content writing web copy

Expert tip: Sarah Turner , a copywriter, suggests your copy should encourage the reader to take action. She says, "You actually need to tell them exactly what to do next."

Double-check your copy and ensure the reader understands the next, direct step they should take after reading your content.

11. Check out the competition.

It’s always helpful to see what your competitors are doing, as it can inform your strategy. Copywriting is no different.

Review your direct competitors' websites and take note of their copy. What’s their tone? How do they present their products and services to consumers? What CTAs do they use (and on which pages) to drive traffic through to the bottom of the funnel?

I’m not suggesting that you should adopt their copywriting approach, but it doesn’t hurt to know their take.

Expert tip: Caelan Huntress is always checking out the competition and suggests creating a "swipe file" of effective copywriting. Don’t confuse a swipe file with stealing, though.

Instead, a swipe file as a source of inspiration to tailor your copy with your brand’s message to best market to your audience.

Now that you have all these tips, you can up your copywriting game and increase those conversions.

Editor’s Note: This post was originally published in March 2015 and has been updated for comprehensiveness.

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The Ultimate Guide to Writing Great Website Copy in 2023

• 12-minute read
• 22nd February 2023

Website copy is often used interchangeably with content in general, but they’re not the same thing. If you’re using digital marketing as a part of your business strategy, knowing the difference between the two can have a significant impact on your revenue, customers, and brand. Content can be anything displayed or written for education or entertainment purposes, but website copywriting has a more specific purpose.

Website copy is the specific language used on a site’s home page, landing pages, blog posts, guides, and other on-page text. The most important thing to remember when creating great website copy is the purpose: to persuade readers to act. This can be to buy, click, subscribe, share, or comment.

This guide will show you how to write great copy for your website and give you effective strategies for creating web copy that drives revenue.

Tips for Writing Great Website Copy

 Here are four tips for world-class web copy:

• Keep it simple and concise.
• Use persuasive language.
• Utilize SEO in your copy.
• Make it visually appealing.

1. Keep It Simple and Concise

There’s beauty in simplicity when it comes to web copy. Short, easy-to-follow information will engage readers. The average time users spend per individual page on a website across all industries is 54 seconds . That doesn’t give you much time to make an impact. 

Your readers are there to find an answer to a pressing question. Your goal is to make it as simple as possible for them to find it. 

Being concise is always better. Avoid lengthy paragraphs with superfluous descriptions. Sentences should be short and direct.

To keep your language simple, avoid jargon and technical terms. If your average target customer needs to look up terms or reach out to industry experts to understand your copy, it’s too complicated. This can vary by industry. Highly technical fields like healthcare, biochemistry, or computer science may require some usage of technical language that’s relevant to the copy.

Use the Active Voice

Be sure to use the active voice . This will automatically simplify and shorten your language. Here’s a good example:

Not only is the active example shorter, but it’s also easier to read and understand. Don’t make things more complicated than they need to be. 

Remember, the goal of web copy is to persuade the reader to act. Every word counts.

2. Use Persuasive Language

Choosing what words to use when crafting web copy plays a large role in how persuasive and inspiring your copy is . Action words appeal to readers because they create urgency, evoke emotion, and inspire them to act.

Action Words

Join, discover, hurry, learn, jumpstart, transform, disrupt, eliminate, and become are just some of the action words that are at your disposal. Different action words cause different emotions, so be sure to know what feelings you want to elicit in the reader when creating your copy. Try to avoid clichés, or the only action you’ll inspire the reader to do is exit .

Call to Action

Action words should be used logically throughout the copy, but a specific call to action (CTA) should be carefully placed. This is the part where you invite the reader to act. Here are some examples of CTAs:

• Get started now!
• Try it for free!
• Join the movement
• Give us a try

If you’ve written your copy well, your audience will be inspired to take the next step. That next step is your CTA. 

Appeal to Emotions

Evoking emotion is the secret to persuasion. This is how you connect with your readers. Connection is necessary if you want someone to click on your CTA. Evoking joy, excitement, and even fear creates a sense of urgency in the reader to act. According to Gallup, 70 percent of decisions are based on emotion, including brand preference.

Social Proof

Social proof is full of examples where readers connected emotionally with a brand or service.

Social proof includes:

• Testimonials
• Photos and video reviews
• Followers on social media
• Case studies
• Expert recommendations

Readers want to belong, and social proof validates that others have used your product or service. When they read the social proof articles, they feel that they are part of a larger group who have had similar experiences. Eighty-eight percent of consumers trust user reviews just as much as personal recommendations.  

After you’ve chosen the most effective words, elicited the right emotions, and crafted a catchy CTA, how do you make sure that it all ties together? 

Your brand will suffer if you have errors or inconsistencies in your messaging. One way to protect the investment of your time and creativity is to ensure that the finished product is effective.

Proofreading and Editing

Professional proofreading and editing polish the copy and check that all the pieces flow and are consistent. If the message isn’t clear, the copy won’t be effective. We are our own worst enemies when it comes to editing our own work.

When you only have seconds to make an impression, anything that detracts from your message is costly. Errors in the copy can project an image of unprofessionalism and may cause irreparable damage to your brand.

At Proofed, we understand the value of persuasive and polished website copy. We’ve worked with Fortune 500 companies and explosive start-ups to help them craft professional, effective copy. Click here to learn more.

3. Utilize SEO In Your Copy

Search engine optimization (SEO) takes website copy to another level. Your business can’t make an impact online if it doesn’t rank well in the search results. People need to be able to find you. That’s where implementing SEO comes in.

Target Keywords

Using target keywords allows you to connect with your intended audience. These are the people that have problems that you can solve. A keyword is a word or phrase that describes your product or service. Think of what problems your business solves, and you’ll be headed in the right direction.

Once you have your target keywords, you’ll need to use Google Keyword Planner , and then finetune it with Google Trends . This will help you compile a precise list of keywords that people are searching for that are relevant to your business.

Keywords are also useful in crafting an outline for content . Knowing what your audience is searching for gives you the framework to build your web copy around.

Meta Tags and Descriptions

Once you have your target keywords, you can improve SEO on a more granular level by optimizing meta tags and descriptions. Meta tags are bits of text that describe a page’s content. You don’t see them in the language on your actual website, but you can find them in the HTML code.

Meta descriptions summarize a webpage’s content. You can find them on the search engine results page (SERP) directly beneath the clickable title tag.

The meta description is an opportunity to show a searcher what information they will most likely find helpful on the page. They have an indirect impact on search rankings.

For more on boosting your SEO, check out this article .

4. Make It Visually Appealing

Once a searcher clicks on your page’s link in the search results, the first thing they’ll notice is the aesthetics. The font, layout, ads, and visual media will all contribute to the first impression.

Photos and videos are some of the simplest ways to catch the attention of a reader. Just like the language, choose photos that are relevant and elicit an emotional connection with your target customer. When it comes to local searches, 60 percent of consumers are more likely to consider search results that include images.

Headlines need to be eye-catching and relevant. If your headline doesn’t match the content following it, you could lose credibility. Keep headlines short and don’t overuse them. Whitespace also makes an impact on the readability of your copy. The use of whitespace invites the reader to focus on sections of the text without overwhelming them.

Consistency is key when it comes to design. Every page of the site should have a similar design. It’s okay to be creative, but you don’t want to disrupt the flow with an abrupt change in the layout. The design should follow a logical path to make it easy for the reader to find the information they’re looking for.

Strategies for Creating Great Website Copy

Beyond writing the web copy, it’s important to have strategies in place to customize your content to your target audience and to stand out from your competitors.

Here are four strategies to create compelling web copy:

• Conduct competitor research.
• Define your target audience.
• Create a content calendar.
• Continuously review and improve.

1. Conduct Competitor Research

Researching the top businesses in your field is a good starting point when deciding how to structure your copy. Chances are they’re at the top because they’ve prioritized their website copy. Here are some factors that you’ll want to evaluate:

• How do they use keywords throughout their copy? 
• How is their website designed?
• What problems are they solving?
• Is it clear and concise?
• What kind of social proof is presented?
• How do they incorporate their CTAs?
• What types of media do they use?
• Who is their target audience?

Pay close attention to what seems to work and what doesn’t. Chances are you’re a first-time visitor to their site. Ask yourself what you thought was most appealing. If one of your customers were to visit their site, would they find it useful? Would their content answer your customer’s most common questions?

This research also provides you with the chance to pinpoint what they don’t address or cover within their copy. If you want to stand out against your competitors, discover how to fill in the gaps and improve on their content.

2. Define Your Target Audience

Your copy should be molded to fit your target audience. Before you can create copy that caters to that audience, you’ll need to know who you’re targeting. Companies waste $37 billion every year on content that fails to engage a target audience.

How do you find your target audience?

• Analyze your current customer base.
• Look at who your competitors are targeting.
• Evaluate the trends within your industry.
• Conduct surveys.
• Create buyer personas.

Once you compile the data from your research, you’ll be able to clearly define what your target audience looks like. Don’t forget to consider why you provide the service or product that you do. Be sure to reevaluate your audience as your business grows or changes.

Tailor your language and messaging to your target audience. Your copy won’t appeal to everyone, but your product or service doesn’t either. Be sure to provide your audience with consistent content on a regular schedule.

3. Create a Content Calendar

To stay consistent with your marketing efforts, you need to be organized. A content calendar is a schedule that outlines when you plan on publishing content. You should know weeks or months in advance what content you will be publishing. A plan will help you to streamline all your marketing efforts, and it will also help keep your team up to speed and on schedule.

The calendar should include blog articles, social media posts, email newsletters, podcasts, and whatever other medium you use. Note the date you plan to publish, the author or creator, and any deadlines. Don’t forget to incorporate proofreading and editing into the plan.

Here are seven simple steps to generate a constant stream of blog ideas.

Tracking your content’s performance is an important part of the content process. Some of the metrics that you want to pay attention to are:

• Clickthrough rates
• Time on page
• Conversions
• Web traffic

You can use software such as Google Analytics or Semrush to track performance. Based on the analytics, you’ll have a better idea of what kind of content works best with your target audience. It’s also important to repurpose and update content as you find out what achieves better outcomes for your business.

4. Continuously Review and Improve

The content scape is evolving every day, and it requires continuous review. Improvements will help keep content relevant. Using A/B testing will also help you determine what web copy works and what doesn’t. There’s no one-size-fits-all version, and there are vast differences between industries.

Using analytics to track performance will point out any spots that need further improvement.

Adding a content audit to your process and calendar will provide immense value as you scale your efforts. Quarterly or even monthly audits may be necessary if you’re producing material at lightning speed.

Great website copy is an important part of getting marketing right. You can’t afford to sit on the sidelines and watch as companies that embrace quality web copy experience explosive growth. Web copy has morphed from static information to dynamic engagement. Every headline and CTA must be strategically worded to find success.

Through careful attention and analysis, you can crack the code to win over your target audience and provide them with the answers that they seek. Try these tips and strategies on your website and watch how your web copy enhances engagement and increases traffic.

Need help proofreading and editing your website copy? Check out Proofed’s website proofreading and editing service for businesses!

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9 actionable tips + examples for writing copy for websites.

Writing copy for websites in a way that is clear and effective can be tough. See how using a framework makes it faster and easier.

Published on Jun 04, 2024

By Krista Doyle

As a content marketer, you know that writing copy for websites is a weighty responsibility. Your website copy is often your readers’ first impression of your product or service. Whether it’s your landing page, sales page, or about us page, engaging web copy plays a major role in persuading website visitors to convert to customers.

In this article, we’ll share a foolproof framework for writing web copy as well as nine actionable tips for writing good website copy .

How to write compelling website copy (step by step)

1. set the page goal.

The first step to hitting it off with your website copy is knowing the goal of each of your website pages. 

For example, your About Us page should share your brand story and build a rapport with potential customers. However, for your product page or landing pages, the goal is likely different. So for the latter pages, you would have less of a storytelling narrative and more of a user benefit or data proof approach. 

Before you start brainstorming website copy, think about what you want each particular page copy to accomplish. Then make sure that every word you write is working toward that goal.

2. Design a buyer persona

Doing extensive market research will help you design a buyer persona. This is a profile of your ideal customer detailing their interests, preferences, location, and other pertinent information to help you better understand them. 

You can also learn about your audience by running surveys, seeing what they discuss on social media, and following industry trends.

Knowing your audience helps you write website copy that connects with them. When you know your audience, you can write in the language they use and speak directly to their challenges taking their circumstances into account. 

3. Use the PAS formula

The Problem-Agitate-Solution (PAS) formula works to draw out customers by pointing out a problem customers are struggling with. You then highlight how painful and frustrating said problem is by agitating . And then, you provide the readers with your solution , clearly outlining how it solves the problem with minimal effort. Here’s an example:

• Problem: Running a successful freelancing business is hard work, without having to deal with annoying admin tasks. 
• Agitate: Completing assignments on deadline, meeting with clients, promoting your business, and sorting through finances. And you still have to check email, schedule meetings, and keep track of your appointments?
• Solution: [Business] offers you fully trained virtual assistants for any kind of business at every budget. Now you can outsource all those non-billable tasks and actually focus on growing your business

This formula gets right to the heart of your target audience, especially when you use their language and speak to their specific concern.

4. Use the AIDA framework

Alternatively, you could use the Attention-Interest-Desire-Action (AIDA) framework to write your website copy instead of the PAS formula. This approach breaks down the content into four key elements:

• Attention: Grab the reader's attention with a bold headline or compelling statement that addresses their pain point.
• Interest: Explain how your solution can solve their problem and capture their interest. Use persuasive language and provide specific details to pique their curiosity.
• Desire: Create desire by demonstrating the benefits of using your product or service. Show them how it can make their life easier, save them time/money, or improve their business.
• Action: Finally, include a clear call-to-action (CTA) that encourages the reader to take the next step, whether it's signing up for a free trial, booking a consultation, or making a purchase.

Here's an example of how you could structure your content:

"Are you tired of constantly struggling to stay organized and on top of your tasks?

It's time to say goodbye to the chaos and hello to efficiency with our innovative task management tool.

With our solution, you can easily create, prioritize, and delegate tasks in just a few clicks. No more forgotten deadlines or miscommunications among team members. Our platform streamlines communication and ensures that everyone is on the same page.

Imagine having all your tasks and deadlines neatly organized in one place, accessible from any device. You'll no longer waste precious time searching through emails or scribbled notes. Plus, our advanced features such as deadline reminders and progress tracking will help you stay on track and meet your goals

Join thousands of satisfied users who have already experienced the benefits of our task management tool.

Start your free trial today and see for yourself how it can transform your workflow and boost productivity. Say hello to a more organized, efficient, and stress-free workday.

Sign up now!”

5 examples of converting website copy worth emulating

We’ve seen the three key elements of writing website copy that converts. Now let’s see five businesses using this structure to create compelling web pages.

1. MailChimp

MailChimp has a clearly defined audience: small business owners. They speak directly to that audience on their homepage and highlight the solution they’re offering, which helps them “grow sales.” What else do small business owners want?

On their Features page , Canva uses the PAS copywriting formula and helps potential customers visualize how Canva fits into their personal lives.

3. HelloFresh

HelloFresh puts their homepage to excellent use (their goal is obviously to hold their audience’s attention). That sentence “Take the stress out of mealtime” is probably the exact phrase a frazzled customer needs to hear when they need a break from meal prepping.

4. WordPress

In a highly competitive market, WordPress uses their homepage copy to set themselves apart as “the world’s most popular website builder” — and they have the stats to back it up. They clearly know their market and how to appeal to their audience.

5. Wave Invoicing

Wave makes it clear, right off the bat, that their software is free. As an invoicing software for freelancers on a budget, they know their target audience. They’ve also designed the page to boost conversion rates by including a call-to-action to create a new account.

9 tips for writing good website copy that connects with customers

Now that you know the basic structure of effective website copy, we’ll share nine quick tips to help with writing copy for websites.

1. Lead with a powerful headline

Great headlines grab attention while sharing the brand’s purpose in simple terms. No matter the web page, craft a headline to make readers stay by keeping it short and purpose-driven. Add a brief subheading that summarizes your brand goal. Here’s an example from HelloSign’s homepage.

2. Harness customer reviews

Not sure how to describe what your product does for customers? Read their reviews! Customer reviews can be a treasure trove for copywriters looking to write vivid descriptive copy. Reviews are a form of social proof , which can help establish trust with potential customers.

3. Speak directly to your audience

Use first-person pronouns like “we,” “our,” and “us” when referring to your brand and “you” when referring to the user in your website copy. This creates a sense of connection and helps you speak to the customer, not at them. See how Instacart does it.

4. Be specific

Writing vaguely about your product or the customer’s pain point weakens your PAS framework. Instead, write specifically about the issues your customers face and mention exactly how your product will fix this. 

On their About Us page, Ilia harnesses the power of language to show customers what their brand is about: “vibrancy, vivid washes of color, and a fuss-free philosophy.”

5. Keyword optimization

Your writing should appeal to humans, and also not neglect search engines. Including the right keywords when writing copy for websites can be the key to massive search engine traffic.  Research your target audience and include relevant keywords in your content.

6. Highlight user benefits

Customers like to know what’s in it for them. So, show them! Kloudio keeps their customers’ benefits front and center on their homepage.

7. Be data-driven

Don’t be afraid to show off your impact in figures. Using case studies, testimonials, sharing how many customers your business serves, or even your range of products can convince a customer to commit. DepositPhotos highlights the size of their content library to stand out.

8. Optimize your CTAs

Make your CTAs useful and accessible by stating exactly where the click takes readers. For example, a CTA button that says “Start my free trial” is more effective than “I’m ready to go.” Although snazzy microcopy sounds fun, it can make your website inaccessible for visually impaired and non-tech savvy users.

9. Keep it simple

Finally, few things beat simplicity and clarity in writing copy for websites. Use clear, direct language and short sentences. Blue Apron’s homepage tells website visitors straightaway what to expect.

Tools that help make writing copy for websites faster and easier

You’ve got the know-how for web copywriting down, but to help you write website copy faster and with less stress, we’ll share five game-changing tools.

Jasper is an AI marketing platform trained by real-life experts. It offers over 52 writing templates including marketing framework templates like the PAS and AIDA . 

Jasper can help you write high-quality website copy in less time. It’s especially useful for high-volume website copywriting that demands skilled support. Here’s Jasper’s PAS template at work. We only entered the information on the left.

2. Keyword research tools

Use a keyword research tool to ensure that your website copy is optimized for search engines. Popular options for tackling SEO are Ahrefs and Semrush . Yoast SEO ’s WordPress plugin can also evaluate your content to make sure that you’re hitting the right targets.

