the above things when writing your web page – so you know it’s kickass (aka it’s well written, with a laser focus on your audience).
Wouldn’t it be an awful shame not having anyone stick around long enough to read your brilliantly written page?
If you’ve followed all of the above tips, then there’s a good chance that people are leaving your site in droves because your formatting overwhelms them. I’m going to say that again because it’s important: Your web page formatting could be overwhelming your site visitors.
Here are some simple things you can do to make your web pages look easy and enticing to read:
- Headings and subheadings
- Use bold, italics, CAPITALS, and colours
- Short paragraphs and short sentences
- Break up your text with images and coloured sections
And see this post for plenty more effective formatting tips.
6. Include a Call To Action
Not having a Call to Action on each page of your site is like leaving some pie on your plate – you just don’t do it.
Or if that’s not motivating enough for you, it’s like leaving money on the table. And who wants to do that?
The Call to Action (CTA) is simply asking your audience to take the next step.
As crazy as it sounds, YES, you do have to tell people what you want them to do next.
Each page on your site needs a CTA.
Think about what your goal is for that page. Is it to get your visitor to read another page? Make a booking? Call you? Join your mailing list?
Whatever it is, ask them to take that action.
7. Read it out loud
This is one of the greatest editing techniques you can use.
Because when you read your piece out loud, you suddenly uncover all the places that sound stilted (aka robotic!). Or all the words or sentences that trip you up. If anything trips you up – it’s a sign that the rhythm is off or your writing is clunky.
Don’t be afraid to sound silly. Who’s going to hear you, but you?
(Full disclosure: I still have trouble doing this so believe me, I know why you’ll hesitate to do this)
Reading out loud allows you to fully develop a sense of the cadence and flow of your piece.
Now, if I still haven’t convinced you to read your writing aloud, then check out #3 in this post about editing tools – it might be your lifesaver! BONUS: you can use it if you’re in public and don’t want to read aloud (which I get – you wouldn’t want to attract the wrong kind of attention!)
Those are my top 7 tips to help nail your copywriting for your website.
But it doesn’t end there…