The Top 10 Dos and Don'ts for Writing Killer Website Copy
- Libby Fancher
- Oct 23, 2024
- 7 min read
Updated: Apr 3
8 seconds. That's how long it takes a first time visitor to decide whether or not they want to stick around after landing on your website. No pressure, right?
Great content helps you get seen and get paid, but get it wrong and you risk ruining your first (and sometimes only) chance to convince your potential customers they should want to work with, buy from or follow you.
This beginner friendly guide breaks down the must-dos and absolute don’ts of writing clear, compelling website copy that's damn near impossible to ignore.
Table of Contents
DONT: Try to Speak to Everyone
Louder for the people in the back?
Your words are wasted if they're not reaching the right ears.
It might sound counter intuitive to narrow things down but I promise, getting clear on your ideal customer doesn't mean you won’t attract anyone who isn’t this exact person. It just makes it easier to make your online audience feel understood.
I'm paraphrasing here but you shouldn’t write your website copy, your customers should effectively write it for you. Every single piece of content on your website should speak to the questions they ask, the desires they have and the struggles they face so when they visit your website everything they could possibly need is laid out right in front of them.
The more you can refine this, the easier it is to write copy with their perspective in mind. Using language they relate to, addressing their specific concerns, desires, and fantasies (the business related ones, at least).
When you make your audience think damn, this person REALLY get's it, they'll know they're in exactly the right place. And that's when curious browsers turn into engaged buyers who want to follow you, interact with you, and pay you money to help them with the things they need.
DON'T: Overcomplicate It
People these days are D-I-S-T-R-A-C-T-E-D.
They're overworked, time poor, and the mobile era has knocked attention spans down a whopping 25% over the past decade. (my TikTok habit had my eye twitching at that stat too).
When you first start thinking about content for your website and all the exciting things your customers just have to know, you might end up with a plan that looks more encyclopedia than website because there's just so damn much to fit in.
But, forget not those 8 precious seconds we're working with.
When it comes to the information front and centre, you need to make it count! Confused customers are much less likely to take the next step forward so when someone visits your website they need to be able to see at a glance exactly what you offer, how you solve problems, and what action you want them to take all before they scroll.
Whatever the topic, keep things simple and ultra specific and for love of conversions make sure it's something your ideal customer really wants to see.
We're aiming for clear and concrete over cute and creative, so strip away the jargon and fancy buzzwords and tell your people what they want to hear.
If a five-year-old can't grasp exactly who you are and what you do before they have to scroll your homepage, your customers won't have any reason to want to stick around either.
DON'T: Make It all About You
PSA: Your customers don't care about you.
A little jarring I know but the hard truth is that people care first and foremost about themselves so to ensure you don't unintentionally leave your site visitors with a bad taste in their mouth it's important to remember they are the main character in this story, not you.
Your customers don't land on your website wanting to hear about your journey, they visit your website to see if you can help them with theirs.
Drop the copy that focuses on all the the "me" and none of the "you" and lose the front page accolades that make your website feel more like a stage for your achievements than a welcome mat for your clients.
Instead, focus on content that shows your audience you understand them and how they can expect their life to change when they work with you.
For tips on how to write website copy that actually converts, click here.
DON'T: Sell the What and Forget the Why
Customers don't buy products and services, they buy outcomes.
One of the biggest mistakes you'll see online is people who try to appeal to their audience by describing (in detail) the nuts and bolts of what they offer instead of their SOLUTION to their audiences problems, which is where your value truly lies.
In simple terms, features tell, and benefits sell. Features are the cold, hard facts about what your product or service includes. They're important, sure, but they're not the real meat of why your customers will want to buy from you.
Benefits are where the magic happens. They answer your customers "so what?" question and paint a vivid picture of what their life could look like if they choose you.
DON'T: Neglect Your SEO
Even the most slick website copy won’t perform if no-one can find it. SEO or Search Engine Optimisation is about making your website stand out in the eyes of search engines like Google.
