Your website looks lovely, but it’s not doing its job – why? Is it because you’re not using the right words to grab people’s attention? Here’s a guide on how to write compelling website copy.

Here are 6 ways to transform your copy and how well it works in bringing you business.

  1. Don’t use too many words
  2. Watch your language
  3. Think about the skim readers
  4. Make it about them and not you
  5. Calls to action
  6. Keywords

Let’s look at them in a bit more detail.

1. Don’t use too many words

Yes, you’re experienced in your business, you know lots about it, you might have gone on lots of training courses, but a client or customer doesn’t need you to tell them all about it on your website. Too many words put people off. I know you want to show them that you know your stuff, but if someone finds your site and sees lots of words then they are likely to click away without reading a word.

Think about why someone is searching for your business. What do they need to know? What problem do they need to solve? How can your copy talk to them so that they want to know more?

2. Watch your language

Formal writing and writing in the 3rd person is not how you write compelling website copy. Think about your language and remember that conversational copy is king. Imagine a client in front of you. What language would you use, how would you talk about what you do, how would you sell what your business offers? Even if you have to record yourself talking to a client to give you some ideas, the more conversational you can make your website, the better.

3. Think about the skim readers

Not everyone will read every word on your website. In fact, most people will only skim read it, so how do you make sure they get the important information? There are ways to highlight the important bits – using bold text, different coloured fonts, bullets and different size words or headings are all ways to make sure the reader knows what you’re trying to get across on your page. Again, it’s linked back to the idea of not using too many words, because even if you use these tricks, too many words will mean people leave your site before they get to the good parts.

4. Make it about them and not you

So many people write copy about them.

I can help. I have done this amaing training. I’m running a course you need to buy. I have the perfect product for you

But, a client or customer wants to know about how you can help them. In order to write compelling website copy, you need to put them at the heart of your words.

You can find the perfect solution here. Together we can help you make the changes you want to make. You won’t regret deciding to make this purchase. It’s everything you’ve been searching for and more

By doing this a client or customer can see themselves in what you write and see that your business is the solution they’ve been looking for.

5. Calls to action

It doesn’t matter how compelling your website copy is if you don’t have calls to action for people to follow. Calls to action are instructions about what action to take next. Click here. Follow this link. Join us now. Read this blog. Sign up to hear more. These are all examples of calls to action. What do you want your clients or customers to do after they have read that piece of copy on your website? Your calls to action aren’t bossy, they are essential components of your compelling website copy.

6. Keywords

You can’t write compelling website copy without knowing your keywords. What are people searching for? What sorts of things are they typing into Google? And how can you incorporate those words into your copy so Google can find them when people search. Now, how to choose your keywords is a blog for another day, but knowing what people are searching for when they want to find your business is a good place to start.

These are 6 things to help you write compelling website copy that will help you connect with your audience and make them want to stay and look around.

Happy writing

Sarah Baker