How Do I Improve My Website Copywriting?

Ryan Mitchell
Ryan Mitchell
Managing Director
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Published on
April 4, 2023
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How Do I Improve My Website Copywriting?

In today's digital world, well-written website copy is essential for businesses to succeed online. However, crafting effective website content can pose difficulties, particularly for people lacking experience in copywriting. This article provides practical tips for improving website copy to capture the target audience's attention effectively.


Importance of website copywriting

Website copywriting is crucial for any business that has an online presence. By creating high-quality, engaging, and relevant content for your website design, you capture your target audience's attention and convince them to take action.

Effective website copywriting helps businesses establish credibility, build trust, and showcase their expertise in the industry. It also helps to improve search engine rankings, attract more traffic, and convert website visitors into paying customers. With so much competition online, having well-crafted website copy is essential for businesses to stand out and succeed in today's digital world.

Here is our go-to guide on how to improve your website copywriting.


Understanding Your Audience

Understanding your target audience is crucial for creating compelling website copy and content marketing strategy. This involves identifying their needs, preferences, pain points, and motivations. By understanding your audience, you can create website copy that resonates with them and speaks directly to their interests and concerns.


Defining Your Target Audience

The first step in creating effective website copy is to define your target audience. You will need to research and analyse the demographics, behaviours, and preferences of your target audience. This information will help you create a clear picture of your target audience to tailor your website copy to their needs. It's a benefit to conduct audience surveys to develop a clear picture of exactly who your potential customers are. 


Creating Customer Personas

Creating buyer personas is a valuable method for identifying your target audience. A buyer persona is a detailed description of your ideal customer, encompassing their age, gender, profession, hobbies, and paint points. Creating buyer personas helps you tailor website copy to meet your target audience's specific needs and desires. 


Writing for Different Customer Segments

Your target audience may comprise various customer segments, each with distinct needs and preferences. Tailoring your website copy to different customer segments will increase its effectiveness. This involves using language, tone, and messaging that resonates with each segment's unique characteristics and motivations. Doing this lets you create website copy that speaks directly to your target audience and increases engagement and conversions.


Defining Your Brand Voice and Tone

Your brand voice and tone are the unique characteristics that define your brand's personality and style. Therefore, they should be consistent across all your website copy and other marketing materials.


Importance of Brand Voice and Tone

Establishing a consistent brand voice and tone aids in creating brand identity and increasing recognition among the target audience. It also helps to create a solid emotional connection with your customers and build trust and credibility. In addition, maintaining a consistent brand voice and tone can assist in distinguishing your brand from competitors and setting it apart in the market.


Tips for Defining Your Brand Voice and Tone:

Examine the brand's personality, values, and objectives to establish a brand voice and tone. This helps define your brand's personality and style. Then, identify the type of language and messaging that will resonate with your target audience. Finally, think about their age, gender, interests, and problems they have.

Profession tips for defining your brand voice and tone: analyse your competitors' brand messaging, list adjectives that describe your brand personality, and test your messaging to see what resonates with your audience. Establishing brand guidelines is vital as they ensure consistency across all your marketing channels, including your website copy.


Examples of Effective Brand Voice and Tone:

Some examples of brands with a strong and consistent brand voice and tone include Apple, Nike, and Coca-Cola. Apple's brand voice is minimalist and innovative, while Nike's is motivational and empowering. Coca-Cola's brand voice is nostalgic and joyful. These brands have created a strong emotional connection with their customers by using a consistent brand voice and tone across all their marketing materials, including their website copy.

Nike's brand voice and tone


The Benefit of Hiring Professional Website Copywriters

Professional website copywriters have the expertise and understanding to establish your business's tone and voice efficiently. Their services ensure your website's content attracts the right customer with the right messages. They understand how to engage audiences and increase potential customer flow through the sales funnel.

Do Good Things are content marketing, SEO and website copywriting specialists. We deliver highly engaging copywriting and speed up your content creation process.  

Get in touch with us today to see how we can help improve your website content. 

the benefits of hiring a professional website copywriter


Clarity and Simplicity Within Your Website Copywriting. 

Clear and straightforward sentence structures are essential for engaging your target audience and convincing them to take action. When crafting website content, it's crucial to emphasise clarity and simplicity rather than complexity and jargon. By following this tip, your message will be crystal clear and understood by your intended audience.


