May 3, 2017

How to Improve Your Website Copywriting in 4 Easy Steps

I love copywriting. Yes, my whole premise here is to help you write your content yourself, but great copywriting skills are a major plus. Whether you decide to outsource your website copywriting to a professional or write your own copy, web copy must be three things: connective, clean, and targeted (and SEO-friendly, but that's for someone else to write about. Also, I just came up with those three things. Like 'em?)

Let's start with the first of my three things. If your copy doesn't connect with your potential clients, that's all they are: potential. You won't make a sale, you won't sell a course, you won't enter into a new coach-client contract. Your words need to hit home for the reader to take action. Onto the second thing: clean. Think of clean and clear (no, this is not sponsored by the acne product line) as synonymous. Don't add a bunch of fluffy words to your copy; they just distract from your messaging and make things messy. Keep it concise and make your point in as few words as possible.



Finally, your website copywriting needs to be targeted. Just as you're trying to connect with a group of people, you want to ensure that you're targeting them. What's the difference? When you connect, you're going deeper (e.g. why someone needs to invest in this course to improve x area of their business) with a client, and when you target, you're manipulating your words for optimal impact and relevancy (e.g. the right information about yourself to include on your about page).

Now that you know what your copy needs to be, let's get back to the title of this post. There are four easy steps you can take to improve your website copywriting right now. As you work through these steps and start jotting down sentences and phrases, you can really dive into the writing part.

1. Determine which pages are your most important pages.

Your about page, your services page, and your contact page are likely the most important pages on your site because they are typically the most visited pages, excepting the occasional blog post that goes viral. Every page on your website should have strong copy, but if you're starting from scratch, or scratching what you have, you should focus first on rewriting the major landing pages.

2. Consider what you want/expect to read.

When you visit a website, how do you expect the copy to read on the about page? On the services page? What do you like and dislike about how others craft their page copy? Maybe you like the way someone addresses their clients directly. Maybe you don't like the use of words such as "hustle" and "heart-centered." *raises hand while cringing internally*

Take inspiration from sites that you like, but don't copy (haha...) their text or use it as a template for crafting your own copy.

3. Share the limelight.

When it comes to website copywriting, you need to make your copy about your client in some way or another. If you don't speak directly to your client, or at the very least in the third person, one of two things may happen. A potential client might miss the fact that your services are targeted to help her with the exact issues that she is having, or the client sees your copy as impersonal and not applicable to her situation. Filling your copy with phrases that your clients will connect with and infusing it with a personal touch is key.

4. Proofread!

I recently found a couple of typos in my own page copy and wanted to kick myself (I didn't). To be fair, the errors were not on pages that I edit or view very often, but still: they were there. It was clear that I'd gone in, made some changes, and didn't fix what had been there already to accommodate the edits. You should do a quick read-through each time you edit page copy just to make sure that everything is formatted right and that they aren't any silly mistakes.

4 comments

  1. Great article thanks so much! I've never been great at writing but by learning these types of tips I'm getting so much better!

    https://lisanewmanmorris.com.au

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    1. Glad you found it helpful, Lisa!

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  2. This is a really helpful post, Alexa, thank you! Something I will probably be working on this weekend.
    Caitlin

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    1. So happy to hear that, Caitlin! Strong copy is the best because it's a great way to show visitors to your website who you are while getting your message across. Good luck and please don't hesitate to shoot me an email if you have any specific questions! :)

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