Keyword research tools are essential for writing website copy as they provide valuable insights into the specific words and phrases users are searching for online.

Proper keyword research can lead to higher organic traffic, better engagement, and improved overall performance of the website.

3. Readable

Because simplicity is essential to persuasive website copy, you need to be sure that your content is readable. Readable is an online readability score calculator that uses the Flesch-Kincaid scoring to determine whether your content is easy to read even for weaker readers. It also works as an effective spell-check and grammar checker.

4. Stock images

If your brand doesn’t have real images yet or prefers to use vector illustrations, then you’ll need a good image source like Jasper Art . Depositphotos , Pixabay , Unsplash and Shutterstock are also good options for more traditional stock images.

5. Thesaurus

Finally, you’ll need an online thesaurus for when words eventually fail you. Use this tool to find synonyms and related words to make your website copy sharper and more appealing.

6. Hemingway App

Named after the famous author, Hemingway App helps improve the readability of your writing by offering suggestions based on Hemingway’s golden rules of writing. It will highlight lengthy sentences and paragraphs, suggesting you to break them up to be more easily digestible. It also gives suggestions to simplify your writing when it’s too dense and potentially confusing for readers.

But most importantly, it brings attention to your use of passive voice and gives you active voice alternatives to use in your writing.

The key to writing A+ copy for websites

Writing copy for websites can be a challenging but rewarding task. Remember that every web page should have a goal. Buyer persona research is crucial, and the PAS framework is hard to beat. But even when you understand the basic copywriting framework, you may need more help from a skilled assistant.

Jasper is an AI writer trained to assist copywriters and content marketers write better content in a shorter period. You’ll also find useful training to get the best out of Jasper for copywriting and content marketing. 

Want to spend less time second-guessing your copy? Sign up with Jasper today to get started.

Meet The Author:

Krista Doyle

Krista Doyle is a writer-turned-strategy-nerd based in Austin, TX. By day she manages content strategy and SEO right here at Jasper, by night she binges Netflix or continues her mission to find the best old fashioned in Austin, TX.

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How to write great web copy people actually want to read

Product Content Design Manager, Shopify

7 minute read.

Interviewed by:

Table of contents

A Guide to Content Production Planning

How to develop a process that ensures content is high quality and delivered on time.

Founder of Lagom Strategy

The ability to know the good from the bad sets the professionals apart from the novices.

Developing engaging, meaningful web copy is a balance of function and emotion , which can be tricky. Let’s look at the patterns of thinking, established tools, and idiosyncrasies that we use to craft web copy that’s ready to publish.

The web is a harsh taskmaster

When I first encountered the ‘rules’ of web writing , they struck me as a dumbed-down version of real writing. Shorten this. Bullet point that. It seemed like a pretty soulless exercise. But boy, was I wrong.

The web is its own medium. It moves fast and is concentrated with weak messages.

The key to successful web copy is creating markers of quality. This is the challenge—and one you should embrace wholly.

Whether you are aiming to create content for a website, sales chat for banner ads, or in-depth blog articles, you have to write with conviction, confidence, and an acute awareness of context.

You have to commit to creating quality content , with no fluff or filler.

Online readers are fickle, dismissive, and on the search for a quick hit of meaning. People don’t read online content; they skim. The easy solution to counteract this problem is to simply make your content better .

5 tips to write compelling web copy

Writing high-quality website content is different from writing other types of content marketing.

Whether you’re writing a landing page, product descriptions, or just a web page, here are some tips you can use to make sure you’re writing web copy that will stand out with your target audience.

1. Document your process for consistency.

Before I begin any copywriting project, I create my ‘List’. It’s a template that I work from and add to . The act of writing is a personal one, and I have my habits. But the technical steps to producing great content should remain consistent.

No matter what you’re writing, you’ll probably have to do some research upfront , whether that’s on a topic for a whitepaper or just competitor research on social media.

Tools to use

Consider what tools you need to get the job done. For digital marketing web copy, this may be tools for SEO or web publishing. Whatever the tools, make sure you know what you’re using before you get started.

Tone of voice and draft

Your first draft gives you the chance to get the basics or necessary information down. This is also the time to write with a focus on tone of voice , the one thing that sets you apart from others in your industry and even your niche.

Take another look at your draft and edit for clarity and brand voice. This will also be the best time to make sure you’ve incorporated your keyword research as well as revisit your call to action to make sure it’s clear and actionable.

‍ I’ve come to realize that this list is less of a schedule and more of a personal reassurance of my goals. It also happens to be a pretty good distilled idea of what copywriting is.

‍ Copy Tip #1: Get a post-it note, and write the objective for your content on it.

I’ve just written my objective for this article – “Help people develop copy that’s fit for publishing on the web.” Stick this at the top of your computer or desk and after each section you write, read this objective back to yourself.

2. Know what your audience cares about

Without this first step, you have nothing.

To speak with relevance and interest you have to converse, not dictate. Conversation is a mutual language, a natural flow . You can’t have this relationship without human insight.

Research is an investment. It’s an opportunity to investigate the person behind the statistics. Analyze competitor's sites, immerse yourself in the wider industry, and find ways to engage on a personal level with your targeted audience.

I favor the good old-fashioned interview. Before I start working with a client, I give them a brand questionnaire. This is a collection of questions designed to make them explain their business and project in their own words. This information is invaluable for the written word.

How people talk about themselves vs. how they want their audience to see them is often akin to their wants vs. their needs. Good content isn’t an opportunity to be cringingly ‘clever’, it’s a tool to be brilliantly insightful and engaging.

This is where you can begin to flesh out what the realistic expectations for your copy are.

Writing for the web is a balancing act. You need to be precise, impactful, and relevant all at once, and time isn’t on your side. You can’t bludgeon your website visitors with a million concepts in one swoop.

Instead, consider: what do you want to say and to what means? Prioritize information, concentrate themes and consider what is actually valuable content to the reader. Have another gaze at your post-it note. Take stock of your objective and focus.

Insight is the beginning of it all . Use it well, and you can develop perhaps one of the most valuable content techniques of all—establishing an effective tone of voice. This is how you get your foot in the door.

‍ Copy Tip #2: Write by hand first.

I write everything down, and then type. This is almost a screening process for me, but it also serves as a way to connect words with meaning. Creating a list of keywords associated with your content urges you to trim the fat and look at the buzzwords.

3. Structure your content for ease of reading.

Good writing is a blend of function and emotion .

Structuring your content well is as integral to its success as the words themselves. No one will read a mass of concentrated copy. How content is pieced together guides and holds the attention span of the reader.

I employ a series of quick iteration tools, built to structure my content in a meaningful way and fulfill the reader's instant appetite.

‍ Your headline holds the weight of your content . Packed with meaning and promise, it has to be catchy enough to grab attention and honest enough to deliver. Use wit and wordplay with caution, as this is your chance to spark a connection, not demonstrate a poorly placed sense of humor.

Hit them with a benefit . People look for the positive, so what is so great about what you have to say? Make them need to stay on your home page. My headlines tend to develop from my Copy Tip #2. Keywords are pure benefits.

‍Subheadings

‍ If your headline is the theme, your subheading is your message . What is your content delivering?

I use my subheadings as a wider context. Sometimes I hint at the ethos behind the message, other times it’s more direct. Just as important as a headline, this handy heading is your opportunity to back up your headline claim, outline what is coming next. Establish trust and deliver value.

So, my headline here is ‘Subheadings’. Clear, informative and honest. Avoid the use of ‘Marketese’. This language of empty claims instantly loses any credibility built up. Functionally, subheadings are great for logically grouping content and for separating extended text.

‍One idea per paragraph

‍ Now that your sections are taking shape, it’s time to refine the focus .

Limit each paragraph to one idea. This makes it easier for the reader to understand and digest. It also makes the content easy to skim for relevant information.

Don’t over-romanticize your copy. Let tone and your voice take care of emotion and use this section to get the facts and solid messages as functional and succinct as possible.

‍SEO keywords

‍ There is no denying that SEO is vital for any type of web content. But that doesn’t mean that you should be writing for the sake of SEO or linking for linking’s sake.

My approach to Search Engine Optimization is to keep it natural . You’ve spent valuable time on your content, don’t fill it with ill-placed key phrases and links. Use organically relevant and concise keywords and phrases in the headlines, subheadings and body copy.

Your investment in research comes into play here. Spend time investigating how your audience talks, searches and associates with you. To build trust, link to relevant resources that add further value for the reader. This demonstrates that you aren’t a greedy service provider but a user-centered educator.

‍ Copy tip #3: Read your content out loud.

You’d be surprised how different copy can read and sound. Nothing can indicate how natural a phrase or sentence is more than hearing it out loud. If you wouldn’t say it, don’t type it.

4. Use your brand voice to distinguish your content

This is your personality . It is how you say what you say. Use it the right way and you can make long-lasting connections, regularly interact with your target audience and reinforce trust.

Use it poorly and you can confuse the reader and misrepresent yourself.

Often, the most unsuccessful uses of brand voice are by people who fail to constantly utilize and apply their tone across the board. Characterful jesting in the About section followed by a corporate speech on their Approach page doesn’t quite match up.

For my own copy, I adopted my character. I got rid of overused service promises and opted for owning my self-taught status and branded myself as a wordsmith rather than a copywriter. It made a subtle difference, but this set the tone for my content.

Recently, companies have opted for rewriting their Terms and Conditions. I love this complete commitment to their voice and style . Your voice can target users, exhibit attitude, and be fun. If you find a tone of voice that sells, you can create consistent content with ease.

‍ Copy Tip #4: Read over previous content find your voice.

How you naturally write will contribute to your tone. If you have to force it, it won’t sound quite right (or be easy to replicate over time). Spend some time assessing the actual words you use to describe what you do. They will have more in common than you realize.

5. Polish, refine, and publish your content

Creating and developing content is a slog. Sometimes personal (but mostly trying), this process can often leave you feeling like a proud parent, but you need to resist the urge to publish right away.

Hindsight is a tool some writers don’t have. Fast-paced deadlines and years of practice proofing as you write mean that that window of time to process, digest, and edit is lost. Get into good habits now.

This edit period is more than spellchecking. There’s always fat to trim and points to re-emphasize, so take your time before you push it live.

There are a few things I run through before I publish:

• Read my notes. These early scribblings often illustrate the purest form of my content.
• Gain a fresh perspective. I send it to a reader or friend unrelated to the context. If they understand what I’m saying, then it’s done its job. Moreover, if you're writing a highly technical piece, run it by an expert before publishing.
• Check spelling and grammar. If possible, sleep on your content. Errors will be glaringly obvious when you read with new eyes.

Understand that creating and developing content is a process. Don’t be too tough on yourself. Content is a currency. Contribute regularly, practice often, and share what you create.

Content Creation: The Essential Guide

Practical advice to help you create effective content for your audience and your business..

About the author

Nic is a product content strategist at Shopify who collaborates with designers, developers, researchers, and product managers to design and build Shopify's user interfaces. Previously, Nic was a freelance copywriter based in Glasgow; she believes that no matter what the medium, brief or platform, using the perfect words in the best possible way can create a story, a natural communication between people, their ideas and the rest of the world. You can follow her on Twitter .

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A Practical Guide to Writing Website Copy For People Who Aren’t Professional Copywriters

To really make your brand stand out, you need to effectively communicate the story behind your small business to your audience. While you can connect with your customers on social media, creating a website is just as important, if not more. A website provides a variety of benefits and is a permanent landing page for your business that gives your brand credibility. It’s not enough to simply have a website, you also need to make sure you include compelling copy on it.

Well-crafted web copy can build your brand and hopefully lead to more sales. Your website is often the channel where customers will be purchasing items, and in order to convince buyers to trust your products, you need to have enticing marketing. The good news is, you don’t have to be a professional copywriter to include well written copy on your site. We’ll go over some best practices for copywriting as well as review some examples from small-businesses who have great text on their websites.

Why good website copy is important

Once your customers navigate to your website, you want to ensure they will actually stay on the page and learn more about your business and products. Bad copywriting – writing that isn’t clear, too lengthy, or hard to read – can feel jarring to customers and lead to a higher exit rate on your site. On the flip side, good copywriting – writing that is clear and evocative – will encourage your readers to browse through your website, increasing the chances they will make a purchase.

These are just some of the benefits of good copywriting:

• Clearly communicate your business’ mission and goals. Good copywriting should tell the story of you and your business. When you write clearly and effectively, you can pull readers in and help them emotionally connect with your brand.
• Provide a permanent hub of resources . On your social media, you may only be highlighting your latest products or services, but customers can find the entirety of what you have to offer on your website. By including solid copywriting, you can ensure all the information is easily accessible.
• Make a good first impression. Imagine if readers came to your website and saw grammatically incorrect copy. That experience may be off-putting and lead them to exit your page. By including good grammar and punctuation, your customers will see your brand as more credible.
• SEO Benefits . If you optimize your website for SEO, you can pull in more organic search traffic. This means including key-words related to your business and making sure your website copy is informative and educational for your readers, rather than a lot of fluff.

The more effective your language is, the better your chances are of connecting with customers and building brand awareness.

Key things to keep in mind when writing website copy

You should be creative and feel comfortable to add your own style and voice to describe your small business on your website. With that being said, you also want to make sure your writing is logical and comprehensible. Here are some ground rules that will help make your copy strong.

People are busy and they typically tend to skim through long blocks of information online instead of reading it in full. This means it’s best to give the most important information upfront, rather than hiding it in paragraphs of text. Your website is a source of information after all, and you want it to be easily accessible.

Being concise does not mean all of your copy has to be to the point, though. In fact, we’ll go over examples of small businesses that do include lengthier descriptions in an effective way. But more often than not, you’ll want to keep your copy short and sweet.

A Dozen Cousins, a black-owned and Muslim-owned family business selling healthy Caribbean inspired food, does a great job of this on their website. Their homepage currently has a banner advertising their latest drop with a catchy slogan: “We’ve got the sauce.” It’s quick and direct, letting customers know exactly what the product is.

The phrase is also a fun play on words as many hip hop artists have used the word “sauce” to mean something special, but it also literally relates to A Dozen Cousins seasoning sauces. Coming up with a short and fun slogan or catchphrase, especially one that is relevant in a pop-cultural sense, is a great way to hook your audience.

Clarity is key

Try to be as clear as possible with your word choice. While it sometimes is okay to use purple prose or flowery language, that kind of wording could also feel vague and unclear to your readers. You’ll want to explain your business’ goals and products in the most straightforward way possible.

Whenever you’re drafting a new copy for your website, ask yourself if you can simplify the language. If so, break your copy down into simple sentence structures with simple words.

Clarity also means you should be honest in your writing. Don’t over exaggerate the benefits of your products or services. Be honest about your small business’ goals and missions. You want your readers to trust you after all, so be direct and frank with them.

Consistency is important

Another part of clarity is being consistent across your website and social media channels. Businesses often develop a specific brand voice – a tone that is unique to your business. Your customers will get used to this distinct style of communication, and it’s best to stick to it throughout your website and other channels.

Structure your content effectively

When your customers look at your website, you want the information to flow smoothly. This means a couple of things:

• Your page layout should be easy to read. It’s never fun to come upon a webpage that is one giant block of text. Play with spacing and include bullet points to break up the text.
• Include headings and subheadings . When writing your website copy, make sure your paragraphs are organized in a logical way with a beginning, middle, and end. There should be clear headings and subheadings and smooth transitions between sections.
• Add visuals. Make sure to include images and graphics in your text. Not only can that make your page easier on the eyes, but well placed visuals can also add an emotional layer to the text.

Squigs Beauty , A South Asian founded brand, sells haircare and skincare products free of synthetic fragrances and dyes, including a hair oil and face serum. When describing their gooseberry delight hair oil, the brand includes a typical description of the product, but on top of that, they added another blurb with a list of tips to get the most out of the hair oil and broke it down into four categories:

• Good to know

Just like Squigs Beauty does here, we recommend playing around with bullet points, spacing, and coloring to break up your text and make it more visually appealing for readers.

Always edit your work

You don’t have to be an expert at grammar and punctuation to write good content. Instead, just make sure you review your work often. We recommend first outlining the text for your website. Once you have a solid outline, you can start drafting the exact wording for your webpage. If possible, have a colleague or friend peer-review that draft before. At Buffer, we peer-review our blog posts and often go through two rounds of drafts before publishing the final product.

Another great tool to use is Grammarly . Dubbed a virtual writing assistant, Grammarly is a free software that edits your work and offers suggestions to clear and strengthen your writing. While the free version works well, if you feel like you need extra help with grammar there is a paid version that can really fix up your copy.

Reading your copy aloud is another helpful tip. When you do so, you can hear whether the words flow smoothly together or if there is any awkwardness in the language. It’s also a great way to see if you’ve missed necessary punctuation like commas.

Main sections to include on your website

You can organize your website in a myriad of ways, but here are some main sections you should definitely include.

About section

When your customers click on your website’s about page, they should be able to get a good sense of what products and services your brand offers as well as an idea of who you are as a company. Most business about pages include information about the CEO and other key leadership roles.

Arctic Haven Studio is a small business ran by sisters Anna and Kelly. They sell shareable art depicting animals that are native to their hometown in Alaska– making their products extremely close to their heart.

Because the business is so personal to the duo, their about page is too. The sisters wrote the entirety of the website by themselves, and didn’t rely on copywriters to help them set up their content.

They include an in depth section describing why exactly they chose the name Arctic Haven Studio. The explanation is both informative and lyrical. This is a great example of how to include longer text on your website.

Anna and Kelly’s writing provokes beautiful imagery, making customers want to buy their art. Lines like, “ Even in this rugged terrain, we are always amazed at how wildlife carves out homes for themselves: The arctic fox in its den of snow, the mountain goat on its cliffs, the grayling in the bend of the racing river ,” paints a picture in the reader’s mind. It’s also clear from their writing just how much they respect nature as well. This can give readers the sense that their passion for the outdoors is authentic.

The writing is lengthier, but it serves a clear purpose: to tell the story of why the outdoors is so important to them.

They also include blurbs about themselves, telling customers who they are as people. While you don’t have to go into great detail or include any personal details about yourself, giving some insight into who you are as a person and what inspired you to open your business can help your readers build an emotional connection to your company.

Neither Anna nor Kelly are trained in copywriting, but their passion for Alaska’s wildlife reflects on the page. With some thoughtful editing, they were able to craft a compelling about section that successfully describes the values behind their small business.

