22 Best Website Copywriting Secrets to Boost Conversion

The Complete Guide To Website Copywriting

Let’s start simple: Website copywriting means writing content for the online world.

That’s the simple meaning.

But its simplicity in meaning doesn’t exactly make it easy to do.

Because you see, when it comes to writing for the digital world, there are many nuances you must take note of.

And being able to crush it will make your writing more persuasive.

A persuasive copy can keep your visitors glued to your page and encourage them to take actions that are beneficial to both of you.

There are many different aspects of writing for the online world, but in this guide, we will focus on writing for your own website.

Importance of Website Copywriting

Website copywriting is important because it can help you transfer your ideas to your readers in the best ways possible.

Good website copywriting techniques can make you communicate with your audience in a language that they will understand.

You must be able to achieve this if you want to help people reach their goals.

Don’t be fooled.

Great copywriting can change the way people feel about you and your products or services in a good way and provide them with the extra push they need to take the next step in forming a relationship with your business.

Of course, having quality website content alone won’t work; you also need to have something to back up what you say.

However, it can be useful when forging new user or customer relationships in the early stages.

But as a business owner, you may not have the time to write your own website copy.

In this case, you should look for a website copywriter to help.

Let’s start with the type of content website copywriters produce.

What Type of Content Do Website Copywriters Produce?

Website copywriters usually specialize in creating copy or content that sells an idea or a product. This type of content can be either informational or advertorial.

Below are the types of informational content created by website copywriters:

  • Blog posts
  • Press releases
  • Original research
  • Email newsletters
  • Infographics
  • Whitepapers
  • Social media posts
  • About us pages
  • FAQ pages
  • Case studies

The goal of the informational content is to:

  • Educate your audience
  • Establish your authority
  • Help you in being discovered by Google and other search engines
  • Promote the customer to proceed through the sales process

Types of advertorial content produced by website copywriters:

The goal of the advertorial type of content or copy is to persuade the reader to take a specific action like buying a product, signing up for an email list, or filling out a form.

This will help you know the type of copywriter you should hire if you don’t have the time to write your website copy.

But if you don’t mind writing your copy, here are some things you must know to write the type of content that makes readers want to do business with you.

22 Best Website Copywriting Practices

Here are 22 website copywriting tips you must keep in mind to write effective website copy.

1. Know Your Audience

For your website copywriting to hit all the right spots, you must know who you are writing to.

This is a crucial first step that most people, for some reason, fail to understand.

Knowing who you are writing to will make you form an emotional connection with your readers, empathize with their pain, and offer them a solution that resonates.

2. Have a Goal

The secret to engaging readers as an online copywriter is to have a goal for every copy and structure your content around that goal.

The objectives of various forms of content vary.

For instance, the objective of a case study would be to show that your product worked for a customer and will work for others as well.

What you say in the case study is based on this objective.

3. Write Attention-Grabbing Headlines

The most significant part of your website copy is your headline.

The reader won’t read your content if you don’t capture their interest.

Find a unique angle, something no one else has thought of, to create irresistible headlines.

Make the headline alluring and unique to the issue your audience is experiencing. Make your headline intriguing. People are naturally curious and want to learn more.

4. Appeal to Emotions

To buy into your message, people need to care about your product. You can include emotions in your headlines by doing so.

Assume for the moment that you are creating content for an NGO that fights hunger. Instead of stuffing your copy with statistics about how many people are hungry, choose a persona and tell her story.

People are emotional creatures. If you give them someone to relate to, they’ll be more likely to act.

5. Show Proof

People are skeptics by nature. Anyone who tries to sell to you will be met with strong defenses.

Back up your claims with concrete evidence to dispel doubt and break through defenses they have put up.

Share endorsements, reliable third-party reviews, remarks on social media, and case studies.

People want what other people want (It’s the crowd mentality).

Therefore, if you show that other people want and have used your product or services through testimonials, you’re more likely to persuade your readers to take action.

6. Keep it Simple

It is your responsibility as a copywriter to convey your client’s message.

If no one understands what you’re saying, that will be challenging.

Make short sentences. Take jargon words out.

What language does your target audience use when they talk? Add those words to your writing.

Avoid trying to impress. Instead, try to educate, persuade, and motivate others.

7. Create a Sense of Urgency

99 percent of visitors do not buy on their first visit, according to data from Omniconvert.

People typically need to visit your website repeatedly to become familiar with your brand before making a purchase.

However, lead generation campaigns operate differently.

Over 350,000 site conversions were examined by Straight North, and they discovered that 84% of conversions took place on the first visit.

You must convey a sense of urgency if you want potential clients to take action right away.

You can create urgency by selling a limited number of your product copies, offering a discount for a brief period, and including the word “now” in your CTA text.

