WRITTEN BY BLYTHE GREEN, CREATIVE DIRECTOR & COPYWRITER

Your website is your digital first impression, and the words on the page can make or break your success. It’s crucial to write copy that effectively communicates your message, engages your audience, and drives conversion. Below are five rules to live by when crafting web copy, regardless of the client.

Psst…This article was originally going to be called: The Dos and Don’ts of Writing Better Website Copy, but I took a page from my own book and simplified. Why write dos AND don’ts when you can merge them into one short and sweet little tip? Time is money, I’m not here to waste yours. 

1. Be clear AF. 

Nothing sends me closing a tab faster than not knowing what the website is offering me within the first 3 seconds. Being clever and witty is all fun and games until it’s holding your customers back from actually understanding what you’re trying to say. When writing for your site, first do a skeleton draft of all the essential things you need your readers to understand. From there, sprinkle in your brand’s tone and voice and add some wit and charm, but never at the cost of diluting the key message. 

2. Speak like a human.

There’s another person on the other side of the screen, so type like it. Defining your audience and speaking to them in a conversational way is vital for effective communication. You should know who they are, what they want, and how your products or services can benefit them. Once you have that, it’s easy. Just speak to them like you know them (because you do, you literally invented them). 

3. Value sells. 

You know your product/company/brand like the back of your hand, but telling everyone all about it isn’t what they need. What they need is VALUE. Lead with the benefits, land with the reasoning. How does this product or service help them? What part of their life will be made easier because of it? You could say: “We’re the #1 real estate agency in the city.” That’s great for you, but what does that mean to me? Rewrite to: “Join the millions who trust us to find their next home.” See the difference? Now we’re cooking with gas. 

4. Use strong calls to action. 

This is not the time to be vague or cheeky, those CTA buttons are the ticket to your next sale. Use language that is specific and actionable so people know exactly what needs to happen next. Clarity makes the audience comfortable and their next step obvious. 

5. When in doubt, simplify.  

It’s better to leave the reader wanting more than to bombard them with so much information they end up not taking anything in. You can test this by sharing your website with someone who knows absolutely nothing about you or your business. Ask them to read your site, then summarize everything they know about your company. Use this information to edit and refine until your reader receives everything exactly as you hoped they would. 

Crafting effective website copy is crucial to communicate your message, engage your audience, and drive conversion.

If you’re looking to make a lasting impression with your website, reach out. Let’s get a convo started.