How To Write Effective Website Copy

Writing effective and enticing website copy is no easy task. As well as ensuring that your words are coherent, informative, and error-free, you need to consider how to make the content engaging and demographic-appropriate. To help budding copywriters navigate the tricky world of website copy, we’ve put together a few helpful tips:

1. Don’t ignore the headline

Coming up with a headline to seduce readers can be very difficult. Before putting down any words on the page, carefully consider what your copy is trying to achieve and try to convey it as concisely as possible. Remember that web users are often short of time: the fewer words, the better.

Coming up with headlines will also help you to outline your writing so that it makes more sense to the reader. They will be able to follow your argument or information easily without having to pay close attention to the whole post.

 

2. Write at least one draft

Writing a draft can help speed up the writing process, providing you with ample time to make tweaks and edits. Indeed, the knowledge that your piece is not a finished product will encourage you to be more open and creative with your work, making it easier to get into a good writing flow. Once your draft is complete, start tweaking your copy by assessing its clarity and persuasiveness. Finally, always proofread it carefully for grammar, typos, and formatting errors.

 

3. Optimize the copy for SEO purposes

Adopting SEO practices can help push your website up the search rankings and will mean more people read your copy. To improve SEO, try incorporating a number of well-chosen keywords that are relevant to your sector. It may also be a good idea to include links to other well-respected sites. This can improve your search rankings and also lend credibility to your writing.

 

4. Think about who will be reading your copy

Different kinds of people respond differently to certain tones of voice. For instance, informative and friendly copy may entice fun-loving millennials, while a more formal tone may be necessary for older people seeking professional services.

Your tone should also take into consideration the product or service that you are selling. For example, your tone would need to be much more formal when marketing insurance packages than if you were marketing vacation packages. Finding an appropriate tone of voice may be tricky at first, but you will get the hang of it with practice.

 

Dr. Laura Sikes About the author

Laura Sikes is the resident copywriter and copy editor at Site Hub. She has a doctorate in American history from the University of Rochester. Born and raised in Louisiana, she now proudly calls Rochester home. In addition to her academic work, she has edited and published a number of historical works, including Holocaust survivor memoirs and Yiddish poetry translations. Laura appeared on Jeopardy! in 2012. She enjoys the encouraging, creative atmosphere at Site Hub and relishes the opportunity to work on a wide variety of exciting projects.

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