How to Write Copy for Your Website

Are you an aspiring entrepreneur, ready to embark on your business journey but feeling overwhelmed by the daunting task of writing your website’s copy? You’re not alone. Many new business owners face this challenge, and it’s entirely normal to find it a bit intimidating, especially when you’re just starting out. But what if we told you that writing your website’s copy could be an exciting way to express yourselves and your brand? In this blog, we’ll guide you through the process of crafting compelling website copy that speaks to your audience, without the jargon and with a touch of witty humour.

How To Write Copy For Your Website

Meet Our Copywriting Expert

Before we dive into the world of website copy, let us introduce Fiona. Fiona Fletcher Reid is a freelance writer and author who has walked a unique path in her writing journey. Fiona has penned two books, with her first, “Depression in a Digital Age,” being a memoir that delves into her life before and after a mental breakdown in her mid-20s. At 33, nearly a decade has passed since that challenging period. She was diagnosed with depression and anxiety, and her book explores how social media played a crucial role in her recovery.

Setting up a blog and sharing her experiences with mental illness became a vital part of regaining her confidence. It was a space on the internet where she could express her thoughts and emotions, even when it felt vulnerable and scary. Fiona didn’t fully grasp its significance at the time, but it has shaped her approach to writing ever since. Her career is built on the idea that you can embrace your uniqueness, talk about your flaws and quirks, and make a more profound connection with your audience. In essence, putting yourself on the page, no matter how different you might feel from others, can be a powerful tool for building a brand.

Fiona’s Writing Journey

After her book on depression was published, Fiona took the plunge into full-time freelancing. She diversified her income by writing for magazines, websites, and even brands. Some of you might have come across her work in publications like Metro, Health magazine, and Research Digest. She also had the privilege of writing for small businesses, helping them convey their message effectively. Subsequently, Fiona penned her second book, “Out of Office.”

If you’ve read “Out of Office,” you’ll likely have noticed that Fiona infuses her personality into her writing. That’s a key aspect of her approach, and it’s what she teaches others as well. After all, it’s challenging to maintain a facade of someone else all the time. Why not embrace your authenticity and write in a way that feels comfortable and natural?

Stay tuned for more insights on how to create compelling website copy without the jargon, and with a dash of wit and humor. Let’s dive into the nitty-gritty of copywriting for your business, tailored especially for women like you—entrepreneurs who are out to conquer the digital world.

Why Writing Great Website Copy Matters

So, what is this all about? It’s about building your confidence to create website copy that not only feels good but also attracts the right people to your business. We’re diving into the world of your website’s copy, which includes elements like your about page, product descriptions, homepage, services page, and even those tiny details like how you phrase your contact page. Each of these components plays a crucial role in engaging your audience and expressing who you are and what your brand represents.

The great news is that you don’t have to tackle all of this at once. You can start with the smallest parts, such as rephrasing your contact page to reflect your personality and preferred communication style. We’re delving into all these essential aspects and focusing on injecting personality into your writing. Now, when we say “personality,” it doesn’t necessarily have to be your personality. If you run a brand where you’re not the face of it, we’re talking about the personality of your brand.

Our primary aim is to infuse fun and self-expression into your writing. We won’t be diving into topics like SEO, keywords, or readability in this blog. Fiona’s expertise lies in the creative and fun side of writing. But we do have a lot of content and other masterclasses that focus on the technical aspects of copywriting and SEO.

So, what do we mean by “website copy”?

It encompasses anything on your website that communicates with your audience. This includes your about page, your homepage, and all the content that speaks directly to your visitors. Why is this important? Many businesses either overlook it or approach it in the wrong tone. They might write it in a formal, professional manner, assuming that’s how it should sound. But here’s the thing—website copy is an opportunity for your brand to shine and let people see what you’re all about, what your brand represents, and what it feels like to engage with you. It’s a chance to convey the essence of your brand, not just its products or services.

Imagine doing all the hard work to get people to visit your website, from networking to social media, only for them to find that the website copy falls flat or fails to maintain their interest. Your website copy can add that extra layer of connection, drawing your visitors closer to your brand. It’s a chance to build that emotional bridge between your audience and what you have to offer.

Whether you’re starting from scratch or editing your existing content, the tips we’ll share in this blog will help you create compelling website copy.

We’re all about practical examples, so we’ll take you through things you should avoid when writing website copy, followed by what you should incorporate. We’ll also share a few detailed examples of website copy that we’ve found to be both effective and lacking.

Now, let’s dive into the details of crafting compelling website copy that resonates with your audience and reflects your brand’s unique personality.

What to Avoid in Website Copy

Now that we’re all set to dive into the art of crafting compelling website copy, it’s just as important to know what to avoid. Let’s steer clear of the common pitfalls and make your brand’s voice shine.

Pointless Bragging

One thing to avoid is pointless bragging. We’ve seen this on the BMW website, and while BMW might not be a typical choice for everyone, it serves as a good example. On their website, they list statistics about the number of people they employ and the amount they’ve invested in operations. But as a consumer, we don’t care about those details when we’re considering buying a BMW. We want to know how the car will make us feel, its impact on the environment, and how it will fit into our life. Avoid overwhelming your audience with irrelevant statistics and figures.

Telling Your Whole Life Story

While personal stories can humanise your brand, there’s no need to share your entire life story on your website. Starting with your birthdate and every detail thereafter can be overwhelming and not particularly relevant to your audience. Filter out the unimportant information and focus on sharing snippets of your personal story that matter most.

