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Effective Website Copywriting Will Elevate Your Business.

Updated: Sep 13, 2023

Your website is the most important thing you own as a business owner. It's your most important marketing tool. The website copy you have on it is critical. It’s that simple. But why is that?

Firstly, we live in a world where information is “on demand”. Anything that you’re looking for can be found right away. You don't have to be at your desk to get the information, you can just grab your phone and go. Shouldn't your website be outfitted with content that will capture that person's rather short attention span? If it’s not, they will move on, leaving you in the dust. That's why effective website copywriting is essential.

Secondly, think about the customers that walk through your storefront’s door. Now multiply that by 100 (if not more). That’s a lot. More of your customers (and future customers) will read the content on your website than might ever step through your physical doors. That's why it's so important to have effective website copywriting.

Website copywriting services

Thirdly, there are most likely others who do what you do. I’m sorry to say that, but today, ridiculous amounts of options exist for everything. So the question becomes, “How can I be different?” The answer is to understand YOUR specific customer and speak directly to THEM. You must appeal to their aspirations, solve their pain points, nurture their thirst for knowledge, convert them to a lead, and much more. This is where effective website copywriting enters the conversation.

Lastly, It will improve your website's search engine ranking. Today, you must become as relevant to a customer’s search as possible. You must understand what they are searching for and the keywords contained within. If your website content accounts for this and employs it strategically, your relevancy to that search will improve. Over time this will result in credibility and ranking in the eyes of search engines.

Here are a few tips on effective website copywriting for your business:

  1. Know your audience. Do you have a detailed understanding of their needs, wants, and how they act? Consider developing and memorializing customer personas for each type of customer you have.

  2. Be clear and concise. Get to the point. Don't worry about flowery language or jargon. Address their concerns, clearly communicate, and do so in a way that they’ll understand the takeaway.

  3. Use keywords. When appropriate, integrate keywords that your target audience is like to use when searching. As we discussed, this will make you more relevant to their search and help you to rise in the search results.

  4. Make it scannable. Use short sentences, bullet points, and headings to make your content easy to scan.

  5. Use engaging visuals when possible. This includes images, videos, and infographics. This will serve to break up your text and make your content easier and more interesting to the reader.

  6. Proofread carefully. Errors can make your website look unprofessional.

Things to keep in mind on certain website pages:

  • Homepage: Capture their attention right off the bat. Hook them. Speak to their concerns and answer their search. Your website homepage is your most important page and it should give visitors a clear overview of your business, what you do, and why they should consider you.

  • About: Tell your company's story and introduce what your brand stands for. Talk about the people who will make their customer experience one to remember and the processes you’ll use to ensure their complete satisfaction.

  • Products or Services: Give them detailed information about your products or services that set you apart. Get specific. Communicate compelling reasons why your products or services rise above the competition.

  • Case studies: Let customers know that you have experience in exactly what they are going through right now. Let your past experiences speak to your future successes.

  • Blog posts: Become a thought leader. Establish yourself as an expert in your field. Grow your business credibility through engaging topics, thoughts, and tricks.

  • Testimonials: Build trust and credibility with the customer. Position yourself as a leader in your field through the words and testimonials of others.

Things to think about when writing your website's copy:

  • Structure your content in a way that is easy to scan and understand. Don't overthink it or draw it out.

  • Use a conversational tone that matches up with the customer you are seeking. Ensure the reader feels like they are engaging directly with you.

  • Personalize your content by addressing your readers directly, as if you were talking with them in person. Relate to them.

  • Use an active voice, strong verbs, and descriptive adjectives to make your writing more engaging.

  • In general, avoid using clichés and buzzwords when you can.

If you have the time, I’m confident that you will create effective website copywriting on your own. If you don't, then you may want to consider aligning yourself with a content writing service that can help you through the ins and outs. If you need some help getting started or want to take your written content to the next level, we’d love to chat.


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