Website copy and content. What’s the difference?

Web copy refers to the persuasive parts of your site that prompt action, while content is the guiding information. Think of your site copy as the sales pitch, and web content as the informative guide.

Why is writing for the web important?

Writing copy specifically for the web helps you connect with users and boosts your site’s rank in search results. It builds a brand tone of voice, engaging content, and creates a seamless brand experience across platforms.

How bad website copywriting can ruin your business

Bad web copy can mislead visitors, creating confusion and mistrust. Poorly structured content or unappealing visuals can drive potential customers away, impacting your business negatively.

In a digital age where most people turn to the web for information, guidance, and purchasing, the way a business presents itself online can make or break its success. Bad copy and poorly created content can be more than just a minor nuisance; it can be downright damaging to a business’s reputation and bottom line.

The first thing you need to know is bad web copy often stems from a failure to understand your target audience. A lack of clarity on who the readers are can lead to language that doesn’t resonate with buyers, content that doesn’t address real problems, or headlines that fail to engage. Writing for the sake of filling website pages without considering the audience’s needs and expectations can create a disconnect, causing visitors to bounce off the page.

Imagery also plays a significant role. Finding the right balance between copy and visuals is crucial. Too many images or chaotic design can distract from the message, while a lack of visuals can make the content seem dry and unappealing. Both scenarios can lead to visitors leaving the site, frustrated and unlikely to return.

In your reader’s mind, unprofessional writing filled with grammar mistakes and awkward sentences can erode trust. It sends a message that your business doesn’t care about the details, reflecting poorly on your brand, products and services. Potential customers may wonder, “If they’re careless with their own website, how will they handle my needs?”

Bad web copy also includes failing to optimise for search. If your content doesn’t align with SEO best practices, your site may not rank well, limiting your brand visibility and reach and resulting in missed opportunities to connect with new customers. And that’s never great for your bottom line.

Lastly, bad copy lacks clear instructions. People reading your content may have no idea what to do next. Without guiding the reader towards the next step, whether it’s contacting you, purchasing your products, or signing up for your newsletter, once you’ve lost the connection your potential conversion has slipped through the cracks.

Bad web copy can ruin a business by creating confusion, eroding trust, limiting visibility, and losing potential conversions. It’s not just about the written word; it’s about crafting a cohesive, engaging, and effective online presence that resonates with readers and turns them into loyal customers. Ensuring that your web copy aligns with your brand’s voice, resonates with your audience, and follows SEO best practices is not just wise; it’s essential for the success and growth of your business.

Understanding the website copy landscape

Be it body or sales copy, the words on your site should be carefully crafted to appeal to both readers and Google. Great copy is more than penning a few short sentences; it’s about creating a brand voice and connecting with your audience. Here are some elements to consider when you’re writing:

Web content that speaks to users.

Creating copy that resonates with your audience is crucial. By understanding their preferences, needs, and pain points, you can tailor your language to connect with them. Personalised and compelling content will not only draw readers in but build trust, enhancing user experience and increasing conversion rates.

Call to Action.

A clear and engaging call-to-action is vital in guiding potential customers towards making a decision. Whether they’re signing up for a newsletter or buying plumbing fixtures, a well-crafted CTA can remove ambiguity about what they should do next. It’s the bridge between interest and conversion, turning visitors into loyal customers.

Social media content.

 Crafting engaging content extends far beyond your website. Social media platforms are integral to a holistic digital presence. By weaving consistent and captivating content across Facebook, Twitter, Instagram, and other platforms, you ensure a seamless brand experience. This builds recognition and loyalty, extending your reach and impact in the online space.

Keywords and search engines.

Great copy is more than just words; it’s about making those words findable. By incorporating relevant keywords like “content marketing,” you’ll align your content with what people are searching for. This doesn’t just make your site more visible; it makes it more relevant. Ultimately, it will help your site rank higher in search, drive more organic traffic to your marketing funnel, and increase your opportunities for engagement and conversion.

Visual and structural balance.

Combining the right amount of copy with visuals keeps your website simple and accessible. By structuring your content into skim-able sections and breaking it up with keyword-rich headings, you make it easier for your readers to absorb information quickly. This structure also builds trust – statistics and heuristics show well-organised content is more likely to be followed and believed.