Importance of Clarity and Simplicity for Website Copy:

Effective website copy is essential for engaging your audience and preventing confusion. By tapping into the needs of your audience and effectively communicating with them; you're laying the foundation for a solid relationship built on trust and credibility. Clear and simple content improves your website's readability levels and SEO. Using adequate white space around your content is essential for enhancing readability levels as it allows readers to comprehend the information you are presenting more easily.


Tips for Writing Clear and Simple Copy:

For clear and simple website copy, begin by identifying your key messages and utilising shorter sentences that provide concise information to get the point across. You may need to write more content, to begin with, to start getting your ideas across and then trim them back until you get to the core messages. Use headings, short paragraphs to organise your thoughts, and bulleted lists to provide easy reading. 

Choose a simple language that everyone can understand so your message is quickly absorbed and clear. Choose to write in an active voice and cut out any unnecessary fluff!


Examples of Effective Clear and Simple Copywriting:

Several brands, such as Dropbox, Slack, and Airbnb, have effectively utilised clear and simple copy on their websites. Dropbox and Slack both use different approaches in their website copy, with Dropbox opting for short sentences to explain their product's features. In contrast, Slack uses clear language to highlight the benefits of its communication platform. Airbnb's website copy utilises concise paragraphs and bulleted lists to clarify their services, making it easy for their customers to know how to book.


Dropbox Homepage example:

Dropbox utilising features within its copy

Slack Homepage example:

Slack using benefits in website copywriting


Crafting Engaging Headlines

Headlines play a crucial role in website copywriting as they are the primary point of attraction for the target audience. Engaging headlines can capture your audience's attention and persuade them to read more, while weak or unclear headlines can quickly turn them off.

Importance of Headlines:

Headlines are crucial for creating a positive first impression of your brand and website. Therefore they should be attention-grabbing and exciting. Effective headlines can enhance a website's search engine rankings and increase the shares of your social media posts and click-through rates. In addition, a catchy headline can help your website stand out in a crowded online space.

Tips for Writing Effective Headlines:

To write compelling headlines, start by identifying your content's main benefit or value proposition. Then, tailor your language to address the needs and concerns of your specific audience. A concise headline of fewer than 60 characters is recommended, with an active voice conveying a sense of urgency. Finally, try different headline formats to determine the most effective one for your target audience, such as lists or questions.

Using Numbers, Questions, and Power Words in Headlines:

Using numbers, questions, and power words can increase the engagement of your headlines. Numbers help to add structure and specificity to your headline, while questions can spark curiosity and invite readers to learn more. Strong words like "proven" or "ultimate" can evoke a sense of urgency and interest. It is important to use techniques in headlines carefully and avoid making inaccurate or deceptive statements.


Writing Attention-Grabbing Introductions

Introductions play a crucial role in website copywriting, especially for blog posts, as they can impact whether or not your intended audience will continue to read. An engaging introduction can hook your readers, increase engagement, and encourage them to explore your website further. On the other hand, a weak introduction can quickly turn them off and lead to high bounce rates.

An effective introduction should summarise the main points of your content and provide a compelling reason for your audience to continue reading. It also helps to establish your brand voice and tone and build a connection with your readers.

Tips for Writing Engaging Introductions

To create effective introductions, it is helpful first to determine the key message of your content and how it can benefit your intended audience. To capture the interest of your readers, you can employ storytelling, humour, or a surprising fact. Keep your introduction short and to the point, and avoid using jargon or technical terms. It is crucial to ensure that your introduction establishes the tone for your content and aligns with your brand's voice.

Writing Engaging Introductions

The Power of Storytelling

Storytelling is a powerful method in website copywriting for engaging your audience, creating brand loyalty, and communicating complex information in a relatable manner. Incorporating stories into website copy can enhance reader engagement and make your content more memorable. 

Using Stories in Website Copy

There are many ways to incorporate storytelling into your website copy, from using customer success stories to share the history and mission of your brand. Stories can illustrate a point, provide context, or showcase the benefits of your products or services.

Tips for Crafting Compelling Stories:

To create engaging narratives, identify the central message or theme you wish to express. Then, develop a narrative with a relatable protagonist and a clear story arc to guide the reader through the journey. Utilise descriptive language and sensory details to create a vivid image and establish an emotional bond with your audience. Make sure to relate the story back to your brand or product in a genuine way that fits naturally.


Writing Persuasive Copy

Website copywriting aims to inform and persuade the audience to act, such as by purchasing or signing up for a newsletter. Good website content persuades visitors to become customers.

