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  • Jo Evans

Website Copywriting Tips That Drive Results

I'm currently in the process of writing the copy for two different websites - a medical/occupational health website and also one for a client in the construction industry. Both are very different fields, with very different terminologies, but there are similarities on how best to approach these. I thought that merited a quick blog to explain how!

The way I look at it, your website is your online shopfront, a 24/7 salesperson working tirelessly to attract and convert visitors. But just like any salesperson, your website needs the right words to be effective.  Strong website copywriting isn't just about aesthetics; it's about getting the right messages that will result in action.

Here are some website copywriting tips to help you write engaging content that drives results:

1. Know Your Audience:

Before you start writing, take a step back and consider your ideal customer. Who are you trying to reach? What are their needs and pain points?  Understanding your audience allows you to tailor your message to resonate with them and address their specific concerns.

2. Focus on Benefits, not Features:

Generally, people don't care about the technical specifications of your product or service; they care about how it will benefit them.  Focus on the positive outcomes your offering provides and how it will make their lives easier or better.

3. Keep it Clear and Concise:

Attention spans online are short.  Use clear, concise language that's easy to understand.  Avoid jargon and technical terms that might confuse your visitors. (However, if you product is B2B in a technical/scientific field, you need to show that you know what you are talking about)

4. Write with a Strong Call to Action:

What do you want visitors to do after reading your website copy?  Do you want them to contact you for a quote, download a brochure, or make a purchase?  Tell them exactly what you want them to do with a clear and compelling call to action (CTA).

5. Use Powerful Verbs:

Active verbs add energy and urgency to your copy. Opt for words like "discover," "transform," and "achieve" for punchiness.

6. Use Storytelling:

Stories are a powerful way to connect with your audience on an emotional level. Weave relevant stories into your website copy to showcase the value proposition of your product or service in a memorable way.

People connect with stories on an emotional level.  Instead of simply listing features,  tell a story that showcases the benefits of your product or service in a memorable way.

For example, let's say you offer a personal training service.  Instead of stating "We offer personalised workout plans," you could tell a story about a client who struggled to lose weight and get in shape.  Describe how your personalised training programme helped them overcome their challenges, achieve their fitness goals, and feel more confident. This story instantly connects with potential clients who might be facing similar struggles and positions your service as the solution.

7. Highlight Social Proof:

Testimonials, reviews, and case studies can significantly boost your credibility.  Showcase positive feedback from existing customers to build trust and convince visitors that your offering works.

8. Optimise for Search Engines:

While website content should prioritise human readers,  including relevant keywords can help improve your search engine ranking.  Research relevant keywords and incorporate them organically throughout your website copy. Don't just shoe horn them in!

9. A/B Test and Analyse:

Website copywriting is an ongoing process.  Test different versions of your website copy with A/B testing tools to see which version resonates best with your audience.  

A/B testing is like having a website face-off!  You create two versions of a page, show each version to half your visitors, and then see which one gets a better response. Analyse the data to decide on the best performing copy!

10. Proofread & Edit Ruthlessly:

Typos and grammatical errors scream unprofessionalism.  Proofread your website copy meticulously before hitting publish.  I find that reading it out loud is the best way to spot mistakes. Consider asking a friend or colleague to review your copy for a fresh perspective if needs be.

By following these website copywriting tips, you can create content that not only informs but also encourages visitors to take action.

Your website copy is a powerful tool; use it wisely to attract leads, generate sales, and drive results for your business.

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