Another element you can incorporate into this section is your company’s values and goals. We’ve listed out our six core values on our about page so customers can have a better sense of how we operate at Buffer.

However you decide to set up your about page, make sure readers can take away what you're hoping to accomplish as a small business owner or content creator.

Mission statement (if relevant)

If you’re partnering with an organization, donating to a nonprofit, or have some kind of charitable component tied to your business , you should dedicate a section of your website to your mission statement and explain how and why you’re supporting a certain cause.

A mission statement can make customers feel good about supporting your brand and like they’re making a difference by purchasing your goods or services. Here’s a great example from Seattle Chocolate Company .

The brand was founded in 1991 and has long since been a staple in the Seattle area – and other parts of the country, too – for selling top quality chocolate with unique and eccentric flavors. But the small business also has several causes they are working with as well and they’ve dedicated multiple pages on their website to their mission. Like this page about where they get their chocolate from.

They discuss where their chocolate is sourced as well as their partnerships with small family farms. The brand also provide factual info along with maps to educate customers about the regions they work in.

The page is both informative and compelling as the company gets to describe how they go above and beyond in order to source cacao ethically.

They also have another page dedicated to their partnership with Girls Inc ., an organization empowering and mentoring young girls and providing them with tools and resources to tackle economic and social barriers.

This section immediately lets customers know that their purchase will not only get them a quality product, but will also help someone else. Seattle Chocolate Company also points out that they themselves are a women-founded company, this is super effective as it can help readers feel like the small business’s support is authentic and not performative.

The small business also includes effective language like: “ Our mission has always been to make the world brighter through chocolate, especially when it comes to empowering girls and women .”

The language is clear and simple, yet evocative – the company is showcasing how their chocolate not only uplifts people on a daily basis, but is contributing to something even bigger like women's rights.

As you can see, you don’t need to include a bunch of text explaining why your small business supports a certain cause, even a short paragraph or a list of bulleted points can get your point across effectively.

Product page

The most important part of your website may be your product page or pages! This is where you highlight what exactly you’re selling, whether it be a physical item, a software, a service, etc. You want to include a clear description of your product, as well as include the price and any other relevant information, depending on what it is you’re selling.

Try to be both persuasive and honest in your product page. Build up your product to make it appealing to customers, but remember not to over exaggerate either.

In just a few short sentences, A Dozen Cousins tells readers how to cook with their sauce packets, explains the flavor profile, and provides a few meal ideas, making it a very effective product copy. As we’ve mentioned earlier, oftentimes visitors will be skimming your site, so it’s best to shorten your descriptions and get to the point quickly. This product description is the perfect balance of brief, yet informative text.

Paynter Jacket is another example of a small business creating excellent copy for their products. The ethical clothing company drops four limited edition jackets every year and creates a compelling narrative around each one.

For their latest work, the carpenter jacket, they provide historical details explaining how it’s inspired by the California Gold Rush. Readers are given a brief history lesson that is actually engaging, and makes the product more appealing.

Part of the copy reads, "This boom time in America was sparked by one man. He wasn’t a mining mogul. He wasn’t even looking for gold .... It was there he discovered flakes of gold in the American River. Word quickly spread of his find. And the rest is history."

In providing social and historical context to their jacket, the small clothing brand effectively tells a story that is intriguing and also builds up hype around their product.

Contact page

Finally, add a contact page. While it’s helpful to include your social media handles on your website, not everyone is active on those platforms, so it’s a good idea to add an email address where customers can easily contact you. Check your inbox regularly to ensure you’re not missing important messages.

As an entrepreneur, you are the expert on your small business, making you more than qualified to tell the story behind your products, goals, and mission. You don’t have to be the most seasoned writer to create a compelling copy. Along as you start off with some ground rules, edit your work, and include why you're passionate about your business and mission, you can write excellent website copy.

We hope this can help you craft compelling copy no matter your website. 💜

➡️ Ready to share your website across social media? Check out Buffer to plan and schedule your content.

Did you find this article helpful? You might also like our all-you-need social media toolkit.

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The Complete Guide To WEBSITE COPYWRITING (2024 Edition)

In this guide, I’m going to teach you my step-by-step process for writing high-converting website copy.

I’ve used this process on hundreds of websites over the last decade, and it can be applied to any business in any niche.

So if you want to learn how to:

• Plan out a wildly effective website
• Write persuasive copy from scratch
• Get more leads, subscribers and sales

Then this is the guide for you.

This isn’t a collection of tips, tricks, or techniques. This is a complete process for turning a blank page into the type of website copywriting people will pay thousands of dollars to acquire for their business.

If that’s what you’re looking for, let’s get started.

The Blank Page Startup Plan

Everyone knows the sinking feeling of looking at a blank page and wondering, “What now?”

This can be especially daunting on a website, where there are numerous factors and objectives to consider.

Fortunately, putting together a website copywriting plan is much easier than it sounds.

In this section, I’m going to show you three simple steps to go from blank page to website masterplan. This process works for any website and any niche.

(If you already have an ironclad plan for your website, feel free to skip to the next section .)

There’s a few reasons I love using this as an example:

• We accomplished all three objectives.
• We allowed ourselves to use more text than people typically use in the hero shot.
• You know everything you need to know about this company without needing to scroll.

It’s not essential that you get the full elevator pitch in above the fold, but you do want to cover the basics and, at minimum, clearly articulate the offer.

Explain the problem you solve or the benefits you provide.

Once you’ve summarized the offer and value, it’s time to really dig into the weeds and explain that value at a deeper level.

There are typically two different directions you can go with this:

• Dive into the problem or challenge, setting up the solution
• Dive straight into the benefits of the offer

The one you choose will depend on the service, target market, and customer feedback.

Some services are focused on eliminating a very prominent pain point. The problem is top of mind when the customer is searching for a solution, and solving that problem is the motivating factor for making the purchase.

In these scenarios, we want to focus on that problem and how we solve it.

For example, on my content strategy page , I follow up my value proposition by talking about a common pain point for my target market.

Product Details

This is more technical writing than copywriting. It’s important to cover all the key details and not leave anything out, particularly anything that browsers will be actively looking for.

A great way to make sure you are covering your bases here is to check your competitors and make a list of every piece of info they included in their details. You should include all the same info as well.

“Add To Cart” Button

This one is pretty straightforward, but make sure the button copy is clear.

Some sites like to get cute and can become confusing in the process. If you are using copy other than “Add To Cart”, make sure it’s really clear that it’s the purchase button.

Product Description

This is your first opportunity on the page to start influencing the reader with your copywriting.

Similar to our service page, we want to explain the product’s value, either by explaining the problem it solves or by highlighting the product’s key features and corresponding benefits.

In our Ugmonk example, we see that they are focusing on features and benefits in the initial product description. Take notice of the following lines:

• “Enzyme washed for added softness”
• “Dye process creates variations of color, making each tee truly unique”
• “Tees are pre-shrunk, [so] they will fit the same [forever]”

Each of these lines describes a feature of the product and then follows it with a description of the corresponding benefit.

This is really important. If the product description just said “enzyme washed”, would you know what that means? Most consumers probably wouldn’t, and as a result, they wouldn’t understand why it’s an important feature.

The format you use here is more flexible. Ugmonk opted to present a short narrative that takes readers through the tee creation process, highlighting features and benefits along the way. Alternatively, they could have simply listed each feature and it’s benefit in a bulleted list.

For products that focus on solving a problem, a short narrative is usually the best format.

Product Or Brand Story

A good product page is designed to give visitors everything they need without scrolling, so we have to keep the product description relatively brief.

Once we have scrolled past the fold, however, we have the  opportunity to dive into the product story for the first time or go deeper into the story you touched on in the description

If your product doesn’t really have an interesting story, you can always opt to go with a brand story instead, focusing on what makes your brand unique and why it was created. The reader can then infer that the positives of the brand will translate to the product itself.

Ugmonk really shows us a best-case scenario on this front. Not only do they have a well-produced video telling the story of their product, but they even offer the ability to click over to a full story landing page. What makes this especially powerful is that we are talking about t-shirts here, which are effectively a commodity product, but Ugmonk is removing themselves from the commodity playing field by showing you their unique manufacturing process and it’s benefits.

You don’t have to go this far, but understand that the amount of effort you invest into telling the story of your product will communicate to your customers something about how seriously you take the product itself.

“You Might Also Like” Section

If there is one thing ecommerce vendors everywhere have to thank Amazon for, it’s the “You Might Also Like” section. Amazon titles this “Customers Who Viewed This Also Viewed”, but regardless of how you title it, suggesting additional, complementary or alternative items has become a staple inclusion on every product page.

Again, you won’t be doing much writing here, but whether you are creating your own algorithm for this or using one of numerous available applications to do it for you, getting these suggestions right is important.

Reviews Section

Reviews are your social proof on a product page.

You want as many as you can get and you want them to be descriptive. As people become more and more wise to fake reviews, they are going to increasingly ignore large segments of short 5-star reviews.

This is one area where Ugmonk needs to do some work. They have only one review on this product page, which seems especially weird on a page with its own product story video. My guess would be that this specific tee pack is relatively new and simply hasn’t accumulated reviews yet, but regardless, it’s going to hurt them here.  

Since most product pages follow the same, easy-to-visualize template, I decided not to make a live template for this page. Nah I’m just kidding. Click here to access the template .

How To Write A Contact Page

Last but not least is the contact page.

This is probably the simplest page on your site, and there’s an intuitive reason for that. If someone has clicked on the contact page, they have already decided (or nearly decided) to reach out to you.

Accordingly, you are going to have one of two goals, depending on where your business is at:

• If you want more leads than you’re currently getting, the goal of your contact page is to just get out of the way and let them contact you.
• If you are getting more leads than you can handle, the goal of your contact page is to filter and prequalify leads to save you time in the sales process and to begin onboarding qualified leads.

Let’s dive into what your contact page will look like for each goal.

Wow. Just wow. How long did it take you to come up with this resource? And for you to give it out so generously. Thank you so much for this Jacob. I am transitioning from blogging to copywriting and this is precisely what I need.

Haha a lot longer than I expected when I started it… that’s for sure. Thanks Marijan, so glad you found it helpful!

Oh man, you killed it with this! Well done 👏

Thanks a ton Ryan! That means a lot coming form the longform master himself!

Wow, thanks like a million

Sure thing Barbara!

Jacob, this is nothing short of amazing. Honestly, you killed it. People pay for this stuff, but you are giving it out for free? Wow!

Thanks Princewill! I’m really glad you found it helpful!

Such useful info, Jacob. I’m loving all of your content, bro. THANK YOU for all the time you obviously put into it, for free too. Muchos Gracias 🙏

Top banana Jacob! 🍌

Came across your site much by accident and have been loving all your content. I am blown away that you want to write poetry and fantasy too. Hope you get there some day brother.

Just wanted to say thank you, as well as your link for https://getyourgustoback.com/ is broken.

Thanks Scott! Haha now I just need to actually start writing some fantasy fiction.

Wow. This is awesome.

Thanks Dennis!

Thank you Jacob! Wondered why it took this long for me to come across you.

Sure thing!

I am just wondering if you as the copywriter actually help build the website or if you just send the copy text for a blog post, website, email, etc and aren’t involved in the making of the product.

Hi Terra, the copywriter will usually just write the copy and send via an online document. Some copywriters will send “wireframes” as well, which display their suggested layout for the page.

This is a phenomenal resource. I am in awe that it is free!

Glad you found it helpful Rebekah!

This is awesome and informative.

Sure thing Martha!

I’ve only just started learning copywriting this week and I’m already mind blown by the amount of content you have available for people like myself, who are eager to learn and change their financial situation, to devour your content.

I just finished making notes on this guide – on to the next one!

Thanks Jacob!

Welcome to the field James! Glad you are finding these guides helpful!

Incredible resource, Jacob. Thanks for your generosity in sharing it.

Sure thing Mek!

Wow you really over-delivered Jacob! Awesome job!

Thanks Trang!

This is a great resource for newbie copywriters like myself to learn from. It’s amazing though that what others are charging for you are giving away free. May the Good Lord continue to bless you (Amen). Thanks a billion.

Jacob, this is pure gold. I started reading this thinking there was probably going to be some buzzfeedy list of craptastic advice but I was blown away and I’m glad I was wrong. This single article has changed the way I’ll be designing websites completely and forever.

Hi, I am looking to work on my copy game, I have confidence in your course that will send me to the right path. Yes I understand 90 percent is the action I take. Honestly after going through a few course I haven’t found the right one yet.. Books are great and your free guide are effective since last year So I want to thank you Jacob :). But I am still stuck on the confusing phase, how to build my website…. How to develop credibility. Yes I have some clients I work with but they are not so effective in taking my copywriter skills to the next level. So I want ask you if you offer 1 to 1 coaching in your current course The Internet’s Best Copywriting Course ? Because your copywriting course is amazing but I saw it was written its Optional 1-1 coaching.

Can’t wait to get your Course 🙂

Hi Ali, yes the 1-to-1 is an optional add-on that you can get during the checkout process. You’ll see a box for it. It’s optional, because the the course has all the info you need without coaching being necessary, so I wanted to make the course info as low cost as possible, and I’d have to charge a lot more if I did 1-to-1 coaching with every student.

Hey that was just really helpful and nicely written as well.

This is absolutely mind-blowing! There is more value here in that most of the paid courses I’ve taken. And everything is so crisp and clear!! I already wanted to buy your course but now I’m 1000% sure I’m gonna buy it.

Thanks for everything man, you win at life 🙂

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How To Write Landing Page Copy From Scratch

Design, create, and write a high-converting landing page from scratch

How to Write Website Copy

By Sarah Mulhern

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Writing website copy that informs and engages your audience is a crucial part of any action plan to launch or revamp your small business website . Once you’ve chosen a website template , website copywriting should be next on your to-do list. Learn how to write effective web copy, what information should be on a website, and how to optimize your web copywriting for search engines.

What information should be on your website

Making a good first impression on your audience begins with good website copywriting. Before you even write your copy, set yourself up for success by deciding what web content to write and where to put it.

Start with your homepage

Your homepage should put your best foot forward for website visitors. There are three core elements to your homepage content:

Define what you do and what you offer. What exactly is your business, and how does it benefit your audience? How do you stand out from competitors in your industry? Get straight to the point about your value proposition, and showcase any relevant information or visuals that communicate what makes your business unique. 

Share social proof. Work customer testimonials into your web page, if possible. Since people are more likely to trust the word of other people, not businesses, customer testimonials offer you credibility and can influence leads. 

Use calls to action (CTAs). Your website is a vital way to represent your brand and engage your audience, but the ultimate goal of writing web copy is to drive actions—and thus conversion rates—such as buying a product , scheduling an appointment , or signing up for your newsletter . Make sure you have clear CTAs throughout your site to help nudge your readers towards taking these actions.

Build your site header

Your site header is the navigation menu at the top of your website that stays the same regardless of which page you visit on the website. 

Elements of your site header should include: 

Your business name and/or logo

Social media icon links

Links to all of the major pages that branch off from your homepage

Keep your header copy concise and straightforward. Remember that the goal is to create a good user experience by making navigation intuitive for visitors . Label everything in the navigation menu with titles that clearly convey what your audience will find on that landing page. For example, label your blog as “Blog,” “News,” or something similar in your site header. Some people give their blog a name, like we have with Squarespace’s Making It , but your site’s navigation menu should simply say “Blog” regardless of the blog name.

Identify which pages to create

In order to determine which pages will branch off of your site header, decide on the core pages of your website that will best support your business strategy. 

These pages will vary depending on your business, but your business website should at least include: 

About page: Instead of focusing on defining your business and value proposition like on your homepage, your About page is where your story should shine. Good website copy here is less about the what of the business and more about the why and how behind it. That could include: your founder backstory, achievements, relationship with your community, and the vision, mission, and values behind your business. 

Products or services page: Whether you sell physical products in an online shop or book services through an online scheduler, a page to showcase what you offer is integral to your business website. Include product descriptions or service details, and focus on how they benefit your audience.

Your blog: A blog is a useful tool in your digital marketing strategy that gives you control over how and when you share with your customers. Determine the goal of your blog , and make sure it’s easy to find in your site header. Hosting and consistently updating a blog directly on your business website helps search engines recognize your website as fresh, valuable content . 

Contact page: This is where you should highlight all of the methods of connecting with you that are available, such as social media profiles , email, and a contact form. If you frequently network or consult in addition to your main revenue stream, including an online scheduler as part of your contact methods is also a time-saver and helps you appear more approachable to your audience.

Best practices for writing website copy

Once you’ve decided what you want to write about and where it lives on your website, it’s time to determine how to write your website content in a way that makes your brand memorable and leads audiences to take action on your CTAs.

Define your brand voice

Your brand voice is essentially the personality behind the way you write copy. To define your brand voice , it helps to think of how you want your copy to make your audience feel when they engage with your business. For example, a shop that sells toys might have a playful or humorous voice, while a yoga studio might have a more gentle and supportive voice. It helps to brainstorm characteristics like those, and determine whether your brand voice is more casual or formal. 

Whatever you decide, make sure your brand voice reflects your values and connects with your target audience . Even if your voice is on the formal side, your copy should still feel human, not robotic. Lean into authenticity, and be consistent—your brand voice should align across all of your marketing channels and your web design .

Learn how to teach your brand identity to Squarespace

Make your copy skimmable

The way you structure your copy impacts how it's received by your audience. Keep it simple and improve readability with these formatting tips: 

Lead with the most important information at the beginning of paragraphs, then follow with details. That helps your audience find what they’re looking for more quickly, which can earn trust and influence how long they engage with your website. 

Use concise paragraphs and short sentences. A general rule is to limit your paragraphs to five sentences, and your sentences to 20 words or fewer. 

Complement your copy with imagery to make the information easy to digest and bring your business to life . This tactic is especially useful on your homepage and About page.  

Break up big blocks of copy wherever applicable to reduce text overwhelm for your audience. Use video , images, bullet points, and negative space to improve readability. 

Categorized headings that clearly label and organize information also support skimmability and comprehension. The weight of your heading should descend throughout your copy (from H1 to H2 and so on). That helps both visitors and search engines navigate your website more easily.

Not sure how to get started? Use Squarespace AI to write your first draft.

Optimize your website copy for search engines

Every Squarespace website is optimized for search engine indexing and includes keyword analytics tools to help you optimize for what your audience is looking for. In addition to search optimization tools , there are steps you can take with your website copywriting to increase your website’s visibility and rank in search results. 

