Website copywriting is an essential element of a conversion-driven website. When brands use copy targeted at their buyers’ needs, they can ramp up the chances of securing more customers.
But successful website copywriting is a lot easier said than done. Consumers have high expectations for web copy. If you’re not careful, you can do more harm than good.
Almost 60% of buyers reconsider purchasing from a business with grammar mistakes in the web copy. Most users only read about 28% of a web page’s copy, and if you don’t use scannable copy, you’ll miss out on boosting your page’s usability by up to 58%.
As you can see, writing impactful web copywriting that engages target buyers and embraces your value comes with a lot to consider.
While you can outsource expert copywriters for high-quality web copy, not all businesses have the funds to do this.
We’ll put you on the right path with an ultimate guide to website copywriting and the best AI tools to help you!
We’ve outlined the ultimate 11 practices for website copywriting, the top templates, and real-life examples you can learn from.
Ready to explore website copywriting and skyrocket your conversions?
Using copywriting makes connecting to targeted buyers easy. You need quality website copywriting to achieve impressive conversions. Quality website copy allows you to leverage in-depth customer research to tailor your approach to your customer’s needs.
Investing time in website copywriting and money into professional tools will help you develop customer-centric website copy. For your website copy, rely on your website’s analytics, extensive research, and AI copywriting tools to understand what copy resonates best with your buyers. Enforce emotional connections through web copy to build brand loyalty and relate to your target audience.
If you don’t know much about website copywriting it’s not a skill you can learn overnight. There’ll be loads of trial and error before crafting optimized copy that speaks to your audience.
For instance, you may not know that adding the word “because” to validate your CTA can increase conversions by 34%. Or, landing pages with copywriting of less than 200 words deliver the highest conversion rates of 13%.
These are all aspects you must know for website copy that converts. Investing in software like Grammarly and AI copywriting tools will make this process more efficient and impactful. Because you’re probably not an expert web copywriter, you need as many resources as possible to guide your web copy strategy.
Like content (videos, blog articles, case studies, email newsletters, etc.), copy is another reflection of your brand voice. Maintain a consistent voice for targeted buyers to become familiar with your company.
Poor quality copy doesn’t often capture distinctive business voices. This copy tends to be more general, using too many abstract nouns and coming off too sales-y. Avoid generic website copy aimed at selling the benefits of your products and not sharing your value proposition and how you plan to enrich your buyers’ lives.
Investing in well-researched website copywriting can help you combat this because you”ll have AI-powered tools and software at your disposal.
What makes you different from your competitors?
How does your website copy project this?
It takes time and lots of competitor research, but you must find the competitive edge for website copywriting.
Over the years, businesses have used various approaches for website copy. Brands often find it challenging to be authentic. But it’s far from impossible, and investing in expert copywriting will help you find fresh angles for your web copy.
You can also rely on proven SEO strategies to make your copy easily discoverable. SEO requires skills and experience.
You’ll have a greater chance of overthrowing your competition with advanced copywriting tools for SEO like Yoast and SemRush.
Summary: Why Invest in Quality Website Copywriting
Source: Brian Dean
While keeping your web copy concise and direct, use a conversational approach to persuade your audience. A second-person narrative creates closer connections between readers and your message. This doesn’t mean you can’t add formality to it, but your text will feel more personal and relative with pronouns like “you” and “your”.
There’s little difference between the two paragraphs, but the second includes you. Target buyers will feel more connected to the second example because it feels like you’re speaking directly to them, like a friend.
Headlines are your best friends in website copywriting. They make your copy easy for readers to digest and scan. Customers want this as 80% of readers will read your headlines while only 20% will read the full text.
The more personalized and engaging your headlines are, the higher the chances of readers converting or finding out more in your paragraph text. Brainstorming headlines with such weight takes practice.
Here are the best ten tips for writing website copywriting headlines:
Website copywriting headlines with six words are the “sweet spot”. If it takes nine words to capture your point and stay concise consider that option. You can use A/B testing to determine which headline works best.
There’s no need for lengthy text in website copywriting. As I mentioned before, readers scan more than they read. Scannable content makes it straightforward for your audience to understand why they should convert and what value you offer.
The most common way for web visitors to read your copy is in an F-shape. While there are other patterns, this is the most popular one. Any of the best heat mapping tools can help you determine what reading pattern most of your targeted buyers follow.
Bullet points also make your copy easy to scan. Don’t flood your copy with bullet points unless your landing page design supports it. Website copywriting must maintain an organic and digestible flow of information.
To write optimized bullet points for website copywriting you should:
Using figures and statistics works for website copywriting headlines and paragraph text too. Readers need specific information to convert and understand the value of your offering. Short sentences and claims backed up by evidence will add to your credibility and authority.
