The Best Website Copywriting Techniques – Copy That Lands with Your Target Audience

Keep Your Audience on Your Site AND Convert Them to Buyers.

Your website looks great… so why is your audience bouncing within seconds of landing on it?

At Maggie Writes Copy, I know that the right webpage copy can make or break your site. Getting your messaging right is just as important as getting your design right.

So today we’re going to talk about the best website copywriting techniques to keep your audience present, engaged, and intrigued by your product or service.

Let’s jump right into what website copy is…

What Is Website Copywriting?

Website copywriting involves writing copy for your website to speak to your audience and compel them to take action.

Website copy can include:

• Homepage copy
• An email opt-in
• A product or service description
• A landing page
• A sales page
• Blog posts
• About pages

Basically, anything that is hosted on your website can be considered website copy as long as it includes a Call to Action (CTA).¹

Today we’ll mostly focus on homepage copy – But a lot of these techniques can be used throughout your site.

First, why is Website copy so important for your site?

 

The Impact of Website Copywriting

The best website copywriting will act not only as the face of your company… but also as:

• Your virtual sales team
• A connecting hub for your marketing funnel
• The place to establish a direct link with your target customer

The best website copywriting isn’t just a bundle of words thrown on a page. It’s strategically written to showcase your brand to your target audience.

This means, your website won’t be for everyone – but it will be for the people who need your product or services.

That being said, there is good website copywriting… and not-so-good website copy. Let’s talk about how to separate the bad from the good.

What Makes the Best Website Copywriting for Your Site?

The number one most important thing to give your website copy focus and impact is to know your audience.

“When you speak to everyone, you speak to no one.” – Meredith Hill

The best website copywriting should be audience-centered.

Every page should revolve around your reader… whether it’s the homepage, contact page, or even the “about us” page.

7 Tips to keep your copy audience centered:²

1. Use “you” and “your” focused sentences more than “me”, “I”, or “Our”…
2. Always put everything in the context of how it will benefit your audience.
3. Don’t use industry jargon. Instead, write it at an easy reading level for the best understanding.
4. Try to build some form of connection with your readers: emotional, shared values, shared interests, etc.
5. Keep your copy concise. No flowery filler language, get your point across.
6. Keep your copy goal-oriented. If a sentence doesn’t make your point, get rid of it.
7. Write to different learning styles: the skimmer, the deep reader, and Google.

Writing to your audience rather than at them will go a long way towards building the best website copywriting foundation for your site.

It’s also important to write website copy that your audience will find organically. We’re talking SEO.

The best website copywriting should be written to show up organically.

Let’s face it, even if you write the most compelling copy possible, it’s worthless if no one finds and reads it.

While you can get people on your site other ways through your marketing funnel, you’re missing a huge opportunity if you aren’t leveraging every avenue to get people to your site.

This is why Search Engine Optimization (SEO) is so important. The best website copywriting with SEO can drive massive traffic to your site.

So how do you make sure you’re leveraging this traffic source?

• Choose SEO keywords that are relevant to your audience.
• Put those keywords in the right places on your site.
• Make sure your site reads authentically to your audience for the best user experience.
• Feature compelling copy that makes people want to hang out on your site longer and click through to other pages.

SEO is a double-edged sword. If you’re stuffing keywords all over your site, you aren’t giving your reader the best experience. This can actually hurt your website’s SEO.

So putting SEO best practices into your website copy without going overboard is key.

This is actually why blogging is so important for website SEO.

It allows you to cover many topics your audience is interested in, while also sprinkling in a few keywords to give Google a better idea of how you help your audience.

Structuring your website is another thing that can affect your website copy.

Structure Your Homepage to Create Your Audience Journey.

Build your site to convert.

Address your audience’s pain points and desires.

If they’ve made it past the first fold, they’re likely your target audience. Now it’s time to remind them why they’re on your site in the first place.

Dig deep into their problems before you roll out your solution to them.

This involves focusing on:

• How their problem affects them daily.
• Why life could be better if their problem didn’t exist.
• A teaser that you have the solution for this problem.

Once they’ve completely identified with the problems they have, it’s time to outline how your company can help them.

An “About Section” that’s audience-centered.

This section may be about your company, but it should still be fully about your audience too. Everything you say should be to further identify your audience’s needs.

Make sure you’re building connections rather than providing a company bio.

This is also a great place to include social proof:

• Awards
• Credibility
• Testimonials
• Case Studies

Build your audience’s trust with your brand. Then roll out their solution.

Products and services that solve their problem.

You’ve now identified:

1. Who your audience is.
2. What their problem is.
3. Who you are.
4. Why they can trust you.

It’s time to give them their solution now. The product or service that will help them solve their problem.

Remember, the best website copywriting for this section should touch on the pain points from above. Keep the compelling narrative that you are going to make their daily lives better.

Then give them the CTA to buy or book. This should be a straightforward piece of copy that tells your audience exactly what to do to solve their problem.

Where should your CTA go for the best website copywriting?

Your CTA should be sprinkled throughout your page.

Everyone who shows up on your website is going to be on a different part of their journey with your brand.

Someone who’s never heard of your company before is probably going to want to read through the whole page to see what your company is about. They’re more likely to go for a CTA at the bottom of your page.

Vs.

Someone who has seen your brand in other places and knows your offer may just want to jump straight to the product. They’ll click higher up.

Every person in your audience needs something different to compel them to buy what you’re selling. Don’t make the mistake of not having a CTA button on the section that convinces someone you’re right for them.

There’s a lot to think about when you’re writing your website copy. Sometimes, the best thing you can do to get better results… hire it out.

Find a Website Copywriter That Gets Results

It’s not always easy to know how to hire contractors for your website. Especially if it’s not something you have a lot of experience with.

Most web developers and designers are focused on the look of the site, rather than the message it gives people.

That’s where a website copywriter can really elevate your site past your competition.

Using the tips outlined in this article can help you narrow down your possible website copywriter candidates.

Ask for a few portfolio pieces they feel are relevant to your project. Then take a look and see if they:

• Are skimmer friendly: catchy headlines, bullets, bold, italics.
• Do you understand who the target audience is right off the bat?
• Do you know what the offer is immediately?
• Is there a CTA before you ever have to scroll?
• Do they use audience-centered language?
• Is the copy easy to read and jargon-free?

Keep in mind, their copy will be centered around what their client wanted too. So if something doesn’t line up and you still think their writing is great, ask them why they chose to write how they did.

You should also ask them how they incorporate SEO into their writing. As touched upon above, SEO is still extremely valuable to your site. Many copywriters don’t include SEO services in their writing.

The Best Website Copywriting Services That Build Trust With Your Clients

Using the best website copywriting techniques on your site doesn’t have to be hard.

Writing your own website copy can lead to very authentic connections with your audience.

But if you’re feeling overwhelmed at the prospect of getting your website copy just right, you don’t have to look far.

Website copywriting is one of my favorite projects to start with when I work with clients. Webpage copy… especially homepage copywriting… allows me to really get a great feel for your business and your audience.

Book a call today and let’s see if we’re a good fit to work together!

Resources:

¹ What is Website Copywriting? – Coschedule

² Writing copy for different audiences – LocaliQ