The goal? To help your website rank higher in search results, making it easier for people to organically find you.
To write for SEO, you first need to know what keywords your ideal audience are most likely to use.
Tools like Google Keyword Planner or Ubersuggest can help you identify popular search terms related to your topic or industry that you can then slot naturally into your headings, body text, image alt text, and meta descriptions.
But, above all else, aim to write content that is informative, valuable, and engaging because search engines prioritise websites with content that provides real value to readers.
DO: Make it Scannable
How you format your copy can make a huge difference to whether or not your site visitors want to stick around.
Remember that 25% drop in attention? You need to show your audience within the first few seconds of landing on your website that the information they care about is front and centre and easy to find.
How do we do that you ask? For starters, you can skip trying to cram the library of Alexandria onto your homepage because in this case less really is more.
A good web designer will consider conversion strategy and storytelling to help your content lead your site visitors through a logical journey of all the information they need to know.
Use section headings to answer your potential clients questions before they can ask them and keep things clear and easy to understand so they know exactly where to focus their attention at a glance.
As for body text, break it up into two-three sentences per paragraph of clear hard hitting info your audience really wants to see.
Looking for a professionally designed website that considers both strategy and aesthetics to help you get seen and get paid? You can Click Here for more info on working with me.
DO: Let Them Hear The Real You
We've all heard the phrase "It's not what you say, but how you say it" and when it comes to writing content for your website that appeals to the people that matter most, establishing your brand voice is one of the best ways to turn monotonous digital monologues into a captivating conversations.
Your brand voice will guide you on everything from tone to punctuation preferences and will help you attract the right people so you don't have to work as hard to turn prospects into sales.
Are you the Bold Visionary, Supportive Cheerleader, or the Empowering Mentor?
DO: Make it Clear What Sets You Apart
The world wide web is a busy place, and there's likely an infinite number of different businesses all vying for your ideal customers attention.
So how do you stand out from the crowd?
You need to show your audience real reasons they should want to work with you over your competitors and why the value you bring to them is unique.
You might be thinking:
You're affordable - but many clients know value isn't just about price.
Your product really works - but so do all the others.
You do things differently - but that's what everyone says.
Your offer is the best - but who has decided that measure?
To really get to the core of what makes you the one, you need to get intimately familiar with your customers needs.
Then, strategically highlight the exact benefits of working with you that makes their lives easier and better (and if you can quantify this value with hard numbers and tangible results, even better).
DO: Use Social Proof
Ever caught yourself scanning TikTok videos or Amazon reviews to find out what others really think about a product you want to invest your hard earned cash on?
Social proof is incredibly valuable, it builds trust, kills doubts, increases conversions, and enhances a sense of community that makes people feel like their opinions matter.
Peoples decisions are influenced by others and external validation of the quality of your product or service is one of the simplest ways to convince your online audience you're the brand for them.
Forget the testimonials that are complimentary but missing any real oomph, and highlight those that talk about:
How your customers lives were changed after working with you (even if that's simply their emotional or mental state).
Something they were apprehensive about that was quickly put to rest
An unexpected benefit they receieved
Something you gave them that they knew they couldn't get anywhere else
Want to make sure your trust building attempts don't back fire? click here to read How to Avoid the Credibility Paradox and Actually Build Trust With Your Website.
DO: Tell Them What They Should Do Next
Humans are simple creatures, so great copy doesn't just inform, it inspires action by telling your audience exactly what you want them to do next.
Without clear actions, or when your site visitors don't understand what's involved at the next step, they're likely to abandon ship. Leading to missed opportunities and damaging your SEO in the process.
The best websites encourage their visitors to engage, take specific steps, and move through the customer journey one strategic step at a time.
Looking for a professionally designed website that'll take the stress out of DIY give you the online presence you deserve? You can Click Here for more info on working with The Libby Link
Thank u!! This really helped