Do keyword research

How and where you include relevant keywords in your content is a critical part of your search engine optimization (SEO) strategy. A keyword is another way of describing the relevant terms that people search for when they’re looking for content or businesses like yours. 

Start by brainstorming a list of terms or phrases that people in your target audience might be searching for. Think about all aspects of your products, services, brand, and industry. For example, if you’re a ceramics studio in North Carolina, people in your area might search for something like “ceramics classes chapel hill.” 

Research your competitors to see what words or phrases they typically use, especially in page titles and subheadings. Once you’ve brainstormed an initial list, refine your keyword list by using free SEO tools . They can help to identify the keyword phrases that are most often searched for and terms that you’d be most likely to rank for in search results. 

Incorporate keywords into your copy

There’s no one right way to write website copy: You could write a first draft without keywords and edit them in later, or start with keyword research and build your copy from there. Either way, do not stuff your pages with keywords. Keyword stuffing refers to content that’s so overloaded with keywords, it’s unreadable. 

Your language and sentence structure should flow naturally and stay consistent with your brand voice, with keywords naturally woven into the copy. Include your primary keywords in the first sentence of each page, and build from there with secondary keywords or related topics.

Update your meta title and meta descriptions

Optimization doesn’t begin and end with keywords in your body copy. It’s just as important to include keywords in other aspects of your website, such as the URLs for your blog pages and your headings and subheadings. 

Your site title and meta descriptions are two more key parts of your website copy that you should optimize: 

1. Site title

Think of it as an anchor back to your homepage. Your site title appears on your site header, browser tabs, search engine results, and social media shares. You could make it the same as your business name or blog title, depending on your strategy. Either way, you can adjust how your site title appears in different spaces by editing its SEO title to include keywords. Essentially, that means your site title could appear one way on your website and another way in other results. 

2. Meta descriptions

Typically, when any page on your website appears in search results, the search engine will show copy that’s most relevant to the searcher’s keyword query. But if the search engine can’t find copy that’s relevant enough, they’ll show your site’s meta description instead. You can control the meta descriptions for each piece of your site, from the homepage to individual product pages to blog posts. Keep your meta descriptions succinct (50-300 characters). Like with the rest of your website copy, incorporate relevant keywords and focus on content that addresses the needs of your audience.

This post was updated on January 23, 2023.

Posted on 27 Oct 2021

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Website copywriting 101: A guide to writing for the web

Website copywriting is the process of using words to drive action for websites. Around these parts, we also call it conversion copywriting .

What is website copywriting?

Website copywriting are the words on a home page, services page, product page, landing page, and sales page. Not to be confused with content writing , website copywriting is about action. The words on your website are tasked with converting visitors by getting them to take the desired action.

Your website is your online sales machine, and your website copy is your online salesperson.

How is writing for websites different from other copywriting?

When most people think of copywriting, they think of traditional ad copy written in an advertising agency environment.

But website copywriting is not the same as traditional copywriting.

For starters, website copywriting is writing for the internet — not print or other media.

This means consideration has to be given to the format.

Content writing — commonly called blog writing or SEO writing — is not website copywriting.

The major difference between the two is that content writing aims to inform while website copywriting aims to drive action.

Website copywriting is also different from email copywriting , though some techniques and goals are similar.

You can read more about those differences here.

7 Essential Steps When Copywriting for Websites

Understanding what makes website copywriting different is just half the battle. You’re here to dig a little deeper and learn some tips you can start acting on today.

So let’s get to it.

1. Do your research

Before you write your first word of copy, it’s important to do your research.

At this stage, you want to learn everything you can about the target audience.

How do they speak? What are their pain points? What do they want? And how can your solution help them get it?

2. What’s your goal?

Whether it’s a home page, a services page, or some other web page, your copy should have a single goal. Decide what that goal is before you start writing.

Do you want your reader to click through to the next page, download something, make a purchase, start a free trial, or sign up?

3. Write for one reader

If your offer is for everybody, your offer is for nobody.

When it comes to website copywriting, it’s important to be specific and speak to one reader.

The more specific your messaging (you will uncover these insights from your research), the better your copy will connect with your reader.

4. Focus on benefits

Your reader cares about themself first. Your business is only relevant as far as it can solve your reader’s problems.

That’s why it’s important to spell out how you can help them.

Gifting brand BOXFOX makes it clear how they help their customers.

They declare, “No post office lines and no kitsch.” — two things people dread when thinking about buying gifts for others.

5. Be clear and concise

When some people think of copywriting, they tend to assume it’s all about creativity.

While creativity is not a bad thing, it can sometimes get in the way of conversions.

When writing website copy, your goal is to use clear, concise language — not to be clever.

Consumer research software company PickFu has clear language on their homepage that speaks directly to their target audience.

6. Provide social proof

Social proof can go a long way in convincing the reader to take the desired action.

That proof can be presented as testimonials, case studies, or actual client results.

Showing how the offer has made life better for others is a great way to improve your conversions.

Copyhackers places value on social proof on their homepage with 15 logos from major brands their target audience likely knows, values, and trusts.

This is followed by testimonials from industry leaders under the heading, “The trusted go-to source for copywriters, marketers, and entrepreneurs.”

Talk about solid proof.

A quick note on social proof:

Not all testimonials will be appropriate for all use cases.

During the research phase , it’s important to review testimonials and case studies to find the ones that will be the best fit for your target audience and copy goals.

Notice in the example above that the page’s goal is to promote the Copyhackers’ training, not their agency services.

So the testimonials talk about the value of the training, not Jo and her team’s ability to deliver compelling copy.

7. Don’t forget your CTAs

Calls to Action (CTAs) are a critical part of website copywriting.

Once you engage your reader, it’s important to remind them of the specific action you want them to take.

You do this with a compelling CTA.

SemRush does this throughout their home page by providing varying CTAs that are relevant to each page section. The page starts and ends with an invitation to sign up for a free trial.

The 3-part conversion copywriting process

This simple 3-part conversion copywriting method will help keep you on track as you take on your next website copywriting project.

Never skip any of these stages — even if your client tries to insist that all 3 aren’t necessary. They are.

1. Research and discovery

Research and discovery will be the biggest part of your work as a copywriter. (We refer to the information we gather here as voice of customer data .)

The research phase will help you identify your messaging and inform your messaging hierarchy.

One of the biggest advantages of the research phase is validation for whatever copywriting ideas you come up with.

If you write for B2B, it can be difficult to get the buy-in of your clients for your approach. But having solid research and data to support your decision can be helpful.

2. Writing, wireframing, and editing

Once you’ve completed your research, it’s time to write and wireframe your copy.

Wireframing is critical because it demonstrates how the words should be arranged on the page.

This is useful for both your client and the design team responsible for bringing the project to life.

3. Validation and experimentation

While A/B testing is not always possible, the goal of this stage is to make sure the best version of the copy goes live.

Don’t be afraid to use resources like click maps and other user testing solutions like fivesecondtest.com to understand how your copy impacts your target audience.

Joanna Wiebe talks more about this 3-step process in the Tutorial Tuesday video below.

There’s a Q&A section at the end that’s also helpful.

Ready to get started with website copywriting?

The Copyhackers Conversion Copywriting for Beginners course is a good place to start.

Here’s a sneak peek at the course curriculum.

The course covers everything you need to get started with website copywriting. Enroll now for $25.

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Web Copywriting: The Ultimate Guide

• March 20, 2024
• No Comments

Web Copywriting refers to the creation of compelling content for online platforms with the primary purpose of promoting a product or service. Web Copywriting plays a crucial role in shaping the online presence of businesses and organizations.

Effective copywriting involves understanding the target audience, identifying their needs, and creating content that aligns with them. 

In this article, we’ll explore the essentials of web copywriting, encompassing its importance, as well as the most effective practices to help you understand Web Copywriting. 

Why is Web Copywriting Important? 

Web copywriting contributes to SEO and directly impacts the conversion rate.

1. Trust and Credibility

Trust is a key factor in online interactions and high-quality content can help establish credibility among the audience. By addressing common concerns, and providing valuable information, web copy can build confidence in the brand and its offerings, leading to increased trust and loyalty among customers.

2. Improves User Experience

Well-written copy enhances the user experience by providing clear and engaging content that guides visitors through the content. Good copywriting can reduce bounce rates, increase time spent on site, and improve overall satisfaction with the website.

3. Differentiation and Competitive Advantage

In a crowded online marketplace, effective content in copywriting can help businesses stand out from competitors by highlighting Unique selling points (USP) and key benefits of the products. 

4. Search Engine Optimization (SEO)

Quality copywriting is essential for SEO as it helps the website rank higher in search engine result pages (SERPs). By adding relevant keywords and meta tags, copywriters can improve the website’s visibility and obtain organic traffic from various search engines. 

5. Conveying Information 

Web copy serves as a primary means of conveying information about your products, services, brand, and value proposition to your target audience. Clear and persuasive copywriting helps communicate your message effectively.

Difference Between Web Copywriting and Web Content Writing 

Web Copywriting and Web Content Writing serve different purposes in digital marketing and online communication. While copywriting and web content writing both involve writing for the web they differ in the primary object, focus, and tone. 

Web Copywriting 

Creating compelling content for a targeted audience to sell a product or sign up for a service. Web copywriting is more direct and action-oriented is included in web copywriting. It aims at capturing readers’ attention and persuading them to take immediate action. 

The content in web copywriting involves the benefits, features, and value propositions of the product. Advertisements, email campaigns, and sales pages are where copywriting is commonly featured. 

The copywriter may create content for 

• Commercials 
• Web content 
• Marketing emails  
• Product Websites 
• Sales Letters 
• Brochures 

Web Content Writing 

Web content focuses on providing valuable information to the audience and engaging them with relevant and useful content. The tone of web content is more informative and conversational. 

Web content writing aims to engage readers over the long term by providing valuable and relevant information. It focuses on building relationships with the audience, establishing authority, and fostering trust.

Web content writing can be found throughout a website, including blog posts, articles, product pages, About Us pages, and FAQs. Here are some of the content that Web Content writers may create

• Blogs 
• Articles 
• Tutorials and How-To guides 
• Case studies 
• User manuals 
• E-books  

Best Practices for Web Copywriting

1. know your customers.

Understand your target audience’s needs, preferences, and goals. Tailor your content to address their specific needs and interests. Use relevant keywords that your audience is familiar with and could easily identify. 

2. Write Compelling Headlines 

The majority of online users scan through the page instead of reading word for word. Using attention-grabbing headlines is important to draw readers in and encourage them to read. Make your headings clear and intriguing. 

3. Keep Short Paragraphs

Long paragraphs are difficult to scan, especially when viewed on mobile phones. Write short And clear paragraphs that are easy to understand and do not discourage the reader from reading. 

4. Focus on Key Terms And Phrases

Identify relevant keywords and key terms related to your topic or industry and incorporate them naturally throughout your content. This helps to make your content more discoverable for users searching for those terms. 

Avoid overstuffing your content with keywords, as this can negatively impact readability and user experience.

5. Use Bullet Points

Adding bullet points in your content helps break up the copy into small points that allow the reader to assimilate easily. This helps in boosting the reader’s engagement and improves user experience. 

6. Use Active Voice 

Write in an active voice to make your copywriting more direct and engaging. Active voice makes your sentence more clear and compelling. 

For example, instead of saying “The customer purchased the product,” use “The customer purchased the product.”

7. Focus On Benefits

Highlight the benefits of your product or service rather than just listing features. Show readers how your offering can solve their problems or improve their lives.

Steps To Structure Website Copy For Your Website

Structuring copywriting for your website involves several key points to make your content organized and effective in achieving your goals. Here’s a structured approach to help you plan and execute your website copywriting

1. Define Your Objective 

Identify the main goals of your website whether it is to inform, educate, or sell. Determine the specific action you want readers to take, such as purchasing or signing up for a newsletter.  

2. Conduct Keyword Research 

Identify relevant keywords related to your industry, products, or services. Use keyword research tools to find keywords that you can incorporate into your copy. 

3. Create Outline 

Plan the structure of your website by creating a site map that outlines the main pages and sub-pages. Ensure that your outline reflects a logical flow of information and makes it easy for visitors to find what they want.

4. Develop Engaging Content 

Crafting clear content that is focused on the needs and interests of the targeted audience is important for reader engagement. Highlight the benefits of your products or services, address common objections, and provide solutions to your audience’s problems.

5. Optimize For SEO 

Incorporate relevant keywords naturally throughout your copy, including in headings, subheadings, body text, and meta tags. These will help your content to increase visibility and will also make it high-quality content. 

6. Proofreading and Editing 

Once your copy is ready, proofread for grammar, spelling, and punctuation errors. Ensure consistency in tone, style, and messaging across all pages of your website.

Test different variations of your copy and design elements to see what resonates best with your audience.

7. Track and Analyze Problems  

Monitor the performance of your website using analytics tools to track key metrics such as traffic, engagement, and conversions. Use data insights to identify areas for improvement and refine your copywriting and website structure over time.

What Are Copywriting Websites?

Copywriting Websites are online platforms that provide information, guidance, tools, and services related to copywriting. These websites offer a range of services, tutorials, and tools for web copywriting. 

Benefits of Copywriting websites 

• Skill development 
• Networking and collaboration 
• Portfolio Exposure
• Job opportunities 

Here are some of the services that copywriting websites offer

1. Educational Content 

Copywriting websites often include guides, tutorials, and articles that cover various aspects of copywriting. These include techniques, best practices, and SEO copywriting to educate writers and help them enhance their skills. 

2. Templates and Tools

Copywriting websites provide templates or tools to assist copywriters in creating effective content. These include headline generators, content planning templates, and style checkers to streamline the writing process and ensure quality. 

3. Job Opportunities

Some Copywriting websites provide jobs or freelance marketplaces where writers can find job opportunities and even full-time positions. These websites act as a platform to connect writers with businesses, individuals, or agencies seeking copywriting services. 

4. Training and Courses 

Copywriting platforms also provide training programs, courses, or workshops to help writers enhance their skills and learn new techniques. These may range from basic copywriting fundamentals to advanced specialization in areas like email marketing, content strategy, or persuasive writing.

List Of Copywriting Websites 

Here’s a list of popular copywriting websites where you can find resources, services, tools, and job opportunities related to copywriting

Challenges In Web Copywriting 

Web copywriting comes with its own set of challenges. Some common challenges are

1. With abundant online content, capturing and maintaining the audience’s attention is challenging.

2. Ensuring that web copy is optimized for mobile devices, with shorter paragraphs, and clear formatting, presents a challenge due to the diversity of screen sizes. 

3. Balancing SEO requirements with readability and engagement can be difficult.

4. Keeping up with changing trends and consumer preferences is a continual challenge for web copywriters. 

5. Depending on the industry and geographic location, web copywriters may need to navigate legal and regulatory requirements. Customer protection regulations, advertising standards, and privacy laws are some of the things that can impact the content. 

6. Evaluating the performance of web copy requires analytics tools and data analysis skills. 

What is Web Copywriting?

Web copywriting involves crafting content for digital platforms or websites to enhance reader interaction. It encompasses various forms of content such as social media posts, emails, and advertising copy.

How do Copywriters Make Money?

Copywriters can make money through various sources depending on their skills, expertise, and preferences. Agency work, content creation, freelancing, and content marketing are some of the ways through which copywriters make money. 

Do Copywriters Need a Website?

Yes, having a website as a copywriter website is highly beneficial. It acts as a platform where potential customers can learn more about your services and contact to you for inquiries. Additionally, a professional website can help establish credibility, and showcase your expertise.

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Web Copywriting Explained: Techniques for Creating Persuasive Online Content

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• Key Takeaways

Develop detailed buyer personas and conduct audience research to tailor your content to users needs and preferences.

Use benefit-driven language, storytelling techniques, and strategic calls to action (CTAs) to drive action from your audience.

Track metrics like conversion rates, click-through rates (CTR), and brand engagement to evaluate the effectiveness of your web copy.

Overcome challenges like writer’s block by setting a routine, breaking down tasks, and engaging in creative activities.

Ensure your web copy is mobile-friendly with responsive design, short paragraphs, and clickable CTAs for a seamless user experience across devices.

Welcome to the world of web copywriting, where words have the power to captivate audiences, drive actions, and elevate brands. Have you ever wondered how some websites effortlessly draw you in with compelling content while others leave you scrolling past?

Introduction to Web Copywriting

• What is Web Copywriting?

Web copywriting creates website text to attract visitors, share messages, and spur actions. Unlike traditional copywriting, it’s brief, powerful, and optimized for the web. This includes content for landing pages, product descriptions , and blog posts. Web copywriters aim to quickly grab the audience’s attention. Then, they guide them to actions like buying, subscribing, or submitting forms.

• Why is Web Copywriting Important?

Effective web copywriting is crucial for several reasons:

• Captures Attention : Online users have short attention spans. Well-crafted web copy grabs their attention quickly, ensuring they stay on the site longer.
• Increases Engagement : Persuasive copy encourages users to use the website. This can be through clicks, shares, or comments.
• Boosts Conversion Rates : Good copy can boost conversion rates. It does this by guiding users towards desired actions, like buying or subscribing.
• Improves SEO : Well-optimized web copy helps improve search engine rankings, making it easier for potential customers to find the website.
• Key Differences Between Web Copywriting and Content Writing
• 1. Purpose and Goals

Web copywriting primarily focuses on persuading the reader to take immediate action, such as making a purchase or signing up for a newsletter. It’s concise, direct, and aimed at generating conversions.

On the other hand, content writing aims to inform, educate, or entertain the audience. It’s often used for building brand authority, engaging readers, and improving SEO through valuable, relevant content.

• 2. Content Length and Style

Web copywriting tends to be shorter and more to the point. It emphasizes brevity, using punchy headlines, bullet points, and impactful language to grab attention quickly.

Content writing, on the contrary, allows for longer-form content with in-depth exploration of topics. It may include storytelling, examples, and a more conversational tone to engage readers over a longer period.

• 3. Call to Action (CTA)

In web copywriting, the CTA is crucial and prominently displayed. It’s designed to compel immediate action, using clear and compelling language like “Buy Now” or “Sign Up Today.” In content writing, the CTA is often more subtle and may encourage further engagement or exploration, such as “Learn More” or “Download Our Free Guide.”

Understanding Your Audience

• Buyer Personas: Who Are You Writing For?

Creating effective web copy begins with understanding who you are writing for. This involves developing detailed buyer personas , which are semi-fictional representations of your ideal customers based on market research and real data about your existing customers.