Too Many Buzzwords and Clichés

Buzzwords and clichés might not be annoying, but they lack impact. Phrases like “finding a gap in the market” are overused and don’t offer a unique perspective. Instead, strive to use specific examples or paint vivid pictures to make your message memorable.

All Facts, No Personality

Website copy shouldn’t be a dry list of facts. Even if you sell cards, for instance, make it exciting by infusing your personality into the description. A little flair can go a long way in engaging your audience.

Too Much Focus on the “What” and Not the “Why”

Don’t just tell your audience what your product or service is; explain why it’s essential and how it can enhance their lives. Share the deeper reasons behind your brand’s existence, as it helps your audience connect on a more emotional level.

Now that we’ve covered what to avoid let’s delve into what you can try instead to create compelling website copy.

Top Tips For Writing Website Copy

Giving Specific Examples and Making References

To infuse personality into your writing, give specific examples or make references that paint a vivid picture. Dolly Alderton, an author, uses her contact page to showcase her personality by stating, “I’m half Canadian, weirdly tall, and my most controversially held opinion is that no sandwich is as reliable as an egg mayo.” Adding a touch of personality to your contact page can make your brand more approachable.

Sharing Little-Known Facts About Your Brand

Consider sharing little-known facts about your brand, such as your background or unique aspects of your business. These details can help humanise your brand and make it more relatable to your audience.

Unique Policies and Characteristics

Highlight unique policies or characteristics of your brand that make it stand out. For instance, a tea subscription company may have a “strict no tea bags” policy, emphasising that they exclusively sell loose leaf tea. Sometimes, stating what you’re not is an excellent way to convey what you are.

Embracing Imperfections

If you’re open to it, don’t shy away from embracing your brand’s imperfections. Let your audience know that you, too, make mistakes and that it’s okay. This approach can resonate with those who might feel discouraged by the notion of perfection.

Injecting Personality and Engaging Language Injecting Humour and Personality

Humour is a fantastic way to make your copy engaging, and it’s something we love to include in everything we do. Of course, humour isn’t for every brand, especially if you’re dealing with serious topics like life insurance or funerals. However, for most brands, a touch of humour or light-heartedness can make your copy more relatable and memorable.

Take Sarah Tasker, for instance. On her website, she introduces herself as “40% photographer, 40% writer, 30% business coach, and 10% cake.” The clever twist is that these percentages add up to more than 100%, and she humorously adds, “I’m also terrible at maths.” While you may not borrow her exact words, this playful approach to introducing herself as a multi-hyphenate professional adds personality to her brand.

Using Descriptive Language

Descriptive language can paint vivid pictures, evoke emotions, and invite your readers into your world. By making your copy more descriptive, you engage your audience on a deeper level. For example, Nobel Business School invites readers to picture themselves in an office, staring at the computer during a monotonous meeting. They effectively tap into the emotions tied to such a situation and imply that their business courses can help people escape from such mundane experiences.

This approach can work wonders for various businesses, including a wedding photographer describing the excitement and tender moments before a wedding or a graphic designer portraying the satisfaction of showcasing a beautifully designed website.

Using Words Your Audience Uses

Your audience’s words should be your words. An excellent way to ensure your copy resonates with your readers is to go through your social media interactions, DMs, emails, and conversations. By using the words and phrases your audience employs, you make them feel seen and understood. The ultimate compliment is when your readers say, “Your content feels like it was written just for me.”

Unexpected Words and Phrases

Using unexpected words or phrases in your copy can be highly effective in capturing your audience’s attention. Predictable, cliche-ridden sentences tend to wash over readers, while the unexpected jolts them into paying closer attention. Surprise your audience with words or phrases that they wouldn’t typically find in your industry.

Personalisation and Relatable Language

Consider personalising your content to create a relatable connection. A great example is Saranac Flowers, who sent an email to the person ordering flowers. They personalized the message, saying, “Maybe it’s an old wives’ tale, but if you get a ringing in your ear soon, chances are it’s because someone’s thinking of you. And it’s not just any someone, it’s Pauline Reed, right?”

This small gesture of personalisation using the recipient’s name made the email more engaging. They even went a step further by calling their delivery personnel “chauffeurs,” which adds a touch of charm and care to their service.

Concise and Easy-to-Read Sentences

Remember, simplicity is key. Long, convoluted sentences can lose your audience’s attention quickly. Avoid the temptation to overcomplicate your writing with complex words or excessive detail. Instead, aim for easy-to-read, concise sentences that deliver your message effectively.

Incorporating these techniques into your website copy can make a significant difference in how your audience perceives your brand. By engaging their emotions, using language they resonate with, and surprising them with unexpected phrasing, your copy becomes more relatable and compelling.

The key is to strike a balance between personal storytelling, showcasing achievements, and using language that resonates with your audience. By crafting relatable and engaging copy, you can build connections and make a lasting impression on your website visitors.

In conclusion, your website’s copy is a powerful tool for connecting with your audience and expressing your brand’s unique personality. By avoiding common pitfalls and infusing your writing with humor, engaging language, and personal touches, you can create compelling and relatable website copy that draws visitors closer to your brand.

Remember, your website is an ever-evolving platform, and you can start by making small, gradual changes to your copy. Use the practical examples and insights shared in this blog to guide your copywriting journey. In the next part of this series, we’ll delve into more specific examples of effective and ineffective website copy to further refine your approach.

Crafting website copy is an art, and it’s your chance to make your brand shine. So, embrace your uniqueness, share your stories, and create a lasting connection with your audience, one word at a time.

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