How To Write Website Copy That Converts Visitors Into Leads—8 Expert Tips
A picture is worth a thousand words. But no one ever hired a plumber, tax accountant, or SEO agency based on a pretty graphic alone. No, when creating a website, words matter—a lot. And if you don’t know how to write website copy that converts, your site isn’t living up to the lead generation machine it’s supposed to be.
In this guide, we’re diving into how to write website copy. And not just any copy. But copy that converts visitors into bonafide customers.
In it, you’ll learn:
- What website copy is and why it matters
- The top eight tips for crafting compelling web copy
- Techniques for getting the most out of each tip
Let’s jump in.
Table of Contents
- What Is Website Copy & Why Does It Matter?
- 8 Tips for Writing Website Copy That Converts
- Frequently Asked Questions
- Need Help With Writing Your Website Copy?
What Is Website Copy & Why Does It Matter?
Simply put, website copy is the words on your site. The snappy blurb on your homepage, the glowing about section highlighting your experience, and even the technical descriptions of your most complex services. If it’s readable, it’s a copy.
Copywriting (not to be confused with copyrighting) is the act of creating the words that’ll show up on your page. Easy as that.
Now, great design is essential for any website. But while design keeps visitors on the page, copy sells them on your services.
With good website copy, your visitors learn more about their problem, understand why your products are their solutions and are compelled to act—whether signing up for a newsletter, filling out a lead form, or visiting your store.
How Important Is Nailing Your Copy?
In a word—very.
Use compelling (but clear) language, social proof, and clickable calls to action. Leveraging these copywriting techniques effectively often means distinguishing between a website no one will see and an automated lead-generating machine.
But more on those techniques later.
Let’s look at website copy stats to demonstrate why excellent copy is so important.
- Website copy incorporating SEO best practices is vital to success, and 75% of marketers rate SEO as extremely or very effective (HubSpot).
- Veeam changed the copy on their call-to-action from “Request a quote” to “Request pricing,” which netted a 166.66% increase in clicks (VWO)
- Landing page ad copy that exhibits social proof averages a 1% higher conversion rate than those that don’t (Unbounce).
- Websites with grammatically incorrect copy decrease visitor time by 8% and increase bounce rates by 85% (Agility PR Solutions).
The takeaway here is that good website copy matters. And it matters a lot.
8 Tips for Writing Website Copy That Converts
If you want your website to generate leads, close on customers, and grow your audience, there are a few things to remember.
Below, we’ve gathered the top eight tips on how to write website copy content for a website.
We’ve covered content writing tips for specific industries before. But these tips apply to any industry.
1. Always Have Your Objective In Mind While Writing
Every page, paragraph, and word you write should move your audience closer to an ultimate objective.
For most businesses, that objective will be for visitors to get in touch or to visit the physical storefront.
But for others, that objective may be to:
- Sign up for an email newsletter
- Download a lead magnet like a guide or checklist
- Opt-in for a demo or trial version
- Get a free consultation
- Request pricing
The number of possible objectives is as limitless as the types of businesses.
You’ll also want to confine your web pages to a single general purpose. For most websites, that’ll look something like this:
- Homepage (general introduction and hub for other pages)
- Services/products (describe the services/products you offer)
- About (detail what makes your business stand out)
- Contact (contact information so visitors can get in touch)
Pro Tip: Include Plenty of CTAs Throughout
Calls-to-action (CTAs) are great ways to nudge visitors towards a specific action. You’ll want to make sure your website has plenty of these (usually a button or form) peppered throughout.
The purpose here is to reduce your visitors’ effort to take action (a.k.a. “friction”). For instance, if they have to search through page after page for a way to sign up for your newsletter, you have unnecessary friction. And that means visitors will be more likely to click off the page.
2. Benefits First, Features Second
One of the biggest mistakes businesses make when writing their web copy is focusing on themselves.
They get into the weeds with product specs, highlight specific features and spend a massive chunk of website real estate on their own story.
And while these are all things the visitor likely wants to know eventually, their main concern will always be on their problem first.