Key Components of Buyer Personas

• Demographics : Age, gender, income level, education, occupation, and location.
• Psychographics : Interests, values, attitudes, and behaviors.
• Pain Points : Specific problems or challenges your audience faces that your product or service can solve.
• Goals and Motivations : What your audience hopes to achieve and what drives them to seek solutions.
• Preferred Communication Channels : The platforms and methods your audience uses to gather information and communicate.
• Customer Journey

The customer journey refers to the stages that a potential customer goes through before making a purchase decision. Understanding this journey helps you create targeted web copy that guides your audience through each stage effectively.

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Stages of the Customer Journey

• Awareness : The potential customer becomes aware of a problem or need. At this stage, your web copy should focus on attracting attention and providing valuable information that addresses their pain points or interests. Use blog posts, social media content, and educational resources to inform and engage.
• Consideration : The potential customer is actively researching and comparing options. Here, your web copy should highlight the benefits and features of your products or services. Use product descriptions, case studies, testimonials , and comparison guides to demonstrate how you can meet their needs better than competitors.
• Decision : The potential customer is ready to make a purchase decision. Your web copy at this stage should include strong calls to action, clear pricing information, and compelling offers. Use landing pages, sales pages, and special promotions to encourage the final step.

Crafting Persuasive Web Copy

Headline formulas that grab attention  .

Effective headlines are crucial in capturing the interest of your audience. Utilize proven formulas such as “How-To,” “Numbered Lists,” “Questions,” and “Controversial Statements” to create headlines that stand out and draw readers in.

Benefit-Driven Copywriting  

Focus on highlighting the benefits of your product or service in your web copy. Clearly communicate how your offering solves problems or improves the lives of your customers. Use language that resonates with your target audience and emphasizes what they stand to gain.

• The Power of Storytelling 

Engage your audience by incorporating storytelling into your web copy. Share customer success stories, personal anecdotes, or narratives that showcase the value of your brand. Storytelling helps create an emotional connection and makes your content more memorable.

Using Calls to Action (CTAs) Effectively 

Craft compelling calls to action that prompt action from your visitors. Use clear and action-oriented language, such as “Sign Up Now,” “Shop Our Collection,” or “Start Your Free Trial Today.” Place CTAs strategically throughout your website to guide users towards desired actions.

Essential Web Copywriting Techniques

When it comes to crafting effective web copy, clarity and conciseness are paramount. Users typically skim through content, so it’s crucial to get your message across quickly and clearly.

• Writing clear and concise copy

Using simple language and avoiding jargon ensures that your audience understands your message without confusion. Focus on communicating the benefits of your products or services in a straightforward manner.

• The importance of SEO optimization

Optimizing your web copy for search engines improves your visibility online. Incorporate relevant keywords naturally throughout your content to attract organic traffic and enhance your site’s ranking.

• Formatting for scannable content

Break up your content into smaller paragraphs, use subheadings, bullet points, and bold text to make it easier for readers to scan and find the information they need quickly. This improves readability and keeps users engaged.

• Mobile-friendliness

With the majority of users accessing the internet from mobile devices, ensuring your web copy is mobile-friendly is essential. Use responsive design elements and keep your content concise to provide a seamless experience across all devices.

What All Does Web Copywriting Include?

Web copywriting encompasses various types of content creation tailored for digital platforms. This involves crafting engaging and persuasive text to attract and retain online audiences.

• Types of Web Copywriting
• Website Copy: This involves writing compelling content for websites, including homepages, product pages, and about us sections, to engage visitors and encourage conversions.
• Email Marketing Copy: Creating persuasive email content to promote products, services, or events and drive conversions through effective storytelling and calls to action.
• Social Media Copy: Crafting concise and impactful content for social media platforms like Facebook, Instagram, and Twitter to increase brand visibility and audience engagement .
• Crafting Effective Web Copy
• Calls to Action (CTAs): Implementing clear and compelling CTAs to prompt users to take desired actions, such as making a purchase, subscribing, or signing up.
• SEO Optimization: Integrating relevant keywords, meta tags, and optimizing content structure to improve search engine rankings and visibility.
• User-Centric Language: Using language and messaging that resonates with the target audience, addressing their pain points, needs, and desires.
• Measuring Success of Web Copywriting
• Conversion Rates: Tracking the percentage of website visitors who complete desired actions, such as making a purchase, filling out a form, or subscribing.
• Click-Through Rates (CTR): Monitoring the percentage of users who click on specific links within email campaigns, ads, or social media posts.
• Brand Engagement: Assessing audience interactions, such as likes, shares, comments, and mentions, to gauge the level of engagement and brand affinity.

Challenges & Solutions of Web Copywriting

• Balancing SEO and User Engagement

Balancing SEO and engaging content is tough. Overloading keywords can ruin readability. Use natural keyword integration by varying terms like “top web copywriting techniques” instead of repeating “best web copywriting tips.”

Prioritize high-quality, informative content that naturally incorporates keywords. Use LSI keywords, such as “ content creation ” or “SEO optimization,” to enhance context without stuffing.

• Understanding and Catering to the Target Audience

Knowing your audience is crucial. Create detailed buyer personas including demographics, interests, and pain points. For instance, target “young entrepreneurs” or “business owners needing website redesigns.”

Conduct surveys and analyze data to understand preferences. Engage directly through social media and comments to get feedback and build relationships. Responding to comments helps foster engagement.

• Overcoming Writer’s Block

Writer’s block can slow you down. Set a regular writing routine, like morning sessions. Break projects into smaller tasks, starting with an outline. Engage in creative activities, keep a notebook for ideas, and eliminate distractions. Use productivity tools to stay focused. Practice free writing for a few minutes daily to warm up and boost creativity.

Web copywriting is a critical skill for creating engaging and persuasive online content. By balancing SEO and user engagement, understanding and catering to your target audience, and overcoming common challenges like writer’s block, you can craft effective web copy that drives results.

Natural keyword integration, detailed buyer personas, and creative strategies all contribute to high-quality content that resonates with readers and achieves business goals. Implementing these techniques ensures your web copy not only attracts and retains visitors but also converts them into loyal customers.

• What is web copywriting?

Web copywriting is the art of creating text specifically for websites to engage visitors, communicate key messages, and encourage actions that align with business goals, such as making a purchase or signing up for a newsletter.

• Why is web copywriting important?

Web copywriting is crucial because it captures attention, increases engagement, boosts conversion rates, and improves SEO, making your website more visible and attractive to potential customers.

• How does web copywriting differ from content writing?

Web copywriting focuses on persuasion and conversion, using concise and direct language to drive specific actions. Content writing, on the other hand, aims to inform, educate, or entertain with longer, more detailed content.

• What are some effective headline formulas for web copywriting?

Effective headline formulas include “How-To” headlines, list headlines, question headlines, curiosity headlines, and problem-solution headlines. These formats grab attention and encourage readers to continue reading.

• How can I create benefit-driven copy?

To create benefit-driven copy, highlight the advantages and positive outcomes your product or service provides. Use customer-centric language and emphasize what the user will gain, such as saving time or increasing productivity.

• Why is storytelling important in web copywriting?

Storytelling creates an emotional connection with your audience, making your content more engaging and memorable. Using relatable characters, compelling conflicts, and satisfying resolutions helps illustrate the value of your product or service.

• What makes a good call to action (CTA)?

A good CTA is clear, direct, and compelling. It uses strong action words, creates urgency, highlights benefits, and is strategically placed within the content to guide the reader towards taking a specific action.

• How can I make my web copy mobile-friendly?

To make web copy mobile-friendly, ensure your website is responsive, use short paragraphs and sentences, and create clickable CTAs with adequate spacing. This enhances readability and usability on mobile devices.

• How do I balance SEO with user engagement in my web copy?

Balance SEO with user engagement by naturally integrating keywords, focusing on quality content, and using LSI keywords. Prioritize creating valuable and informative content that addresses your audience’s needs while optimizing for search engines.

• What are some common challenges in web copywriting and how can I overcome them?

Common challenges include balancing SEO and user engagement, understanding and catering to the target audience, and overcoming writer’s block. Solutions include natural keyword integration, developing detailed buyer personas, setting a regular writing routine, breaking down tasks, and eliminating distractions.

Related Post

What is premium content and what sets it apart, what is hero content and why does it matter, what is reusable content and why it matters, what is a squeeze page and how does it work, what is gated content: benefits, best practices and more, ephemeral content: what it is and how it works, table of contents.

• Headline Formulas That Grab Attention 
• Benefit-Driven Copywriting 

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How to write better copy for your website: copywriting principles.

Table of Contents: How to Write Better Copy for Your Website

• Why Copywriting Is Essential
• Copywriting Principles
• Free Tools to Help with Copywriting
• [Bonus] Partnering With a Copywriting Firm

Copywriting principles

Along with the five major purposes of copywriting, there are also five principles you should know to achieve success.

These are basic writing guidelines that almost all copywriters follow. These guidelines aren’t necessarily hard-and-fast rules, but they’re good advice for anyone who wants to successfully engage with their customers online.

When you follow these simple ideas, you can write excellent website copy that’ll continually generate new leads for your company.

1. Craft compelling headline

One of the most important and difficult principles of writing website copy is crafting  compelling headlines .

Compelling headlines encourage users to click on them by summarizing a page in a few concise, powerful words.

This science of headline creation has been used by Internet writers for years now. As a result, there are huge quantities of data that point to certain headlines that attract more readers than others.

These headlines are broken into seven groups:

• Newsjacking

Urgency  headlines highlight time as a factor and stress the importance of an article.

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Curiosity  headlines make someone feel like they’re missing out on information.

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Self-help  headlines appeal to someone’s need for emotional solace or personal calm.

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Lists  are common headlines that tell people exactly what they can expect from an article in terms of length and structure. List-style headlines can also work with other kinds of headlines, as you’ve seen in previous examples. Generally, your headline will get more attention when it uses bigger numbers.

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How-to  headlines start with the words “How to,” and they promise do-it-yourself solutions to complex problems. These kinds of headlines can also be used with urgent, curiosity, or self-help headlines.

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Newsjacking  is a new form of headline creation that capitalizes on current news to draw readers. This headline is best for timely content that will only attract readers for a short while. When you use this kind of headline, it’s also important that you keep it tasteful and avoid anything that could be seen as exploitative.

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Finally,  contrarian  headlines present an idea that most people already accept, and then they turn the idea on its head. Contrarian headlines are often accused of sensationalizing topics. But if you keep the headline true to your material, it can work wonders.

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Now that we’ve looked at headlines, let’s talk about composing and creating your actual website copy.

2. Consider what your readers know

The second guideline is to consider your readers  before  you write.

This means you have to get into the mindset of someone who’s reading what you want to publish. You have to empathize with their position and understand what they already know, what they want to know, and how your business can help them.

At the same time, you have to remember that you’re not always writing the same material for the same exact audience.

For example, let’s say you run a shoe retail store, and you use your website to generate new clients.

One of your pages could be a brief guide comparing men’s and women’s shoe sizes. Another one of your pages could be a product page that features lots of information about  one  shoe, including size.

For the guide, it’s important for you to show how each shoe size for men compares to each shoe size for women. That way, someone shopping for their husband or wife will have a frame of reference for what to buy.

But on a product page, that guide would be excessive. Even if someone is shopping for a loved one of the opposite sex, you can’t assume that everyone on that product page is doing the same thing. Instead, it’s better to simply list the appropriate shoe size since that’s all the information someone buying the shoe needs from the page — especially if they already looked at your guide!

Along the same lines, an introductory page to women’s heeled dress shoes would include different information and jargon than a page about men’s wingtip dress shoes. The people looking at these pages can become your customers, but they need different information.

That’s why it’s so important for you to think about the different customers who could come to your business.

What does someone need to know if they’ve just been introduced to your business? What do they need to know if they’re ready to become a customer?

Take some time to consider this for every page you write, and adjust the information you provide accordingly.

That could include defining a common acronym or term in your industry before you discuss it in-depth. It could also include writing for someone who already knows the information they need.

Either way, when you write each page for your specific readers, you can achieve significantly better results than if you didn’t consider them at all.

3. Write like you’re talking to a friend

On the Internet, you can never be sure who’s reading your website.

But we do know one thing — readers like to feel like they’re talking to someone they know.

That means writing informally, and maybe even using slang (if it’s appropriate for your audience).

This kind of friendly, conversational approach makes your pages feel warmer in general. It also creates an atmosphere that feels like a two-way discussion, even though that’s not possible with a simple page.

Still, the  feeling  of an informal and conversational setting helps your brand. Instead of sounding like a salesman who’s rehearsed his lines over and over, you sound like a friend who’s offering helpful information.

That may not sound like a huge difference, but it really counts when you’re trying to reach new customers. They feel like they’re talking to a real, relatable person instead of reading a billboard.

The feeling that you create by how you write is called the  tone , and it’s a subtle, important part of your website and overall brand.

Your tone should align with the attitude and sentiments of your target audience.

So if you’re writing to middle-aged business owners, you will probably want a more proper and professional tone.

But if you’re trying to get teens to buy video games, you can be much more colloquial, laid back, and funny.

With a consistent and practiced tone, you can provide helpful information to your readers that will also  connect  with them on a personal level.

That helps you build relationships with visitors to your website, which makes them feel more comfortable around you. It also builds trust so they can confidently become paying customers.

4. Write for readers who scan

Contrary to what many beginning writers believe,  most people don’t actually read on the Internet .

Instead, they scan.

That’s why lists and other simple content formats perform well when it comes to keeping people on a page — readers know exactly what to look for when they open the article.

To help with scanning, you can add a few elements to your copywriting to keep readers on a page.

• Numbered lists
• Bulleted lists
• Bolded / italicized words
• Section headings

Numbered   lists  are great because they keep things nice and orderly. Whether you’re using a numbered list for your whole article or a small section of it, it’s great for maintaining organization.

Bulleted lists  do the same thing, but they’re just not ordered. Instead, they provide short bits of information back-to-back so readers can easily digest information.

Bolded / italicized words  help certain words and phrases stick out from the rest of your content. This is helpful for creating lists without using numbers, and you can also direct a reader’s attention to certain parts of page.

You should also use  section headings  to break your text into manageable chunks that allow readers to easily scan through your article. These headings can be numbered, but their main purpose is to add big text and extra white space that makes your text easier on the eyes.

Last, you should add  multimedia  to your articles, including images, videos, interactives, and more. These also help break up your text, and they present information visually instead of textually. That makes it easier for readers to consume and enjoy.

With these elements working in your favor, you ensure your readers can easily digest and appreciate what you’ve written on your site.

5. Emphasize your call to action

Your call to action is the part of your text that tells your readers what to do next.

Calls to action work best when they’re concise, descriptive, and informative. They should only ever be a few words long, and they should focus on a strong verb to get your point across. You can even include a link in your call to action to make sure people can quickly do what you ask.

Some of the most common calls to action include:

• Get started

These calls to action are brief, informative, and helpful. They tell someone what they should do in the fewest possible words, and they’re perfectly clear.

A call to action should go at the bottom of your copy so that it’s the last thing someone reads on a page. That way, you create a convenient, tangible link to another part of your site that could turn your readers into customers.

Go Back         Start Reading: Free Copywriting Tools →

Table of contents, related resources.

• How to Write Better Copy for Your Website: Free Tools to Help with Copywriting
• How to Write Better Copy for Your Website: Improve Your Writing Today
• How to Write Better Copy for Your Website: WebFX is a Copywriting Firm
• How to Write Better Copy for Your Website: Why Copywriting is Essential

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You are here: Influencer Marketing Hub » Creator Economy » 13 Best Copywriting Practices – Writing for the Web in 2024

13 Best Copywriting Practices – Writing for the Web in 2024

Consumers get bombarded with countless promotional messages every single day. In fact, according to OptinMonster, there are about 70 million posts being published each month by WordPress users alone. Whether it’s a landing page or simply subject lines for email newsletters, the words you pick should move your readers. 

As people read online content differently to how they would read print material, there are a couple of best practices that copywriters should keep in mind when they are creating content specifically for the web. Plus, in addition to writing for a human audience, they are also indirectly writing for the search engines. By implementing the following 13 best practices, digital content writers can create compelling content that boost conversion rates. 

Writing for the Web: 13 Best Copywriting Practices:

1. identify and listen to your audience, 2. highlight connections, 3. use a compelling headline and several subheadings, 4. keep your paragraphs short, 5. incorporate a positive tone, 6. make it relatable, 7. add facts and figures, 8. leave out unnecessary words, 9. include hyperlinks, 10. keep seo in mind, 11. add clear ctas, 12. create a creative brief, 13. conduct a/b testing, frequently asked questions.

When writing website content, your objective is to create a text that focuses on the target audience of the business. To do this, you first need to know who this target audience is. This will require some research and time as you want to create a few different user personas that your copy will target. For example, the same product can be targeted at a soon-to-be mother as well as a grandfather of five. 

Once you have identified to whom you are writing, it is time to get to know them better. Successful copywriters listen to their audience. It’s only through listening that they can become acquainted with their wants and wishes. What’s more, by listening to your audience, you will also become familiar with the type of language that they will respond to best. 

Instead of approaching a topic directly, take the time to identify different approaches or perspectives. What makes the topic important? For example, if you are writing about a product or service, are there perhaps any connections between it and the experiences that it can offer?

The truth is that website visitors will not read every single page. After all, they are visiting a website and not curling up in bed with a book. 

You should, therefore, write with the knowledge that readers will only scan your text. So, make your heading compelling and clear to capture their attention. Then, include several subheadings to improve the readability of the text so that it is easier for users to understand and recall the information. 

For example, if you are writing blog posts , build your headlines around the target search terms and make sure that the readers will be able to tell what they will gain by reading the post. Then, to make it even more effective, be sure to appeal to the emotions of your readers. 

Another way that you can improve the readability of your text is by using shorter paragraphs. It is much easier for readers to make sense of the information when the paragraph is short. To practice what we preach, we’ll leave the discussion about paragraphs at that. It’s pretty self-explanatory. 

Overall, the brand voice should be positive. This helps you to communicate to your audience that the business is trustworthy and focused on offering solutions to their problems. Sure, at times you will want to instill a sense of urgency or fear, but these techniques should be used sparingly. 

In addition to using a positive tone, keeping it conversational is also recommended. Though, it is crucial that the tone of voice aligns with the brand identity at all times. So, if you are writing for a legal firm or financial institution, for instance, it should not come at the cost of remaining professional. 

