15 Useful Tips For Writing Compelling Website Copy

What is Copywriting And Website Copywriting?


There is a very slight difference between website copywriting and copywriting. Copywriting is a type of content writing that includes advert and promotional content. It is mainly written to target customers and encourages them to take action about what they have read.

The customers' belief system, values, and motivational aspects are greatly considered while writing copywriting content. If you consider any billboard while traveling on the road or street, the content writing on it comes under the category of copywriting.

Therefore, other examples of copywriting in the digital realm would include emails, social media content, brochures, websites, catalogs, etc., that carries promotional texts.

Website Copywriting

Website copywriting services includes the content writing for websites that includes the About Us page, Homepage content, Services pages, etc., of a website. Therefore, it's a process of writing content online for different promotional or marketing purposes. Furthermore, it also involves SEO writing to ensure the website ranks well on search engine result pages.

An effective website copywriting engages their audience, provides solutions to their readers, understands the audience's point of view, and motivates them to take action. However, the difference between copywriting and website copywriting is that content on websites often serves multiple purposes other than just fulfilling sales-based goals.

Different Types of Website Copywriting

There are several different types of copywriting involved, but all deal with different aspects of a website. Furthermore, there are different types of websites. So, web copywriters write according to the type and nature of the website. Therefore, there are some most common types of website copywriting that includes the following:

Advertorial Website Copywriting Content Types

The objective of advertorial content writing is to encourage readers to take quantifiable actions, such as buying products or services, watching a video, filling survey forms, downloading material, etc. Here are some common types of advertorial web copywriting:

  • Sales copy
  • Sponsored posts
  • Ecommerce product descriptions
  • Landing pages
  • Facebook ads
  • Service Pages
  • Search ads
  • Display ads

The Objective of Writing Informative Website Copy

The objectives of informative website copy or website content writing depend on the nature of the website. Generally, the key objectives are as follows:

     ●  To Inform

One of the key objectives of writing such content is to inform their readers about their products, services, or anything.

     ●  Ensures Brand Authority

Businesses are now focusing on their online presence as well. For that purpose, they write and communicate with the audience to create or ensure their brand authority.

     ●  Effective Online Presence

Website copy content is written to sustain an effective online presence by posting regularly or accurately. Effective and well-written content via seo content writing significantly impacts how your brand ranks on search engine results.

     ●   To Make Them Searchable

This type of content helps brands be more visible in search results. For example, if someone writes about their product or services, they want to appear on that list. So, it is one of the main objectives of online website copywriting.

     ● To Make Conversions

Another key purpose of writing web content is to convert the audience into customers or traffic into sales. In this regard, the promotional or marketing content helps a lot in making conversions.

Best Practices For Writing Compelling Website Copy 

If you are a beginner and don't have much information about web copy, you must consider these points to help you write the best website copy for your business or your employer. So, here are these best practices:

  • Know your customers or audience at first. And also identify their needs, interest, or taste
  • Plan topic and write its complete structure such as headlines, key points, sub-headlines, etc.
  • Try to stay positive and concise
  • Create content based on their demographic characteristics, as you identified in the first step
  • Write in a way that you are talking to them live
  • Try to relate customers' experiences that also compel to their emotions
  • Speak in easy and clear language
  • Proofread the content and trim it if you find fluff and irrelevant content

15 Tips for Website Copywriting

Use Simple Language

If you want to write for your audience, then you must use simple language. Or essentially ensure that the level of language is simple for your intended audience. For example, if your audience is the average consumer, then the language needs to account for a wide range of reading abilities. On the other hand, if your audience is from a specialized niche, then the language would be complex for people outside that niche but simple to understand for people in it.

Moreover, simple language also means keeping the content clear by avoiding any confusion. If something is naturally complex, break it down into separate points so your audience will have an easier time following it.

Simplicity and clarity is the key to success in copywriting. Additionally, use more consecutive words and adjectives to give your audience a flow and sense of feeling about what you are discussing.

Communicate Your USP

It is very important to know about your USP or unique selling points and communicate it well with your audience. It is very important to be one step ahead compared to your competitors. And to do this, you need due diligence. You must know your purpose of writing and your topic of writing.

Therefore, you need to research and provide an authentic reference to your product and services to ensure your credentials. Writing based on research and your USP creates engaging content that can hook visitors and potentially convert them into sales.