Using Persuasive Techniques in Website Copy:

Persuasive techniques capture your reader's attention, establish credibility, and create a sense of urgency. These techniques include:

  • Social proof: Use customer testimonials, case studies, and social media followers to demonstrate your brand's popularity and trustworthiness.
  • Scarcity: Highlight limited quantities or deadlines to create a sense of urgency and encourage action.
  • Authority: Use expert endorsements, certifications, or credentials to establish credibility and trust with your audience.
  • Emotional appeals: Use storytelling, sensory language, and empathetic messaging to connect with your audience on a deeper level and tap into their emotions.


Tips for Writing Persuasive Copy:

When adopting a persuasive writing style, it is essential first to identify the key features and benefits of the product or service being promoted. Next, understand your potential customer's problem and how your product is the solution to their needs. 

In addition to the persuasive techniques mentioned above, there are a few more tips for writing persuasive copy:

  • Use active voice rather than passive voice, making your writing more engaging and dynamic. 
  • Focus on your sentence structure - shorter sentences increase readability levels. 
  • Use sensory language to help your readers imagine the experience of using your product or service.
  • Address your readers' potential objections or concerns by providing clear and concise answers or solutions.
  • Incorporating a sense of urgency into your writing can motivate readers to take action, whether it's through limited-time offers, countdowns, or other tactics. 
  • Incorporating the 'Jones - technique' - people follow people's statements like 'Join the 1000s' can motivate them to sign up and not to miss out. 


Examples of Compelling Persuasive Copy:

One example of good persuasive copy is Dropbox's homepage, which uses social proof and scarcity to encourage sign-ups. The main headline reads 'Everything teams need, all in one place', followed by quantifying how popular it is with "More than 600,000 teams are using Dropbox for teams" followed by testimonials from industry leaders who use Dropbox.


Professional Copywriters can Help Improve Your Persuasive Copywriting.

Understanding the techniques and putting them into practice are two different skills for persuasive copywriting. Good website copywriters show how their words increase your sales and leads.

 Do Good Things provides website copywriting services that have measurable results.

We are an SEO Agency for Christchurch businesses that have delivered 173% growth in organic leads for a top client. 

Get in touch with us today, and we can talk about how we can help you. 



Using Social Proof

Humans tend to be influenced by the actions and words of others when making decisions. Social proof is a concept that suggests individuals are more inclined to trust and emulate the behaviour of others. Social proof is a persuasive tool used in website copywriting to enhance conversions among potential customers.

Displaying positive feedback, reviews, or recommendations from contented customers can indicate the value of your product or service. In addition, social proof can enhance the validation and credibility of your brand, establishing it as an authority in your industry.


Tips for Using Social Proof in Your Copy

To utilise social proof in your website copy, begin by determining the types most applicable to your audience. This could include customer testimonials, case studies, social media followers, or industry awards. Then, you can integrate this social proof into various parts of your website, including the homepage, product pages, and email marketing strategies.

Make sure your social proof is genuine and trustworthy. Don't use fake reviews or testimonials - it hurts your reputation and the trust of your audience. Instead, focus on collecting authentic feedback from satisfied customers, and consider partnering with industry influencers or experts to provide additional credibility.

Social proof is important for your website copy


Using Data and Statistics in Your Copywriting

Data and statistics can be effective for persuading an audience and establishing credibility for a brand. Including factual information and statistics on your website can enhance your credibility and knowledge in your field while providing objective support for your viewpoints. Businesses that offer products or services requiring a high level of trust from customers, such as healthcare or financial institutions, should consider this important.

Tips for Incorporating Data and Statistics

Verifying the relevance, accuracy, and currency of data and statistics used in website content is crucial. To strengthen your argument or message on your website landing pages and blog posts, begin by pinpointing significant statistics and incorporating them strategically into your writing. Visual aids, such as graphs, charts, and infographics, have the potential to effectively present data in a way that is visually appealing and easy to comprehend.

Don't overload your audience with data or statistics. Instead, focus on important information to tell a compelling story that connects with your audience.


Examples of Effective Use of Data and Statistics in Website Copywriting

One example of effective use of data and statistics in website copy is Mana Tāhuna's impact statement page, which presents data on how the company has contributed to the social and environmental change in Tāhuna. 


