Write Website Copy Like a Pro With These Conversion-Boosting Tips (Free Workbook Included)

by Website Copywriting Tips, UX Copywriting Tips

Imagine somebody walks into your physical store or office and wants to buy your product or service. Would you talk to them, find out what they need and explain exactly how you can help? Or would you ignore them and let them wander aimlessly around before heading out the door?

My bet is you’d follow the first option. So why aren’t you following the same sales process with your website?

Your website is the salesperson meeting and greeting every potential customer peering into your online world, looking for a solution to their problem. To make sales, you need a website that welcomes customers, guides them seamlessly towards making a decision and keeps them coming back time and time again.

Whether you’re a seasoned business owner, a budding entrepreneur, or a marketer looking to sharpen your copywriting skills, this no-nonsense guide will help you write website copy like a pro and convert visitors into customers. Let’s get cracking!

1. Understand Your Target Audience

Understanding your target audience is crucial if you want to tap into their emotions, needs and desires. And these days, having a made-up persona based on age, gender, location, hobbies and various other “guess” work criteria isn’t enough to hone in on exactly what your customer wants.

As a UX copywriter, I prefer to use Voice of Customer interviews and review mining and use these to create a “jobs to be done” framework and user stories.

What is “Jobs to be done”? It’s finding out exactly WHY your customer wants your product or service. What are they hoping to achieve from it? We don’t buy a pink hammer because it looks nice. We buy a pink hammer because we want to hammer some nails. Once you know the exact goal your customers have, you can write your copy based on their main struggles and desires.

Speaking to past customers is a fabulous way to get inside their heads. By understanding your target audience and tailoring your website copy to their needs, you can create a more effective and compelling online presence for your business.

2. Stand out with a compelling value proposition

Your value proposition is your chance to explain why your product or service is the best option for your customers. It’s a bold statement that sums up the unique benefits your business offers. Your V.P. features in the top section of your home page so your users can easily recognise if you’re the right business for them.

Here’s my V.P as an example:
* Freelance Website Copywriter Specialising In UX (Highlights what I do)
* Struggling to find the right words? Get your business website working harder through clear, concise and customer-focused copy. (Highlights who I work with and the benefit of working with me.)
Take a look at the value props of your favourite brands. Then, have a go at writing your own.

3. Think about structure

As busy humans, we rarely read every word on the screen. Instead, we scan read. Our eyes drift down the page, pulling out information from the headers and subheads while using images and checklists to find information easily. So, if you want your website to be user-friendly, you need to break it up into clear sections. Use high-quality images and plenty of headers, subheads and bulleted lists to make it easy on the eye. Whitespace isn’t wasted space. Whitespace is “give brains time to think” space.

4. Write headlines that grab attention

Here’s the real scoop. When it comes to writing website copy, your headline is your first, and often only, chance to grab your visitor’s attention. But despite being small in words, they’re tricky little blighters to write well. My top tip for creating attention-grabbing headlines is to push for attention by focusing on customer’s struggles or pull attention by focusing on their desires. For example…

  • You’ve said yes to the proposal. Now, say yes to wedding photos you’ll love for eternity.
  • Say goodbye to old age wobbles and hello to mobility, strength and easy movement.
  • No time to cook? Grab your wok and learn how to make nutritious meals in less than 20 minutes.

The key to writing great headlines is to make them specific. Be clear about the value your content provides, and remember to address the reader directly using “you”. A little trick is to imagine you’re writing to one person, not hundreds. Remember, your headline is your first impression AND the best way to keep scan readers on your site, so make them count.

5. Use keywords without sounding robotic

Search engine optimisation is an essential aspect of getting found on Google. There’s no point having a fabulous website if nobody can find it online. It’s like opening a shop in a backstreet alley with no signage to show you’re there. So, what do we use as signposts to our website?

Adding researched keyword phrases to your website copy is the secret to boosting your online visibility. However, it’s important to remember that a natural persuasive writing style is just as important as SEO content. And yep, it’s possible to do both. 

