Are you struggling to write content that engages your readers and drives traffic to your website?
You’re not alone. Writing for the web can be daunting, but it’s crucial for success online.
In this blog post, you’ll find insightful tips and tricks to help you write better web content.
So let’s get started.
What Is Web Copy?
Web copy is the main body of text that appears on your website. It includes the written content on your website’s pages, such as blog posts and articles.
Your web copy should be well-written and engaging so that people will want to stay on your site and read what you have to say. It should also be keyword-rich, so your site will appear in search engine results.
And finally, your web copy should be persuasive so that people will take the actions you want them to, such as signing up for your email list or buying your product.
Web content creation is an art and a science. You need to be strategic and meticulous to generate desirable results. But before you even start writing, there are a few things you can do to set yourself up for success.
1. Identify your Target Audience
The first step in writing compelling web copy is identifying your target audience. Who are you trying to reach with your message?
Once you know your target audience, you can tailor your message to appeal to them. You’ll also be able to choose the right tone and style for your content.
Some questions to consider when identifying your target audience:
- Who are they?
- What are their demographics?
- What are their interests?
- What are their needs?
- What are their pain points?
- How can you help them?
2. Identify Your Goals
The second step is to identify your goals. What do you want your web copy to achieve? Do you want people to sign up for your email list? Purchase your product? Download your e-book?
Your goals will determine the content you create and the call-to-actions (CTAs) you include in your web copy.
Some questions to consider when identifying your goals:
- What do you want people to do after reading your web copy?
- What are your conversion goals?
- What action do you want people to take?
3. Conduct Keyword Research
Once you know who your target audience is and what your goals are, you can start conducting keyword research.
Keyword research is the process of finding words and phrases that people are searching for online. These are called keywords.
You can use keyword research to find out what topics your target audience is interested in and what terms they use to search for those topics.
Including relevant keywords in your web copy will help you rank higher in search engine results, which will help you reach more people with your message.
There are several free and paid keyword research tools available online, such as Google AdWords Keyword Planner and WordStream’s Free Keyword Tool.
1. Create an Outline
Once you’ve conducted your keyword research, create an outline for your web copy.
An outline is a roadmap that will help you organize your thoughts and ensure that your content is focused and on-topic.
Your outline should include the following:
- The main points you want to discuss
- The keywords you want to target
- The call-to-actions you want to include
Now that you’ve done your pre-writing, you’re ready to start writing your web copy. Here are a few tips to help you write effective content:
1. Keep it Simple
When writing web copy, you want your content to be easy to understand. Otherwise, readers will click away from your site. The goal is to write as if you’re targeting a seventh and possibly a sixth-grade student.
Try using simple language in your writing so readers can easily understand and remember what you’ve said. Here are a few tips to help you do just that:
- Use brief sentences to get your point across more effectively.
- Use fewer adverbs and adjectives to make sentences brief.
- Keep your language understandable — not everyone reading is an expert. Rather than using professional terminology, use simpler alternatives and provide links to other articles with more information if readers want to learn more.
- Use examples to help your readers better understand and visualize your messages.
2. Make it Scannable
Most people don’t read web copy — they scan it. So, making your content scannable is essential. You can achieve this by using headlines, subheadings, bulleted lists, and images.
By breaking up your content into smaller sections, you make it easier for readers to find the information they’re looking for. And by using images, you can help break up the text and add visual interest to your page.
3. Focus on Benefits
When writing web copy, focus on the benefits of your product or service instead of the features.
People don’t care about what your product does. They’re more interested in how it will make their life better.
For example, if you’re selling a new type of toothbrush, don’t just list its features. Instead, explain how it will benefit the reader, such as how it will help them achieve a brighter smile or how it’s more gentle on their gums.
4. Use Persuasive Language
For people to take action after reading your web copy, you need to use persuasive language.
Persuasive language is designed to influence the reader to do something — such as buy a product, sign up for a newsletter, or download a white paper.
There are several techniques you can use to make your language more persuasive, such as:
- Asking questions
- Making promises
- Offering discounts
- Creating a sense of urgency
5. Use calls-to-action
Your web copy should always include a call-to-action (CTA). A CTA is an instruction that tells the reader what you want them to do next.
Some examples of CTAs include “sign up now,” “download this free e-book,” and “buy now.”
Make sure your CTAs are clear and concise. They should be easy for the reader to understand and follow.
6. Edit and proofread
Once you’ve written your web copy, take some time to edit and proofread it. This will help you find and fix any errors in your content.
Having someone else read your web copy is also a good idea. They may be able to spot errors that you’ve missed.
Write Web Copy That Converts
With close to two billion websites competing for traffic, yours must stand out from the rest. Writing effective web copy is one way to do just that.
By following the tips in this article, you can learn how to write content that is easy to read, scannable, and persuasive. You’ll also be able to better engage with your readers and encourage them to take