Website Copywriting: 2022 Detailed Guide for Copy that Converts[+Examples]

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?

Let’s go!

Skip to What You Need

    read more

    Why Invest in Quality Website Copywriting? 

    Connect to Your Audience

    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.

    website copywriting stats
    Source: MarketingSherpa

    Find Efficient and Effective Conversion Solutions

    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. 

    Share Your Business Voice

    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. 

    website copywriting brand voice stats
    Source: EmberTelevision

    Offer a Unique Approach Compared to Competitors 

    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

    • Connect to your audience
    • Find efficient and effective conversion solutions
    • Share your business voice
    • Offer a unique approach compared to competitors

    Source: Brian Dean 

    11 Best Website Copywriting Practices

    1.Use a Conversational Tone

    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”.

    For example,

    1. When copywriters craft copy they must use a conversational tone to convince targeted leads. 
    2. Your copy must use a conversational tone to convince targeted leads. 

    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. 

    2.Include Many Persuasive Headlines

    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: 

    1. Keep your headline concise.
    2. Every word must work to make readers take action.
    3. Maintain your brand voice and identity (eg. if you’re usually playful or humorous, stick to that).
    4. Be specific, and mention figures or numbers to deliver on-the-dot information. “Businesses have massive growth with copywriting tools” vs. “Businesses grow by 10% with copywriting tools”. The latter is more specific and intriguing. 
    5. Use power words with an emotional appeal based on your target buyer’s pain points.
    6. Create a sense of urgency to increase the chances of readers convert immediately.
    7. Only use an optimistic approach with positive language to inspire readers to convert. Words like “don’t”, “can’t” and “won’t” are best left out. 
    8. Consider who, what, when, where, why, and how for web copywriting headlines. Your headlines must provide valuable information.
    9. Integrate SEO keywords, but stick to using organic words without keyword stuffing.
    10. Be unique to your brand. Don’t copy ideas and approaches from competitors. Develop one-of-a-kind headlines that capture your purpose. 

    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.

    website copywriting headlines stats
    Source: Invideo

    3.Short Paragraphs and Bullet Points are Your Best Bet

    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:

    • Make your points easy to remember.
    • No bullet points should cover the same concepts.
    • Ensure you have enough whitespace for readability. 

    4.Add Statistics for Credibility and Authority

    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,

    1. Our copywriters have gained a significant increase in conversions. This 11-step website copywriting guide can help you boost your profits.
    2. Our copywriters have gained 20% more conversions. This 11-step website copywriting guide can boost your profits by 3%.

    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. 

    5.Know as Much as Possible About your Audience

    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:

    • Use A/B testing tools to determine what engages target customers.
    • Create surveys and polls for customer feedback.
    • Review your web and social analytics.
    • Use social listening 

    Many tools like Google Analytics and SEMrush can help you gather data on your target audience. 

    6.Don’t Forget SEO Tactics

    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:

    1. Optimize your meta tags.
    2. Find questions your audience asks with tools like AlsoAsked and AnswerThePublic.
    3. Research and map search intent.
    4. Check what competitors rank for your keywords.

    7.Emphasize Your CTA

    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.

    CTA for websites stats
    Source: ThumbVista

    8.Avoid Using Negative Words and Terms

    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.

    For example:

    1. Don’t forget to leave your number for fast tracking!
    2. Remember to leave your number for fast tracking!

    Or;

    1. You can’t not get results with our ultimate guide for website copywriting. No business has ever stayed the same after leveraging these tips and strategies.
    2. You will get results with our ultimate guide for website copywriting. Businesses have boosted their performance with these tips and strategies.

    The second paragraph is more impactful because it gives readers hope for a solution. 

    9.Cut Out Unnecessary Words

    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:

    • Lots of meaningless adjectives like market-leading and world-class. 
    • Lots of conjunctions to join sentences. Split this copy into short and direct sentences.
    • Slang words
    • Industry jargon

    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. 

    10.Focus on Your Buyers, Not Your Business

    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. 

    11.Add Social Proof

    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:

    1. Over 90% of customers trust organic reviews over paid ads. 
    2. Buyers read about ten online reviews before making a buying decision. 
    3. 63% of consumers must hear company claims between 3 to 5 times before they have buying confidence.
    4. It takes 40 online star reviews before buyers believe your overall rating is accurate.
    5. Almost 100% of customers that read online reviews check for the business’s response. 

    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!

    social proof stats for web copy
    Source: TrustMary

    Summary: 11 Best Website Copywriting Practices

    1. Use a conversational tone
    2. Include many persuassive headlines
    3. Use short paragraphs and bullet lists
    4. Add statistics
    5. Know your audience
    6. Use SEO
    7. Emphasize your CTA
    8. Use Positive words and terms
    9. Cut out unnecessary words
    10. Focus on your buyers, not your business
    11. Add social proof

    4 Top Website Copywriting Templates to Use

    1.Big Picture’s Homepage Website Copywriting Template

    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.

