Website Copywriting: How to write and optimize any page of your website

When you’re staring at a blank cursor, website copywriting can feel overwhelming… even if you’re a writer by trade. But as any professional copywriter will tell you, 90% of producing high-converting and persuasive website copy is in the preparation. Once you know HOW to approach your page, the actual writing comes more quickly and easily. 

In this post, I’ll show you how to approach any page on your website like a pro, and walk you through the process from start to finish.

Contents

Getting started with website copywriting: Audience research

If you want to really improve your website copy for the long haul, you’ll need to capture and keep the attention of your site visitors. The first step is to form a relationship with them, one based on trust and understanding.

Your prospects need to see themselves represented in your messaging. They should feel as though your offer is the immediate and best solution they’re looking for.

Understand your reader

This is perhaps the most important step toward better website copy. Before you write, take a moment to consider who the heck you’re writing to. Some marketers will refer to this as a segment or avatar. Semantics aside, your ideal reader is the single most important factor to nail if you want to write the perfect web page.  

Ask yourself these questions:

• Who is this page for? 
• What desires, pains, or problems are happening with that person that your product or service can fix?
• What are the insecurities, challenges, or hang-ups this person feels about your product or industry? Have they been burned before? Is there a lack of trust or a lack of knowledge that gets in the way of the sale? 
• What does this person hope for and dream about, and how can you help them reach that dream state?

If you’re struggling with this (as you may well be, because it’s not easy!), there are a couple of approaches to help you narrow in on your reader:

Picture your reader in your mind, and describe their age, demographics, job title, professional experience, household income, gender, and favorite TV show. 

• Do they like coffee or matcha? Trust me, it’s a thing. 
• Are they Team Ross or Team Rachel? 
• Do they wear big, colorful jewelry or is black minimalism more their style? 
• What 5 adjectives would you use to describe this person?

Next, hit the web and do some research about your ideal reader. What are people saying on Facebook, Reddit, or Quora about your type of product or service? What concerns are they voicing?

Finally, comb through your testimonials, product reviews, surveys, call logs, and customer support tickets to get a sense of what your ideal customer is looking for and needs from your service. What positive and negative feelings are they expressing? Are there any themes or patterns you can spot? 

Keep this in mind as you prepare your page, and jot down notes and direct quotes as you go. Be prepared to pull the top concerns or objections into your copy down the road.

Set the tone

When considering tone, ask yourself: WWMRD? What would my reader do? 

Your macha-loving, boho gal from California won’t respond to corporate jargon. She’ll likely roll her eyes and think “Next!”

Similarly, if you’re a dentist and want your page to convey trust and security, you may not want to lead with a joke or an overly casual, conversational introduction. These readers want to see professionalism and your credentials.

It’s important to match the expectations and hopes of your reader throughout your page, and use the language they would use to describe your product or service. This page is, afterall, for them. 

Write down how you want your reader to feel and respond to your website copy. 

• Brainstorm as many adjectives as you can that describe those feelings: secure, relaxed, happy, joyful, calm, assured, and inspired are a few to get you started 
• Circle your top 3. These will be your guiding tone words 
• As you write, reference these words. If you get stuck, ask yourself: WWMRD?

You’ll probably want a consistent voice and tone across your website copy, perhaps with a few exceptions. This makes your job even simpler. Once you have your guiding words, you can use them to match the tone across all your pages. 

When considering tone, ask yourself: WWMRD? What would my reader do? 

Outline your website copy

It’s easy to make the mistake of jumping straight to website copywriting. But resist the urge! If you take the time to prepare and organize your thoughts, I think you’ll find that writing will be a whole lot easier.

So let’s get started! 

Set your page goal

Ask yourself this question: By the end of this page, what should my reader be ready to do? Now write down your answer. 

Every page has a goal, whether you’ve articulated it or not, like:

I want my reader to leave my About page feeling confident in my experience and my personality.

Or 

I want the reader who lands on my Homepage to visit my Services page to learn about my offerings.

Or even

I want my reader to purchase something by the time they get to the bottom of the page.

Everything you write will be in service to this goal. Every word of copy will persuade, convince, and prove the action or information you’re asking your reader to invest in. Yes, time is also a precious commodity. This goal will help you “build” your way to the offer or call to action (CTA).

Write your hook

Drop your reader in medias res, or ‘in the midst of things’, and lead with your strongest hook or argument, rather than building to what you need to say. 

Skip the introductions, the “thanks for visiting my site!” phrases, and drop your reader right into the meat of your argument. The caveat? Depending on the page you’re working on, your reader is likely to be at different places within that customer journey, so your hook will change:

Homepage

When a reader lands on your homepage, they could have zero knowledge of your brand or they could be a repeat customer looking for something specific. Lead with your elevator pitch or why statement, add links to a range of pages, and provide context for who you are and how you work. 

Services

Assume that your reader is looking for an immediate solution and match that expectation in your headline by leading with a value-driven statement of how you provide a solution.

Product pages (or sales pages)

Excepting sales pages that exist as part of a wider marketing funnel (where readers at all stages of awareness are visiting), it’s safe to assume that your reader understands your solution and needs to now hear about your product. Lead with the outcomes of your specific product.

