The ABCs of Writing Website Copy: Get Your Website to Shine
Do you have a website, or plan to create one? I’m going to be bold and say that your website needs to do three things: speak to your ideal client, showcase your benefits, and clearly convey that. If it doesn’t, will it truly connect and convert?
Your website will do these things through your website copy. Your words will speak to your audience, build trust, and guide them toward action. But this is where many people get overwhelmed trying to put their thoughts about their business into words.
I’m here to help you get through that overwhelm with a framework - the ABCs of writing website copy. Let’s get your website to not just connect and convert but to SHINE.
Writing Website Copy
Great website copy doesn’t have to be complicated or fancy to work. It needs to do three things: speak to your Audience, showcase Benefits, and have Clarity.
A is for Audience
If your website is talking to everyone, it’s talking to no one. Know who it is you’re talking to. Write like you’re chatting with one person, not a crowd.
Who are you aiming to reach with your website? Who is your ideal audience? If you’re unsure, take some time to write it out.
Start with these questions:
Who are they?
What do they want to see?
What are their struggles?
What do they need to know before choosing to work with or buy from you?
For example, let’s say you run a mobile dog grooming business. Who is your ideal client? Busy people with dogs who either can’t find the time to take their pet to the groomer or have a dog that gets stressed out when leaving the house. This is the audience you want your website to copy to connect with. Address their struggles in your copy. To start, ask yourself what kinds of questions they have about using a mobile dog groomer.
Getting clear on who your audience is matters because you want your copy to attract that audience.
This starts with your home page. It should instantly make visitors feel they’re in the right place. When people land on your home page, do they feel as if you’re talking to them? Are they thinking, “This is for me!”
After your home page, write website copy that addresses your audience's concerns about your services. What do you do? What are you an expert in? Your website copy should focus on your expertise and the audience you’re trying to serve. Acknowledge their struggles. Address the questions they may be asking.
This is where you can work in SEO-rich keywords. What is your audience searching for? What does your ideal client want to know?
Let’s continue with the mobile dog groomer example. Go to Google and type in “What do people want to know about mobile dog groomers?” You’ll see links looking at how mobile grooming works, whether it's worth it, the pros and cons, and the benefits of mobile dog grooming, etc.
You can also scroll down to the section “People Also Ask” to get more ideas. Research keywords such as: “benefits of mobile dog grooming” or “choosing a mobile dog groomer.” Write your website copy with your audience and these words in mind.
Example of “People Also Ask”
So, when writing website copy, write to your audience. Make them feel seen and heard. If you’re not clear on who your ideal audience is, get clear on that first so you can find the right words that land with them.
B is for Benefits
People don’t work with you because of what you do; they work with you because of what they’ll get. They may hire you because you provide a certain service they need, but let’s be honest, they most likely have lots of options when it comes to choosing someone.
Features vs. Benefits: Why It Matters
Focus on benefits more than features. Features are great, but people want to know what they’ll get. What is the difference between a feature and a benefit?
Features are what a product or service has: elements, characteristics, or components. They tell you how something works or what’s included.
Benefits are what those features do to improve life, solve a problem, or make things easier.
Take wireless headphones, for example. Being wireless is the feature. The benefit is not having to deal with tangled cords.
Or look at life coaching. Features might include coaching calls, a community group, or worksheets. The benefit is not the call itself; it’s the guidance from an experienced coach, the accountability, and the tools that help you create lasting change in your life.
The Secret Ingredient
Be aware that the benefits you offer are often the same as those offered by similar businesses. So, what sets your benefits apart from those of someone similar? The answer - in a nutshell - YOU! But you have to go deeper and dig out what makes your benefits unique. Think of a secret ingredient.
Do you have a unique method, specialty, or distinct experience you offer? It could come down to the materials you source for your products or the type of customer service you provide.
When writing website copy on benefits, use the word YOU more than I, such as “you’ll gain” or “you’ll see.” Also, don’t shy away from adjectives or descriptive words if they strengthen your copy.
People want to know how your services or products will make their lives easier or solve a problem. What is the benefit to them? Expressing the benefits strongly in your website copy can help move the needle in the journey to someone saying yes to you.
C is for Clarity
You’re clear on who your audience is and what benefits your business provides, but does your website copy clearly explain that? If your website copy isn’t clear, it’ll miss the mark.
Why Clear Copy Matters
Clarity starts with purpose. Once someone is on your page, is it clear what they should do next? What is the purpose of each page they land on?
What are some of the first words seen on your website? Headings. Your headings have one job - to hook your reader and keep them on the page. They should be clear and compelling. Use bold statements or a question that leaves them thinking.
You should have one main headline on each page. If you are targeting any keywords, your heading is prime real estate to incorporate them.
Clear copy doesn’t just guide; it also converts. Make sure your reader always knows what action to take next.
Call to Action
This includes your Calls to Action (CTAs). Do you have specific actions you want your audience to take? If your copy is unclear, people won’t take action.
Ask yourself these questions on your CTAs:
What action do I want someone to take?
Do I clearly invite them to take that next step?
Does every page end with a clear call to action?
Writing website copy with clarity is about getting people to take specific action.
Clarity in your website copy is critical. How can you tell if your copy is clear? Read it out loud. If it’s not clear when read out loud, it will confuse your audience. If someone has to re-read a sentence, it’s likely too long, awkward, or wordy. To be clear is to be simple.
Without clarity, will your website convert?
Let Your Website Shine
Writing website copy doesn’t have to be complicated or fancy to work.
When you focus on the ABCs of website copy, your words will speak to your audience, showcase the benefits you provide, and provide clarity. The goal is for your words to work for you, not against you.
If you want to go deeper, I’d love to share my free guide, The ABCs of Website Copy: 26 Tips to Help Your Words Connect, Convert, and Sound More Like You.
Get started with the free guide here - ABCs of Web Copy — Amanda Kriescher LLC.
Still feeling unsure about your website copy or whether it’s actually working? You don’t have to figure it out alone.
Whether you want to hand off your website copy completely or get an audit of what you already have, I’m here to help.
Get on a call with me to discuss how we can make your website copy shine.