To help you make your piece of content relatable, it is key that you also focus more on your audience than the business and its products or services. You want to make the potential customers feel seen. For this reason, content that uses the second-person point of view (in other words, pronouns like you, your, yours, and yourself) is more personal, direct, and relatable which will help to foster a closer connection.

Another way to make your content relatable is by appealing to the emotions of your readers. For example, depending on the most common emotion that they are experiencing, you can compose your text so that it appeals to their sense of desire, annoyance, jealousy, or anger. 

Though, remember that you should guard against coming across as negative. If you focus on negative emotions like outrage and jealousy, this becomes more difficult. So, ensure that there is a good balance and that these negative emotions do not get transferred to the brand and its products or services. 

At the end of the day, your readers want to know how what you are selling will improve their lives. So, the secret when writing about a brand and its offerings is to focus on how it can be beneficial to the target audience instead of merely listing the features directly.  

While it is crucial that your text should be relatable, it should also be convincing. By including relevant, up-to-date statistics sparingly, it becomes easier for your audience to trust the brand and its products. Otherwise, how else would they be able to verify that what you are selling to them is indeed true?

In addition to incorporating quantifiable data, depending on the type of text, you can also include social proof like customer testimonials and reviews. While your overall tone of voice should be positive, when including social proof it’s actually better to include a less-than-stellar review every now and again. It might sound counterintuitive, but it can help to improve the credibility of the brand. 

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Good copy is actually simple and succinct. In fact, some are so bold to say that you can remove about half of the words on a page without losing critical content. Unlike other types of content, when you are writing for the web, your objective is to get your visitors to complete some type of action. If you have big blocks of text and long sentences, it becomes more difficult for your visitors to know what that action is. 

So, avoid excessive words by simplifying wordy phrases. It’s also better to use active voice instead of passive voice. That being said, you should still include ample action verbs in your copy. Verbs like “explore”, “launch”, “create”, and “grow” will help to make your text come to life and awaken readers to go over into action. 

Every word should be used for a reason. It should be relevant, necessary, and offer value. If not, hit delete and don’t look back. Words are important – make them count. 

As you should have realized by now, when you are writing high-quality content for the web specifically, fortune favors those who are bold enough to keep it simple. Another way that a content marketer can achieve that is by including internal and external links. It helps to create a seamless user experience and, at the same time, makes it easier for visitors to find out more about the business and other relevant topics. Internal links specifically also help to decrease the bounce rate.

However, you should always keep your visitors in mind when inserting hyperlinks. Internal and external links should be there to make it easier for them to find what they need, instead of purely for search engine optimization purposes.

While you should not write to please search engine algorithms per se, you should keep in mind what your target market is searching for online. In other words, which keywords will they Google? 

Experienced SEO copywriters know the dangers of keyword stuffing. Instead, it is better to create content that answers these search terms as opposed to stuffing the text with keywords. Whichever keywords you do include should be done in a way that is completely natural.  

Even with a compelling headline, subheadings, short paragraphs, and a succinct text, it might not be crystal clear which action readers should take next. This is where CTAs step into the picture. 

Effective call-to-action prompts are both clear and compelling. For this reason, one-word CTAs should be avoided. Every call to action that you create should start with a verb followed by a relevant phrase to ensure that it is easy to understand, yet enticing. In short, visitors should always know exactly what will happen once they click on the link. 

By taking the time to create a creative brief before you put fingers to keyboard, it’s much easier to ensure that these best copywriting practices are followed. In short, the brief will offer an overview of the key goals and requirements of a project. It typically includes details like:

• Name of the client
• Mission statement of the brand
• The goal of the project
• Brand identity
• Target audience
• Important numbers and other facts about the client’s performance
• Technical SEO considerations

So, you’ve tried your best to implement these best practices, but how do you know if it has worked? Moreover, often writers come up with multiple headings, CTAs, sentence structures, etc. While this is a good problem to have, knowing which to use might not be as clear-cut.  

With the help of A/B testing, you will be able to see how different texts and messages compare. For this important step, you will create two texts, such as two landing pages, and then split the traffic between them to see which one drives the best traffic. 

The very least you should do is implement some type of system for quality assurance. Even expert copywriters need a second pair of eyes to check for broken links, typos, grammar, meaning, and user experience.  

What are the best ways to make your content easier for readers to read?

Texts with short sentences and paragraphs are generally easier to read. You can also improve the readability further by including several subheadings. This will make it easier for your audience to understand and recall the information.

How can I monetize a blog if it doesn’t get a lot of traffic? 

You can check out a blog advertising network such as Media.net that does not have a minimum traffic requirement. This makes them a good alternative for smaller or newer blogs. They are one of the biggest contextual ad networks and are trusted by WebMD, CNN, Good Housekeeping, Forbes and CBS Interactive. As a matter of fact, according to their website, they are the second biggest contextual advertising business across the globe based on revenue.

Are blog posts an effective marketing tool?

Blogging is the most common type of web content and can help to improve SEO and the chances that your website will be found in the web searches for relevant keywords. According to HubSpot, brands that publish blog posts 16 times per month can create nearly 3.5 times more traffic than those that publish blog posts only four times per month. Blog posts can also be monetized by using affiliate marketing or on-site ads, making it a very effective marketing tool.

How can I become a better content creator?

Successful content creators understand their target audience and know what motivates them. In addition to learning more about your target audience, you also need to find out more about the industry for which you are creating content. This will help you with keyword research so that you can make your content more relevant to readers and appealing to search engines.

What is a CTA?

A CTA is a call-to-action message that encourages visitors or readers to take a certain action. It is typically a short phrase on buttons, but can also be leading sentences ahead of a link. Some of the most common calls to action are simple phrases like “sign up for free trial”, “learn more”, and “buy now”. CTAs are an important piece of your marketing funnel and are usually found on home pages, landing pages as well as in blog posts and emails.

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Writing Web Copy Cornell Course

Course overview.

In today's communication landscape, writing effective web copy is one of the most important skills you can master. Websites are the primary way that organizations communicate with customers, stakeholders, and an interested public. Crafting effective, tailored web content is an essential skill for communication professionals and others tasked with creating website content.

In this course, you will practice skills that will help you master writing web copy for maximum understanding, engagement, and impact. These skills require approaching communication from multiple angles — from the big-picture view to the precise language you use. In this course, you will be provided with tools and guidance that will help you define your intended audience and create written copy that will make your website stand out from the crowd — not only capturing but maintaining your audience's attention in a meaningful way.

Key Course Takeaways

• Define your target audiences using a persona template
• Evaluate website personality
• Write effective web copy

How It Works

Course author.

• Certificates Authored

Lauren Chambliss is a Senior Lecturer in the Department of Communication for the College of Agriculture and Life Sciences (CALS) at Cornell University. Professor Chambliss’ experience lies in communicating for impact and influence for public audiences, particularly target audiences, media, policymakers and opinion/thought leaders, and targeted stakeholder groups. She focuses on written expression and teaches a core course, “Writing for Communication,” at Cornell. Her interest is in using research-based techniques in multiple media messaging, including online and social media, to convey messages and improve public understanding of science-based information and solutions to global challenges. Professor Chambliss is committed to helping students master critical communication skills through the application of theory for today’s dynamic media environment.

In addition to her regular teaching schedule, Professor Chambliss created the first international writing course and online writing course for CALS. She also runs a competitive six-month fellowship program that teaches selected students to master research-based communication skills then pairs them with local, national, and international organizations working on the front lines of environmental justice, education, and activism.

Professor Chambliss earned a Bachelor of Arts from the University of California, Berkeley, and holds a Master’s degree from American University. She is a former Director of Communications at the Cornell Atkinson Center for Sustainability, overseeing all marketing and communication, and worked as a journalist in Washington, D.C., for 20 years. Professor Chambliss has earned multiple awards for her work, including the Town-Gown Team Award (2016), Department of Communication faculty team and EcoVillage of Ithaca Partnership Award; the Stevie International Business Award – Bronze Best Annual Report (2015) International Business Awards; the CASE Bronze Award (2011), sub-website category: CALS Green: Energy Conservation and Sustainability Initiative website; and the USDA Grand Challenge Award (2008) for best report on the future of bioenergy.

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Enchanting Marketing

Writing advice for small business

Writing for the Web: 9 Tips for Persuasive Web Content

by Henneke |

W riting for the web means writing for readers in a hurry. How can you engage such impatient web visitors?

This article covers 9 best practices for writing web content:

How to write for the web

Even experienced web writers make it.

When writing your web copy, who do you think of?

Do you picture a potential customer reading your text? And do you think about what makes him – or her – click?

That’s what most web writers do.

They treat their web visitors like human beings who like to read.

They treat their web visitors just like readers of printed text.

But that’s wrong. Completely wrong. Because web copy is totally different than print copy.

Web copy is scanned. Or glanced at. Not read.

Your web visitors are hunting for information or products. They make quick decisions without thinking.

So how can you persuade web visitors to take action if they don’t read your text?

Let me explain…

Below follow 9 tips to write persuasive copy for the web.

1. Treat your web visitors like wild animals

Your website visitors behave like wild animals (source: Jakob Nielsen’s Alertbox ).

They’re hunting for information or a product to buy—just like a hungry panther hunts for his next meal.

When a panther sniffs a scent trail he quickly decides: Will the scent trail lead to a good meal? And will it be an easy catch?

Your web visitors consider the same two things: Does your website offer what they’re looking for? And can they find it easily?

A hungry panther doesn’t like wasting time to catch a meal. And your web visitors don’t want to browse around your website for several long minutes to find the product they’re after. They want to find it quickly.

Just like the panther makes a fast decision whether to follow a scent trail or not, your web visitor decides quickly whether your site is useful or not. So if your site looks complicated with a lot of options to choose from, they click away to check out another website.

Web visitors quickly glance at your web page before guessing whether they’re in the right place or not. They don’t need to know for sure. They just want to make a quick decision.

If your web visitors only glance at your website, how do you get your message across?

2. Put your most important information first

Writing for the web is completely different from writing an essay or a paper.

An essay might go like this: First, explain what you’re going to discuss. Then, present an overview of the literature. Next, discuss; and finally draw your conclusion. The most important point you make is in the conclusion – at the end of your essay!

On web pages you have to do the opposite: your most important points always come first.

An example: you’re looking for a new red three-seater sofa. When you arrive at a website you want to see it sells sofas. And secondly, you want a search box so you know you can quickly find out what the red three-seater sofas are like.

Or say you’re looking for a copywriter for your website. Maybe you’re looking for someone local, so you need to see a copywriter is based in Manchester which is nearby. Or maybe your copywriter needs to understand medical terminology, so you like to see a headline like copywriting for the medical industry .

Information that’s most important to your web visitors is often a simple statement of what you do. Once they understand what you do, they might want to know some important details. And then – maybe they’d like to know some background information.

Journalists call this way of writing the inverted pyramid . In newspaper articles the most newsworthy information comes first before details and background information. Even if you only read the first paragraph of a newspaper story you still understand the big picture.

It’s the same on your website. Your customers want to know the big picture first. Basically: What do you do? Or what can you do for them?

3. Don’t try to be clever or creative

On the web it’s rare that a reader hangs on to every word you write. He doesn’t have time. He’s in a hurry because he could check out several other scent trails – websites – instead of wasting time trying to figure out what you do.

Simple statements often work best.

[W]hen I look at a Web page it should be self-evident. Obvious. Self-explanatory. ~ Steve Krug .

Clever phrasing requires people to think. And asking people to think, doesn’t work on the web because web visitors are hunting – they don’t have time to think. So keep your web copy as simple as possible.

Write as if you’re writing for a 12-year old because that makes your copy easy-to-follow. And be careful with jokes unless you’re absolutely sure your target audience will get them.

4. Write for scanners

How many people read web pages?

Hardly anybody!

[What most web visitors do] is glance at each new page, scan some of the text, and click on the first link that catches their interest or vaguely resembles the thing they’re looking for. – Steve Krug

Research suggests that only 16% of people read web pages word-for-word. Most people scan. (source: Jakob Nielsen’s Alertbox ).

How can you write for scanners? A check list:

• Does your headline communicate what you’re about?
• Does your image caption communicate a sales message?
• Do your sub headlines summarize your key points?
• Do easy-to-scan bullet points reduce wordiness?

Your web visitor is hunting for information or products. Ensure he can understand your most important information by just glancing at your web page.

5. Use familiar words

As Web readers, we are hunter-gatherers once again—only this time, instead of scanning the horizon for prey, we scan pages for carewords . When we see these words, we click, we act. ~ Gerry McGovern

Imagine you want to fly to Bangkok for a holiday and you’re looking for a cheap flight. What will you search for: a cost-effective flight, a low-fare, or a cheap flight to Bangkok?

Nobody searches for cost-effective flights. As Google’s Keyword Tool shows cheap is what people are looking for:

Carewords are the words people are looking for. We often like to make ourselves sound better than we are. We try to embellish what we do. We try to sound scientific, fancy or special. But your web visitor is looking for familiar words—carewords—because they’re the scent trail that tells him he’s in the right place.

6. Write for lazy people

Just like the lazy panther looks for an easy catch for his dinner, your web visitor doesn’t want to make an effort to read your text.

Make your copy easy to read:

• Use short paragraphs—four sentences max
• Use short sentences—twelve on average
• Skip unnecessary words
• Avoid jargon and gobbledygook
• Avoid the passive tense
• Avoid needless repetition
• Address your web visitors directly—use the word you
• Shorten your text

How short should your text be? Steve Krug recommends you get rid of half the words on each page, and then get rid of half of what’s left. That maybe an overly demanding target, but give it a go. Set yourself a challenge and make your text as short as possible.

7. Expect people to arrive anywhere on your website

People usually read a book from chapter one, via chapter two to three and four etc.

Now, imagine people pick up a book and start reading somewhere completely at random. Possibly at the beginning of the last chapter, maybe in the middle of chapter three, or at the last page of chapter one.

That’s what the web is like. Most web visitors will not start reading at your home page. They may arrive on any of your web pages.

If each web page can be an entry page what does that mean?

• Each page should be easy to scan
• Each page should clarify to people where they are; and what your site is about
• Each page should have a call to action telling people where to go next—to read another blog post, sign up for your email newsletter, check out a detailed product description or testimonial, request a quote or add a product to a shopping cart

Don’t rely on your navigation bar to tell people what to do next. Include a button or link to guide people to take the next step. On each page.

8. Make it easy for hunters to find you

Potential customers are hunting for information or products.

How can you help them find you?

Lure potential customers to your website by providing useful information . That’s how writing for SEO (Search Engine Optimization) basically works:

• Answer the questions potential customers are asking
• Discuss one key topic for each page
• Include links to relevant pages on your own website or to other websites
• Use phrases and words your potential customers are looking for

Above all: Be helpful.

9. Make a visual impression

Web copy and web design should work together.

You can’t write your words, you can’t compose your sentences, you can create your bullet points, without considering how your web page will look.

The visual appeal of your website impacts the readability of your text; and influences whether web visitors can quickly get what you’re about.

How to increase the visual appeal of your web copy:

• Replace text by photographs or videos
• Consider different font sizes – think about people scanning large text first
• Emphasize quotes of customers (or experts) to add credibility
• Play around with highlights , bold text , CAPS, or italics
• Break a long headline into a headline with a sub headline
• Change paragraphs into bullet points

Most importantly: de-clutter. Reduce noise and add white space. Not only will it make your website easier to read, it will also increase your perceived trust (source: Social Triggers ).

The truth about writing persuasive web copy

I’d love to tell you that writing persuasive web copy is easy.

But the truth is that writing simple, useful copy is hard.

Don’t treat your web visitors like academics who love reading challenging and complicated texts. Don’t treat your web visitors like lawyers poring over small print. Don’t be wordy. And don’t show off your extensive vocabulary.

Instead make your text as simple as possible.

Don’t try to be everything to everybody. Know who you are and what you do.

If your positioning is clear, it’s much easier to stand out on the web and be found. If your message is clear, it’s much easier to create persuasive web copy.

Be clear. Be specific. Be bold.

Want to improve your writing skills further?

Join the 16-Part Snackable Writing Course (it’s free!):

• Discover the Power of the Subtle Nod and other persuasive tricks
• Learn how to cure sentence bloat and avoid irritating your readers
• Receive 16 simple tips to write more seductive content and win more business

Recommended reading on writing web content:

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Reader Interactions

April 21, 2017 at 10:32 pm

Hi Henneke,

Great article. I especially appreciate that your blog follows the advice you supply. Gotta love folk who spread the good word about effective content design.

I lead the web editorial team for a government department. My role is to ensure web content is optimized according to the specifications and style guidance laid out in government policies and directives. These policies are based on usability, findability and accessibility.

Your blog echoes the guidance and web best practices that I implement on the daily. However, I disagree with one bullet point. You indicate that content creators should “Play around with highlights, bold text, CAPS, or italics.” But best practices for web say otherwise.

Content creators should use bold text sparingly to emphasize particularly important words and phrases. If overused, it loses its effect, and the user will stop paying attention to your bolding as they scan the page. Perhaps elaborating on when and how to use bolding would be helpful. I would extend the same argument for highlighted text. And in this case, depending on how you use it and why, it may be exclusionary to your users who are colour blind if the colour is meant to convey meaning.

Moreover, using all caps is not a recommended way to engage users, as it’s akin to yelling. Perhaps promotional print content is a fine medium for this style, but web isn’t. If your content is structured in an optimized way, using appropriate and descriptive titles and headings, lists, inverted pyramid style, keywords close to the left hand margin, and concise copy, then there shouldn’t be a need to use caps for emphasis.

Usability testing demonstrates that people with cognitive disabilities like dyslexia have a hard time digesting italics because the slanted text seems to meld together. Their use was common practice in print to make text stand out (to emphasize) from surrounding content. But you don’t need italics for emphasis if you’re using bolding properly.

What about official titles and Latin terms, you say? Again, if the purpose of italics is to emphasize text, this is accomplished through the capitalization of principle words, which already distinguishes names and titles from the surrounding text. Italics should be reserved for print products only. Why exclude a portion of your audience from accessing your web content effectively?

April 22, 2017 at 6:46 pm

Hi Joanette

Thank you for stopping by to add your thoughts. I appreciate it.

I’m not suggesting one should use a lot of highlights, bold text, CAPS, or italics. As you can see on my own website, I don’t use highlights, rarely use CAPS (I’ve maybe used them once on a total of 200 pages/posts), and use bold text and italics sparingly.