Start by carrying out some keyword research. Use tools like  Google Keyword Planner or Keywords Everywhere to help find suitable options. If you get stuck, ask your friends and family what they’d type into Google if they were looking for a business like yours. 

Once you’ve got your keywords, sprinkle them throughout your copy and online content in a natural way that adds value. Quality content means using active voice as much as possible and not overstuffing your content with keywords. Google’s not a lover of spammy writing and will penalise if you aren’t careful. It’s finding the right balance of optimised content that also provides genuine value. 

By finding the balance between SEO and persuasiveness, you’ll attract more visitors to your website. And more visitors means more potential sales! 

6. Be bossy with your CTAs 

A good call to action guides your website visitors towards the desired action. Whether making a purchase, signing up for a newsletter, or learning more about your services, your CTA should be clear, direct, and irresistibly tempting.

Before writing any CTA copy, get crystal clear about what you want your audience to do. And then get bossy! Ditch the “please” and give it to them straight. Use action-oriented language like “Buy Now,” “Join Us Today,” or “Secure Your Spot.” Create a sense of urgency to get users hitting those call-to-action buttons.

One last point about CTA’s. There should be no doubt about what happens next when they click on your CTA. Making your user experience as seamless as possible gives your website the edge over competitors.

7. Back up your claims with social proof

Your website is your digital storefront, and just like a brick-and-mortar store, you want to build trust and credibility with your potential customers. The best way to do this is using social proof, like testimonials and reviews from satisfied customers.

Encouraging happy past customers to share their experiences has a powerful impact on potential new customers. It shows that if your product or service worked for a similar person, it can work for them, too. I’m definitely a review reader – I never buy anything without checking what others think of the product first.

Got accreditations and professional qualifications? Don’t forget to display these as a banner on your Home or About page. By scattering testimonials, reviews, and case studies throughout your website, you’ll build trust with your audience, encouraging them to buy.

8. Don’t forget visual elements

When we think about creating a website, we think of words. But great websites are more than words. Visuals also play a role in your messaging and user experience. High-quality images complement your copy and add to the narrative. So, choose visuals that align with your brand and content.

If you don’t have professional brand images, no problem. Most mobile phones take great-quality photos these days. Have fun creating your own photoshoot.

Once you’ve got your photos, why not play around with video? Video marketing is on the rise and is fast becoming one of the leading players in successful marketing. Whatever type of content you create, whether it’s a product demo, an explainer video, or a personal intro to your services, videos bring your messaging to life.

Writing website copy shouldn’t be a brain-numbing chore

Creating a user-friendly, high-converting website doesn’t have to be difficult. By following these simple steps – getting to know your audience, nailing your value proposition, writing engaging copy, and using visuals that vibe with your brand, you’ll be well on your way to a website that attracts your dream customers and has them saying, “Yes, please!”

But taking those first steps can feel daunting. It’s a case of “you don’t know what you don’t know”. I totally get it because I was in the same situation when I started my business. So, to help, I’ve put together a jam-packed website copywriting workbook for you. It’s full of exercises and prompts that walk you through the process one bite-sized chunk at a time. From understanding your brand voice to mapping out those customer pain points, you’ll end up with a rock-solid foundation for knockout website copy.

Interested? Drop me an email with “WORKBOOK” in the subject line, and it’s all yours. And keep your eyes peeled for my new budget-friendly “Websites Without Overwhelm” digital course launching soon. The perfect way to write and structure your website like a pro without breaking the bank.

Need more help?

  • Book a Borrow My Brain session, and we’ll tackle your website copy together. During these sessions, I’ll guide you towards writing user-friendly copy and content or review your copy and offer constructive feedback. 
  • Book a free consultation call and find out about my website copy packages. Worried about costs? I offer 3-month payment plans to small businesses.

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Debbie The CopySprite UX Copywriter

Hi, I’m Debs

I’m a freelance copywriter and UX geek. For me, copy and UX go hand in hand. Well-written words persuade your users, and UX guides them seamlessly to the sale.

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