Do you struggle with writing website copy? Does the thought of updating the content on your home page, about page, services and more send you into a tailspin of dreaded misery?
Girl Boss, we’ve been there.
We know that writing great website copy doesn’t come naturally to everyone. It can feel like you’ll never land your first client or sell your first product because you struggle so much with the copy on your website.
After years of running a business and learning from copywriting experts, we’ve learned a few tips on how anyone can learn to write better website copy.
We know that everyone can’t hire a copywriter when they’re just starting out so we wanted to share the 7 dos and don’t of DIYing your website copy.
The 7 Dos & Don’ts of DIYing Your Website Copy
Focus on speaking to your audience
If you take one tip from this blog post, please take this one.
Your copy needs to speak directly to the target audience you’re trying to attract.
Readers want to know why they should trust you and a big part of earning that trust is showing that you know their pain points.
Think about it: who are the people and brands that you buy from? It’s probably people and brands that you know, like, and trust.
They’ve built trust with you over time, and your website copy is the first step in building that trust.
So before you start updating your about page or revamping your services page, think about a specific person who’s in your target market.
What do they struggle with?
How do your products or services help them?
How can you make them feel more comfortable, heard, recognized?
What objections will they have about your product or service?
Then, when you write your website copy, answer these questions.
Your target market will begin to feel like you know their pain points and that they should consider investing in your services or products.
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Use a clear call to action
You need to make it very clear in your website copy what action you want readers to take.
If you don’t ask for it, they won’t do it, plain and simple.
Though it may seem obvious to us, the business owner, the call to action may not be as clear to the reader.
An effective call to action offers a clear value proposition, meaning that the reader knows exactly what is it that they’ll be signing up for whenever they click.
The more clarity your call to action has, the more compelling your offer will be.
Related post: How To Figure Out What Your Audience Wants To Read
Make it easy to read
People don’t like to read long sentences. The shorter words you use, the clearer and easier it is to read and comprehend.
Give the reader’s eyes a rest by breaking up your website copy with visual graphics & photos. People’s eyes tend to glaze over if there’s too much copy on a page.
Also, use bullet points, italics, bold, and underline to make important words stand out. Readers will automatically be drawn to those words because they will stick out when people skim (and yes, you must assume people will skim your content!).
People are reading your website copy because they want to get to you know. Talk to your prospective buyers like you would talk to a friend or someone you’re sitting in a room with.
I like to visualize sitting in a room with readers just like you when I write website copy. It really helps me write like I’m talking with you and not at you.
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SEO is very important for any online business owner (or really any business owner with a website!).
SEO will get the right people coming to your website because they’re already searching for what you write about!
Organic search is our biggest website referrer so we know how extremely important it is to pay attention to SEO.
Related post: WordPress SEO Basics to Help You Show Up More Online
Publish your first draft
Editing your website copy is a drag, we know, but please, do not publish the first draft of the copy you write.
Writing mediocre first drafts is common and is nothing to be ashamed about! Even the greatest copywriters out there write average, so-so content their first go around.
Next time you’re writing a website copy, write the first draft and then step away from the project. Preferably take a full 24 hours away from it before you come back to it.
Then, revise, check for grammar and spelling mistakes, and read it out loud. You may think you sound like a crazy person reading your about page out loud, but I swear it helps so much!
If you can, find someone else to read your website copy to before you publish it. Ideally, it would be someone who would be brand new to your content so they can ask questions as a new visitor would.
Related post: How To Increase Your Landing Page Conversion Rates By 148%
Shrug off testing your copy
Test, test, test! You need to test your website copy so you know what does and doesn’t work.
Sometimes changing a simple sentence or button copy can significantly increase your sales, crazy right?!
Don’t be tempted to test too many things at once though. You want to be able to identify what changes you made works and which ones you need to test again.
As they say, practice makes perfect! Don’t be discouraged if you have to retool your website copy over time. The best copywriters are constantly testing their copy!