Start With Catchy Headlines

People don't attach to boring subject lines or headings. However, if you want to attract your reader's attention, in that case, you must be able to write attractive and catchy content that makes your audience curious to read and experience your products or services.

You can do this by starting with a question that makes them intrigued about the answer. Or you can start with making a comparison and by starting with an authentic fact.

Invokes The Readers' Fears

You will get in trouble if you don't read the full blog? Because Thomas B. Macaulay said that “Half Knowledge is worse than ignorance”. You need to invoke the readers' fear regarding ignorance or missing out.

However, it would be best if you created a balance between invoking fears and satisfying them. Along with encouraging them to take action with regards to what you want from them. However, for this, you must know your audience and their problems. Because if you don't know, you are unable to write a copy that invokes those emotions.

Answer Their Questions

It is very important to satisfy their curiosity and answer their questions. For example, you must communicate the questions and issues that your product or service will address. It is a fact that people tend to gravitate towards products or services that answer and address specific things. So, be sure to be mindful of this when doing website copywriting.

Discuss The Related Topics or Secret Language

It is very important for website copywriting to cover the related topics closely linked to your main topic. For example, if we talk about compelling website copywriting, we must discuss its significance, types, objectives, tactics, tips, etc.

Share Previous Experience

People love to hear about the previous experience of your product or services or anything you are discussing. Moreover, storytelling is itself a powerful tool for engaging the readers. So, it would help if you used previous experiences that share valuable insight about what you are discussing.

Therefore, you must remember that the experience or story told must be authentic. Because if you share a fake experience or story, you will erode your brand or business image.

Talk in Active Voice

When writing for a website, you must use an active voice to stay in the present. When you write in an active voice, your reader will feel that you are talking to them. Moreover, an active voice helps in writing persuasive content.

Make Your Offer Irresistible

When you are writing for a website to generate sales or make conversions, you must offer it in a way that is irresistible for your audience. Therefore, to make your offer irresistible, you must include value in it for your customers.

For example, add some complementary products or free add-ons. Moreover, you can also offer free services along with your product for a specific period. However, in marketing researches, it is observed that people mostly buy based on their emotions instead of being logical. 

Make Your CTA Clear

When you are writing purposely, then your CTA (call to action) must be clear. For example, if you want your visitors to visit your product page, then clearly say it and cite that link. Moreover, if you are doing an affiliate marketing business, you must also clearly state the name and link next to your text.

Make Small Commitments

When you are writing website copy, you must make small commitments with your audience because it helps you judge your audience's nature. If they fulfill these small commitments, they are more likely to buy the product or services.

Therefore, it also helps in choosing the best strategy to attract the audience. If the visitors are not fulfilling these small commitments, then you must change your style or way to adopt a better one.

Set Informal Tone

Your tone must be informal or conversational. It means you must write in a way like you are talking with your friends or family. It also helps you stay easy and relatable to the topic, which in turn helps in understanding.

The most successful copywriters, such as Kern and Dan Kennedy, talk quite informally, and it feels that we are old friends. Additionally, as mentioned earlier, you must also talk in an informal tone and in your customers' language to leave a memorable impression.

Use Testimonials

Testimonials play an important role in marketing or generating sales. Because people mostly buy when they read the testimonials about a specific product. So, it would help if you also incorporated this powerful marketing tool in your writings to make them more compelling.

Use Urgency With a Deadline

Do you ever observe the marketing messages you receive on your mobile? If you read them, you will get a better idea about this point. Let me share some examples:

  • Just grab your seat; only two seats are left
  • Purchase now ABC because the offer is getting expire in the next 12 hours
  • Just enroll yourself now; the admission is closing soon

Are you clear now about the significance of using deadlines or urgency in writing compelling copy? If you still have any questions or confusion, then do let us know.

Use Appealing Visuals

When writing, try to use appealing and aesthetically pleasing visuals because graphics attract more at first sight than writing. So, you must use appealing visuals in your writing to grab the audience's attractiveness. In addition, your visuals must be engaging and unique that highly reflects on your product or services.

Final Thoughts

We hope the tips will help take your website copywriting to the next level and allow you to create compelling and memorable content. Copywriting has evolved, and with the increased digitalization, more and more businesses need to understand its role in marketing.