Writing Good Website Copy

Creating compelling and persuasive website copy is essential for engaging your audience and driving conversions. While their are visual elements like images, graphics, and infographics to capture attention, the most successful websites prioritise clear, concise, and effective copy. Just as in the offline world, the principles of good writing apply online, too.

Build Your Website Around Strong Copy

Your website should be centred around your copy, with visuals and design elements added only if they enhance and support your message. A clean, uncluttered layout ensures that your visitors focus on the most critical element of your site—your sales message.

Key Considerations for Effective Website Copy

1. Utilise White Space Effectively

White space, or negative space, is crucial for readability and user experience. It helps to break up text, making it easier for visitors to digest your content. Aim for a balanced layout with plenty of white space to avoid overwhelming your audience.

2. Ideal Word Count Per Page

A well-structured page typically contains around 300 words. This length is perfect for delivering a concise message without losing the reader’s interest. Ensure that each page of your site is focused, with content that directly supports your overall goals.

3. Break Your Copy into Bite-Sized Chunks

Breaking your content into smaller, manageable sections makes it easier for readers to consume. Use headings, subheadings, bullet points, and short paragraphs to guide your audience through your message smoothly.

4. Focus on Benefits

When writing website copy, emphasise the benefits your product or service offers. Your visitors are more likely to engage with content that clearly demonstrates how they will gain from what you’re offering. Pack your message with benefits, not just features, to appeal directly to your audience’s needs and desires.

5. Avoid Jargon

Simple, straightforward language is the most effective way to communicate with your audience. Avoid industry jargon and complex terminology that might confuse or alienate potential customers. Clear explanations and easy-to-understand content are key to a successful website.

6. Make Contacting You Easy

Ensure that your visitors can contact you easily from any page on your website. Include clear, accessible contact information or a contact button on every page. This encourages trust and facilitates communication, which is essential for conversions.

7. Include a Home Button on Every Page

Navigation is crucial for a positive user experience. Always include a “home” button on every page to allow visitors to return to your homepage easily. This simple addition can improve site navigation and keep users engaged longer.

8. Keep Your Copy as Long as Necessary

While brevity is important, your website copy should be long enough to convey your entire message effectively. Don’t cut corners or leave out critical information just to keep it short. Your content should be comprehensive and persuasive.

9. Emphasise Key Points

Use bold text, italics, or other formatting tools to highlight key points in your copy. This helps guide your readers’ attention to the most important aspects of your message, ensuring they don’t miss crucial information.

10. Use Testimonials Creatively

Incorporating testimonials into your website copy can significantly boost credibility. Rather than isolating them on a separate page, weave them naturally into your content. This approach makes testimonials more visible and impactful, as readers are more likely to encounter them while engaging with your site.

11. Facilitate Positive Buying Decisions

Your website should make it easy for visitors to decide to purchase. Clear calls to action, user-friendly navigation, and persuasive, benefit-focused copy all contribute to guiding visitors toward making a positive buying decision.

Proofread for Perfection

Finally, always proofread your website copy multiple times before publishing. Spelling mistakes and typos can severely undermine your credibility and distract from your message. A well-polished, error-free website instils confidence in your audience and enhances your professional image.

Looking to create compelling, persuasive website copy that drives conversions? Our expert team is here to help. Get in touch with us today!

FAQs

1. What is website copy, and why is it important?

Website copy refers to the text content on your website, including everything from your homepage and product descriptions to blog posts and calls to action. It’s important because it communicates your brand message, engages visitors, and persuades them to take action—whether that’s making a purchase, signing up for a newsletter, or contacting you.

2. How long should my website copy be?

The length of your website copy depends on your specific goals and the complexity of the message you need to convey. Generally, around 300 words per page is ideal for maintaining reader interest while delivering your key points. However, your copy should be as long as necessary to fully communicate your message and persuade your audience.

3. How can I make my website copy more engaging?

To make your website copy more engaging, focus on the following:

• Use clear, benefit-focused language that speaks directly to your audience’s needs.
• Break up text with headings, bullet points, and short paragraphs for easier reading.
• Incorporate testimonials and other social proof to build trust.
• Avoid jargon and use simple, easy-to-understand language.