5 Best Practices for Writing Website Copy

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Writing copy for any channel is a challenging task. Often, what works for one doesn’t translate for another.

For example, when writing for social media captions, the language is typically informal, grammatically all-over-the-place and has short, choppy sentences.

Whereas a product page on a website will have a more detailed copy for descriptions and features.

There are general rules that can be applied to most channels but expect to juggle what you know in favour of what works best.

So, today we’re talking about some of the best practices for website copywriting, specifically.

1. Understand your audience

You won’t get far without first, researching the hell out of your target audience.

More than just an arbitrary deep dive, researching your audience is a major factor in deciding which words to use and how to use them.

If you’re selling breast pumps to new mothers, you likely won’t use the same tone, language and phrasing that you would for selling beer mugs.

Although that would be hilarious. “Grab a fist of Mummy’s finest with the pump ‘n’ dump 3000.”

Let’s forget we ever spoke about this.

2. Why are they here?

A ridiculously simple and stupendously important question.

*Ryan Gosling voice* “What do you want?!”

We’re talking about the CTA or the call to action.

The CTA is the thing you’re asking the customer to do.

Buy something. Sign up for a trial. Share a post. And so on.

Keep the CTA top of mind when you’re writing web copy and think strategically about where to place it.

3. Ooze credibility and trustworthiness

For newcomers, visiting your page for the very first time, there’s a bridge that needs to be crossed before they do business with you.

And that bridge is made out of trust.

If they don’t think you’re legit or have no supporting evidence to think otherwise, they’ll bounce faster than a toddler on a space hopper.

Counter this by adding positive testimonials and feedback from your users.

Give richly detailed information (but not overly long or boring) and features that show you’re an expert in your field.

Think about your experience as a consumer with fresh eyes and the things you would want to see to put you at ease and build trust.

4. Make them HAVE to have it

If you’ve ever shopped for clothes online there’s a good chance you’ve chucked a load of items in your basket and 30 minutes later, gone back through your basket, deleting items off one by one.


Because you have time to think about the purchase, you start rationalising your impulses.

Do I really need this?

Would the money be better spent elsewhere?

And so on. Logic will set in if you fail to create desire.

The clothes you kept in the basket and bought, probably won out because they served a purpose, they had a benefit over the other items.

Tap into those benefits.

You’re not buying a coat, you’re buying snuggly warmth.

They’re not just trainers, they’re limited edition bad-ass sneakers that will turn heads.

You get the point. Make your product something they HAVE to have.

5. Be genuine

Above all else, be authentic in how you write and what you say.

From your tone of voice to the actual words and how you portray your products or services.

This is what creates the customer connection, it’s why people will resonate with your brand and ultimately choose to spend their money with you.

Don’t be afraid to highlight negatives associated with your industry either, use that knowledge and flip it to handle common objections.

Be a genuine human being.

That’s a wrap!

We’ve covered some best practices for effective website copywriting, hopefully, you’ve found some value here and it can help transform your web copy.

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