10 Tips To Help You Write A Compelling Website Copy in 2024 [Including 3 Real-World Examples]

"Well-crafted, well-written, thoughtfully composed words - that move, explain, sell, persuade, describe, have never been more important. Great copy glitters" - says Tim Lindsay, Chairman of D&AD, a strong leader with an eye for great creativity.

1. Do you want your brand to stand out? Then engage with your audience.
2. Does your brand have a story to tell? Then communicate it with a stellar website copy.  

Engaging your audience effectively is crucial for encouraging them to take action on your website, which in turn drives revenue for your company. But how can you achieve this level of engagement? The key is - by crafting a stellar website copy. By focusing on compelling, clear, and engaging content, you can captivate your audience's attention and motivate them to interact with your site in meaningful ways.Even before we discuss how to write a good copy for your website, let us talk about how important it is for you to have a website for your business in the first place.

Importance Of Having A Website

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‍Having a website for your business comes with numerous benefits. First, it acts as a permanent landing page that potential customers can visit to learn more about your products or services. This can greatly enhance your brand's credibility and make it easier for customers to trust you and your business. Second,having a website allows you to showcase your brand's unique personality, values, and working methodology, which can help you stand out from your competitors.In the current era of digitization, the significance of a well-crafted and user-friendly website cannot be overstated. The difference between success and failure in the digital space is largely dependent on the website copy, design, level of information, and ease of use.So, if you want to stay ahead of the game and create a lasting impact on your  customers, creating a website should be your top priority.Once you have prioritised building a website, then it's not just about having a website; you need to make sure it has a compelling web copy that turns visitors into customers.

Importance Of Good Website Copy

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‍Your website is the face of your business online as well as the ultimate marketing tool for your business. It can function as your storefront, business brochure, pricing list, and company billboard all rolled into one. Your website attracts customers, showcases your products/services, and displays your brand's message 24/7 from anywhere in the world. Hence crafting compelling website copy which is informative, well-designed, and user-friendly can be the deciding factor between a mere visitor and a lead.Whether it is a B2B or B2C business, when it comes to website copy, everything depends on your brand and what’s right for your business. Crafting a good web content might be challenging and can carry a lot of pressure. Feeling this pressure is natural because there is a lot at stake when it comes to crafting an engaging website copy. In the opinion of experts, we only have seven seconds to create a positive first impression, which can also turn into a lasting impression. These few seconds can either benefit or harm your business, as it can influence their decision to continue engaging with you. It's important to keep in mind that website visitors start judging you and your company from the moment they start reading the content.Therefore, make sure that your online presence is welcoming, informative, and trustworthy. Website visitors can identify a poor web copy when they see it. Because poor web copy doesn't read smoothly, stir emotions, influence behaviours, or make explicit calls to action. If you don't have a skilled copywriter, it's important to hire one as they can be a valuable asset to your business.Let’s look at a few tips and techniques that will help you write a persuasive and compelling web copy.

10 Tips To Draft A Compelling Website Copy

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Research

Before you jump in and start to hammer that keyboard, take a moment to step back and look at the bigger picture of your website. The first thing you need to do is ‘research’.

'A good copywriter can write effective copy for an industry they are familiar with, but a great copywriter can write killer copy for an unknown industry.' - this is possible only through research.

Research helps you gain a deeper understanding of your target audience, their needs, behaviors, preferences and pain points. Understanding them better will help in personalizing the message, making the communication more effective and impactful.

Research can also help you understand the market and your competitors. By which you can highlight the unique selling points in your web copy which differentiate you from your competitors. Well-researched web copy that includes accurate data, statistics, and references builds credibility with your audience. If your website copy needs to be relevant, and timely and needs to tap into the current interests of your audience, proper research is a must.

Research will also pave the way in identifying gaps and opportunities in the market. Hence by offering something distinct or addressing topics in an engaging way, a brand can capture attention and set itself apart in a crowded digital space.

A solid research process will help you tailor your copy according to your target audience by making it more engaging and relevant eventually leading to more conversion rates. Without this groundwork, your copy may fall flat or even worse, it might miss the mark entirely.