Here’s an example,
It’s clear to see the second option is better. Accurate details make you seem confident in your value and how you can benefit customers.
However, use genuine statistics, not false claims.
Knowing your target audience is a standard rule for any copywriting tips. This topic is imperative for web copywriting, so we’ll explore it:
Researching your audience determines whether your copy is successful.
Gaining data on your audience is the best way to understand them and personalize your approach. Think about it. You’re more likely to take product advice from someone who knows your age and that you don’t have kids, than from someone who knows your age and assumes you have kids when you don’t.
When you take active measures to gather, analyze and use audience data, you stand a better chance of success. Track and evaluate this data as your copywriting strategies progress because buyers will change over time.
To gain actionable audience insights for website copywriting, you must:
SEO is vital for copy. Your copy must be natural and SEO-optimized. Use keywords naturally throughout your text and headlines. Simple and direct copy, easy for search engines to understand, will help enhance your SEO performance.
Extensive keyword research is essential for website copywriting SEO. Find the best keywords to rank for and track these keywords. Stay on top of your keywords’ trends and how they perform over time.
But a common mistake with using SEO keywords for copy is keyword stuffing. If you repeat keywords too many times, Google will penalize you. This practice is considered a black hat SEO tactic and can harm your website copywriting more than help.
Another way to practice SEO for web copywriting is by optimizing your copy for a featured snippet. Bullet points and short paragraphs are relevant here. Google’s featured snippets use the most direct and digestible content.
Featured snippets appear above the first result on the first page of Google’s search engine!
Here are a few more handy tips for website copywriting SEO:
You don’t have to throw CTAs out there every second, but make your desired action obvious.
Must readers download whitepaper or schedule a consultation?
Be direct with your desired action for conversion and make it possible for readers to take this action.
For instance, if buyers must download a guide, use a download button at the top of your page. Many businesses use an on-screen pop-up to persuade web visitors to download.
Start your CTAs with verbs. If you start your CTA with a noun, it may be ambiguous, but verbs directly instruct readers on what to do.
But clarity for CTA’s isn’t only for readers to understand your desired action. Brands sound more confident because they aren’t vague or passive.
We spoke about this briefly for website copywriting headlines. Optimistic terms and words are also vital for all your website copywriting. Compared to content writing, copy must persuade and convert. To give readers the motivation to do this, use positive words.
An optimistic approach gives you a stronger feeling of doing something right. Buyers will associate this feeling with your brand and products. Negative words, terms, and overall language give your reader a sense of “nothing’s right”. It’s obvious why this would be a downer.
Successful website copywriting is tricky because you convince readers to take action only using words. Emotional connections and positive engagement between your copy and audience make this easier. Positivity puts buyers in a better space to relate to your brand and understand how you can help them.
But negative language is not only about eliminating words like “don’t”. It’s about how you say what you say.
The second paragraph is more impactful because it gives readers hope for a solution.
It might not be apparent at first glance, but there’s loads of copy where writers unknowingly repeat themselves. You can easily make the same point twice, using different words.
The point of good website copywriting is to be concise but impactful. Unnecessary words leave no room for ones that matter.
Some words you should forget in website copywriting are:
Every word you use must provide specific and valuable information to the reader. Instead of an unnecessary term like “we provide fast delivery”, take a more impactful route like “get your T-shirt in 3 days”.
Readers don’t want to hear that your product is amazing or revolutionary because it sounds like a slick sales pitch full of false or embellished claims. Stick to words that speak to your value and directly inform readers, in concrete terms.
This website copywriting tip ties in with knowing your target audience. Customer-centric copy aimed at connecting to your audience and offering them value will succeed. Copy revolving around selling your business and proving your worth won’t engage readers.
Highlight why it’s in their best interest for readers to take action, and maintain this throughout your copy. Your copy must make buyers feel consistently considered. A conversational tone also helps achieve this. Speak to them; not at them.
Of course, there may be a section where you mention your credibility, achievements, testimonials, case studies, etc. Brands must still consider why their audience would want to know this information and how to relay it – it works best when it comes from someone other than the brand themselves.
If you find copy that doesn’t speak to your audience, remove it. You only have so many words to convince web visitors, so it must be meaningful to them.
Social proof is essential for website copywriting because it gives buyers trust in your brand. Examples of social proof are testimonials, business achievements/awards, case studies, reviews, user generated content, expert and celebrity endorsements. Customers need a lot of trust in your brand before making a confident purchasing decision.
Here are some key statistics to show you how vital social proof is for website copywriting:
Social proof adds to your credibility and helps convince web visitors. If you haven’t been worrying too much about generating customer feedback and reviews, think again!
Summary: 11 Best Website Copywriting Practices
Big Picture makes website copywriting for your homepage look easy with this template. This homepage template follows a strategic structure, organically flowing from one section to the next.
