How to write web copy that converts

You have seconds to convince a web visitor to stay on your site – so how do you write the copy that keeps their attention? We’ve put together a few tips to get you on track…

KNOW YOUR AUDIENCE
First things first, be clear on who you are talking to, what makes them tick and most importantly, how does your product/service/offering help them?
 
FOCUS ON THEM, NOT YOU
We just can’t emphasise this enough. Your website isn’t about you, how you started out, what you’re proud to offer, it’s about them, their problems, and how you can solve them. Keep that at the forefront, all the time.

BE CLEAR & CONCISE
You have seconds to convince your web visitor to stick around, so don’t put them off with jargon or essays.

People scan copy (reading only 20% of a page’s content on average) so use clear language & short sentences.

​Infographics can super useful when you need to go into more detail. 

BE HUMAN
Imagine you’re having a face-to-face conversation and take that approach with your copy. What do you really need to say? Being conversational builds a better connection. Use ‘you and ‘your’ to speak directly to your reader.
 
EMPHASISE ACTION
Deploying compelling and clear CTAs throughout your website is super important, but if you want more people to buy, subscribe, or contact you for more information, don't wait until the call to action to bring it up. Make sure your copy is setting out how this action will bring this benefit.

WRITE WITH SEO IN MIND
Naturally integrating keywords into your content is the way to go (as opposed to the ‘keyword stuffing’ approach of old, which now does more harm to your rankings than good). Focus on enticing meta titles and descriptions and answering users’ search queries. If you want to focus on SEO, invest in the right expertise.

MAKE TIME FOR PROOFING
We don’t subscribe to the ‘write your copy and then cut 50% of it in the proofing stage’ approach (because your copy should be better than that). But proofing is a really important part of the process, make time to revisit every word and check it’s playing its part.

BRING IN A PRO?
We’re not just saying it because we do it, but outsourcing your copywriting can save time, money and a lot of headaches. If you have the time and the team to do it in-house, go for it. If you get to the stage where your new website is stalling because the words just aren’t coming, seek some help. Copywriters are masters at bringing clarity to copy that converts. And, frankly just getting it done.