If you just purchased a website template and are about to dive headfirst into building your website, hold up for a second. One of the biggest mistakes businesses make when creating their website is to write it as they design it. In my opinion, this is a long-winded way of developing an average end result. 

When it comes to writing website copy, each word has tremendous value. Why? Because your website visitors aren’t going to stick around longer than a few minutes – no, scratch that, seconds! – to decide whether they want to learn more or make a purchase. So, how do you think strategically about the words you’re using, while also showcasing your flair for writing punny headlines? Here are five tips you should follow. 

1. Start with copy first. 

Before you hire a web designer, or start designing yourself, write out an outline of your website. When you start with the copy first, it forces you to think strategically about what you’re writing and where. You'll be surprised at the questions that pop up when you write your website first. You’ll also save time designing because the design will be tailored to fit a strategic content map. 

2. Use titles to break up sections of copy.

As you write your website, you’ll likely be writing large chunks of copy in a few select places. The about page, product descriptions, and value statements are all examples of where copy will be on the heavier side. Use titles to break up large chunks of copy and draw the eye to where your reader needs to go. For example, as you start a new topic within the same page, this is a good indicator that you need a section title or headline. 

3. Include a compelling call to action. 

After you explain what you do and what makes your company unique, be overt with what you would like the website visitor to do. For example, do you want them to sign up for a newsletter, but a new product, or join your tribe? A call to action should be in the form of a clickable button, but it should also be reiterated throughout your descriptive copy. 

4. Get creative with headlines. 

Headlines are a great place to get creative. Explore the use of puns, idioms, and other fun plays on language to show your brand’s personality. One word of caution, though. Don’t go overboard. It’s better to be clear and compelling than too cutesy, so you don’t confuse potential customers or unknowingly shrink your target audience.

5. Use a consistent voice.

The first part of having a consistent voice is to write with your ideal client in mind. Empathize. Flirt. Connect. Relate. Ask them questions. Speak like they do. You get the idea. Secondly, do this using your brand voice, which should be clearly defined with specific parameters for word choice, tone, sound, and themes. These two things combined will help your website copy stand out to those who matter (a.k.a. those who want to buy what you’re selling).  

Having nightmare-ish flashbacks to English 101 essay writing? Don’t sweat it! The Copy Shop is designed to plug in to your creative process and take on all your copywriting needs. Send me a note and let’s partner up.