For instance, a CTA button is directly beneath the hero and subheader, so it’s convenient for web visitors to convert. Adding your logo on the upper left side of your homepage promotes your branding and instantly tells visitors who your business is.
Adding your value statement on the upper side of your homepage is fantastic to share your value proposition without web visitors having to do much scrolling. You’ll also notice another CTA button below the Services section, so you can engage buyers in your services and urge them to convert.
It couldn’t be any easier to write an About Us page for your website copywriting with this template from HubSpot. You can fill in the blanks with your information, and boom! Your About Us page is good to go.
But what’s so special about this website copywriting template?
For starters, it’s direct. The first paragraph covers all the key points – when your company was founded, who founded it, and what your business hopes to accomplish. You also highlight your target audience here, and how your product is a solution to their pain points.
The second paragraph allows you to connect to your audience, through stories and personal information about the founders. Rather than sticking with facts about your business, you can use this section to relate to your buyers. And the third paragraph allows you to focus entirely on selling your value propositions and letting the reader know why your solution is the best compared to your competitors.
The final paragraph wraps everything up, with a simple thanks to the reader.
While this template is no doubt handy, be sure to add your signature flare to it. You want your About Us page to reflect your brand voice better than any other aspect of your website copywriting, so ensure you accomplish this.
Deciding how to structure individual product pages can be a little tricky. Many businesses make the mistake of using too much text, making it unappealing for buyers to read. Some brands also don’t correctly put CTA’s in actionable places that follow valuable information to persuade web visitors.
Fortunately, Template.net has an impressive and ready-to-use template for product pages. Rather than relying on standard methods to display a product’s price, this template suggests adding a “price sticker” to the image. There’s also little text beside the image so you can directly give readers the only information they need without boring or overloading them.
The product’s features are also described below in a dedicated section. This approach works because it emphasizes your products value and allows you to elaborate more than you would by using the product’s name alone. And not forgetting, there are two CTA buttons next to the product image, encouraging readers to advance down your sales funnel.
Your value proposition is an imperative aspect of your website copywriting. And HubSpot can help you deliver your value proposition concisely while capturing all the perks of working with your business. This value proposition is super easy to follow. And might I add, it’s highly impactful because you start by engaging readers through your brand pillars and progress to show them why your business and products matter.
Summary: 4 Top Website Copywriting Templates to Use
Trello is a great example of excellent website copywriting. This productivity tool makes their message and value clear from the get-go. They welcome targeted buyers with a concise and impactful headline stating how this tool helps teams.
The key takeaways:
Om Som perfectly nails website copywriting done right, and this Asian food store proves they understand their audience. You’ll notice a very playful, light-hearted website copywriting approach aimed at making their audience feel like family.
The key takeaways:
Pourri is a fragrance brand specializing in authentic combinations and smells for all household purposes. Landing on this brand’s homepage, you’ll instantly understand two things 1) They’re all about unique fragrances, and 2) They’re super humorous.
After scrolling a few inches down on their homepage, this section impressed me the most.
The key takeaways:
We tested 11 AI copywriting tools and these are the five best ones:
Best AI Copywriting Tools
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Website copywriting is essential to convert web traffic into loyal customers. Many businesses pay for quality web copywriting because it’s much less of a learning curve. These brands can also depend on vast experience and expertise to ensure they use copy tailored to their target audience.
If you want to take your website copywriting into your own hands, follow these best practices. Use a conversational tone, persuasive and concise headlines, short paragraphs, and bullet lists, and emphasize your CTA. Some brands with excellent examples of web copywriting include Om Som and Trello. With this guide, you can start using powerful web copywriting like these businesses!
Businesses should invest in quality web copywriting because you can create connections with your buyers, find efficient and effective coversion solutions, share your brand voice and offer a unique approach compared to your competitors. Read our article to find out why website copywriting matters, how to craft successful web copy and the best examples in 2023.
For website copywriting the best approach is to use a conversational tone, include persuassive headlines, write in short paragraphs and bullet lists and add statistics to your claims. Businesses should also use SEO best practices, add social proof, avoid negative words and terms, and emphasize the CTA. Read this article to find out more strategies for winning website copy and brands that you should learn from.
Brands that are perfect examples of website copywriting done right include Pourri, Trello and Om Som. These brands use a website copywriting approach tailored to thier audience and business indentity. Read our article for the key takeaways from these brands' website copywriting and how to write award-winning copy for your website in 2023.
Nielsen Norman Group: How Little Do Users Read?
Nielsen Norman Group: Concise, SCANNABLE, and Objective: How to Write for the Web
Psychology Today: The Power of the Word “Because” to Get People to Do Stuff
CopyBlogger: How to Write Headlines That Work
BrightLocal: Local Consumer Review Survey 2022