Website Copy Tips for Businesss

9 Ways to Make Your Business Website Copy Better

Good copy is one of those things that can really make or break the success of your website, and by extension your business. So what can you do when you’ve got the website for your business all set up, but your copy isn’t quite as strong as you want it to be?

Your copy should be compelling and engaging, to grab the attention of the potential customer and let them know exactly why they need what you’re selling. You want it to do all this while simultaneously coming across as natural-sounding and persuasive. It sounds complicated, but it doesn’t have to be.

Here are 9 top tips to write copy that will convince and influence your customers more effectively than ever.

1. It All Starts With Your Audience

Getting people to see your website isn’t always the hardest part. Creating compelling copy that encourages them to not only stay on the homepage, but to explore other pages of your site, is the hard part.

So, your audience. Who are they? Why are you their best choice? The better you know your target audience, the easier it will be to be purposeful and specific with your language, and the more luck you’re going to have when writing for them. This is why planning is so important; it will give you a consistent, strong idea of who your audience is, not only for your copy but for the design of your whole website. If you know your audience, really know them, then you can tailor everything to them.

Building a profile for your ideal customer will be a big help here. Imagine a person who’s your ideal customer. Give them a personality, a name, a plausible reason for them to use your product or service, and a reason why they keep coming back to your business. Really get to know them, and get to know why they’re your ideal customer. Then wherever you’re creating copy or quite literally anything else for your business, ask yourself ‘would this appeal to them?’ The more detailed the profile, the easier it will be. 

2. Know How To Speak Their Language

There are plenty of generic words and phrases that you’ll no doubt see cropping up time and time again when you’re looking at similar business sites to your own. The words ‘cheap’, ‘value’ and ‘free’ are often touted as magical sales-increasing miracles that will work if you just use them enough times. But is it really that simple?

Unfortunately not.

But that doesn’t mean it has to be difficult!

It’s easy to want to include vague, positive-sounding copy on your sites, to draw in any and all customers without having to really say anything specific to them or to appeal to any one audience. But this doesn’t create any sort of personal experience for your customers. And, even worse, it makes you seem less like a human and more like a faceless corporation. For small business owners, that human touch is absolutely key to gaining new customers and getting your brand to stand out.

There is a line in professionalism when it comes to being casual with your customers in an appeal to seem friendly and approachable, whilst keeping a professional tone that ensures customers that your brand can be trusted and you know what you’re talking about. You want that balance of positioning yourself as a reliable authority, whilst also making sure your customers are comfortable enough to reach out to you with any questions or concerns they might have.

Once you know your customer base, it will be a lot easier to discern the best tone of voice for your website copy. This decision may depend on several things, including your business itself, and how you require your customer base to view you. If you have a medical website, for instance, then keeping your tone trustworthy and warm yet professional is a good call (think “Capturing the voice of patients”). But if you’re selling funky neon signs, then it’s not going to hurt if you’re a little more casual with your audience (think “get lit with neon signs!”).

3. Make Yourself Easy To Understand

Regardless of what tone of voice you decide is best for your website, unless you specialise in an extremely niche area to a very specific audience: get rid of all the business speak and complex jargon. Can your day-to-day customers understand it easily? If not, why would they stay on your website? You’re not here to seem unapproachable, you’re here to gain peoples’ trust. Any jargon you use should be easily defined on the page you use it on, and it certainly shouldn’t alienate your customers.

Whether you want your customers to view you as a friend or view you as an authority, trust is one of the most important things you can build as a brand. And good copy will build just that, but your customers have to not only be able to understand your copy with minimal effort, but to feel respected from the way your copy ‘speaks’ to them.

4. Appeal to Emotions

Emotions are hugely influential in producing sales and getting customers not only to buy from you, but to trust you and recommend you to their friends and family. How will your product or service make your customers feel? Will it give them happiness? Amusement? Relief? Or will it alleviate their fear, sadness, or annoyance? 

Thinking about either the positive emotions that the product will give customers, or the negative emotions that the product will take away from your customers, is something that will help you when writing copy for your site. There’s a reason all those cheesy TV ads ask questions like “do you have trouble with this? Well our product can help!”

