How to write killer web copy

Perhaps you’ve got your groovy new brand and have secured a Domain or maybe you have decided it’s time to give your existing website a makeover. Assuming you’ve gone this far you’ve probably done a fair bit of work behind the scenes. You know that the people are going to want what you’ve got but they need to be able to find you and they need to like what they see when they do find you. This is where killer web copy and search engine optimisation (SEO) can give you the edge in a competitive marketplace.

Good web copy needs answer the search intent of your target audience. It should demonstrate how you can solve their problem and inspire them to act. Perhaps you want them to purchase your product, subscribe to your mailing list or make an appointment. If your copywriter can help you achieve this you will be getting a solid return for investing in their services.

What is web copy?

Web copy is the words that guide your visitors through your site. They should reflect your brand values and tone of voice and tell people about your services. The structure of a website commonly includes pages such as About Us, Services, Blogs, Testimonials, Portfolio and Contact Us. Another favourite of mine is ‘About You.’ – it is a great way to demonstrate your empathy for your stakeholders and to show you understand what their problems are.

Some tips

  • Have a strong hook on each page – Questions | Facts | One sentence stories

  • Readability – Less is more | Headings | White space | Dot points | Numbered lists

  • Use a conversational tone of voice – Write as if you are talking to a friend

  • Spelling and grammar matter – Always check!

  • Assume your reader is not an expert – No jargon or acronyms | Use simple language | Short sentences

  • Include a call to action – Subscribe here | Call us | Contact us | Watch | Learn more

  • Show proof – Testimonials | Portfolio of works | Qualifications | Awards

  • Have a regular blog – Great for positioning you as an expert or thought leader | SEO tool

  • Break up text with quality imagery and design

  • Optimise for SEO – Include keywords in headings and subheadings | URLS that make sense | Set up metadata on back end | Include useful links

Why should I invest in a copywriter?

Quality web copy takes time and thought. You need more than a wordsmith. You need someone who writes with a marketing lens. A copywriter can guide you through your objectives and articulate your point of difference. They will help you to be found and inspire customers to act.  

 

Need help? Get in touch.