How to Write Website Content

By Meredith Fennema

May 18, 2022

Website copywriting is the art of writing persuasive text for your website. It’s the words that you use to sell your products or services, build trust with your audience, and drive them to take action.

Good website copywriting is essential for any business that wants to succeed online. It’s the difference between a website that’s just another link in the search results and a website that converts visitors into customers.

In this blog post, we’ll review how to write effective website copy. We’ll also provide some tips and tricks that you can use to improve your own website copy. So whether you’re a beginner or a seasoned pro, you’ll find something useful in this post.

Step 1: Understand your target audience

Understanding your target audience is essential for writing effective website copy. When you know who you’re writing for, you can tailor your message to their needs and interests. This will make your copy more relevant and engaging, and it will be more likely to convert visitors into customers.

There are a few key things to keep in mind when understanding your target audience:

  • Demographics: What are their age, gender, income, location, and other demographic factors?
  • Psychographics: What are their interests, values, and motivations?
  • Behavioral: What are their online habits and how do they make purchasing decisions?

Once you have a good understanding of your target audience, you can start to write copy that speaks to them directly. Use their language, address their pain points, and offer them solutions that they’ll find valuable.

Step 2: Identify your website’s goals

Before you start writing any website copy, it’s important to identify your website goals. What do you want your website to achieve? Do you want to increase brand awareness? Generate leads? Drive sales? Once you know your goals, you can start to tailor your copy to achieve them.

There are a few things to keep in mind when identifying your website goals. First, your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, instead of saying “I want to increase website traffic,” you could say “I want to increase website traffic by 20% in the next quarter.”

Second, your goals should be aligned with your overall business goals. If your business goal is to increase sales, then your website goals should be focused on generating leads and driving sales.

Finally, your goals should be realistic. Don’t set yourself up for failure by setting unrealistic goals. Start with small, achievable goals and then gradually increase your goals as you achieve them.

Once you’ve identified your website goals, you can start to write copy that is targeted and effective. Your copy should be clear, concise, and persuasive. It should highlight the benefits of your product or service and motivate visitors to take action.

Step 3: Write clear and concise copy

Clear and concise copy is essential for any website. It helps your visitors understand what you’re offering, and it makes it easier for them to take the desired action.

There are a few key things to keep in mind when writing clear and concise copy:

  • Use simple language that your target audience can understand.
  • Avoid jargon and technical terms.
  • Use short sentences and paragraphs.
  • Get to the point quickly.
  • Use active voice instead of passive voice.
  • Proofread your copy carefully.

Tip: Run a readability test to make sure your text can be understood at a 7th-9th reading level. 

Step 4: Use strong calls to action

A strong call to action (CTA) is essential for any website or marketing campaign. It’s the thing that tells your audience what you want them to do, whether it’s signing up for your email list, buying your product, or visiting your website.

A good CTA is clear, concise, and persuasive. It should be easy to understand and follow, and it should make your audience want to take action.

Here are a few tips for writing strong calls to action:

  • Start with a strong verb. The verb is the most important part of your CTA. It should tell your audience exactly what you want them to do. For example, instead of saying “Learn more,” say “Sign up for our newsletter.”
  • Use strong action words. Action words are words that convey a sense of urgency or excitement. They can help to persuade your audience to take action. Some examples of strong action words include “buy,” “sign up,” “download,” and “start.”
  • Be specific. Don’t just tell your audience to “click here.” Tell them exactly what they’ll get when they click. For example, you could say “Click here to download our free ebook.”
  • Create a sense of urgency. Use words like “limited time,” “free trial,” or “while supplies last” to create a sense of urgency. This will make your audience more likely to take action now.
  • Personalize your CTA. Address your audience directly by using their name or pronouns. This will make your CTA feel more personal and persuasive.
  • Test your CTAs. Once you’ve written a few CTAs, test them to see which one performs best. You can do this by running A/B tests or by tracking your website’s analytics.

Step 5: Proofread your copy

Your website is your online storefront, and the content you write is the product you’re selling. That’s why it’s so important to proofread your content carefully before you publish it. Even a single typo or grammatical error can damage your credibility and make visitors less likely to do business with you.

Here are a few tips for proofreading your content:

  • Read your content aloud. This can help you catch errors that you might not see when you’re reading silently.
  • Use a grammar checker. Grammar checkers can help you identify common errors, but they’re not perfect. So, you should still proofread your content carefully even after you’ve run it through a grammar checker.
  • Ask someone else to proofread your content. A fresh set of eyes can often catch errors that you’ve missed.

Proofreading your content might seem like a tedious task, but it’s worth it in the long run. By taking the time to proofread your content carefully, you can ensure that your website is a professional and polished reflection of your business.

Looking for copywriting support?

Website copywriting is an essential skill for any business that wants to succeed online. By following the tips in this blog post, you can write effective website copy that will help you attract new customers and grow your business.

If you’re not sure where to start, or if you need help writing website copy that converts, contact us. We’re here to make your web design process as easy as possible! We’ll work with you to understand your target audience and your website’s goals, and we’ll create compelling copy that will help you achieve your business objectives.

Ready to Connect?

Call: (616) 822-3706

About Meredith Fennema

Meredith manages web design and digital strategy services for Simpler Site. Clients across the country appreciate Meredith’s commitment to growth, generosity and kindness, alongside Simpler’s practical, make-it-happen approach. Meredith studied Human Centered Design at Kendall College of Art and Design, earned her Foundations in Design Thinking and Designing Strategy certificates from IDEO U, and has a Bachelor’s Degree in Business Communications and Political Science from Calvin University. In business and in life, Meredith believes in the power of embracing the unknown. Outside work she practices this while mountain biking, backpacking, cooking, and vegetable gardening.

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