    Hompeage copy template
    Source: Big Picture Branding

    2.HubSpot’s About Us Page Template

    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.

     

    HubSpot website copywriting template
    Source: HubSpot

    3.Product Page Template from Template.net

    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.

    MyProduct website copywriting template
    Source: Template.net

    4.HubSpot’s Value Proposition Template

    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.

    HubSpot Value propisition template
    Source: HubSpot

    Summary: 4 Top Website Copywriting Templates to Use

    1. Big Picture’s Homepage Website Copywriting Template
    2. HubSpot’s About Us Page Template
    3. Product Page Template from Template.net
    4. HubSpot’s Value Propisition Template

    3 Excellent Website Copywriting Examples

    Trello

    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. 

    Trello_website copywriting example
    Source: Trello 

    The key takeaways:

    • The CTA is clear and easy for web visitors to convert through a CTA button.
    • All the benefits of Trello are in the first paragraph.
    • Valuable copy like what the tool is, how much it costs, and the enterprise solution are readily available without web visitors having to scroll much.

    2.Om Som

    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.

    OmSom Web copy
    Source: Om Som

    The key takeaways:

    • The colors and style are eye-catching and “loud”, which speak to this brand’s identity.
    • Giving the exact meaning and inspiration behind their brand’s name and how they embrace this creates a connection.
    • The copy is well structured, leaving more than enough space for web visitors to quickly digest the information and navigate to the page they want to read. 

    3.Pourri

    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.

    Pourri_website copywriting example
    Source: Pourri 

    The key takeaways:

    • Using a different font for “wayy” gives it emphasis and adds character to the overall copy.
    • There’s a good use of whitespace, making the content and images clear and easy to scan.
    • Adding “Pourri” to all of their different product categories is a fun wordplay that stays true to the brand’s identity and voice.

    5 Best AI Website Copywriting Tools 

    We tested 11 AI copywriting tools and these are the five best ones:

    Best AI Copywriting Tools

    Pricing 

    Our P2P Rating 

    Jasper

    (formerly Jarvis.ai)

    • Free Trial: 5 days (credit card needed)

    • Starter: Flexible monthly pricing, from $29/2 000 words to $499/990 000 words, and custom pricing for 1M+ words per month

    • Boss Mode: Flexible pricing, from $59/50 000 words to $279/290 000 words per month, and custom pricing for 300 000+ words per month

    4.5/5

    Writesonic

    • Free Trial: 10 credits (no time limit), 1 user seat

    • Basic: $15/month for 100 credits/up to 50 000 words, 1 user seat

    • Professional: $45/month for unlimited credits, 1 user seat

    • Startup: $45/month for unlimited credits, 2 user seats

    4.5/5

    Hypotenuse AI

    • Free Trial: 7 Days

    • Starter: $29/month for 75 credits for product descriptions, 20 plog posts, unlimited ad copy 

    • Growth: $59/month for 500 credits for product descriptions, unlimited blog posts, unlimited ad copy

    • Enterprise: Custom pricing for unlimited blog posts and ad copy, custom AI model tailored to your brand voice and custom platform integrations and data mapping

    4.5/5

    Copy.ai

    • Free Forever: 10 credits per month

    • Pro: $35/month, unlimited credits

    • Custom: Custom pricing, billed yearly

    4/5

    Rytr

    • Free Plan: For to 5000 characters per month

    • Saver Plan: $9/month for up to 50 0000 characters per month

    • Unlimited Plan: $29/month for unlimited characters per month

    4.5/5

    Conclusion

    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!

    Frequently Asked Questions

    Why should you invest in web copywriting?

    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 2022.

    How do you write website copy?

    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.

    What are the best examples of website copywritng?

    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 2022.

    References

    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

    Unbounce: [Infographic] The Data Behind Landing Page Trends in 2018

    CopyBlogger: How to Write Headlines That Work

    Nielsen: Insights

    HubSpot: 20 Examples of Social Proof in Action in 2021

    Blender: Top B2B statistics every sales and marketing pro should know in 2020

    Oberlo: 10 ONLINE REVIEW STATISTICS YOU NEED TO KNOW IN 2021 [INFOGRAPHIC]

    BrightLocal: Local Consumer Review Survey 2022

    EnvatoMarket: Shopify’s BeTheme Template and Shopify’s SandBox Template

    Google Analytics

    SEMrush

    Moz

    Trello

    Om Som

    Pourri

    MasterClass