Headlines that hook.

Crafting irresistible headlines is an art that can significantly impact your online success. Unique, ultra-specific, urgent, and useful headlines grab attention, encourage social sharing, and keep visitors on your site. Whether they’re arriving from Google or social media, those first impressions are often lasting ones.

Align with User Intent (UI)

Understanding what your users want and need is vital. Recognising user intent can be a complex task (read more below), but if you put yourself in your customers’ shoes and perform quantitative market research, you can create copy that directly answers their questions and solves their problems.

From speaking directly to users to crafting a seamless brand experience across various platforms, good copy is a multifaceted tool that builds trust, drives traffic, and converts visitors into loyal customers. Pay attention to all these elements, and you can create a digital presence that truly resonates with your audience.

Transforming traditional ways of writing for today’s attention spans

Web content writing doesn’t always follow the same rules as other forms of writing. The art of writing for the web demands a balance between creativity and marketing. Here’s how you can approach the task:

1. Know your brand voice:

   Understanding your brand’s tone of voice is paramount. It’s not just about selling plumbing fixtures or other products; it’s about crafting a consistent message across your site. Make sure your tone of voice resonates with your readers, helps attract new customers, and reflects your business ethos.

2. Speak to your audience:

   Web writing doesn’t follow the same rules as traditional narratives. It requires knowing your audience’s needs, interests, and pain points. By using their own language and addressing their specific challenges, you can create content that’s more relatable and engaging. Tailor your writing to your audience, whether it’s on the home page or in social media content, to build trust and connection.

3. Create engaging content:

   Whether it’s blog posts, online content, or web copy, weaving in anecdotes, real-life examples, and storytelling techniques can captivate your readers. It’s about helping people learn and providing solutions, not just promoting services or products. Engage your readers by injecting personal experiences that make your content more compelling and relatable, turning browsers into buyers.

4. Short sentences and clear messaging:

   In today’s fast-paced online content environment, keeping things concise is essential. Short sentences can make complex topics more digestible. Your approach should be clear, concise, and focused. Whether it’s marketing strategies or information on new plumbing fixtures, get to the point and use words that resonate with your readers.

5. Gather feedback from industry experts:

   Writing for the web is often a collaborative process. Engaging with relevant stakeholders, experts, or even customers can provide valuable insights. Gathering feedback helps in refining the message, aligning with market trends, and ensuring that your writing resonates with your audience. Whether you’re writing content for search engine optimisation or social media posts, constructive feedback keeps your content fresh and aligned with your goals.

The transformation of traditional writing to fit contemporary media like websites is an exciting process that goes beyond mere words. It’s about understanding, engaging, and connecting with your readers in a way that reflects the dynamism and diversity of the online world.

How to create a killer structure

Keep it simple and accessible

Keep it structured. Break your content into skim-able sections with subheadings. This practice makes your content quick to understand, building trust among your readers.

The key to keeping your website copy simple and accessible lies in structure. Breaking down the information into bite-sized chunks helps visitors accomplish what they came for quickly.

By structuring your copy like this, you’re helping people learn without overwhelming them, building trust, and creating a seamless experience across the site.

Write irresistible headlines

Headlines are the gateway to your website. They’re the bait the pulls your ideal audience in. Crafting irresistible headlines is an art form that’s more important than ever. Consider your audience and what would resonate with them. You’ll want to ensure you’re using the 4 x U elements – Unique, Ultra-specific, Urgent, and Useful – to create headlines that compel your readers to click and stay. 

Assume your visitors won’t read everything

People skim. Make your copy concise and to the point, using visuals and brief sentences to keep the reader engaged. They want the most relevant information quickly. As a good content writer, you should assume web surfers won’t read everything. Keep your writing concise and employ visuals where needed to support your message. Whether it’s ad copy or body copy, the essence of writing website copy is to communicate efficiently and effectively.

