How often do you come across a fancy, well-designed website, only to be put off by a lack of content? An impressive design might make a website more eye-catching. But without a good copy, those beautiful layouts are not even worth exploring.

Some businesses still heavily focus the bulk of their attention on creating a gorgeous-looking site and underestimate the power of website copy. Of course, there’s no question that great website design is a must. However, the website copy should be just as important as the design itself. 

To ensure your website is a success, you must have the right balance of design and high-quality web copy. Whether you write the copy from scratch or with the help of an AI Content Creation Platform like StoryLab.ai, here are some actionable practices to write an effective website copy that converts visitors into paying customers.

In this article

What Makes a Website Copy Engaging?

Before we get into the nitty gritty detail, let’s ensure we’re on the same page regarding what it means by “engaging website copy.” So, what makes a website copy engaging?

Clear and concise messaging

Less is always more when it comes to writing for a website. That means engaging copy should communicate the purpose and value of your website or product clearly and succinctly. 

Use simple language that is easy to understand and avoid jargon or complex terminology that may confuse readers. The old adage “save the best for the last” is not applicable here. If you have complex explanations about your products or services, you can resort to video content. 

Thought-provoking headlines

The headline is often the first thing visitors see, so it needs to be attention-grabbing. A compelling headline should be short yet descriptive and evoke curiosity or emotion to entice readers to continue reading.

Customer-centric approach

A well-written website copy always focuses on the target audience and addresses their needs, desires, or pain points. It is crucial to use language that resonates with your readers and emphasizes the benefits they will gain from your product or service. Show them how your offering can solve their problems or improve their lives.

Readability and scannability

A website copy should help visitors to digest the information better. That’s why it needs to be readable and scannable. Elements like subheadings, bullet points, and short paragraphs are often used to improve scannability. Also, legible font and appropriate font size ensure readability across different devices.

How to Create High-Converting Website Copy

An effective website copy is a blend of art and science, it could boost the website’s traffic. It takes a creative approach while at the same time considering all those data-driven elements to understand user behavior. While it seems daunting, here are some actionable best practices to take your website copy to the next level.

Understand your audience

The first thing to do is to understand who you are writing the copy for. This helps you to speak directly to them. Instead of addressing a broad, undefined audience, you can create a copy that speaks directly to your ideal customer or target persona. 

Once you understand who they are, their pain points, and what makes them feel valued, it would be much easier to use language, anecdotes, and examples that resonate specifically with them, showing that you understand their unique needs and challenges.

For example, here’s a page from Breadnbeyond’s website. They know who they talk to and highlight their pain points, making the copy relatable.

Use conversational language

Write your website copy as if you’re having a conversation with a friend you’ve known for so long. Avoid overly formal or technical language that can create barriers. 

This way, you build a connection with them and make your copy more relatable and engaging. When you casually talk to them, they’re most likely to understand what messages you are trying to convey. 

That all said, remember to strike a balance between conversational language and maintaining a professional tone that aligns with your brand and industry. Aim to create a friendly and approachable tone that engages your readers while still conveying the necessary information and value proposition of your product or service.

Below is an example of a friendly website copy from Poo-Pourri. The brand talks to its audiences on a more personal level without losing its professional touch. It creates a connection and a sense of assurance that you know them.

Inject humor and personality

Injecting humor and personality into your website copy can make it more memorable and on-brand. Without personality, your business website is just another bunch of boring, same-old pages on the internet.

Depending on your brand voice and target audience, consider incorporating wit, clever wordplay, or light-hearted humor that aligns with your brand identity. It helps differentiate your content and create a positive and enjoyable reading experience.

Here’s an example from Dollar Shave Club. The brand is well-known for its witty storytelling and personality, and they let the personality shine through their headline– without overdoing it.

Use microcopy strategically

Microcopy refers to small snippets of text that provide guidance, instructions, or feedback to users. These bite-sized pieces of content play a crucial role in enhancing the user experience and can be strategically used to guide, inform, and engage users.

Take this page from Gusto’s website, for example. Instead of writing bulky paragraphs about how great they are, they break them into smaller sections, making it easier for visitors to read and digest the whole points of the messages:

Microcopy can also help users understand how to navigate your website or interact with certain features. For example, error messages, form field instructions, or loading screen texts can be an opportunity to inject personality and create a positive impression.

Experiment with unconventional CTAs

Website copy also applies to call-to-action buttons. The ultimate goal is to create a CTA that resonates with your audience, compels action, and aligns with your overall marketing strategy. 

Instead of going for the overused, standard “Buy Now,” you could try something like “Join the Revolution” or “Start Your Journey.” Unconventional CTAs can pique curiosity and evoke emotions that lead to higher conversion rates. 

Also, use the contrast color for the button to make the CTA apparent and noticeable. Here’s an example of a visible CTA button from LeadLearnLeap. 

Also, testing and measuring the impact of unconventional CTAs through A/B testing can help you gauge their effectiveness and refine your approach over time.

Read it aloud

After writing your copy, read it aloud to ensure it flows naturally and sounds like a conversation. Place yourself in the shoes of your audience. And ask yourself, “Is this copy convincing enough for me and make me want to buy?.” Overall, this practice helps you identify any awkward or stiff phrasing needing adjustment. 

Wrapping Up

Writing a copy for your website might take different approaches to how you usually write for your journal. Also, it’s not a one-time job, as you still need to keep it up to date and regularly add fresh content. 

With all those practices mentioned above, now you know what you should bring to the table to captivate your audience with well-thought words. Don’t forget to test and measure the effectiveness of these strategies to ensure they resonate with your specific customer base and help you achieve your conversion goals.

Author

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 

Twitter: @breadnbeyond

Email: andre@breadnbeyond.com 

LinkedIn: Andre Oentoro