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Plan and Organize

Before diving into your website copywriting, it is essential to draft a meticulously organized sitemap. A sitemap is essentially a list of all the pages present on your website and how they are interconnected. It is important that you organize your sitemap in a way that is easy for your users to understand and navigate.

When drafting the website copy, it is important to structure your content in a logical sequence which includes an introduction, body, and conclusion. This will give you an idea where to place each piece of content.

There should be clear headings and subheadings and smooth transitions between sections while writing copy. This will ensure a logical flow and makes it easier to create corresponding copy for each page which enhances the user experience and makes it more intuitive.

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Do not Ramble

Keep the content short by giving impactful phrases or sentences. If the web copy is too long and bulky, you are likely to lose your reader's attention. Highlight important information by presenting it in "chunks" instead of burying it within paragraphs. Chunked web copy enhances readability, making it easier to absorb and understand compared to lengthy sentences or paragraphs.

Examples:

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Madison Z. Vettorino echoes this by encouraging brands to keep their copy "bite-sized" without sacrificing accuracy and authenticity.

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Avoid Buzzwords

Everyone is short on time. Hence, try to keep the copy very straightforward, especially when it comes to B2B website copy. Overuse of buzzwords and jargon may not help the visitor understand your website better.

If the website copy takes time to communicate with the visitors, they will just leave the page and move on to another. Also if your web copy is readable only by people from your industry then you are doing something wrong.

You have to keep the visitors in the loop. For that you need to get rid of industry jargon and unfamiliar words.

Examples:

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Speak like a Human

Tone is very important when it comes to conveying a message. Voice modulation has the ability to change the message either in a positive or negative way. A good web copy should have a friendly, playful and relatable tone. With the help of words you have to establish a tone of voice which the website visitors can recognise just as we do with our friends.

I would like to share a quote from The Copy Book, “Volkswagen, Ikea - we sort of know how they sound. Even though they may say different things to different people - in sales time, in launch time, in good times and bad, we hear the same voice speaking.”

Consumption of a web copy is a personalized medium. A website is never viewed by a group of people together. It has always been an individual reading it on their phone, tablet, or computer. The copy should definitely hit the spot of the person reading your web page. Excellent web copywriters know how to speak directly to individuals. Writing in the same manner as you speak makes your copy appear more conversational and engaging.

Examples:

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Find balance in Copy and Visuals

Crafting compelling website copy isn't just about playing with words. It's about using visual content as well.

Adding relevant visuals such as images, videos, or infographics throughout the website copy can enhance the overall appeal of your website. Visuals can help convey information more effectively and engage your audience on a visual level. Therefore, the copy and the visuals should work together to tell a great story.

Example:

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Talk about Benefits

A basic truth about human nature is that people are focused primarily on their own needs. Same is the case with website visitors. They are looking for solutions to their problems. They like to know what’s in it for them.

Your website content gets value only when it solves a specific problem for the visitor. Focus more on the benefits they are going to receive. Identify the pain points and hit on them with a solution. Your website copy should always be focused on a benefit-driven copy rather than a feature-driven copy.  

Yes, you need to throw light on the features of your product. But don't spend too much time talking about how great you are. ‘People don't care about your company, they only care how your company can solve their problems.’ Of course, there will be few visitors who care about your company. But that doesn't change the fact that they are looking for a solution to a very real problem.

Examples:

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Make it Emotional or Witty

Using emotions or wit to persuade is a highly effective technique in copywriting.

“Copywriting is an emotional business. We all know people buy things for emotional reasons…not logical ones.” says James Woodburn

Website visitors are on the lookout for more than mere informations. They are also seeking a captivating and immersive experience. The emotional roller coasters in your website copywriting is likely to create a positive experience for the visitor.

If your website content has the power to trigger emotions, then you can influence an individual's behaviour. The use of strong visuals or hard-hitting messages can be an emotional trigger. Businesses can establish a stronger connection with their target audience by evoking emotions like excitement, giving a promise, or belongingness.

