Website copy can be easily overlooked, but compelling product descriptions, brand stories, and calls to action (CTAs) can capture and retain your customers’ attention. Brick-and-mortar stores can use their décor, music, layout, lighting, and even scents to tell their brand story and create a sensory impression. Online stores, on the other hand, lack a physical presence, so they must rely on elements like text and visuals to convert visitors into customers. Compelling text, or copy, is crucial because it’s one of the few ways to emotionally engage your website visitors. Here’s what website copy is, why it’s important, and eight tips for writing web copy that converts browsers into buyers.

What is website copy?

Website copy refers to the written content that appears on website pages, such as the home page, about page, product or service pages, etc. This includes headlines, subheaders, body copy, calls to action (CTAs), frequently asked questions (FAQs), and navigation text. Website copy and website content are related, but distinct. Web copy is text-based and goal-oriented. It is concise and tailored to encourage immediate action, such as making a purchase, signing up for a newsletter, or inquiring about your business. It is usually found on the top-level web page (a page that is not within a section or category).

Web content, on the other hand, includes all written and visual elements on a page that inform, educate, and provide long-term value. This can include blog posts, reports, case studies, and other content marketing. Website copy is a subset of website content.

Why is website copy important?

• Building brand identity and trust
• Improve conversion rates
• Induce participation
• Search Engine Optimization (SEO)

Good website copy can make the difference between making a sale or losing a visitor. Here are four ways good website copy can improve your website’s performance:

Building brand identity and trust

Website copy is one of the best ways to define and reinforce your brand’s voice and identity. Whether it’s serious and professional, witty and honest, well-written copy grabs readers’ attention and conveys the spirit of your brand. This helps build trust with your ideal customers and keeps your brand memorable.

Improve conversion rates

Effective copy persuades visitors to take action, whether it’s making a purchase, signing up for a newsletter, or requesting a quote. Even if you have a well-designed site, if your copy isn’t compelling, your customers may not understand why or how to act.

Induce participation

Great web page copy grabs the attention of visitors and makes them want to explore further. For example, Flyest ’s homepage says, “Drink tea like a grown-up” for its hip-hop-inspired tees.

This bold and surprising message leaves visitors wondering, “What makes this tea a grown-up tea?” and encourages herbal wellness and music lovers to learn more about the brand and its products.

Search Engine Optimization (SEO)

Great web copy engages and converts visitors, but first, they need to find your site. In addition to being fun and compelling, your website copy needs to be optimized so that search engines can index your content and display it in search results. This includes doing keyword research before writing and incorporating your target keywords into your copy. Higher search rankings increase organic traffic and expand your reach.

Required sections to include on your website

• Homepage
• Introduction Page
• Product or service page

These web pages are the primary means by which users interact with your business, so writing brilliant web copy is essential.

Homepage

Your homepage is the first page most website visitors see, so your copy here should immediately grab their attention and convey your brand story and value proposition.

The key to website copy is to convey relevant information in fewer words. Express your brand’s voice and use language that resonates with your customers.

A great website answers these questions:

• What : A brief overview of your website or business.
• Why : A unique value proposition that concisely highlights the unique benefits you provide to your customers.
• Where : Clear calls to action (CTAs) and navigation to other pages.

About Page

The About page is your opportunity to tell your brand’s story and mission. Connect with your visitors by sharing why you started your business, the problem you’re trying to solve, and your personal commitment to your vision and mission.

Rhode Skin ’s About page highlights the brand’s mission to provide intentional skincare to everyone. It includes a personal message from founder Hailey Bieber, details about Rhode Skin’s advisory board, and information about the products’ key ingredients.

Product and Service Pages

The product and service pages are the most important pages on your site, where you introduce your product or service and persuade customers to buy it. Your copy should include clear product descriptions, pricing, and benefit-focused information. Be honest about your information, but don’t be afraid to highlight your product’s strengths.

Sometimes you have to educate yourself before you can educate your customers. “I used to think I had to talk to people about how long to steep their tea, but now I realize I have to educate people about the benefits of drinking loose-leaf tea instead of tea bags,” Shanae Jones, founder of Flyest, said in an episode of Shopify Masters.

Clearly communicating your product's features and the value it can provide to your customers can lead to a successful sale.

Web Copy Writing Tips

• Understand your audience
• Define your brand voice
• Use benefit-oriented language
• Speak with your customers' voices
• Make your copy easy to read
• Integrate your keywords
• Include a clear call to action (CTA)

Here's how to write compelling web copy that drives engagement and conversions:

Understand your audience

Before you write, understand the interests, concerns, and motivations of your target audience. Are they driven by price, quality, authenticity, or rebellion? A deep understanding of your audience will help you find language and terminology that resonates.

For example, The Outrage , a fashion brand and activism hub for people passionate about social impact, speaks directly to this audience using CTAs like “Support our work” and “Rep your values.”

Define your brand voice

Two wedding invitation stores may have very different voices. One may be classy, ​​the other cheerful. Brand voices can range from playful to sophisticated, bold to professional. Whatever voice you choose, make sure it sounds conversational and authentic. Customers want to connect with brands they can connect with. Once you’ve defined your brand voice, create a style guide to ensure consistency across all your channels and creators.

Use benefit-oriented language

Some businesses fall into the trap of simply describing their product. Instead, you should describe the benefits your product provides to your customers. In other words, benefits-focused copy emphasizes how features provide real value to your customers.

For example, Bruvi’s homepage copy uses the phrase, “Your favorite coffee house drinks, now in your house.” The product landing page highlights the main benefit of having coffee shop-quality coffee at home, with features and technical specifications listed further down for those interested in additional details.

Speak with your customers' voices

Voice of the Customer (VoC) refers to the specific language that customers use to express their wants, preferences, and complaints. Collect VoC data from customer calls, emails, social media comments, reviews, and surveys. Then analyze this feedback to write copy that reflects VoC insights and ensure your content meets your customers’ needs and expectations.

Make your copy easy to read

Users only read about 20% of the words on a web page, and they skim for important concepts and information. Here’s how to write for skimmers:

• Keep paragraphs short (2-4 sentences).
• Divide your text into major headings and subheadings.
• Use bullet points and lists to convey information quickly.

Integrate your keywords

Try to include one primary keyword that you want your page to rank for, plus one or two secondary keywords that are related or adjacent terms.

Before writing your web copy, do keyword research using an SEO tool like Ahrefs or Semrush to find relevant keywords so you can include them naturally without compromising your brand voice.

Then, optimize the page's meta title, description, and URL structure to help search engines better understand what the page is about.

Include a clear call to action (CTA)

A compelling copy needs a clear CTA that tells the visitor what to do and emphasizes the value of taking action.

Keep these tips in mind when writing your CTA:

• Please write clearly and specifically.
• Keep it short—two or three words.
• Test and optimize continuously.