Make it more visually interesting, but not too much

Whenever you’re planning a website, you’ll want to strike a balance between informative text and engaging imagery. Too many images can distract, while too little text may leave readers unsatisfied. Finding the right mix enhances the users’ understanding and it’s also a great way to create a more engaging user experience on the page. (which means higher search rankings) Consider your goals, and don’t be afraid to gather feedback from relevant stakeholders or experts to refine your approach.

Write in the active voice

Active voice energises your copy and keeps readers engaged, connecting with them on a more personal level. It brings life to your writing. When writing a blog post or social media content (actually, any type of content you can think of), active voice is what customers want to hear and influences website visitors make the decisions you want them to. It makes your website copy more immediate and helps turn browsers into new customers.

A/B test copy on high-value pages

Experimenting with different versions of your copy on significant pages can help you understand what resonates best with your readers. A/B testing is essential in the process of copywriting for web pages. 

This isn’t just about creating new copy; it’s about refining and optimising your existing content. A/B testing is aligned with today’s business needs, helping you develop strategies that connect with your clients, provide your audience with the insights they want, and drive your brand forward.

How to write copy that converts with user intent in mind

What is user intent?

User intent is the driving force behind what someone plans to do when visiting your website. It’s the ‘why’ behind every click, and it’s more multifaceted than you might think.

Often, these intents lead to specific actions like purchasing a product, signing up for a newsletter, or simply gathering information. Although it’s clear that recognising every user’s intent on a webpage is impractical, having a general understanding of these intentions and how they correspond to the benefits of your products can significantly impact how you write.

Recognising the complexity of user intent involves understanding your audience’s needs, pain points, and questions. This might include performing customer research using questionnaires or online surveys. The insights gained can shape your content and ensure that it aligns with what your audience is actively seeking.

Include statistics, quotes, and original data to increase your site’s authority

Give your readers the information they need to make informed decisions. In today’s world, where misinformation is rampant, finding mew ways to gather pertinent facts, quotes, and original data can establish or enhance your credibility. Whether it’s numbers backing up a claim or a quote from an industry expert, these elements add weight and authority to your writing.

Research and archival data can provide robust support for your statements, making your content engaging and trustworthy. This added credibility can differentiate your site from others, making it a go-to resource for accurate and reliable information.

What else should you include in your copy?

1. Clarity and transparency: Keep your writing clear and transparent. Avoid jargon that could confuse the reader and ensure that your messages are easily understandable.
2. Consistency: Maintaining consistency in voice and tone, style and messaging helps create a cohesive brand image that resonates with your readers.
3. Structured content: A well-structured content is easier to follow, helping the reader skim through information quickly. Use subheadlngs, bullet points, and other visual cues to divide the content into manageable sections.
4. Thoughtful editing: Meticulous editing ensures that your content is free from grammatical errors and awkward phrasing. This attention to detail reflects professionalism and can significantly enhance the reader’s experience. And never, ever forget to check spelling and grammar before you publish.
5. Consider the shopper and product pages: If you have an ecommerce site, tailor your content to the shopper’s journey. This includes being able to craft the perfect product description, integrating mission statements when relevant, and making sure that the overall content strategy aligns with your brand’s values and goals.
6. Be findable: Remember to incorporate relevant keywords to make sure that your content not only speaks to the user but is also visible to them via search results.

Writing with UI in mind is a complex but rewarding process. By understanding your audience, incorporating authoritative elements, and focusing on clear and engaging content, you can create copy to attract more users and convert them into loyal customers. UI alignment is the key to a successful online presence in today’s competitive digital marketing landscape.

Final thoughts: Writing web copy that works

Writing impactful web copy in 2023 requires a mix of creativity, strategy, and customer-centric thinking. From crafting traditional narratives to understanding user intent, the process is intricate but rewarding.

Invest time in crafting content, developing your brand, and understanding your customers. The process might seem daunting, but the rewards are worth it. With powerful words, your web content can transform visitors into loyal clients and elevate your online presence.

Website copywriting isn’t a new skill that you learn overnight. It requires practice, creativity, and a deep understanding of your market. Embrace the challenge, experiment with different techniques, and always keep your audience in mind. Whether you’re on your first draft or optimising existing pages, the above rules and insights can help you create copy that resonates with readers and achieves your business goals.