Website Copywriting: Complete 2020 Guide

The power of website copywriting

Now, is the best time in humanity to be alive.

As a species, we have come so far in technological advancement in such platforms like the internet and digital devices.

As consumers, this makes our lives a breeze.

We can buy groceries to arrive at our doorsteps, all at the click of a button on a smartphone.

We can date someone across the globe through virtual dating.

Even better, we can learn new skills without physically being in a traditional learning environment.

Can it get anymore convenient than that?

The possibilities are endless with digital marketing.

Consumers have a problem or a need.

And, business owners possess digital platforms such as websites or social media tools to market our solutions.

For the sake of the topic of this post, this is where website copywriting comes into play. Look at website copywriting as matchmaking – connecting consumers to products.

This is why possessing a website for your business is crucial as one sales channel.

Let’s take a deeper dive into the fundamentals of website copywriting.

What is website copywriting?

Let’s being with the basics.

Website copywriting is the practice of writing optimized copy for websites. Often with a purpose in mind of achieving a goal.

Those goals can include:

  • Prompting acting out of your visitors
  • Driving user engagement
  • Converting prospects
  • Executing campaigns
  • Promoting your brand
  • Informing and educating your audience
  • Leading the readers down the sales funnel process

Generally, websites exist as a platform for business owners to sell a service, idea, or product.

By understanding a visitor’s pain points, effective website copywriting has the ability to make visitors make an action. Website copywriters provide guidance to readers with a problem seeking a specific solution. The goal is to convert that reader into a paying customer through conversion copy.

What kinds of content is created in website copywriting?

Website copywrite content exists in two forms, informational or advertorial.

Informational content examplesAdvertorial content examples
Facts and figuresLanding pages
FAQ pagesHeadlines
How-to articlesService pages
InfographicsSales copy
Case studiesBanner adverts
About pagesProduct pages
Informational videosSocial media adverts
Press releasesSponsored content
White papersEmail campaigns
BrochuresSearch adverts
GuidesPosts with tracked links
News articlesCalls-to-action
Blog postsPop-ups

Goals of informational copy:

  • Inform and engage your audience.
  • Position you, your brand, and business as a figure of authority.
  • Heighten discoverability of your website to search engines and visitors.
  • Strategic sales funnel purposes in prompting a monetary decision from your readears.

Goal of advertorial copy:

  • To prompt response or action from the website visitor. Such actions include filling out a form, buying a product, or booking an appointment, etc. The goal is to lead the customer down your sales funnel process.

Website copywriting process

Now you have a better understanding of the basics of website copywriting, let’s learn to write it.

Step 1: Establish a goal for the copy

Before anything, setting a goal for the copy lays the foundation for your blank canvas.

Not all website copy has the same goal. As explained above, determine if you are writing for informational or advertorial content purposes.

Step 2: Provide a copywriting client questionnaire

You need to understand your client’s goals, organization, and the scope of their needs.

This is where the copywriting client questionnaire comes into play.

A copywriting client questionnaire is a template of questions your client answers. The answers provide deep insight into the scope of your client’s needs and goals. This is critical and free information to use at your disposal, so take advantage of these answers.

Examples of topics to ask your client in the copywriting client questionnaire are:

  • “Desccribe your organization and its values.”
  • “When would you like to start services?”
  • “Tell me more about your product or service.”
  • “Who are your competitors?”
  • “Who has final approval of the copy?”
  • “What are your unique selling points?”
  • “Do I need to interview anyone?”
  • “Who is your ideal customer?”
  • “What is your budget?”
  • “Please provide insight to marketing, branding, and content guidelines.”

Look at the questionnaire as a resource to help set your copy up for success.

Step 3: Perform a lot of research

The research phase cannot be emphasized enough in order to effectively copywrite for websites. Know your audience so well, you know what time they wake up, to what they eat for dinner. You need to stay razor sharp focused on their persona attributes that you embody their lifestyle. Create a persona if you have to. Finally, research the main topic you are writing about. Again, a lot of it.

By the end of the research stage, you should be a master of these five critical topics:

  1. The customer’s pain points and needs.
  2. Benefits of the product or service and how they provide value to the customer.
  3. The unique value proposition (UVP) of the product or service.
  4. Potential challenges, criticisms, or objections the customer may have.
  5. The solution for the customer.

If you can’t master these points, you should not move forth in the website copywriting process. It means you need to spend more time performing research about your readers.

Step 4: Establish content structure

How do you want your content to flow? Brainstorm a framework of topics, headlines, and points of how you want to structure your copy.

Step 5:Begin writing your first draft

Here are some key points to keep in mind when copywriting:

Make sure your writing matches your client’s voice and style as much as possible. The last thing you need is creating a beautiful work of copy, and your client ends up underwhelmed.

Keep your audience engaged from beginning to end. According to research, website users only read about 20% of content.

People don’t read anymore.

They scan.

This means, you need to cut out the non-sense by providing value-driven content.

Because content that provides benefit to your readers is what keeps them engaged.

The goal is to get your reader to the next line, with the goal of reaching the end.

On the topic of keeping your audience engaged, clarity in writing is important. Keep it simple and to the point.

Incorporate emotional copywriting or copywriting psychology

Implement effective copywriting power words that sell

Research also shows a positive correlation between the quantity of words on a page and visitor page time spent.

website copywriting dot plot of visitor time spend versus words on page

You need to have a concluding statement. Closing your copy serves as a final opportunity to sell and impacts your reader’s next move. Hopefully, your reader will be more inclined to prompt an action.

Consult client feedback for edits and final delivery

More than likely, your first draft will not be final.

Your client may know their business better than you.

But, that does not mean you know optimized copywriting any less than them.

This is why they hired you, to write sales copy that sells.

Concluding website copywriting

Remember, your goal in website copywriting is to get your readers to the next line, till the end.

Recapping key points:

  • Use a copywriting client questionnaire to your advantage. It’s free and effective!
  • Establish your goals and stick with it to the end.
  • Your readers scan copy, so keep them engaged. Highlight important information that provide value to them.