WEBSITE COPYWRITING TIPS & BEST PRACTICES
The best copywriters engage, enthuse and inform their audience, giving readers exactly what they want, exactly how they want it. Writing for the web is no different.
Web Copy vs Print: The Difference
Web copy has to consider people’s digital habits and the algorithmic challenges of the internet (SEO, social media news feeds etc). On average, people read 20% of words on a webpage, so copy needs to be concise and compelling.
From promotional material and marketing campaigns to calls to action, blog posts and landing pages, perfect your digital content with these great copywriting tips and examples.
This will perfect the flow of your content, and make it sound much more natural. Reading aloud can also help you identify grammatical errors.
Using the same phrase or word multiple times can make your writing sound dull and repetitive. Do not structure or start two paragraphs or sentences the same way. Keep it fresh.
Illustrate your points and demonstrate your expertise with proof. People love facts. Everyone has an opinion and a channel on which to voice it. Make yours stand out by backing it up with evidence.
FACTS AND STATS
WRITE FOR YOUR AUDIENCE
Always go back to your ‘why’. Why would a user click through to your content? What problem are they trying to solve? What is their intent? Do they want to know something? Are they looking for instructions or to purchase?
Write for your audience but package it in a way that maximises engagement and visibility. People consume content differently on each social media platform and blog platform. Create content specific for each channel that’s: - Shareable (stats & stories) - Search engine optimised, but written for humans.
WRITE FOR YOUR CHANNEL
If you can say something in fewer words, say it in fewer words. Make your writing easy to scan and digest. Make every word count and remove any that serve no purpose. Keep the meat, remove the fat.
TELL A STORY
Your story is not what you do or sell. Stories spark connections, introduce new perspectives, and evoke emotion. Good copy has relatable characters, conflict, tension and resolution.
Give people actionable, shareable information. There is so much information out there - make yours memorable by: - Answering specific questions - Solving specific problems - Providing value.
CREATE INVITING COPY
Web users scan pages before reading them, so use subheadings and images to split text, and avoid: - Complicated jargon. Define everything - Convoluted sentences that make copy harder to read - Paragraphs longer than 3-4 lines
Grab people’s attention with a powerful headline, and maintain it with a strong intro. Start with your strongest idea. Share a shocking fact or interesting anecdote. Challenge your audience; ask them questions.
USE THE ACTIVE VOICE
The passive voice is impersonal and boring. Be direct and address your audience. Put them in your story. Ask relatable questions you know they will respond yes to - this will reassure them they’re in the right place.
WRITE LIKE YOU SPEAK
Let your personality shine through. If you stripped away your branding, would readers still identify your voice? This is the true test, and can only be achieved through perfecting your tone of voice.
USE DIGITAL TOOLS
Don’t be afraid to use Grammarly, spell-check and a thesaurus (sparingly). Always ask a friend or colleague to proofread your writing, even if they only have time to scan it.
The most effective way to improve as a creative copywriter is to read, read, read. Get inspiration, tips and techniques from other brands, platforms and channels
THINGS TO AVOID
ADJECTIVES & ADVERBS
These often sound over the top, exaggerated and ingenuine
Don’t talk around a subject. Dive straight in.
...and bulky paragraphs. These deter online readers.
THANKS FOR READING!