5. Make it Look Good

Around 70% of Brits say that using their phones for online shopping has become their preferred method since the Coronavirus pandemic. This means that there’s a large chance that a good portion of your customers will be viewing your website through their phones, on small screens. So it shouldn’t come as a surprise when I say that it’s incredibly important to have your website content optimised for mobile viewing; if your website isn’t optimised, if your fonts are too big or small, or everything is all clustered together on the screen, there’s a high chance that after one glance at your website, people will just go straight back to the search results to find a more usable site. So it’s more important than ever that your site looks good and works seamlessly on any device it’s viewed on.

It’s important to find out how your customers are using your site, so you know what to prioritise throughout the process. Many phones aren’t as powerful as a desktop browser, so it’s important that your site is optimised to load quickly and that things are spaced out appropriately. Remember: less is more! And speaking of that…

6. Make it Skimmable

Let’s face it, who goes onto a new website and immediately starts reading everything on the page? Not many people, you probably won’t be surprised to know. Skim reading is the norm, online more than anywhere else—usually people will read the first sentence, then everything else is just skimmed for words or phrases that may stand out.

Which is another reason why it’s so important to put work and planning into the layout of your website, the font choices and sizes, and the white spaces between paragraphs.

A few more things to consider are:

  • Bullet-pointed lists
  • Simple, short H2 subheadings 
  • A summary at the top of the page
  • Eye-catching, relevant images
  • Shorter sentences and paragraphs
  • To summarise each paragraph in your first sentence.

Once you have something written, go back through it and cut out the filler. You want your copy to maintain its focus throughout, and if you suddenly find yourself meandering onto a different subject either cut it out, start a new paragraph or move it to a more relevant place on the website.

7. The Technical Side of Things (SEO)

Now, this article isn’t going to go into any sort of detail on SEO copywriting. We have an article for that already.

But when it comes to putting your website together and trying to rank highly on Google, don’t overthink it!

Remember: you’re writing for humans! The more digestible your copy, the more people will connect with it and interact with your website, which will result in more success for you! There aren’t any magic cheat codes that will force Google to make your website rank first in search results, no matter how many keyword tools you use.

Something reassuring to remember is that if you’re doing the right thing with your research and writing, the keywords will most likely work themselves in naturally! That’s not to say just ignore it and it’ll all happen by itself, but just don’t force it.

8. Know When to Tell and When to Show

We’ve already established that less is more, especially when it comes to your homepage and the pages where your customers will be getting important information (product descriptions, contact pages, etc.).

But I also mentioned how important it is to come across as a human and not a robot, especially for small businesses. So when does this come in, you might be asking?

Your ‘about us’ page can be a really good corner of your website to demonstrate this. Let your potential customers know who you are, what your business is and how it came about, and why you’re so passionate about it. Maybe you struggled with starting up, or maybe you’ve overcome hardships to get to where you are now. Be honest about these things, and your transparency will be rewarded.

You don’t have to have the world’s most fascinating backstory, but this is where you can let your customers know that you’re a person just like them, and that they’re in good hands when they’re using your website, product or service.

The human element in your business copy is crucial in helping your audience to remember not only your business, your website or your products, but you. They’ll know they can reach out with any concerns they might have, and they’ll feel comfortable recommending you to others they know.

9. Hyperlinks

Hyperlinks can be used to back up any claims you make or to link to other pages that can give more detail on a topic. Going back to how important trust is in your customer base, it’s always a good idea to back yourself up and make it easy for people reading your website to see that you know what you’re talking about, since they can verify your sources right away without having to do that research for themselves. It makes you more transparent and your website more streamlined for users.

This also blends into the SEO element, as the more authoritative Google deems your website to be, the more likely it is to rank favourably in the search results. 

Hyperlinking to other pages on your website—your contact page, for example, or a subscription page, with a call to action like ‘sign up here’ can nudge potential customers along through your website, increasing your page traffic and giving your audience ease of access to important pages that they might not have looked for before. Maybe they didn’t know you had a newsletter until they saw that hyperlink to ‘subscribe and see us in your inbox every Tuesday’. But now they do!

There’s so much to consider when creating unique, engaging copy for your business’ website. I hope these 9 tips will give you a helping hand when it comes to successfully laying the foundations to build a solid customer base and giving your company the push it needs in order to thrive.


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