One day, I might write a specific post about formatting text. I can’t include it all in one short post. 🙂

March 25, 2017 at 11:25 am

Very helpful article. It narrows things down nicely and also helped me to realize that my article could use some trimming up. When I started it I was worried that it wasn’t ‘enough’, now I know that I need to do some more editing. Thank you so much, I got a lot out of it. And I do agree that my notes from this will make a wonderful proofreading tool.

March 27, 2017 at 7:59 pm

I’ve found that writing goes through a process of expansion and shrinkage all the time. We expand by adding examples, details, and quotes (to make sure our article has substance), and then we edit to cut redundant words and sentences. It’s a fine balance!

March 19, 2017 at 9:39 am

Hey Henneke,

This was an excellent post. A large number of digital marketers will benefit from it as important aspects of content creation has been discussed in details. I especially like your points where you state that “expect visitors to come from anywhere” and advise readers to create content of less complexity and greater readability. This article can be an efficient checklist for proofreading.

March 19, 2017 at 11:42 am

Thank you, Debarati. I appreciate your stopping by to leave a comment.

January 18, 2017 at 3:44 pm

I am day 1 brand new to the world of web writing,etc. After reading verbatim all the post from 2013 -2016 I am amazed at how simple you make this sound. I am not sure what to specialize in at this infant stage, but I have one very important question…Can you suggest if and how I should proceed be it buying a course outline about copywriting or are the enough free websites willing to offer their knowledge and experience to beginners like me. Any advise and or guidance is gratefully appreciated, thank you!

January 18, 2017 at 9:09 pm

There’s no one size fits all.

You can learn from websites about writing, but there’s a lot of superficial advice and websites are often not organized in the best way for learning. So, I’d also suggest you read some books about writing.

Doing a writing course may accelerate your learning, but only if you find the right course and tutor.

You can learn a lot from studying good writing. See here: https://www.enchantingmarketing.com/swipe-file/ You can also learn a lot from deliberate practice. See here: https://www.enchantingmarketing.com/how-to-practice-writing-skills/

May 7, 2016 at 4:32 pm

I am a content writer too. Reading this article makes me feel I know nothing about content writing. I will follow the steps shared in this article. Thanks so much Henneke. 🙂 You are a great writer.

February 25, 2016 at 12:05 pm

I am one of the lazy type people who just scan around. And i’m amazed i read your page word to word. Excellent article. I am a newbie in website content writing and have been assigned such task. This article will definitely help. Cheers

February 25, 2016 at 12:10 pm

Great! Thank you for reading 🙂

February 5, 2016 at 4:16 pm

This article works to me as like a bible for new web content writer. I used to write thousands of word on my web page but could find any significant amount of visitors, after reading this article i have decided to wash my brain again and it works superb.

February 4, 2016 at 9:10 am

Hi Henneke. It’s a great sum up points for writing a content for a website. I completely agree with the fact that reading a book and reading something on a web page is very different from each other. I am a content writer myself and few points mentioned here are sure to be helpful in my future work. Keep updating us!! Thank you!!

February 4, 2016 at 3:21 pm

Great. Happy writing!

February 3, 2016 at 4:13 pm

I LOVE the metaphor about web readers being animals. I’ve often told my clients that web readers are, essentially, lazy. It’s initially off-putting, but my evidence is strong.

You mention web reading differs from print reading, but I suspect print reading, especially for business, will become more like web reading as documents are digitized and we grow accustomed to “lazy” reading. It’s changing the human language from the inside out!

And thank you for knowing what the heck you’re talking about. The first site in my Google search for web writing was terrible. The points either addressed writing rules in general or claimed rules true of print writing but not of web writing.

I haven’t the heart to attack. But it inspired me to write! So, there’s some good in it, right?

February 3, 2016 at 8:49 pm

Yes, I agree with you that print reading might becoming more similar to web reading. It’ll be fascinating to see how writing develops!

April 17, 2015 at 6:42 pm

Awesome post. The best advise on writing for web I’ve found so far. Thank you for sharing.

April 17, 2015 at 6:45 pm

Glad you found it useful, Angela 🙂

April 14, 2015 at 5:23 pm

Great article!

As someone who is just beginning to look into writing for a website, I had to look up what SEO meant… would have been nice to have the acronym spelled out in the text (unless it is and I missed it). 🙂

April 14, 2015 at 6:43 pm

Good suggestion! I’ve added it straight away. Thank you.

March 30, 2015 at 2:14 pm

Very useful information Henneke. Thank you kindly for sharing. As a newby, this whole web content exercise is a bit overwhelming but your article offered amazing techniques and tips. Much appreciated!!

March 23, 2015 at 8:43 am

Hi Henneke, useful tips!

Every point you mentioned is part of the big game of creating content that makes you stand out from the crowd.

Researching the topic and keywords, writing without distractions, adding relevant media and resources, formatting the post, prodiving something with a “real adeed value” for your readers are some of the important steps for building compelling articles.

It’s all about understanding your audience and giving them solutions to their problems or satisfying their needs.

Thanks for sharing, Henneke!

March 23, 2015 at 5:49 pm

Yep, so true – it all starts with understanding your audience 🙂

Glad you found the post useful, Erik.

March 20, 2015 at 3:41 pm

Great article! Working on a new informational site for a service industry my husband and i are starting locally. This has been the best advice i have yet to read – as a blogger and a content junkie myself – it is difficult to write for other people because i do read every word – however one of my employees writes his own estimates and emails to customers – and drives me insane with his “wordiness” I’m always taking out words – and years ago i learned in business law that you could read every 3 words in a contract to get thru it quickly- and have the jest of it – (then go back and reread later

March 23, 2015 at 5:50 pm

Most of us tend to read every word of our own copy, but when we look at other people’s copy we rarely read word by word.

February 11, 2015 at 5:26 pm

Hi Henneke, This informative article helped me to fully understand the essence of web writing especially for businesses 🙂

February 11, 2015 at 9:12 pm

January 23, 2015 at 4:00 pm

Went through the whole article and I appreciated that you actually used your recommendations within the article itself. Thank you for the advice. One additional idea for this site could be making use of the width of the page (I need to zoom out or scroll like crazy to scan the article).

January 15, 2015 at 7:13 am

Thanks a lot Hanneke your advices are straight to point and a complete guide i was looking for. It takes 9 months for a baby to be complete in a womb and ready for the outside atmosphere, with these 9 tips I feel ready to deliver that on my website.

January 13, 2015 at 8:12 pm

So… I am reading Guy kawasaki on enchantment because I know my website sucks. I Google enchantment and find your blog article on the subject. You say: ‘tell stories, people like stories’ … Ok. I follow another link, and now you tell me to treat visitors like predators and it’s a mistake to assume they’re human beings who like to read.

January 13, 2015 at 10:20 pm

Yes, it’s tough isn’t it? We need to write for both scanners (as if they’re wild animals) and readers. We have to make our writing work at both levels. You may find this article about turning scanners into readers useful: https://www.enchantingmarketing.com/get-busy-people-to-read-your-blog-post-word-by-word/

August 25, 2015 at 5:11 pm

I never thanked you for your answer, sorry about that. So: thank you!

January 12, 2015 at 9:53 am

I like all the suggestions you’ve made on this article. I’ve been writing articles for just 2 months now and I am on the learning stage. Your website helped me a lot for writing good articles. Thanks!

January 12, 2015 at 2:19 pm

Thank you, Anthony!

January 4, 2015 at 12:11 pm

Wow!! I liked each and every suggestions mentioned above. You got yet another reader. 🙂 Thanks!!

January 6, 2015 at 2:48 pm

Welcome, Roshan 🙂

November 25, 2014 at 9:19 am

Thank you for sharing all of these tips, I agree that important points should be at the start so that the readers will capture it easily. We should be creative, but we should not forget that we also have to be direct to the point.

October 30, 2014 at 11:01 am

Thanks for a very informative article. So easy to get carried away and write pages of text. Time to de-clutter!

I picked this article from about 10 I shortlisted from a Google search. Reading the article made me realise why I picked this one. Proves the concepts mentioned here.

October 30, 2014 at 12:07 pm

Great! Glad you enjoyed it 🙂

October 24, 2014 at 2:28 pm

Hello Henneke, thanks for a very interesting article. How does this technique work with the text to image ratio and do search engines also like to be able to scan read?

Regds, Paul

October 24, 2014 at 4:22 pm

Text to image ration is tricky – it really depends on what a site is selling. In general, it’s better to show than to tell – let the pictures do the talking if possible. Search engines do pay more attention to text in headlines and subheads, so in that sense they try to mimic a human scanning a website.

October 9, 2014 at 8:18 pm

This was very helpful in showing the different between direct mail copy and website copy.

Thank you, Steve

October 9, 2014 at 8:37 pm

Glad to hear you found it useful, Steve!

September 27, 2014 at 4:30 am

This is a very helpful article. I am convinced that people who surfs the net become “hunters” because we rarely read verbatim. We always scans for those keywords that may have relevance to what we are searching. And that websurfers tend to be lazier than their counterparts. teehee 😉

September 27, 2014 at 11:32 am

Thank you, Natalie. Glad you found it helpful! 🙂

July 31, 2014 at 8:53 pm

Awesome! Thank you!

Question: How do I incorporate “show don’t tell” into this type format? Any good ideas?

Thanks again, I think you just saved me!

July 31, 2014 at 9:43 pm

I’ve written about show, don’t tell in this article: The Gigantic Power of Itty-Bitty Details in Your Marketing Copy

February 19, 2014 at 6:36 pm

Very helpful resource. Working on some web copy re-write right now and this was just what I needed to guide me in the right direction!

February 19, 2014 at 7:00 pm

Glad to hear that, Lisa. 🙂

July 18, 2013 at 2:02 am

Nice writing and i can’t agree. Write for scanners and lazy people. Funny but definitely true. Nowadays so many scanners around! Oh and the write the best one first?

That’s good advise mate! Keep it up!

May 7, 2013 at 7:01 pm

Can you provide some sites that exemplify the strategies and tactics you recommend in this post?

May 7, 2013 at 7:17 pm

Hi Nancy Apple.com is great example. Or Copyblogger Media . Let me know if you have some further questions?

March 7, 2013 at 2:34 pm

I agree with all you say Henneke. Who was it who said that if they had had more time they would have written a shorter letter/piece? It’s easy just to spill everything in your head onto the page… It’s much more difficult and time-consuming to write concisely and simply. Thanks again.

March 7, 2013 at 2:42 pm

That’s absolutely true – writing short and simple content takes far more time than writing long and complicated texts. I think it was Blaise Pascal who said that.

Thank you, Martin!

June 2, 2013 at 11:23 pm

I’d always thought it was Mark Twain – it has that brevity and zest of common sense that is typical of him. Wiki Quotes, however, says it’s unattributable.

June 3, 2013 at 9:28 am

Maybe several people have said something similar? The Quote Investigator suggests the quote if from Blaise Pascal, but who knows… maybe he’s wrong?

Thank you for stopping by, Nick. Much appreciated.

March 5, 2013 at 9:29 am

I’ve scanned through this whole article

February 22, 2013 at 6:36 pm

Best advice ever

February 22, 2013 at 6:37 pm

Thank you, Ron 🙂

February 20, 2013 at 7:18 am

A cracking article that’s well researched and packed full of sensible, quality advice. A brilliant read Henneke, thanks for sharing 🙂

(p.s: I love the imagery of the predatory reader – that was awesome).

February 20, 2013 at 8:26 am

Yes, it’s nice to imagine us all browsing the web as hungry panthers and wild tigers, isn’t it?

Jakob Nielsen was the first to come up with the idea of foraging on the web.

February 20, 2013 at 1:49 am

Nice…I agree with everything you have said (how often do you read that in the comments section).

But what about mobile? I find that I have to edit copy for print, web, tablet and now mobile.

Some tips on writing concise copy for an ambulatory audience would be appreciated.

February 20, 2013 at 8:20 am

That’s a good point, Shaun.

A full-size website appears to be ok for full-size tablets ( source ). For small screens like small tablets or mobiles the need to be concise and cut text is even stronger.

Research suggest that comprehension of text is lower on mobiles than on desktops because of the lack of context (you can see less text at once on a small screen). This means you have to use even shorter sentences and simpler words to get your message across. You can find more info in Jakob Nielsen’s Alertbox .

February 19, 2013 at 2:42 pm

Hear hear! The only thing I wonder about is.. if you make it too easy for people to scan, they may not even start to read.

February 19, 2013 at 3:15 pm

I’m mainly talking about business websites here – not about websites specialized in long reads or entertaining blog posts where the majority of visitors will come to read a text.

If you make a business website easy-to-scan, you don’t necessarily make it hard-to-read. You just make sure people get your most important messages first. If those important messages meet their requirements, they’ll continue reading to find out more about you.

February 19, 2013 at 1:43 pm

Awesome article Henneke! That’s a great tip about writing for the scanners. If you’re in any kind of B2B business, people are in typically in hurry. They’ll probably make a judgement on your website within 1/4 of a second. So the copy has to appeal to them.

February 19, 2013 at 1:48 pm

Yep. The truth is harsh – we’ve slaved for hours to write our precious words. And then – they’re just ignored!

February 19, 2013 at 12:54 pm

“Information that’s most important to your web visitors is often a simple statement of what you do”

I hate “mystery” sites.

Excellent! Thank you.

February 19, 2013 at 1:04 pm

You’re welcome. Glad you agree 🙂

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About Henneke

I never saw myself as a writer, but in my early forties, I learned how to write and discovered the joy of writing. Now, I’d like to empower you to find your voice, share your ideas and inspire your audience. Learn how I can help you

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• This article highlights five key strategies to help you create SEO content that ranks.

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Shockingly, 96.55% of all pages get zero organic traffic from Google. And, without a solid SEO strategy, your content can easily get lost in the sea of unvisited Google pages and suffer the same fate. Luckily, there's a way to solve all that.

By mastering the basics of SEO writing and ensuring you create quality content, you can make search engines send more traffic your way. So, let's explore why SEO content is so important and touch upon the best SEO tips to improve your writing and boost your rankings.

Related: 6 SEO Tips to Help You Rank in the New Era of Quality Content

What is SEO content?

SEO content is created specifically to rank highly on Google and other search engines. Unlike conventional blog content, which you write based on your interests or what you think your audience wants, SEO content is planned and crafted to align with search engine algorithms and user search behavior.

You pick a keyword that your target audience is searching for. Then, you write content to rank well for that keyword. To achieve that, you must ensure it aligns with search intent and follows SEO best practices.

That means providing valuable, relevant information that answers the user's query, using clear and engaging language, incorporating keywords naturally, structuring your content with headings and subheadings, and including internal and external links to improve credibility and user experience.

Writing SEO content has several benefits:

Improves your rankings and visibility of your website

Attracts organic visitors who actively search for your topics

Keeps readers engaged on your website longer with relevant content

Increases your brand awareness and authority

Improves conversion rates

How to write SEO content that ranks

Writing good content is all about using the right SEO strategies , starting with the following:

1. Pick the right keyword

You should aim for keywords that are not too competitive but still have solid search volume.

For example, if you're a small ecommerce business trying to rank for "running shoes," you have to compete with giants like Nike and Adidas, which is almost impossible.

Instead, target keywords that are easier to rank for but still relevant to your business, like "breathable running shoes for hot weather." These keywords can drive targeted leads to your website without investing so much time and effort to rank for them.

Here's how to find these keywords:

Use SEO tools like SEMrush or Ahrefs to identify keywords with good search volume and lower competition

Look at the keywords your competitors are ranking for and find opportunities they might have missed

Focus on long-tail keywords that often bring more qualified traffic

2. Create a content outline (make sure to satisfy search intent)

Once you've chosen your keyword, make sure the content you create matches the search intent behind it. Search intent is the reason behind the search query or what the user wants to find through their search.

For example, if your keyword is "Nike Air Zoom Pegasus 40 vs. Adidas Ultraboost Light," the search intent is to compare the two running shoes. Your content should provide a thorough comparison, covering aspects like comfort, durability, price and user reviews, rather than something unrelated, like the history of each brand.

Related: 3 Powerful SEO Techniques That Will Boost Your Website's Search Engine Ranking

Creating a content outline helps you structure your content to meet this intent. You can do that by:

Googling your keyword and going through top-ranking content

Analyzing the structure and noting down common themes

Creating an outline that follows a logical progression

Breaking down your content into sections with clear headings

Adding images, charts and videos to improve your content

3. Follow on-page SEO best practices

Nailing on-page SEO ensures that search engines and readers can easily understand and navigate your content. The best way to do that is to follow these SEO techniques:

Include your keyword in the title, URL, introduction, subheadings and conclusion

Place your keyword naturally throughout the content without keyword stuffing

Use plenty of internal links to related content on your website

Maintain a clear and logical structure with headings and subheadings to improve readability

Write compelling meta descriptions that include your keyword to increase click-through rates

Ensure your content is mobile-friendly, as 59.4% of web traffic comes from mobile devices.

4. Create easy-to-read content

People rarely read whole articles from start to finish. Instead, they skim through them, searching for the information they need. That's why you need to follow a simple structure and use everyday language to ensure your content is easy to read and understand.

To improve the readability of your blog posts , you should:

Use clear and descriptive headers to guide readers through your content

Use bullet points wherever possible to break down information into digestible chunks

Bold the most important phrases in each section to highlight key takeaways

Incorporate screenshots to visually demonstrate key points and processes

Keep paragraphs short to make your content easy to skim

5. Include superior value

Most writers make the SEO mistake of not doing enough research before creating content. Instead, they paraphrase what their top-ranking competitors say or rely on AI to create generic blog posts.

However, you need to go the extra mile to create content that gets the best SEO results .

Start by digging deeper into forums like Reddit to discover your potential customers' most common pain points and questions. This step will help you understand their needs and concerns better.

Stay up to date with the latest news and developments in your industry to ensure your content is fresh and relevant. Read articles and listen to podcasts to get fresh insights and come up with unique angles for your articles.

You can also make your content more valuable by including the latest statistics or expert insights to add credibility and depth to your content. This is the best way to stand out from your competitors.

Related: Here's the SEO Combination You Need to Win Google's Algorithm

Mastering the basics of SEO writing is crucial for ensuring your content ranks well on Google.

