How to Write Website Copy for Your Website

Writing website copy can feel intimidating, especially when you want to communicate your brand’s personality and connect with your audience. Sometimes you can’t quite put the words on the paper (or the screen). But DON’T WORRY crafting engaging and on-brand copy is something anyone can learn! Trust me, it was a learning process for me as well. You may be launching a new website or refreshing your content, so keep reading because this blog will walk you through the essentials of writing copy that resonates with your visitors and feels like “you.”

1. Understand Your Brand Voice

What does that mean? - Define your Tone and Style

Before putting pen to paper (or fingers to keyboard!), take a moment to think about how you want your brand to sound. Your brand voice should reflect your values and personality.

What sounds like you? :

Styles:
- Minimalistic and Direct - (Communicates in a straightforward, clean way, often with short sentences)
- Storytelling and Narrative - (Uses a story-like approach to draw readers in. Often used by brands with a strong story or mission)
- Casual and Relatable - (Uses laid-back, everyday language. Example: “We get it life’s busy! That’s why our service is fast and hassle-free.”)
- Poetic and Visual - (Uses vivid imagery and metaphors. Great for creative industries. Example: “Breathe life into every moment with colors that inspire.”)
- Educational and Informative - (Focuses on providing detailed information, teaching, and guiding)

Tone:
- Friendly and Conversational - (Builds a sense of approachability and warmth. Ideal for brands that want to connect on a personal level)
- Professional and Authoritative - (For brands in industries like finance or consulting, where trust and expertise are essential)
- Energetic and Exciting - (Great for brands that want to convey enthusiasm and inspire action, such as fitness or tech brands)
- Playful and Humorous - (Appeals to a fun-loving, casual audience. Often used by lifestyle and e-commerce brands that want to stand out)
- Inspirational and Empowering - (Ideal for coaching, self-improvement, and motivational brands that aim to uplift their audience.)

TIP: Write down a few adjectives that describe your brand’s voice and refer back to these as you create your copy.

2. Speak Directly to Your Audience

The best copy feels like it’s speaking directly to the reader, which is why understanding your target audience is crucial. Think about who your ideal customer is, what they need, what they care about, and what questions they have. Use “you” language to make your readers feel like they’re part of the conversation. This simple shift can make your copy feel more personal and engaging.

3. Make Your Headlines Clear and Compelling

Your headlines are the first thing visitors see, so make them count! Write headlines that convey what each page is about and why it’s worth reading. Keep them straightforward, and engaging, and aim for a balance between clarity and intrigue to pull readers in.

4. Use Benefits, Not Just Features (Show How You Solve Problems)

It’s easy to list all the great features of your product or service, but visitors want to know what’s in it for them. Focus on the benefits, how does your product solve their problems or make their lives easier?

For example, instead of “We use high-resolution cameras and professional lighting”, say “We capture moments in stunning detail that you’ll cherish forever, with vibrant, professional-quality images that make your memories come alive.”

This approach shows clients what they’ll gain—beautiful, lasting memories—rather than just the technical aspects of the equipment.

5. Keep It Concise and Scannable

Most visitors skim rather than read word-for-word (I know I do🙋🏾‍♀️), so make your copy easy to digest. Use short paragraphs, bullet points, and subheadings to break up the text. Keep your sentences clear and concise to hold your reader’s attention. Make it easy to read.

6. Add a Clear Call to Action (CTA)

Every page should have a goal, whether it’s to encourage readers to sign up, learn more, or make a purchase. Use clear and compelling calls to action (CTAs) to guide your visitors. Instead of “Click here,” try something more engaging like “Start Your Free Trial” or “Learn How We Can Help.”

7. Use Our Homepage Copywriting Workbook

We’ve created a fill-in-the-blank style workbook guide that will show you how to write the copy for the main page of your website. This guide includes detailed prompts and tips for writing the most important sections on the Homepage.

That’s It!

Writing website copy that connects with your audience doesn’t have to be overwhelming! By defining your brand voice, focusing on your audience’s needs, keeping your language concise, and guiding readers with CTAs, you’re well on your way to crafting engaging and effective website content. Remember, your copy is a conversation between you and your visitors so let it reflect your brand’s personality and show them why they’ve come to the right place. Be Yourself!

Start off with one of our website templates they are designed with ease and engagement in mind to help guide you on what type of copy to write for each section. If you’re ready to take your website to the next level, check them out in our template shop.