By Marie Pius 

Website copywriting is more than simply informing your audience about who you are, what you do and what you offer. Successful websites convey to visitors the essence of a brand and what the company can do for them. Website copywriting is simply writing on your website that motivates your visitors to act.”(1)

You recognize that your website is your home in the digital world. Users will often seek out your site to learn more about your company — whether you direct them there or not. 

With so many websites out there competing for attention, yours needs to stand out. Clear messaging is key. 

One study showed that the average time spent on a website is 10-20 seconds unless readers find something of value to make them keep reading.(2) Effective website copywriting can grab your audience’s attention and keep them engaged. 

It can seem daunting.  The cursor on your blank document is blinking and you’re not sure where to begin. 

You have so much you want to share. There’s such a fascinating backstory. And of course, they need to know all about your offerings or suite of services.  

Successful Website Copywriting Can Help You to —

• Accurately and authentically represent your brand 
• Grab your reader’s attention and keep it
• Engage your visitors 
• Share your story and offerings in a compelling and intentional way 

To help you get started, here’s a list of effective website copywriting “must haves.” Follow along to clear your writer’s block and get you into the mind of your customer. 

(1) Adopt The Appropriate Tone 

You have a tone that is unique. It conveys the feel of your business. It reflects your brand and how you wish your audience to engage with it. 

Identifying the tone that authentically captures your business is essential. Your tone must be consistent across your communications. This includes website copy, social media posts, e-mails, and customer service. 

It helps you build brand awareness and allows your audience to know what to expect. 

There are several considerations to ensure you’ve adopted the appropriate tone.  

• Review the manner in which you have communicated with your customers. Did you adopt a playful tone? Formal? Casual? Serious?
• How do you want your customers to feel about your services? 
• Does your offering dictate a specific tone? For example, providers in the medical field often speak formally and matter-of-fact. 
• What is authentic to you? Natural communications feel more genuine rather than forced or superficial. 

Website copy must use a consistent tone. Imagine the impression you would have when reading a company’s website that utilized varying tones throughout the site. It would feel disjointed and their messaging unclear. 

(2) Website Copy Must Be Easy to Scan 

We understand your story is impressive and you want to share it all. You’d like to share detailed information so your visitor will understand your brand. But… let’s rethink this. 

Most users online do not read a website word for word. 

In fact, 79% of users online scan content.(3) They skim the content to decide if they want to slow down and read for more detail. 

To optimize engagement and appeal to a broad audience, make your copy easy to scan by incorporating the following methods:  

• Strategic Formatting: Use bold and italics to draw attention to important keywords and phrases. 
• Lists: Organize your copy with bulleted and numbered lists for clarity. 
• Subheadings: Use subheadings to highlight the main points throughout. 
• Break Up Text: Avoid using dense walls of text. Instead, opt for shorter paragraphs and one-liner statements. 
• Keep Various Devices in Mind: Format your website copy to optimize mobile reader usage. More than 60% of users use a mobile device to access the Internet.(4)
• Be Intentional With Word Placement: Consider the most essential information your users need and give it top billing. Nielsen Norman Group noted that “80% of users’ viewing time was spent above the fold.”(5)

(3) Speak Like Your Customer

It may seem counterintuitive, but website copywriting should focus on your customer, not just your business.  Your audience is interested in what your offering can provide them. By using the Voice of the Customer you are speaking directly to them — making a connection. 

Compelling copy is relatable and speaks to people where they are. 

Use customer-centric language while also maintaining your brand’s authenticity. 

To use the Voice of the Customer, your website copywriting should:

• Use Pain Points. What are the concerns of your audience and how can you address them? 
• Prioritize What Is Important To Your Customer. Consider why people are seeking out your services and prioritize the reasons. 

Are you saving them time or money?

Providing a unique service? 

Is your particular background or expertise the selling point? 

• Avoid Jargon. Industry-specific language may read as nonsensical to the average consumer. Meet your customer where they are. Ensure your website copy matches the terms and language they use. 
• Use a Customer Avatar.  You know your customer base. When drafting website copy, keep an ideal customer in mind and write directly to them.