Clarify your elevator pitch

Think of your value proposition as your 5-second elevator pitch in digital form. And truly, 5 seconds is about what you’ll have before your new page visitor clicks that dreaded back button. 

Your unique value proposition (or UVP) is the statement that describes what you do, who you do it for, and how you do it. 

For example, here’s mine: 

I write high-converting, SEO-informed copy that drives deeper connections and sales for the most powerful marketing tool you’ve got…your website.

You won’t often state your UVP right on the page. Your UVP typically becomes a tagline, or a shorter, snappier saying you’ll use in headlines and across social media. For me, it’s typically something like “Your website. In high def.” 

Anticipate the no’s

Now the fun part…you get to think through and shoot down all the possible objections your reader may be feeling at this moment AKA the moment before acting. 

Make a list of all the questions, complaints, or other ‘things’ getting in the way of action. It could be cost, time, other options, timing, or pure laziness on the part of your reader. 

Now, circle the top two to three. The complaints you hear constantly from your customers.

Respond to those objections directly on the page and before your CTA.

You can use a FAQ, which is especially good for a sales or service page. Or you can pull another review/testimonial that speaks to the complaint. Or you can use a data point to disprove the objection (“Proven to save 30 hours of your work time each week.”). 

Just be sure you can back up your claim in your website copy. 

Website copywriting: Writing your copy

You’ve done the heavy lifting. Now it’s time to write! Sharpen your pencil and grab a fresh notebook…and away we go.

Here’s a basic flow you can apply to your page:

1. Open with a hook or headline that matches where your reader is at in their customer journey
2. Build your know/like/trust factor to explain why your solution is the best fit
3. Provide details and clarity around your solution–that is the process, unique traits, and value of your product or service
4. Close with a strong offer that takes your reader from where they started to the next ‘level’ of engagement

Here’s what that looks like in more detail: 

Include social proof

A big part of convincing your reader is the proof you provide that explains why your service or product is worth the time and money. There are several types of social proof to choose from; look for examples that best showcase you for this specific page and this specific goal. 

Here are some to consider:

• Testimonials from past clients
• Reviews from past customers
• “As Seen in” bar with media mentions or past work with large brands
• “Trusted by” big brands or influencer customers
• A case study or other example of results you’ve seen firsthand
• Your professional experience or credentials (AKA why you know what the heck you’re talkin’ about)
• A direct line to a chat, customer service, or personal sales rep (Yes, I’d count this. It could be a game changer for someone on the fence about your brand, especially if it’s unusual in your vertical or customer service is a common complaint among your competitors)
• Social mentions or praise from influencers or other industry ‘celebrities’ who have tried your product or service

Whatever you choose, your job here remains the same: convince your reader with proof why you are the best person (or brand) for the job. 

List the benefits & outcomes

You’ve shown your reader proof of your authority. Now it’s time to give them a full rundown on all the ways your product or service will help them. I prefer to think about the long-term outcomes rather than the short-term gain. What do I mean by that? 

It’s the difference between

“Healthier, blemish-free skin after 30 days of use” 

And

“No longer hide your face. Finally, show up confidently and blemish-free.” 

 What are the hopes, dreams, and fears that your reader has that your product will address? What underlying pain can you heal that goes beyond the immediate?

Close with a strong offer

Once you’ve built your argument and convinced a prospect to act, it’s time to present your offer with a call to action (CTA) button. Most web pages will only need ONE call to action. Yes, just one. This keeps your page—and your reader—focused on the next strategic step you want them to take. 

Keep your button copy clear and concise, and use action words like “shop”, “buy”, “download”, or “enroll” so readers know exactly what you want them to do next. 

It’s good to remember that there are several offers besides your final, paid offer that are worth asking for. For example, when you’re writing pages for new or ‘barely warm’ readers, consider an opt-in or freebie to build a deeper connection with your prospect (ahem, like the one you’re reading right now). 

What other offers can you try? 

• Free consultation
• Product demo
• Trial sign up
• Starter pack
• Free resources
• Free download
• Webinar sign up
• Template or starter pack (at an entry price point)
• Subscribe and save (discount offer)

Edit for clarity

Now that you have your draft, it’s time to improve your website copy with some editing sweeps. Here are some that I recommend: 

1. Pull out extra words: Clarity is your number one priority. Read through your draft and remove any words that detract from your argument or are otherwise unnecessary. 

2. Clarify your headers (or crossheads): Scan your page. Do your header follow the logical train of thought or argument you’re making? 

3. Be specific: The devil is in the details. Use statistics, numbers, and descriptive words to make your argument more convincing. Cut out corporate jargon and buzzwords. 

4. Punch up the copy: Use copywriting techniques to make your copy snappier and (dare I say) less boring. Use Pain > Agitate > Solution (PAS) in your header and opening sections to hook and keep your reader’s attention. Use storytelling throughout to give context and heighten interest in your brand.

