There are more than 1.5 billion websites on the internet right now. So as a small business owner, how can you possibly connect with your audience in a way that leads to increased customers?
One essential part of an effective website is your content. You need copy that’s clear, engaging, and that leads people to take action. But this can be easier said than done.
We’ve created this guide with tips for website copywriting for beginners. Check it out.
Learn about Your Audience
Before you start copywriting for your website, it’s vital to learn about your audience. Who is your target market? Ask yourselves questions like these:
- What’s the gender breakdown of your visitors?
- What’s the age breakdown?
- What’s the problem you’re trying to solve for your visitors?
- What are the common concerns and obstacles that prevent people from purchasing?
And these are just the beginning. The more you know about your core target audience; the more effective your content will be.
To find this out, you could analyze your current customer portfolio. For example, their average ages and the most common geographic areas?
You could also do a survey to learn these things if you already don’t have this information.
Make It Easy to Read
Next, make your copy easy to read. People often don’t read entire web pages in today’s digital world.
Instead, they scan for the information they need. In fact, 79% of people scan web pages.
To convey your message effectively, you need to do whatever you can to make your copy scannable.
To do this, start by writing in shorter paragraphs. 2 to 3 sentence paragraphs are perfect. And don’t be afraid to use one-sentence paragraphs for emphasis from time to time.
Also, utilize headings. These do a great job of breaking up paragraphs while briefly describing the content below.
Another tip? Use bulleted or numbered lists. These are super easy to digest.
A good strategy is to analyze the readability of your content after your first draft. Then, see what you can do to make it easier to scan.
Make Your Reader the Focus
Often as marketers, it’s tempting to make your copy all about you. You’re an expert on your products and services, and you’re passionate about them. You want to share this information with your readers.
But reading a web page about a brand is super dull. So instead, make your reader the focus of your copy.
Use the word you. People love to read that word; it makes their ears perk up. When we feel special, we’re more interested.
An excellent way to think about this concept is to make the reader the story’s hero. Yes, your company is important, but make them the hero, and you can be the guide. This method creates a solid emotional connection.
Use Links to Improve Navigation
Next, you want to make your web copy super easy to navigate. Please don’t make your visitors think more than they need to. Keep things as simple as possible.
One way to do this? Utilize links throughout your content.
Yes, this is a great SEO strategy. Internal links show Google that your pages are relevant and interconnected.
But it also makes for a better user experience, which will lead to increased leads and sales.
So if you mention one of your products in a paragraph, absolutely link to that product page when you do. Then, if people want to learn more, they don’t have to interrupt what they’re doing to find that page in the menu. They simply have to click.
Also, use this strategy to link to other types of content that can help educate your readers. These could include:
- eBooks or downloadable guides
- Videos, either hosted on a webpage or on YouTube
- Your social media profiles
- In-depth blog posts
When you provide this type of valuable information to readers for free, it establishes a relationship of trust. It also goes to show your thought leadership in the space.
Include Compelling Calls to Action
Last but not least, concerning copywriting for beginners, include compelling calls to action (CTAs) throughout your copy. If people come to your site and read the copy, that’s a great start. But what do you want them to do next?
Now is the time for the calls to action come in.
The best website copy takes your readers on a journey and ends at the next step.
Calls to action vary from industry to industry, but they could include the following:
- An invitation to fill out a form with necessary contact information
- An invitation to call in for a quote
- An invitation to download a guide
- An invitation to sign up for a newsletter
- An invitation to call customer service
Whatever your CTA is, make it clear. Bold it. Could you include it in a button?
Please do whatever you can to make it stand out. That way, your readers won’t miss it.
Copywriting for Beginners: Closing Thoughts
There you have it: the essential tips for copywriting for beginners. So now that you’ve read through these tips, what’s next?
It’s time to put them to action on your website. What’s the state of your copy at this moment? What are your strengths, and where can you improve?
Once you’ve figured these things out, you’ll be able to make a plan to grow.
Want help with your website? We’re happy to assist you. Contact our team today to learn more.