Websites are essential tools for businesses, products and services – they serve as storefronts, information desks and salespersons all rolled into one!
Good website copywriting is essential to the success of any website, as it communicates the value of your company and encourages customer interaction with it. Excellent website copywriting should be engaging, concise, clear and evocative.
Write in an active voice.
Active voice is generally preferred when website copywriting because its subject interacts directly with its verb. Passive voice may make copy feel less direct and engaging, leading readers to lose interest more quickly; however, passive voice may sometimes be beneficial depending on its context.
An engaging website copy uses active verbs to keep readers engaged with what your company is doing and demonstrate it is in motion. Active verbs also help break up long paragraphs into shorter ones that won’t overwhelm readers while being SEO-friendly by making your content easier for Google to digest.
Social proof can be an excellent way to establish trust and credibility with buyers through testimonials, business achievements/awards, case studies and customer reviews. Utilising such elements on your website will allow audiences to make confident purchasing decisions while increasing conversion rates.
Keep it concise
Wordiness can muddle your message and disorient readers, leading them away from your page if it becomes difficult to comprehend.
Website copywriters who excel at crafting engaging web copy often focus on keeping it concise, creating copy that complements each section’s visual elements seamlessly. They avoid complex jargon in favour of words their audience can quickly understand when reading on mobile phones.
Another way to make website copy concise is to question its relevancy and remove unnecessary words, which will help the document feel more direct and impactful. Instead of saying things like ‘our business is world-class and market-leading, be more specific with statements such as ‘our service will improve your marketing efforts’ – this may engage audiences more fully and prompt them into taking action. Likewise, with testimonials or case studies, only include those that relate directly to your goals, such as getting more people signed up for email lists by using customer testimonials from happy customers who have seen what your offerings can provide them.
Make it easy to read.
Websites serve as virtual storefronts, brochures, price lists and salespersons. As such, any web copy must be easily read.
Adopting keywords and creating scannable content are the keys to meeting marketing goals, including organic traffic and conversions. Avoid awkward language or using literary devices (e.g., metaphors and themes) too frequently in your writing; although such features add flair, too many could quickly lose their effectiveness.
Engaging your readers requires talking directly about them and showing how your product or service can solve their problems. After this introduction, provide an easy call to action that entices them to move forward – for instance, Trello welcomes targeted buyers by outlining how its productivity tool enables their success.
Use active verbs
Many experts agree that using active voice is the best way to write confident, direct, concise copy. By contrast, a passive voice often sounds passive or disengaged and may make your audience question your credibility as a writer.
For instance, look for dynamic (action) verbs to avoid passive voice writing. Such verbs describe actions physically or mentally taken by an individual – for instance, Dominic paints breathtaking pictures of meerkats, Sean curls his hair effortlessly, and Billy devours an entire loaf of bread without delay!
Make it SEO-friendly
Website copywriting means producing digital content for websites, such as blog posts or product pages. Website copywriting is integral to any online business; websites serve as storefronts, information desks and salespeople, helping reach potential customers and drive sales.
To optimise your website copywriting SEO-friendly, try to incorporate keywords naturally throughout the text – in headlines, subheadings and the body of text. Also, consider bold or italic formatting to draw readers’ and search engines’ attention to important information.