Effective Use of Data and Statistics in Website Copywriting

Another example is HubSpot's "Marketing Statistics" page, which presents a variety of data and statistics related to marketing and advertising. The page is organised in a clear and easy-to-read format, with each statistic shown in a visually appealing graph or chart. The page also includes commentary and insights from HubSpot's marketing experts, providing context and analysis for the data.


Incorporating SEO Best Practices

SEO is crucial in ensuring your website is visible to your intended audience. Incorporating SEO best practices in website copy can improve a website's visibility in search engine results pages and drive more organic traffic. 


Importance of SEO in website copywriting

SEO is crucial in providing search engines with a clear understanding of a website's content and its relevance to users' search queries. Using relevant keywords and phrases throughout your website copy can increase your website's relevance and authority in your industry or niche. In addition, improving your website copywriting to include SEO techniques in your headlines and content can lead to a higher ranking in search engine results pages (SERPs), increasing the likelihood of potential customers discovering and visiting your site.


Tips for Incorporating SEO Best Practices.

Conducting keyword research and identifying relevant keywords and phrases is considered an essential best practice in SEO for industries or niches. Once you have a list of relevant keywords, incorporate them into your website copy in a natural and relevant way. Including relevant keywords in your page titles, headers, meta descriptions, and website content is important for search engine optimisation.

An essential SEO best practice is optimising your website's structure and navigation. This includes creating a clear and easy-to-use site structure, optimising your URLs, and using internal linking to help search engines crawl and index your site more effectively.


So How Much Will Website Copywriting Services Cost?

You have almost made it to the end of our guide, and I know there is a lot to consider to get it right. But that is where you can do it right the first time with experienced writers who have proven techniques to improve your sales and marketing pipeline.

Please read our complete guide on how much website copywriting services cost 


Using Calls-to-Action (CTAs) Effectively

CTAs are a vital aspect of website copywriting. They encourage visitors to perform particular actions, such as buying a product, signing up on a contact form, or downloading an ebook. Well-crafted CTAs are vital in boosting website conversion rates and enhancing user experience. A good CTA can make or break a website's success.

Importance of CTAs

CTAs, or calls-to-action, play a crucial role in guiding website visitors to take action and can significantly influence the success of a website. A well-crafted call-to-action has the potential to improve conversion rates, generate leads, and boost sales. Effective use of CTAs is essential, as poorly written or generic ones can harm a website's credibility and drive visitors away.

Tips for writing effective CTAs

When creating CTAs, it is crucial to use clear and concise language, incorporate actionable phrasing, and establish a sense of urgency. Utilise language that appeals to your intended audience and simplifies the process of carrying out the desired action. Including phrases like "Buy Now," "Contact us," "Sign Up," "Download," or "Learn More" can be effective in encouraging action. In addition, it is essential to ensure that CTAs are visually attractive by strategically placing them on the page using contrasting colours.


Common Mistakes to Avoid With Website Copywriting

Common mistakes in website copywriting:

  • Ignoring the audience's needs is a big mistake. It will only be effective if the copy resonates with the audience and provides value to them.
  • Ignoring the benefits of your product and focusing on the features only
  • Using complicated language or jargon can make the text difficult to comprehend.
  • Using a passive voice and long sentences to convey your point means readers are likely to switch off. 
  • Carelessness with grammar, spelling, and punctuation can harm a website's credibility and professional image.
  • Insufficient white space surrounding text can impede readability levels, as headlines and paragraphs may appear cramped together.


Examples of Mistakes to Learn From

  • Using generic and vague language is a common mistake in website copywriting. Using vague phrases such as "high-quality service" or "top-notch products" may not effectively convince potential customers without specific details or examples.
  • A standard error is placing excessive emphasis on features rather than benefits. When discussing a product or service, it is necessary to list its characteristics and detail the advantages it offers to the consumer. Remember benefits "sell' - features 'tell.'
  • One common mistake is not providing a clear call-to-action (CTA) that instructs the audience on what to do next. A clear call to action can enhance the likelihood of conversion and the overall efficacy of website content.


The Most Effective Way of Avoiding Mistakes is to Employ Professional Website Copywriters

Do Good Things have decades of experience writing persuasive copy for website landing pages, blog posts and social media advertising.

Our services for digital marketing in Christchurch, Auckland and all over NZ have helped grow the online presence of some great kiwi success stories.  

Drop us a line or give us a call to see how we can help you grow your business through effective digital copywriting services.

Ryan Mitchell
Ryan Mitchell
Managing Director
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