Tips for Compelling Website Copy

Writing website copy can be challenging, especially if you don’t know where to start. You want to write content that will stand out and grab your potential customer’s attention, but how? You may not be a writer, or have much marketing experience, but that’s okay! With a few tips, you can still produce compelling and attractive content.

Here are a few ideas to help you create a powerful web presence (some suggested by Prosemedia and  :

  1. Keep it simple. You might be tempted to use sophisticated words and fancy jargon, but being straightforward is a great way to engage with customers. Your web visitors shouldn’t feel like they need a thesaurus or an inside scoop on your industry to understand what your website is saying. Instead of trying to write a novel, be direct and concise so they know exactly what you offer.

  2. Speak to your audience. It’s important to determine who you’re selling to and not to get hung up on catering to every single type of personality. Your product or service might not be for everyone, which is fine!

  3. Address the problem. Know your audience’s wants and needs, and clearly describe how you are their solution. The copy on your website needs to show your customers that you can make their life better.

  4. Find your voice. Every company, big or small, has a brand. You have a mission, values and goals. You want your employees to portray a certain image, and your customers to understand what you’re all about. Once you figure out what you’re going to say, you need to know how you want to say it. Is your brand voice casual? Humorous? Are you insightful? Once you decide what is best for you, be sure to have a consistent vibe throughout your website.

  5. Put the important messaging front and center. If your website isn’t simple to navigate, potential customers may get frustrated and move on. Have clear menu options that are easy to find.

  6. Give bullet-points a try. Are you having a hard time stringing everything together? Try bullet-points. They are a little easier to write, and easy to read, too!

  7. Establish an action step. If a consumer is interested in your business, make their next step easy. Whether it’s a “Call this number today to set up an appointment”, or “Subscribe to our newsletter”, an action should stick out.

  8. Ask for a second opinion. Or maybe even a third. While drafting out your content, have a colleague, family member or friend read through your copy. They can check for spelling and grammatical errors and also give you valuable feedback on what does and does not work.

Many business owners who do not have a writer or marketing team on staff may choose to not write their own copy due to time, lack of experience or other issues. If that is the case, outsourcing may be easiest for you. Ask other entrepreneurs in your community who they would recommend, and do some research to see what would work best for you.

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