Apply SEO to your website copywriting

Choose an SEO-friendly URL

When you’re adding a new page to your website, customize your URL so that it’s logical and aligns with the content on the page. And extra SEO bonus points if you can integrate your primary keyword phrase into your URL. 

Here’s how:

1. Use hyphens instead of an underscore and avoid spaces
2. Keep your URL clear but concise. Try to limit your page description to the 3-5 most essential words. For example, my blog post about on-page SEO (which you may want to check out for more information) is structured like this: hdcopywriting.com + /blog + /on-page-seo-checklist OR site + /category + /content-description.
3. Categorize your URL. Consider where it sits within your site’s overall structure. Does it live in blog posts? Resources? Is it a product that lives within a certain category (like Kitchen, Shoes, etc.)? 

Use proper header structure 

Using proper header structure throughout your page makes it easier for readers to scan your page, but it’s also what search engine bots and site crawlers use to index your site. The best way to make sure your page is crystal clear to your inhuman audience is to give it intentional structure on your page, like so:

• Start your page with an H1
• Use H2 to divide major thematic sections of content
• Use H3 and H4 for smaller blocks of information that live underneath their respective H2

Jot down keyword targets

Strategic keyword placement continues to be one of the most effective ways to increase your page ranking in a search engine. But even if you’re not a keyword expert—and even if you’re a complete newbie to the world of SEO—you can still be strategic in using keywords to write your web page. 

Here’s a quick and dirty approach to keyword research that will improve your website copy without making you want to pull your hair out and ban the letters ‘S’, ‘E’, and ‘O’ from your vocabulary forever:  

1. Do a quick search of your topic in AnswerThePublic. Jot down some phrases and words that best match the content you plan to include.
2. Plug these into Ubersuggest and make a list of keywords you want to include here around your topic. 
3. Keywords are typically tagged by both the volume (how often they’re searched) and the competition (how difficult it is to rank for them). Include a healthy mix of phrases that are high volume/high competition, high volume/low competition, and low volume/low competition.
4. Use your keyword phrases in your writing where it makes sense and try to get your high-volume phrases in a few times. 
5. Please don’t copy/paste your top phrase 50 times like Jack Nicholson in The Shining. Even if ‘all work and no play’ is your top keyword phrase, you’ll likely get dinged for that kind of black hat tactic. Use your phrases where it makes sense. 
6. Make sure you’ve included your top keyword phrases in your headers and metadata.

Have outbound and inbound links ready

Outbound and internal linking is a powerful strategy that pleases both humans and search engines. 

Outbound links are any hyperlinked text that directs traffic to another site. Before you write this off as ‘sending away traffic’, bear with me! These links, especially when chosen strategically, send a powerful trust signal to search engines and better place your site within your niche. Try linking to relevant sites that are high-authority, like URLs that end in .edu, .gov, or .org. 

Internal or interlinks are useful navigation tools that keep your reader invested in your website. By strategically showing your reader other related content, you keep them on your site longer. This not only improves dwell time and other on-site metrics but also keeps the reader’s eyes in front of your brand for longer, looking at the content you choose for them. Most marketers will dish out five-figures for that kind of power. 

Be extra strategic about your links and decide which ones are worth opening in a new window and which automatically redirect. This prevents you from unintentionally leading your reader to a new page or experience when you still want them to stay on this original page you’ve worked so hard to write.

A good rule of thumb?

• Set your outbound links to open in a new window
• Set any internal links that open to a blog post or other free resource to open in a new window. That way, people can get to them when they’re ready
• Any internal links that go to your services, about page, or other sales-related page can remain as is. As long as readers stay within the main experience of your site, it’s ok for them to jump around and explore

Write your metadata

Your page’s meta information serves two purposes: 

1. It speeds up the work that a search engine needs to do to catalogue and define your page (AKA Where does this page fit?). Because of this, you want to include keyword phrases that best explain your topic.
2. It gives prospective visitors a quick snippet of the information they can expect to find once they click on your page. Because of this, make sure that whatever information you provide here accurately reflects what your users will find on the page itself.

Your title tag is a 50-60 character title for your page. Include your page and brand name. Pick a format that works for you and use it consistently across your site. 

Here’s an example: Title of Page | BRAND NAME

Your meta description provides a brief description of the page, describing what a user could hope to find if clicked. Keep this description under 160 characters (or around 50 words) and include your main keyword. 

Wait to complete your metadata until you’re done writing the bulk of your page (I always write it last). That will help you stay crystal clear on the content and keyword strategy of the page.

Now go have a cocktail and give yourself a pat on the back. You’ve earned it.

Additional website copywriting tips

9 Homepage hacks to improve conversions: Get my 9 top tips for making your homepage a conversion-driving machine. 

On-page SEO: Get a full checklist for improving your website copy with on-page SEO…for every page of your website. 

Researching Prospects: Learn more about researching your customers and go deeper with the voice of the customer research process.

SEO copywriting tactics: Learn how to use SEO at every stage of the customer journey to drive organic traffic and conversions to your website. 

Finding & hiring a website copywriter: Learn how to vet, hire, and collaborate with a website copywriter when you’re ready to get some help from a professional website copywriter.