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Sotomayor’s dissent: A president should not be a ‘king above the law’

FILE - Supreme Court Justice Sonia Sotomayor attends a panel discussion, Feb. 23, 2024 in Washington. The Supreme Court allowed a president to become a “king above the law,” in the use of official power, Sotomayor said in a biting dissent Monday, July 1, that called the majority opinion on immunity for former President Donald Trump “utterly indefensible.” Joined by the court’s two other liberals, Sotomayor said the opinion would have disastrous consequences for the presidency and the nation’s democracy by creating a “law-free zone around the president.” (AP Photo/Mark Schiefelbein, File)

FILE - Members of the Supreme Court sit for a group portrait in Washington, Oct. 7, 2022. Bottom row, from left, Justice Sonia Sotomayor, Justice Clarence Thomas, Chief Justice John Roberts, Justice Samuel Alito and Justice Elena Kagan. Top row, from left, Justice Amy Coney Barrett, Justice Neil Gorsuch, Justice Brett Kavanaugh, and Justice Ketanji Brown Jackson. The Supreme Court justices will take the bench Monday, July 1, 2024, to release their last few opinions of the term, including their most closely watched case: whether former President Donald Trump has immunity from criminal prosecution. (AP Photo/J. Scott Applewhite)

People protest outside the Supreme Court Monday, July 1, 2024, in Washington. (AP Photo/Mariam Zuhaib)

FILE - The Supreme Court building is seen on June 27, 2024, in Washington. Supreme Court justices will take the bench Monday, July 1, to release their last few opinions of the term, including their most closely watched case: whether former President Donald Trump has immunity from criminal prosecution. (AP Photo/Mark Schiefelbein, File)

The Supreme Court opinion in former President Donald Trump’s immunity case is photographed Monday, July 1, 2024. In a historic ruling the justices said for the first time former presidents can be shielded from prosecution for at least some of what they do in the Oval Office. (AP Photo/Jon Elswick)

Republican presidential candidate former President Donald Trump speaks at a campaign rally in Chesapeake, Va., Friday, June 28, 2024. (AP Photo/Steve Helber)

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WASHINGTON (AP) — In an unsparing dissent, Justice Sonia Sotomayor said the Supreme Court allowed a president to become a “king above the law” in its ruling that limited the scope of criminal charges against former President Donald Trump for his role in the Jan. 6, 2021 riot at the U.S. Capitol and efforts to overturn the election.

She called the decision, which likely ended the prospect of a trial for Trump before the November election , “utterly indefensible.”

“The court effectively creates a law-free zone around the president, upsetting the status quo that has existed since the founding,” she wrote. She was joined by liberal justices Elena Kagan and Ketanji Brown Jackson, who wrote another dissent referring to the ruling’s consequences as a “five alarm fire.”

Sotomayor read her dissent aloud in the courtroom, with a weighty delivery that underscored her criticism of the majority. She strongly pronounced each word, pausing at certain moments and gritting her teeth at others.

“Ironic isn’t it? The man in charge of enforcing laws can now just break them,” Sotomayor said.

Chief Justice John Roberts accused the liberal justices of fearmongering in the 6-3 majority opinion. It found that presidents aren’t above the law but must be entitled to presumptive immunity to allow them to forcefully exercise the office’s far-reaching powers and avoid a vicious cycle of politically motivated prosecutions.

While the opinion allows for the possibility of prosecutions for private acts, Sotomayor said it “deprives these prosecutions of any teeth” by excluding any evidence that related to official acts where the president is immune.

“This majority’s project will have disastrous consequences for the presidency and for our democracy,” she said. She ended by saying, “With fear for our democracy, I dissent.”

Trump, for his part, has denied doing anything wrong and has said this prosecution and three others are politically motivated to try to keep him from returning to the White House.

The other justices looked on in silence and largely remained still as Sotomayor spoke, with Justice Samuel Alito shuffling through papers and appearing to study them.

Sotomayor pointed to historical evidence, from the founding fathers to Watergate, that presidents could potentially face prosecution. She took a jab at the conservative majority that has made the nation’s history a guiding principle on issues like guns and abortion. “Interesting, history matters, right?”

Then she looked at the courtroom audience and concluded, “Except here.”

The majority feared that the threat of potential prosecution could constrain a president or create a “cycle of factional strife,” that the founders intended to avoid.

Sotomayor, on the other handed, pointed out that presidents have access to extensive legal advice about their actions and that criminal cases typically face high bars in court to proceed.

“It is a far greater danger if the president feels empowered to violate federal criminal law, buoyed by the knowledge of future immunity,” she said. “I am deeply troubled by the idea ... that our nation loses something valuable when the president is forced to operate within the confines of federal criminal law.”

Associated Press writer Stephen Groves contributed to this story.

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Has microsoft’s ai chief just made windows free.

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Microsoft's AI chief suggested anything found online is freeware

Content that has been posted on the open web should be treated as “freeware”, according to Microsoft’s AI chief. That being the case, he appears to have just ripped up the licensing agreement for software such as Microsoft Windows and Office.

Mustafa Suleyman, the CEO of Microsoft AI since March this year, made his eyebrow-raising comments during an interview with CNBC . Asked if the training of AI models on internet content was tantamount to intellectual property theft, Suleyman made the argument that anything posted on the web was fair game.

"I think that with respect to content that's already on the open web, the social contract of that content since the nineties has been that it is fair use,” said Suleyman. “Anyone can copy it, recreate with it, reproduce with it. That has been freeware, if you like, that's been the understanding."

Windows Licensing Terms

If that is “the understanding,” Microsoft’s licensing department seems to have a very different one when it comes to many of the products it posts on the open web.

For example, you can download the Windows 11 operating system on the open web from the Microsoft website . However, Microsoft is very protective of its intellectual property, as it makes clear in its terms of use , which are linked to at the bottom of the download site.

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In fact, those terms include an FAQ on copyright, which directly contradict the statement made by Suleyman in his CNBC interview. “If a work is in the public domain, the work may be freely used without permission from the creator of the work,” the FAQs state. “However, just because a work is available online does not mean it's in the public domain or free to use.”

As for the notion that you could “copy it, recreate with it, reproduce with it,” that is at odds with the Windows licensing agreement , which expressly states you must not “publish, copy (other than the permitted backup copy), rent, lease, or lend the software,” nor “work around any technical restrictions or limitations in the software.”

Microsoft seemingly thinks you’re free to do what you like with content you find on the web, unless it’s Microsoft’s content.

Microsoft has been approached for comment.

Copyright Law

You might argue this point is somewhat facile, that there’s a clear distinction between the type of written or image content you might use to train an AI model and software that is being sold commercially.

However, U.S. copyright law makes no such distinction. As the FAQ page for the U.S. Copyright Office states: “Copyright, a form of intellectual property law, protects original works of authorship including literary, dramatic, musical, and artistic works, such as poetry, novels, movies, songs, computer software, and architecture.”

Nor does publishing it online automatically invalidate copyright law. “Your work is under copyright protection the moment it is created and fixed in a tangible form that it is perceptible either directly or with the aid of a machine or device,” the FAQ further states.

This is, of course, the reason why many AI companies are facing lawsuits for scraping data from the open web to train their large language models. In December, The New York Times announced it was suing ChatGPT creator OpenAI and Microsoft (which uses OpenAI’s products to power its own AI offerings) for “billions of dollars” in damages for unlawful use of its content. Other lawsuits have been issued.

So, it seems we will get to find out whether the “social contract” cited by Microsoft’s AI chief actually exists. In the meantime, it’s probably best to avoid doing what you like with Windows, or else you might find yourself subject to a lawsuit of your own.

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• Microsoft /

Microsoft’s AI boss thinks it’s perfectly okay to steal content if it’s on the open web

Mustafa suleyman has a curious understanding of copyright law on the web..

By Sean Hollister , a senior editor and founding member of The Verge who covers gadgets, games, and toys. He spent 15 years editing the likes of CNET, Gizmodo, and Engadget.

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If you buy something from a Verge link, Vox Media may earn a commission. See our ethics statement.

Microsoft AI boss Mustafa Suleyman incorrectly believes that the moment you publish anything on the open web, it becomes “freeware” that anyone can freely copy and use.

When CNBC’s Andrew Ross Sorkin asked him whether “AI companies have effectively stolen the world’s IP,” he said:

I think that with respect to content that’s already on the open web, the social contract of that content since the ‘90s has been that it is fair use. Anyone can copy it, recreate with it, reproduce with it. That has been “freeware,” if you like, that’s been the understanding.

Microsoft is currently the target of multiple lawsuits alleging that it — and OpenAI — are stealing copyrighted online stories to train generative AI models, so it may not surprise you to hear a Microsoft exec defend it as perfectly legal. I just didn’t expect him to be so very publicly and obviously wrong!

• AI companies have all kinds of arguments against paying for copyrighted content
• The text file that runs the internet
• The RIAA versus AI, explained
• The scary truth about AI copyright is nobody knows what will happen next

I am not a lawyer, but even I can tell you that the moment you create a work , it’s automatically protected by copyright in the US. You don’t even need to apply for it, and you certainly don’t void your rights just by publishing it on the web. In fact, it’s so difficult to waive your rights that lawyers had to come up with special web licenses to help!

Fair use, meanwhile, is not granted by a “social contract” — it’s granted by a court. It’s a legal defense that allows some uses of copyrighted material once that court weighs what you’re copying, why, how much, and whether it’ll harm the copyright owner .

That certainly hasn’t kept many AI companies from claiming that training on copyrighted content is “fair use ,” but most haven’t been as brazen as Suleyman when talking about it.

Speaking of brazen, he’s got a choice quote about the purpose of humanity shortly after his “fair use” remark:

What are we, collectively, as an organism of humans, other than a knowledge and intellectual production engine?

Suleyman does seem to think there’s something to the robots.txt idea — that specifying which bots can’t scrape a particular website within a text file might keep people from taking its content. He says:

There’s a separate category where a website, or a publisher, or a news organization had explicitly said ‘do not scrape or crawl me for any other reason than indexing me so that other people can find this content.’ That’s a grey area, and I think it’s going to work its way through the courts.

But robots.txt is not a legal document. It, not fair use, is the social contract that’s been with us since the ‘90s — and yet some AI companies appear to be ignoring it , too. Microsoft partner OpenAI is reportedly among those ignoring it .

Disclosure: Vox Media, The Verge’s parent company, has a technology and content deal with OpenAI.

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Supreme Court acknowledges accidentally posting Idaho abortion case document that may preview narrow Biden admin win

WASHINGTON — The Supreme Court acknowledged Wednesday that it inadvertently posted online a document related to a pending abortion case, which Bloomberg Law obtained before it was removed from the website.

Supreme Court spokeswoman Patricia McCabe confirmed that a document was “inadvertently and briefly uploaded” to the court website but added that the ruling “has not been released.”

Bloomberg also posted a copy of the document . NBC News could not independently verify the document. It is not known whether it was a draft decision, the actual decision or neither.

The court appears set to allow emergency room doctors in Idaho to perform abortions in certain situations, according to a copy of the decision, Bloomberg reported . The court is likely to dismiss the appeal brought by Idaho officials, Bloomberg said.

In doing so the court would allow a lower court ruling in favor of the Biden administration to go back into effect.

Justice Samuel Alito wrote a dissenting opinion joined by two other conservatives, Clarence Thomas and Neil Gorsuch, saying the court should not have dismissed the case.

The Supreme Court in January blocked the lower court ruling and allowed Idaho to enforce its abortion law in full while agreeing to hear oral arguments. Other provisions of the ban are already in effect and would not be affected by the ruling.

The case concerns whether a federal law that regulates emergency room treatment overrides Idaho's strict abortion ban. If the court dismisses the appeal, it would leave the legal question unresolved.

According to the document posted by Bloomberg, Justice Ketanji Brown Jackson wrote separately to say the court should have gone ahead and decided the bigger issue, which is likely to come up in another case in due course and would have an impact on other states with abortion restrictions similar to Idaho’s.

"Today’s decision is not a victory for pregnant patients in Idaho. It is delay,” she wrote, according to the document. “While this court dawdles and the country waits, pregnant people experiencing emergency medical conditions remain in a precarious position, as their doctors are kept in the dark about what the law requires."

In a separate opinion, conservative Justice Amy Coney Barrett explained why she would vote to dismiss the case, saying the court had made a "miscalculation" in taking it up before an appeals court had a chance to weigh in. Part of the confusion was caused by both sides’ altering their legal arguments once the case got to the high court, she added.

Idaho’s law says anyone who performs an abortion is subject to criminal penalties, including up to five years in prison. Health care professionals found to have violated the law can lose their professional licenses.

The federal government sued, leading a federal judge in August 2022 to block the state from enforcing provisions concerning medical care that is required under the federal Emergency Medical Treatment and Labor Act.

The 1986 law mandates that patients receive appropriate emergency room care. The Biden administration argued that care should include abortions in certain situations when a woman’s health is imperiled even if death is not imminent.

The Supreme Court is due to issue rulings Thursday and Friday as it reaches the end of its current term. The abortion case is one of 12 argued cases yet to be decided.

Lawrence Hurley covers the Supreme Court for NBC News.

Content Search

Project planning & persuasive proposal writing in relief, humanitarian and development contexts.

• ELD Training

PROJECT PLANNING & PERSUASIVE PROPOSAL WRITING IN RELIEF, HUMANITARIAN AND DEVELOPMENT CONTEXTS

Zoom training: 6 august - 3 september 2024.

As relief, humanitarian and development professionals, we work to drive positive change through community and humanitarian initiatives. Our projects have to deliver a lasting impact for beneficiaries while aligning with our donors' objectives. And our proposal has to convince donors that:

• There is a problem that needs to be addressed
• We have a solution
• We have the ability to carry it out

This training will support you with the practical tools and knowledge you need to design projects that respond to beneficiary needs and donor demands, and to plan, draft and edit proposals that persuade. Gain the expertise to:

DEVELOP COMPELLING PROJECTS: Learn how to design projects that resonate with your stakeholders and inspire their support. Discover strategies to tailor your proposals effectively, capturing donors’ attention and securing the support needed for your initiatives.

MASTER THE LOGICAL FRAMEWORK APPROACH: Utilize the Logical Framework Approach to develop well-structured projects that meet rigorous standards. Gain proficiency in aligning your proposals with broader development goals and communicating their value.

REFINE PERSUASIVE COMMUNICATION: Acquire the skills to plan and articulate proposals in a clear, concise, and persuasive way. Engage your readers, keeping them alert and motivated to support your projects.

A PRACTICAL APPROACH THAT GETS RESULTS

Through a mix of theory, hands-on exercises and real-life examples, you will gain skills that can be applied immediately, ensuring positive outcomes both during and beyond the course.

BUILD CONFIDENCE AND CONSISTENCY: Say goodbye to writer's block and deadline stress. This training offers a systematic approach to project planning and proposal writing, giving you the tools and skills to create quality proposals consistently.

FORGE STRONGER PARTNERSHIPS: Cultivate stronger relationships with your donors through well-organized, clear and persuasive proposals.

DELIVER BETTER RESULTS TO STAKEHOLDERS: Develop the skills to design projects that deliver positive change and sustainable results for your target communities.

COURSE PROCESS

Our course is designed to fit into your schedule, enabling effective learning and application of knowledge. This is a combination of dynamic live sessions conducted using ZOOM and off-line self study. Here's what you can expect:

LIFETIME ACCESS TO ALL TRAINING MATERIALS: As soon as you sign up you get immediate, lifetime access to all the course materials - downloadable course videos, worksheets and extra resource materials.

DYNAMIC LIVE SESSIONS: Engage in five interactive weekly live sessions conducted via Zoom (and recorded for future reference), where expert instructor Neil Kendrick will guide you through the learning process. Each week we meet live for around 60 minutes to discuss the application of the tools and explore any questions.

PERSONALIZED FEEDBACK: After completing the course, you'll have the opportunity to submit a proposal for personalized feedback. We will provide valuable insights to help you refine your skills and achieve greater impact.

CERTIFICATION OF PROFESSIONAL ACHIEVEMENT: On successful completion of the course, you will be awarded a certificate recognizing your expertise in Project Planning and Proposal Writing.

MEETING SCHEDULE

• Meeting 1: Tuesday 6 August 2024 11.30 - 12.30 UTC
• Meeting 2: Tuesday 13 August 2024 11.30 - 12.30 UTC
• Meeting 3: Tuesday 20 August 2024 11.30 - 12.30 UTC
• Meeting 4: Tuesday 27 August 2024 11.30 - 12.30 UTC
• Meeting 5: Tuesday 3 September 2024 11.30 - 12.30 UTC

You can see current UTC time here .

Assignment deadline for feedback: 20 September 2024

"I wish I had taken this training sooner, as I have a made a lot of errors in the past in writing proposals. But now - whether in writing a sentence, a report or a proposal - I have a magic skill!"

• Oxfam GB participant

"The course really improved my skills and now I will be able to independently develop proposals. Thank you!"

• UNFPA participant

"This training should be done for all staff of any institution to build the capacity of their teams."

• SOS Sahel participant

Your Instructor: Neil Kendrick

Neil Kendrick is from the UK and has been training development practitioners for more than 25 years on Professional Writing, Reporting Skills, Proposal Writing, Results-Based Management and Monitoring & Evaluation. He has trained relief, development and humanitarian professionals working for NGOs, INGOs, bilateral and global organizations in over 20 countries throughout Asia, Africa, Europe and the Americas.

Frequently Asked Questions

When does the course start and finish?

The course dates are in the description above. There you will see the dates for the weekly live meetings, as well as the deadline for the post-training assignment.

How long do I have access to the course?

How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.

What is the course process?

On the scheduled dates we meet each week for around one hour to discuss the topics and respond to questions. Between meetings you can work through the course materials at your own pace. At the end of each module there is a space for leaving reflections and questions for the next meeting. After the final meeting you have an extra period to prepare your assignment for personal feedback.

What happens if I miss a meeting?

Missing a meeting isn't a problem. All meetings are recorded and, if you are unexpectedly busy with other work or in the field, you can download to watch later. At the end of each module inside the course there is a place for sharing reflections and questions. So, even if you can't attend a particular meeting, we will still discuss your comments and questions.

What's involved in the follow-up assignment?

The follow-up assignment gives you a chance to apply what you have learned more deeply. You are given a fixed time to develop your own work. (The assignment varies depending on the nature of the course.) Although optional, this is a powerful way to get one-to-one insights on your strengths and areas for further improvement.

What support is available during the course?

Dedicated support is available throughout the course duration for any technical issues or additional questions.

I'm not sure I have enough time ...

These courses are designed to maximize their impact while allowing you to manage your other work. You need just one hour a week for the live meetings. Self-study can be done whenever you have a few minutes free.

Fee information

How to register.

Registration and payment may be made via https://www.eldtraining.com/p/project-planning-proposal-writing-august-2024 and you can contact us at [email protected] for other ways to pay or if you have any questions.

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