Essential Website Copywriting Tips

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Your website must be attractive enough to draw the reader in and be clean enough to facilitate easy navigation. But without effectively written copy, it won’t be accomplishing either.

Here are some tips to keep in mind when completing great copywriting for your small business’ website.

Keep Your Eye on the Prize

Remember your target audience while completing website copywriting. Think about the who, what, where, when, why and how when it comes to your product and service offerings. That way, web visitors can quickly determine whether your company can fulfill their needs or not.

At the same time, use a conversational, relatable tone throughout your writing. Too much industry jargon can quickly drive away a potential buyer. 

Keep It Simple

When you’re on a website, you want to find the information you need quickly and easily. So when you complete your website’s copy, make it easy to skim. Do so by incorporating some (or all!) of the following into your website’s copywriting:

  • Headings and subheadings
  • Bulleted and numbered lists
  • Text formatting (underline, bold, colour)
  • Images and white space

Keep it Relatable

Using clear, second-person narrative can make the reader feel like you are having a conversation directly with them. When addressing the reader, use “you” and when speaking about your business, use “our.” This creates more relatability between your reader and your business and shows that your company can answer your reader’s problem.

Keep it Interesting

You don’t like reading boring copy. I don’t like reading boring copy. Your web traffic won’t like reading boring copy.

Sure, there’s important information you need to discuss on your site – but it doesn’t need to be done in a stilted way. Try to keep your copy as interesting as possible. Some pages, like your About Us, can be even more informal depending on your business. Have some fun with your website’s copywriting!

Keep it Current

Is there anything more off-putting to you as a web visitor then when you contact a business about a listed product or service, only to find out it’s no longer offered?

Oh wait – there is: how about if you show up at a business during its advertised hours of operation, only to find out that it’s no longer open at that time?

Every so often, check your website’s information to ensure it’s still relevant and reflects the business that you are today.

Putting it All Together

Your website’s copywriting has a big job to do: it has to increase brand recognition and convert customers, but remain interesting to the reader, too. Choosing a web design template can be challenging enough for many small business owners – but writing effective website copy? That’s a whole other ballgame.

It’s not a challenge when you hire us to complete your website copywriting! Let our 10+ years of website copywriting experience work for you! Contact us today to learn more about the services we provide as Toronto copywriters.

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