How to Write Client-converting Website Copy
Lessons learned from 20 years of writing for companies big and small.
You’ve got this.
One of the biggest sources of anxiety for my clients is writing their website copy. It has to be right up there with public speaking as a deep-rooted fear.
However, there are a few simple tried and true best practices that can help you craft your website copy so that it is engaging, persuasive, and effective in conveying your message and motivating your visitors to act. Let's dive in.
First off, know your audience.
I often sound like a broken record, but I can't stress enough the importance of knowing who you are writing to and why. "Website content" can sound intimidating, but it is simply one human being communicating to another human being. But to know what to say and how to say it, you need to know your audience.
Who. Write out a description of your ideal client. Consider age, business, education, marital status, lifestyle, etc.
What. Now that you can see that customer, what are their challenges, their fears? What are their hopes, their dreams? What would make their life, business, and relationships easier, better, more rewarding?
How. How can your service or product help meet their needs? Be specific.
Why should they trust you? Why is your offering the best choice for them? Not just the best option but the one tailored to their specific needs.
Once you know your audience, and understand what they are looking for, what is challenging them, and what would make their life better, tailor your writing style, tone, and language to resonate with them. Use language that they can easily understand and relate to.
People are smart; they know generic copy when they see it. It doesn't make them feel seen or cared about; instead, it makes them feel "marketed" to. Write to the person, address their needs, show you understand, and offer a solution. Be warm, sincere, and authentic.
Write scroll-stopping, attention-grabbing headlines.
You have a few precious seconds to get your visitor's attention, so start with clear and compelling headlines that communicate the value they will gain from your service or product. I encourage my clients to take the time to tease out the most concise, engaging language to clearly communicate their USP (unique selling point). The minute visitors land on your website, ensure they know what you are offering and why they need it.
Benefits first, features second.
Grab a coffee or a glass of rosé; I have a story for you. Once upon a time, an entrepreneur named Grace invented a keychain with a funky magnetic clippy thing. She was incredibly proud of how she figured out this thing's complex engineering and manufacturing. She knew people were going to love it! Her first marketing copy was about how this funky magnetic clippy worked, how magnetics worked, how the materials worked together, and how they were recyclable. Grace launched her website and….crickets.
Grace was devasted. Sobbing, she took her keychain thingy deep into the forest and was about to chuck it out into a muddy lake when her fairy godmother appeared and said, "Grace dear, you need to start with benefits, not features.” (cue music, enter bunnies) Grace returned home and spent the night rewriting her copy, and in the morning, she changed her homepage and start with a big, bold headline: "Never lose your keys again." Grace became very rich and lived happily ever after.
I may not be able to sell the movie rights, but the story does get the point across. Now, before you write your list of benefits, a good exercise is to ask your customers how your service or product has benefited them. What need did it fulfill? What problem did it solve? How is their health, relationship, job, cat, or life better? Not only will this help you gain fresh insight, but it will give you language gems to incorporate into your website content. Use the words your customers use in your headlines and body copy.
Build trust through testimonials.
Having other people share rave reviews makes you more legitimate in the eyes of your visitors. Combining your copy with customer copy paints a complete picture of why your visitor needs to book or purchase. Show them why they should choose you. I have seen many websites where the testimonials are all grouped together on one page. I think that is fine, but you should also sprinkle your testimonials through your site to reinforce your value.
Incorporate storytelling.
Who doesn't like a good story? Use storytelling techniques to make your content more engaging and relatable. Share anecdotes and success stories that illustrate the impact of your offerings. You can include the story of how you started your company. Sharing stories helps you create an emotional connection with your audience. And when appropriate, use humor. If you make someone smile or laugh, they will remember you. It helps create that bond of one human being communicating with another.
Include clear calls to action (CTAs).
When your visitor comes to your website, they have begun a journey. Guide them on the next steps they should take by using clear and persuasive CTAs. Use action verbs—you can be playful but be clear. And make the benefits of taking that action apparent. Place CTAs strategically throughout your website. I am a big advocate of one clear CTA. You will get less engagement if your site has too many choices.
Incorporate keywords.
Ensure you include relevant keywords throughout your website copy to improve your search engine optimization (SEO). However, that doesn't mean stuffing in keywords that muddy the communication. Both humans and search engines will very quickly catch on to you. Make sure your content flows naturally, sounds human, and provides beneficial information for your visitors.
Proofread and edit.
Your copy can be brilliant, but if there is a big fat typo in it, you just lost us. Ensure your website copy is free from grammatical errors, typos, and inconsistencies. Proofread and edit your content multiple times before publishing. Have someone else review it to catch any mistakes you may have missed. Consider installing Grammarly [grammarly.com] (I'd be lost without it!). You can use online proofing services like Wordy [wordy.com] or Scribbr [scribbr.com] for longer writing pieces like eBooks or blogs.
And finally, test and refine.
Continuously monitor the performance of your website copy, such as conversion rates or engagement metrics. Experiment with different variations, test headlines, CTAs, and content structures to optimize your copy over time.
Remember, the whole purpose of writing your website copy is to engage and delight your visitors, convey your message effectively, and motivate them to take some kind of action. By following these best practices, you can create compelling and persuasive content that resonates with your audience and helps you achieve your business goals.
Do you need help with your website or want some marketing coaching? Schedule a free discovery consult to explore your needs and how we might work together.