8. Use a Strong Call to Action

In a perfect world, visitors to your homepage take action. The action depends on how your website’s content directs visitors.

Create a CTA text with benefits in mind to increase clickthrough rates.

How to write a persuasive CTA text is covered in this article on creating an interesting copy.

9. Be Clear and Concise

Think of your website as a friendly guide, not a confusing puzzle.

When you write, use clear words and sentences.

No need to make things complicated; simplicity is your buddy here.

Imagine explaining something to a friend – you’d use straightforward language, right?

That’s how your website should be.

Short, easy-to-understand sentences help your readers get the point quickly, and that keeps them reading instead of scratching their heads.

10. Tell a Story

Stories are like magic spells that capture attention.

Think of your website as a storytelling campfire.

Share stories about your journey, how you started, and the problems you’ve solved.

It’s like sharing a campfire story with your friends.

Stories make your website come alive, and people remember them better.

They create a connection, just like a great story does when you’re talking to friends.

11. Benefits Over Features

Imagine you’re showing off a new toy to a friend.

Instead of listing all the fancy technical stuff (features), you’d probably say how much fun it is to play with (benefits).

That’s the trick for your website.

Talk about how your product or service makes your visitors’ lives better.

Explain how it solves their problems or brings them joy.

People care about what something can do for them, not just its fancy features.

12. Use Bulleted Lists

Bulleted lists are like the highlights of your favorite book.

They’re the important bits that catch your eye.

Use them to make your content easier to skim.

Break down big ideas into smaller, easy-to-read points.

It’s like giving your readers the main ingredients in a recipe instead of the whole cooking process.

Bulleted lists are like little beacons guiding your readers through your content.

13. Call to Action (CTA)

A Call to Action (CTA) is like inviting a friend to your house for a movie night.

It’s clear, friendly, and gets to the point.

On your website, you need to be just as direct.

Tell your visitors what you’d like them to do next, like “Join us,” “Get started,” or “Shop now.”

CTAs guide people to the next step, like inviting a friend inside your house.

It’s like saying, “Come on in!” instead of just leaving the door open.

14. Keywords for SEO

Keywords are like the secret ingredients in a recipe.

They help people find your website in search engines.

Think of it as putting signs on the road to your house, making it easier to find.

But, use keywords naturally in your writing.

Don’t overdo it; it’s like adding just the right amount of spice to your meal.

Make your content tasty for both your readers and search engines.

15. Proofread and Edit

Imagine your website is like a book, and typos and errors are like coffee stains on the pages.

Proofread your content carefully to catch mistakes and ensure it looks professional.

Editing is like polishing the final draft of a story, making it clean and clear for your readers.

16. Mobile-Friendly

Many people visit websites on their phones, so make your content mobile-friendly.

Imagine your site is like a cozy cafe that welcomes everyone, whether they’re on a big computer or a small phone.

Ensure your text is easy to read and navigate on smaller screens.

17. Use Images and Videos

Think of visuals, images, and videos as spices that add flavor to your content.

They make it more engaging and help explain your message.

Just like photos in a photo album, visuals help tell your story and make it more interesting.

18. Build Trust

Building trust is like making friends.

Include customer reviews, testimonials, and guarantees on your website.

They show that you’re trustworthy and reliable, making visitors more comfortable and confident in choosing your product or service.

19. Test

Imagine your website is a delicious recipe.

A/B testing is like trying different ingredients to see which combination tastes the best.

Experiment with different versions of your content to discover what resonates most with your audience and makes them stick around.

20. Stay Updated

Websites are like gardens.

Just as you tend to your garden to keep it healthy and beautiful, regularly update your content to keep it fresh and relevant.

When visitors see new and interesting information, they’re more likely to return.

21. Be Unique

Imagine your website is a puzzle piece, and there’s only one like it in the whole world.

Find your unique voice and perspective, and let it shine through your content.

Being unique makes your website stand out in the crowd and makes visitors remember it.

22. Know Your Competitors

Knowing your competitors helps improve your website copywriting by providing insights into industry trends, target audience preferences, and content gaps.

By understanding what your competitors are saying and how they’re saying it, you can craft more effective, unique, and compelling copy that resonates with your audience, sets you apart, and addresses potential customer concerns or questions that your competitors might not have covered.

This allows you to create a more engaging and persuasive online presence that better meets your audience’s needs and expectations.

Final Thoughts on Website Copywriting

These tips are like little keys to unlock the doors of effective website copywriting.

Each one helps create a friendly and engaging online experience for your visitors, just like you would create a welcoming atmosphere for your friends at a party or a campfire.

So, remember, when you apply these simple tips to your website copywriting, you’ll not only engage your readers but also create a friendly and welcoming online experience that will get them eager to work with you.

The Complete Copywriting Course

Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.