That’s why it’s so important to focus on the benefits of your product or service first. And only then should you move on to your features.
Pro Tip: Highlight Benefits & Follow With FAB
Here’s a simple formula to help you follow the benefit-centric model of copywriting:
- Benefit Highlight: Feature, advantage, benefit (FAB).
Here’s what that looks like in practice:
- Spend Less Time Cleaning: With advanced microfiber technology, this dusting rag picks up and holds on to more dirt than any similar product, making cleanup faster than ever.
- A Solid Investment: We use only the highest quality paints and equipment. That means your paint job is guaranteed to last longer, defend your home against weathering, and protect your best investment—your home.
3. Write for the Reader
Perhaps the best piece of advice you’ll ever get regarding how to write a website is this:
Always write for the Reader first.
A benefit-focused approach will help here. But more than that, you’ll also want to spend a lot of time getting to know your audience.
- What problems are they facing that brought them to your site in the first place?
- Do they use a specific language to describe those problems?
- What solutions have they tried in the past?
- Is there something important to them in terms of using those solutions?
- When do they need their problem solved (immediately or in the future)?
Using that information, your copy should address your Reader’s pain points, mimic their language, and note the real benefits your audience will respond to.
Pro Tip: Get Your Hands on VoC Data
Voice of Customer (VoC) data is one of the best marketing assets. This type of survey data focuses on, you guessed it, the actual words used by customers.
With VoC data, you get direct access to:
- Pain points
- Buying objections
- Deep desires
- Ideal benefits
4. Yes, a Bit of SEO Knowhow Will Help
Writing for the Reader should be your priority. The better you can speak to and address their problem, the more effective your website will be at converting them into customers. But additionally, you should be incorporating SEO best practices to make it easier for those customers to find you.
SEO (or search engine optimization) is about ranking higher on search engine results pages—SERPs for short.
Generally, the higher you rank, the more likely you’ll earn clicks from prospective customers. How much more likely, you ask? Sistrix found the click-through rate (CTR) for the first position on Google results on pages 28.5%. The second position was 15.7%, and the third was just 11%.
The better you optimize your copy for search engines, the easier it’ll be to attract more customers.
Pro Tip: Understand There’s More to SEO Than Just Keywords
Having a set of target keywords is an excellent start to SEO copywriting. But it’s just that—a start.
There’s a lot more to ranking higher on Google and other search engines than just keywords. For the best results, be sure to follow SEO best practices like:
- Use plenty of headers and subheaders to organize your content.
- Adding lots of images to break up long chunks of text.
- Linking (both internally and externally) to relevant content.
5. Cut the Fluff
One of the most complex skills to master with copywriting is cutting the crap. Every word should move the Reader closer to taking the desired action. And every word that doesn’t should be cut.
In the spirit of this point, let’s move on to the pro tip a little early ;)
Pro Tip: Clarity Over Cleverness
Many business owners get wrapped up in persuasive writing techniques and clever wordplay. And while this approach can be quite compelling, your primary goal should be clarity.
The time your customers spend on your website is limited. The average time spent on a webpage across industries is just 54 seconds, according to Contentsquare. And for most businesses, it will be far less than that.
6. Skip the Jargon
Piggybacking off the last point of focusing on clarity, you must also cut out the industry jargon from your pages.
Residential plumber? Skip all mentions of flappers, pressure-balancing valves, and rigid product standards.
Business consultant? Avoid terms like CAGR, greenfield, and white space.
And if you must use industry jargon, be sure you define it before moving on.
Using VOC data is a great way to cut back on jargon and use language in your customers’ vocabulary.
Pro Tip: Pepper In Power Words
Power words get a lot of hype these days in copywriting circles. These words are purported to be exceptionally good at triggering emotional and psychological responses.
7. Social Proof Is King
Telling your visitors you can deliver on your promises is easy. But you are getting them to trust that you’ll follow through? That’s a bit harder.
That’s where social proof comes in. Social proof is any indicator you use that shows you’re a business that can be trusted. Think of:
- Case studies
- Online reviews
As social animals, we’re inherently swayed by the opinions of others. Including social proof on your website lets you tap into that oh-so-human phenomenon. And that means you can build trust with and convert leads who’ve never worked with you before.
