In a physical store, you can use décor, music, layout, lighting, and even scent to create a tactile impression that tells your brand story. Online stores, which don’t have a physical presence, must rely on elements like text and images to convert visitors into customers. Compelling text, or copy, is crucial because it’s one of the few ways to appeal to the emotions of your website visitors.
Here we’ll explain what website text copy is, why it’s important, and eight tips for writing website text copy that will turn viewers into buyers.
What is website copy?
Website copy is what is written on the pages of your website, such as your homepage, about page, product or service pages, etc. This includes headings, subheadings, and body copy. Call to action (CTA)FAQs, navigation text.
Website copy and website content are related, but different. Web copy is text-based and goal-oriented. It’s concise and customized to drive an immediate action, like making a purchase, signing up for a newsletter, or contacting your business. It typically appears on top-level website pages (pages that aren’t within a section or category).
Web content includes all the written and visual elements on a page that are designed to inform, educate, and provide long-term value, and may include blog posts and other content. Content Marketingreports, case studies, etc. Website copy is a subset of website content.
Why is good website copy important?
Good website copy can make the difference between securing a sale or losing a visitor. Here are four ways to improve your website’s performance:
Brand Identity and Trust
Your website copy is one of the best ways to define and reinforce your brand’s voice and identity. Whether it’s serious and professional or cheeky and irreverent, well-crafted copy grabs your reader’s attention and communicates what your brand stands for. This helps build trust with your ideal customers and keeps your brand top of mind.
conversion
Effective copy persuades visitors to take action, whether that be to make a purchase, sign up for a newsletter, or request a quote. Even if you have a well-designed site, without compelling copy, customers may not understand why or how to take action.
engagement
Great web page copy intrigues your visitors and encourages them to find out more. Flyest“Drink tea like an adult,” reads the website for its hip-hop-inspired tea.
This bold and unexpected message asks visitors the question, “Why is this tea for adults?” and invites herbal health and music enthusiasts to learn more about the brand and products.
Search Engine Optimization (SEO)
Great web copy attracts and converts visitors, but they need to be able to find your site first. Your website copy should not only be interesting and compelling, but also: Optimized Help search engines index your content and show it in search results. This includes doing keyword research before you write and incorporating your target keywords into your copy. Higher search rankings mean more organic traffic and a wider reach.
Important sections to include on your website
These web pages are the main way users will interact with your business, so it’s important to create compelling web copy.
home page
Your homepage is the first thing most website visitors see, so the copy here needs to immediately grab attention and convey your brand’s story and value proposition.
The key to your homepage copy is to convey relevant information in a few words, using words that reflect your brand’s voice and resonate with your customers.
A great homepage answers the following questions:
- what. A brief summary of your website or business.
- where. A clear call to action (CTA) and navigation to other pages.
About the page
Your About page is your chance to tell your brand’s story and mission. Connect with your visitors by sharing why you started your business, the problem you’re solving, and your personal commitment to your mission.
Road Skins The About page highlights the brand’s mission to bring intentional skin care to everyone, with a personal message from founder Hailey Bieber, details on Rhode Skin’s advisory board, and information about the products’ key ingredients.
Products and Services Page
Your product and services pages are where your site makes money. This is where you showcase the products or services you offer and entice customers to buy. Your copy should include a clear product description, price, and benefit-based information. Be honest, but don’t be afraid to highlight the strengths of your product.
This means educating yourself before educating your customers: “I used to think I had to educate people about brew times, but now I realize I have to educate people about the benefits of drinking loose leaf tea instead of tea bags,” says Fryest founder Shanae Joan. In the episode Shopify Master.
Tips for Writing Web Copy
Here’s how to write compelling web copy that captures attention and drives conversions.
Know your audience
Before you start writing, understand the interests, concerns, and motivations of your target audience. Is it price, quality, reliability, or rebelliousness that drives them? This deep understanding will help you find the words and terminology that will resonate with them.
For example, fashion brands and activity centers anger It’s aimed at people who are passionate about giving back. CTAs like “Support our work” and “Express your values” speak directly to this audience.
Define your brand voice
The voices of two wedding invitation shops can be completely different. One might be stilted and the other whimsical. Brand voices can range from playful to sophisticated to edgy to professional. Whatever you choose, make sure it sounds conversational and authentic. Customers want to know they’re engaging with a brand they feel a connection with. Once defined, create a style guide to ensure consistency across all channels and writers.
Use profit-driven language
Some companies fall into the trap of simply describing the product instead of explaining the benefits to the customer. In other words, benefits-driven copy emphasizes how features translate into real-world value for the customer.
for example, Bruvi Homepage The copy includes phrases like: “Your favorite coffee shop drink delivered right to your door.” Product Landing Page We’ve highlighted the main benefit – having coffee shop quality coffee at home – and listed the features and technical specifications at the bottom for those interested in more details.
Speaking the voice of the customer
Voice of customer (VoC) refers to the specific language your customers use to communicate their wants, likes, and dislikes. Collect VoC data from customer calls, emails, social media comments, reviews, and surveys. Then analyze this feedback to create copy that reflects VoC insights to ensure your content meets your customers’ needs and expectations.
Make your copy scannable
Users only read about 20% They tend to focus on the readability of the words on a webpage and skim over important concepts and information. Here’s how to write for skimmers:
- Keep paragraphs short (2-4 sentences).
- Break up your text with large, impactful headings and subheadings.
- Use bullets and lists to convey information quickly.
Incorporate keywords
Make sure to include one main target keyword (the primary term you want your page to rank for) and one or two secondary keywords (related or adjacent terms) depending on the content of your page.
do Keyword research using SEO tools like Arlephus or Sem Rush Find relevant keywords before you write your web copy so you can include them naturally without compromising your brand voice.
Next, optimize your page’s meta title, description, and URL structure to help search engines better understand what your page is about.
Include a clear CTA
Compelling copy needs a clear CTA, telling visitors what to do and highlighting the value of taking action.
When writing your CTA, keep these tips in mind:
- Be clear and specific.
- Keep it short, around 2-4 words.
- Continuously test and optimize.
Website Copy FAQs
What does effective website copy look like?
Effective website copy is clear, concise and focused on the needs and wants of your target audience. It uses simple, benefit-focused language and a compelling call to action.
How long should your website copy be?
There is no set length for your website copy as it depends on your business and what you offer. Your website copy should be as long as necessary to communicate your message clearly and effectively, while avoiding unnecessary details that may overwhelm or bore your reader.
