How to Make Your Website Copy More Impactful

July 25, 2022    Reading Time: 7 Minutes

Copy is one of the most important elements of any website. It’s what draws visitors in and convinces them to stay on your page, learn more about your product or service, and eventually convert. If your website copy isn’t effective, you’re missing out on a lot of potential business. In this blog post, we’ll discuss how to make your website copy more impactful and persuasive. We’ll also provide tips for improving your website’s overall conversion rate.

What is website copy?

Website copy is the text that appears on your website. This includes your website’s tagline, descriptions of your products or services, and any other text that helps visitors understand what your website is all about. In order to be effective, website copy must be well-written, persuasive, and keyword-rich. It should also be designed to help your website rank well in search engines.

Why is website copy important?

Website copy is important because it’s one of the main ways you communicate with your target audience. Your website copy should be clear, concise, and persuasive in order to convince visitors to stay on your site and learn more about what you have to offer. Additionally, website copy that is well-written and keyword-rich will help your website rank higher in search engine results pages (SERPs), which can lead to more website traffic and potential customers.

How can you make your website copy more impactful?

There are a few things you can do to make your website copy more impactful. First, focus on making your headlines and subheadings clear and concise. Your headlines should be attention-grabbing and accurately reflect the content of your page. Additionally, use strong calls to action (CTAs) throughout your website copy to encourage visitors to take the next step, whether that’s signing up for your email list, downloading a white paper, or making a purchase. Finally, be sure to proofread your website copy carefully before publishing it to ensure that there are no errors or typos.

Headlines and subheadings:

The headlines and subheadings on your website are some of the most important pieces of copy. They’re what first catch a visitor’s attention and determine whether or not they’ll stay on your page. Make sure your headlines are clear, concise, and accurately reflect the content of your page. Use strong calls to action (CTAs) to encourage visitors to take the next step.

Appeal to scannability:

Website visitors don’t typically read website copy word for word. Instead, they scan it for relevant information. To make your website copy more scannable, use short paragraphs, bullet points, and clear headlines. This will help visitors quickly find the information they’re looking for and encourage them to stay on your page.

Focus on the benefits:

When writing website copy, it’s important to focus on the benefits of your product or service. What can your customer expect to gain by using your product? How will it make their life easier? Answering these questions will help you write persuasive website copy that convinces visitors to convert.

Include testimonials and reviews:

Testimonials and reviews can be extremely helpful in convincing website visitors to convert. If you have satisfied customers, ask them for a testimonial or review that you can include on your website. This social proof will help show website visitors that others have had a positive experience with your product or service and convince them to give it a try themselves.

Use keyword-rich copy:

In order to rank well in search engines, your website copy should be keyword-rich. This means including relevant keywords and phrases throughout your website content. However, don’t sacrifice quality for the sake of keywords. Your website copy should still be well-written and persuasive.

Arrange website content strategically:

The way you arrange your website content can also impact its effectiveness. Be sure to place the most important information “above the fold,” which is the area of a website that’s visible without scrolling. This will help ensure that visitors see your most important message right away.

Use “you” and “your” throughout your website copy:

Using second person pronouns like “you” and “your” can make your website copy more relatable and effective. This type of copy speaks directly to the reader and makes them feel as though you’re speaking to them personally.

Split test website copy:

One of the best ways to see what website copy is most effective is to split test different versions. This involves creating two (or more) versions of a page and testing to see which one performs better. You can split test different headlines, calls to action, or even whole pages of website copy. Once you’ve found the version that performs better, you can implement it on your website.

Calls to action:

A call to action (CTA) is a piece of text that encourages website visitors to take a specific next step. CTAs can be in the form of buttons, links, or even just simple pieces of text. Use strong CTAs throughout your website copy to encourage visitors to sign up for your email list, download a white paper, or make a purchase.

Proofreading:

Before publishing any website copy, be sure to proofread it carefully. This will ensure that there are no errors or typos. It’s also a good idea to have someone else read over your website copy before you publish it. This can help you catch any mistakes you may have missed.

Website copywriting mistakes:

There are a few common website copywriting mistakes that you should avoid.

Writing for yourself instead of your audience: It’s important to remember that you’re writing for your website visitors, not yourself. Write copy that appeals to their needs and interests, not yours.

Failing to proofread: As mentioned above, it’s crucial to proofread your website copy before publishing it. This will help ensure that there are no errors or typos.

Not including calls to action: Be sure to include calls to action throughout your website copy. This will encourage website visitors to take the next step, whether it’s signing up for your email list or making a purchase.

