A website isn’t just a static place to store information. It is your interface with the people who can help you grow your business. Communication is at the heart of your website’s success, which means that putting the right words on the page is essential. Too many copywriters, amateur and otherwise, let websites grow organically. They become like sprawling Wikipedia pages, without a narrative thread or even the most basic marketing strategy. If you want your site to actually support your business goals, you need to plan to give your customer what they need. To help you do that, here are my four top tips for creating good website copy.

1. Good Website Copy is Client-Focused

You could call this the first hurdle. I see so many websites that are just not client friendly. I don’t mean inaccessible design – that’s a separate problem. When I say the content is not client friendly, I mean that the person writing it has ignored one of the most important marketing rules. They haven’t asked themselves for whom they are writing.

You have to remind yourself that your website is not for you. It’s not about your solution, either. It’s about what your solution can do for your client. Instead of asking yourself ‘what do I know about my company’, ask yourself:

  • Who needs to read this?
  • At this stage in their client journey, what do they need to know?
  • What do I want them to do next?

If you’re not sure where to start, do have a read of our blog on getting to know your target audience.

2. Good Website Copy is Clear

Another common mistake is making website content too complex or just plain confusing. Your website must be easy to skim read and navigate. This goes hand in hand with good design. If the written copy is clear and the visual design supports that content, your bounce rate will drop. That is because your visitors know where to find key information, and they aren’t getting frustrated. Not sure what it is that your customers are looking for? You can always read our article on nailing your value proposition.

Scenario: A client is browsing your site for 3 minutes. What are the crucial pieces of information they take away?

3. Good Website Copy is Unique

The days of copy-pasting your competitor’s content are over. Not only does plagiarism present a reputational risk; it will kill your Google rankings. If you want your website to do its job, you need content that is written from scratch just for you.

Yes, this is time-consuming, but it is worth the investment. SEO (Search Engine Optimisation) only ever works with custom content. But just as importantly, this is your platform to tell your story, in your own words, which is essential to your brand. If you want to learn a bit more about how quality content writing can benefit your business, you can check out this article.

4. Good Website Copy is Keyword-Optimised

Writing for Google can be a bit of a dark art, but there are simple steps you can take to start climbing the search rankings. A keyword is a word or phrase that describes the content on a webpage. So for instance, for this article, the keywords are “good website copy”. By using these words and variants on them, like “content” or “site”, I am signalling to Google to direct customers to my page. Crucially, the keywords you use must align with the words your customers are using in search engines.

When you are planning your website content, ask: what words and phrases would my ideal customers type into Google?

Clarity Is Key

When it comes to copywriting, the most common mistake is overcomplicating things. Websites are especially vulnerable to this issue, because we add to them over years and years. The best thing you can do for your website is to look at the content with fresh eyes. Does it actually make sense? Can you easily find key information? Are visitors naturally directed to the next step on their client journey? If you can answer ‘yes’ to those questions, you’re already ahead of the game. And if you’re struggling, you can always call in the professionals.