Pro Tip: A Few Social Proof Tips
Here are a few tips for getting the most out of your social proof.
- Use headshots of your actual customers alongside testimonials. People tend to respond well to seeing the faces of real people.
- Include testimonials that speak to your service’s specific benefit or feature. While general “They’re great!” blurbs can help, they don’t say much about why they love your business.
- Online star ratings and certification badges can do wonders for boosting trust. Look for star ratings from Google or Facebook and incorporate Better Business Bureau ratings on your website.
8. Establish Your Brand Voice
Last but not least, your writing needs to have a voice.
Words aren’t just words. They’re complex bottles of both direct meaning and hidden implications. They’re just as many vessels of personality as they are rigid definitions.
And when you choose your words carefully, you’ll do more than just inform your visitors about your business. You’ll also give them a feel for who you are and what it’s like working with you.
Are you carefree and whimsical? Or straight-to-the-point and professional? Respectful or arrogant? Experienced or green?
The words you choose reflect your business more than you know. So give them some thought before putting them on the page.
Pro Tip: Tie It All Back to Customer Data
Yet again, VoC data is vital when establishing your brand voice.
A skilled copywriter will make any business come off as experienced and competent. But crafting a brand personality that matches your audience is a bit tougher.
For instance, baby clothes shoppers may respond more to relaxing, motherly tones than overly technical product specs. And those looking for tax advice will likely partner with a professional, knowledgeable consultant than one who jokes and uses slang on their website.
Frequently Asked Questions
What Does It Mean to Write Copy for a Website?
Writing copy for a website is essentially creating the words that will live on the page. Headlines, body text, words on buttons, and everything else word-related on a website fall under the category of “copy.”
That being said, writing copy well involves more than just slapping buzz phrases onto a page. Well-written website copy should also be clear, concise, goal-driven, and infused with SEO best practices.
How Can I Write My Copy?
Anyone can learn how to write website copy for their website. But doing it well is another matter entirely.
You should always follow the eight website copywriting tips below if you want your website copy to attract customers, sell your product or services, and keep leads funneling through your doors.
- Always have an objective in mind while writing.
- Focus on benefits first and features second.
- Write specifically for your Reader.
- Incorporate search engine optimization best practices for higher traffic.
- Cut out the fluff and be intentional with every line of copy.
- Skip the complicated jargon.
- Use plenty of social proof to showcase satisfied customers.
- Establish a consistent and clear brand voice.
What Is SEO Web Copy?
SEO web copy is any copy that’s been optimized for search engines. The goal is to create web copy that search engines can easily understand.
A few techniques you can use to optimize your copy for search engines include:
- Including target keyword phrases naturally throughout the copy.
- Use plenty of headers and subheaders to organize your content.
- Add lots of images to break up long chunks of text.
- Link (both internally and externally) to relevant content.
The best SEO web copy will also be well-written, focusing on the Reader. Combined with SEO best practices, well-written content and copy will often score:
- More backlinks
- Lots of shares
- Plenty of comments
- A high click-through rate
- Longer time on the page for visitors
- A lower bounce rate
Need Help With Writing Your Website Copy?
Auality copy on your website is essential to convert your visitors into paying customers. With tremendous and search engine optimized web copy, you’re also giving your website the best chance to rank higher on search engines (meaning more traffic for you).
But while the tips above are a fantastic start, implementing them is another issue. Beyond that, there’s still plenty more about writing website copy. This is a quality that this guide doesn’t have the room to cover.
It pays big to work with professional SEO copywriters or SEO agencies.
These specialists take all the hard work of writing excellent copy off your shoulders. They utilize basic and more advanced techniques to maximize your website’s conversions. And they leverage years (or even decades) of experience to do it.
The result? Simple—better copy and better conversions.
And if you’re interested in working with SEO experts to optimize your website copy, we at Studio C5 would love to help.
And start turning your website into an automatic conversion machine today.