Writing long, dense paragraphs: Website visitors are more likely to skim website copy than read it word for word. To make your website copy more readable, break it up into shorter paragraphs with subheadings.

Ignoring SEO: As mentioned above, website copy should be keyword-rich in order to rank well in search engines. However, don’t sacrifice quality for the sake of keywords. Your website copy should still be well-written and persuasive.

Website copywriting and SEO

It’s important to remember that website copywriting and search engine optimization (SEO) go hand-in-hand. In order to rank well in search engines, your website copy should be keyword-rich. This means including relevant keywords and phrases throughout your website content. However, don’t sacrifice quality for the sake of keywords. Your website copy should still be well-written and persuasive.

For example, let’s say you run an online store that sells kitchen appliances. You could include keywords like “kitchen appliances,” “small kitchen appliances,” and “appliances for sale.” But including these keywords randomly throughout your website copy would not be effective. Instead, use them strategically to create website copy that is both keyword-rich and persuasive.

Here are a few tips for writing website copy that is both SEO-friendly and effective:

Include keywords throughout your website content, including in the title, headings, and body text.

Use keyword-rich phrases to create persuasive calls to action. For example, instead of just saying “Buy now,” you could say “Buy kitchen appliances now.”

Make sure your website copy is well-written and free of errors. Poorly written website copy will not only hurt your SEO efforts, but it will also turn website visitors away.

Include relevant links to other pages on your website. This helps both with SEO and with keeping website visitors engaged.

Website conversion rate tips:

In addition to making your website copy more impactful, there are a few other things you can do to improve your website’s conversion rate.

Use images and videos:

People are more likely to engage with website content that includes images and videos. Adding visuals to your website can help capture attention and keep visitors engaged.

Use strong calls to action:

As we mentioned above, using strong calls to action can help encourage website visitors to take the next step. Be sure to use CTAs throughout your website, including in your website copy, to increase conversions.

User experience:

The overall user experience on your website is also important. Make sure your website is easy to navigate and that visitors can find what they’re looking for quickly and easily. If your website is difficult to use, people will be less likely to convert.

Pay attention to the mobile experience:

It’s also important to make sure your website is mobile-friendly. With more and more people using smartphones and tablets to access the internet, it’s essential that your website can be viewed on these devices. If your website isn’t mobile-friendly, you’re likely losing out on potential customers.

Website speed:

Another important factor to consider is website speed. If your website takes too long to load, people will be less likely to stick around. Make sure your website is optimized for speed and that all of the content on your site loads quickly.

Think through the navigation:

Your website should be easy to navigate so that visitors can find what they’re looking for quickly and easily. If your website is difficult to navigate, people will be less likely to convert.

Include social proof:

Social proof is a form of validation that can help increase trust and confidence in your website. Testimonials, reviews, and customer case studies are all examples of social proof. Including social proof on your website can help increase conversions by making visitors more likely to take the next step.

Test your website:

A/B testing is a great way to see what’s working on your website and what isn’t. Try testing different versions of your website copy to see which one performs better. You can also test other elements of your website, such as your call to action, to see what drives the most conversions.

Analyze your website data:

Regularly analyzing your website data can help you identify areas for improvement. Look at your website’s conversion rate and analyze the factors that contribute to it. This can help you determine what changes you need to make to improve your website’s performance.

Conclusion

Have you been struggling to improve your website’s conversion rate? Are your website visitors not sticking around long enough to learn more about what you have to offer? If so, it may be time to rethink your website copy. Our team at Graticle can help. We specialize in creating persuasive and impactful website copy that will convince visitors to stay on your page and learn more about what you have to offer. Contact us today for a free consultation, and let us show you how we can help improve your business’ bottom line. (360) 450-3711

Website copywriting FAQs

How does copywriting affect website SEO?

Copywriting plays a role in website SEO by helping you to use the right keywords and phrases throughout your website content. Using these keywords and phrases can help improve your website’s ranking in search engines.

How do I write website copy that sells?

When writing website copy, it’s important to focus on persuasion. Use strong calls to action and include social proof to encourage website visitors to take the next step.

Is there a difference between website copywriting and SEO copywriting?

Yes, there is a difference between website copywriting and SEO copywriting. Website copywriting focuses on persuasion, while SEO copywriting focuses on using the right keywords and phrases to improve your website’s ranking in search engines.

How long should website copy be?

There is no definitive answer to this question. The length of your website copy will depend on a variety of factors, such as the type of website you have and the content you’re trying to communicate. In general, however, website copy should be concise and to the point.

Written by Shawn Hooghkirk on July 25, 2022

Shawn is the President of Graticle, Inc.

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