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Effective Website Copywriting: 10 Actionable Steps to Captivate Your Audience and Boost Engagement

Updated: May 11, 2023

Website copy is a critical aspect of any online business. It helps to convey the value and benefits of your product or service to potential customers, establishes your brand voice and personality, and can improve your search engine rankings by including relevant keywords and phrases.


Why is website copywriting important?

Website copy plays a vital role in the success of your online presence. Well-written website copy can persuade and convert visitors into customers by using compelling language and calls to action. It also helps to establish trust and credibility by providing clear and accurate information about all the cool things your business has to offer.


Furthermore, website copy can differentiate your business from competitors by highlighting your unique selling points and value proposition. Finally, it can improve the user experience by making the website easy to navigate and understand. Letssss go!

Ten tips for writing website copy that sells:

Here are ten hot tips for writing unique website copy that people will actually want to read.


1. Clear and compelling value proposition

A clear and compelling value proposition is a statement that explains the unique value and benefits of your product or service, and how it meets the needs and solves the problems of your target audience.


It should be concise, specific, and easy to understand, and should clearly differentiate your offering from those of your competitors.


A strong value proposition can help to persuade potential customers to choose your product or service, and can be an important factor in their decision-making process. It should be prominently featured on your website, marketing materials, and other channels where potential customers are likely to encounter it.


10 Actionable Steps to Captivate Your Audience and Boost Engagement Miss Wix

2. Avoid technical jargon

It is generally a good idea to avoid using technical jargon in website copy as it can make the content confusing and difficult to follow for some readers. Technical terms may not be familiar or interesting to many people, and can make the copy less accessible and more intimidating to a general audience.


Using technical jargon can also make the content less engaging and interesting, and can make the website less user-friendly as people may be less likely to stay and engage with the content if it is too technical or difficult to understand.


To make the content more accessible, engaging, and effective at communicating your message, it is best to use simple, straightforward language that is easy for the average person to understand.



3. Bullet points and headings

By using bullet points and subheadings, you can make your website copy more engaging and effective at communicating your message. This is particularly important for websites, as people tend to scan web pages rather than reading them in their entirety.


Bullet points and subheadings can help to draw the reader's attention to the most important information and make it easier for them to find what they are looking for.


4. Social Proof

Social proof, also known as "informational social influence," is the idea that people are more likely to trust and follow the actions of others, especially when they are similar to themselves.


In website copywriting, social proof can be an effective way to build trust and credibility with potential customers and motivate them to take a desired action.


There are several ways that social proof can be incorporated into website copywriting:

  • Testimonials: Including testimonials from satisfied customers on your website can provide social proof that your products or services are high-quality and reliable. Testimonials can help build trust and credibility with potential customers and encourage them to take the desired action.

  • Customer numbers: Including information about the number of customers you have or the amount of business you do can provide social proof that you are a successful and reputable company. This can help build trust and credibility with potential customers.

  • Social media followers: Including information about your social media following can provide social proof that you have a large and engaged audience. This can help build trust and credibility with potential customers.

  • Industry awards or recognition: If your business has received awards or recognition from industry experts or publications, including this information on your website can provide social proof that you are a respected and reputable company.

5. Actionable language

Actionable language is language that clearly and explicitly tells the reader what they should do next. It is used in website copywriting to motivate visitors to take a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.


Actionable language typically includes verbs that convey a sense of action, such as "click," "download," "register," "subscribe," or "buy." It can also include phrases that clearly outline the desired action, such as "click here," "fill out this form," or "sign up now."


Using actionable language in website copy is an effective way to guide the reader through your site and encourage them to take the desired action. It can help improve the user experience and increase conversions for your business.

6. Do your research

Before you start writing your website copy, it's important to do your research. Start by researching your target audience and understanding their needs, interests, and pain points. This research will help you to write copy that resonates with your audience and addresses their specific needs.


You should also research your competitors and see what kind of copy and messaging they are using. This research will give you a better understanding of what's working in your industry and what you can do to stand out and be unique. In short, taking the time to do your research will help you to write website copy that is relevant, effective, and appealing to your target audience.


7. Focus on your customers needs

Before you start writing, it's important to understand the needs and problems of your target audience. Conduct market research to learn about their demographics, interests, and challenges.


Once you have a good understanding of your target audience, try to identify the specific problems or needs that your products or services can solve. This will help you focus your copy on the benefits that are most relevant to your customers.


8. Storytelling

To use storytelling in your website copy, start by identifying a relatable problem or challenge that your target audience can relate to. Introduce a protagonist who is facing this problem or challenge, and describe the problem or challenge in detail.


Show how your products or services helped the protagonist solve their problem or overcome their challenge, using specific details and examples to illustrate the benefits.

Conclude with a happy ending, showing how the protagonist's life has improved thanks to your products or services.


Using storytelling in this way can help engage and persuade visitors by demonstrating the value and benefits of your offerings in a relatable and compelling way.




9. Consistent on-brand voice

It's essential to maintain a consistent voice throughout your website copy. This consistency helps to build trust with your audience and reinforces your brand identity.


To achieve a consistent, on-brand voice, consider creating a brand style guide that outlines your company's tone, voice, and messaging. This guide should include details such as the language you use, the words you avoid, and the tone you want to convey. Stick to these guidelines when writing all website copy, from product descriptions to blog posts, to ensure a consistent, on-brand voice throughout your website.


10. Check for improvements

Writing website copy is an ongoing process, and it's essential to continually check for improvements. Keep an eye on your website's analytics to see how visitors interact with your content.


Use this information to make changes to your website copy that will improve its readability, engagement, and conversion rates. Regularly review your website copy to ensure that it stays relevant, up-to-date, and in line with your brand's messaging.


Don't be afraid to make changes or updates to your copy as needed to keep it fresh, engaging, and effective.


Benefits of hiring a professional for website copywriting

There are several reasons why it can be beneficial to hire a professional to write the copy (text) for your website:

  1. Expertise and experience: A professional copywriter has the skills, knowledge, and experience to create compelling, well-written copy that is optimized for the web. They can also provide valuable insights and recommendations based on their experience working with other clients.

  2. Improved readability and clarity: A professional copywriter knows how to write in a clear and concise manner that is easy to read and understand. This can improve the user experience and help visitors understand your business and what you have to offer.

  3. Increased conversions: Well-written copy can help persuade visitors to take a desired action, such as making a purchase or filling out a form. A professional copywriter knows how to create copy that is persuasive and effective at driving conversions.

  4. Time-saving: Writing website copy can be a time-consuming process, especially if you're not a skilled writer. By hiring a professional, you can save time and focus on other aspects of your business.

  5. SEO benefits: A professional copywriter can optimize your website's copy for SEO by including relevant keywords and phrases and ensuring that the copy is well-structured and easy for search engines to understand.


In conclusion, writing website copy that people will read and engage with requires a combination of strategy, research, and creativity. By following the ten actionable steps outlined in this post, you can write website copy that effectively communicates your brand message, appeals to your target audience, and drives conversions.


From defining your brand voice and target audience, to continually checking for improvements and doing your research, these steps will help you to write website copy that truly resonates with your audience and delivers results. So, start putting these steps into practice today, and watch as your website copy transforms into a powerful tool for driving engagement and growth for your business.


Want to work with a professional content creator, perfect for your Wix Website? Get in contact for a free quote today!


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