Emotions always influence decisions. These decisions in turn impact conversions. And the rate of conversion directly affects revenue.

Make your writing sing with the help of copy that triggers emotions.

Example:

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Do not Forget SEO

Optimizing your website for SEO is vital for any type of web content.

Avoid creating website copy just for the sake of SEO. The primary focus should be on crafting an impeccable web copy that genuinely connects with and appeals to human audiences.

Keywords, meta description, along with quality web content should be your go to. Focus on the reader at the same time including the right keywords related to your business can be the key to massive search engine traffic. Remember that you have spent valuable time on your content, please do not overdo it with unnecessary phrases and links. Always keep it natural.

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Ensure Ease of Contact

Nowadays people are pressed for time and don't want to go through the hassle of searching for the contact information. So make it easy for people to contact you. Your website should contain a powerful call-to-action that encourages website visitors to take action. Creating a contact page that makes a lasting impression can make your website stand out from the rest. A strong and compelling ‘Contact Us’ page should contain several elements such as -

• Attention-grabbing copy and imagery that make it unique and stand out from the rest of the copy
• Strategically place CTAs throughout your website, especially on pages like the homepage, services, and blog posts.
• Should never ask for too much information
• Should be easy to navigate
• Visually appealing buttons with contrasting colours and clear typography
• Should encourage action by providing incentives, such as free consultations, downloadable resources, or limited-time discounts.
• Always provide a phone number and email where visitors can contact you directly right away.

Some of the compelling phrases that state the desired action can be "Get Started", "Request A Quote", "Join the community", “Start my free trial”, “Get a Demo”, etc.

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Now let's look into a few incredible websites that have well-curated web copy. The list includes both B2B and B2C.

1.Slack

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Slack is where you can actually brainstorm while you're working. Slack's web copy embodies excellence by delivering clear, compelling, and user-focused messaging. Here are some key aspects.

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Clear and concise messaging

Slack's web copy is crafted with simplicity and clarity in mind. The copywriting is much more relaxed throughout the website. The phrases are simple and makes it engaging.

Engaging and relatable tone

Slack's choice of language and style is friendly and approachable. The website copy displays a casual tone avoiding overly technical language or buzzwords. The web copy of Slack strikes a balance by adopting a tone that's both friendly and professional. This strategic use of tone helps engage users and create a sense of connection, at the same time maintaining a level of credibility and trustworthiness.

Benefits-focused content

Slack’s website copy effectively conveys the essence of its product. The copy highlights the benefits for streamlining communication and collaboration in the workplace. As you scroll down the page there are simple blurbs that briefly explain the benefits of using their application. These blurbs make it incredibly smooth to read and float from topic to topic.

Clear call-to-action

“Slack is free to try for as long as you like”

This encourages any website visitor to take action immediately. This gives trust that they have got your back. The call-to-action is right there and easy to navigate, as it flows along with you no matter whether you scroll up or down.

2.Notion

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Notion is like that friend who’s always got your back when it comes to organizing projects. Notion's well-curated web copy, combined with a clear message, fun language and engaging visuals exhibits its versatility and effectiveness.There are several key factors that make Notion's website an example of excellence in website copywriting.

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Clarity and Simplicity

Notion’s homepage copy gets straight to the point by providing a clear definition of what their service can offer. It creates no confusion making it easy for users to understand the platform's capabilities Their headline copy says it all

Write, plan, share

       With AI at your side

Benefits-focused content

Their subheadline effectively communicates their benefit or high-value promise.

  Notion is the connected workspace where better, faster work happens.

The web copy emphasizes the outcomes users can achieve throughout the web site.

Engaging Visuals

Notion's illustrations depict playful characters that capture the viewer's attention and create a sense of excitement and curiosity.

Relatable tone

The language used is straightforward and jargon-free, making it easy for visitors to understand the platform. Notion injects a touch of humour and playful elements into its copy, adding an element of fun and personality. This helps the brand be more approachable.

Clear call-to-action

The CTA’s are persuasive and encourages the user to take further action.

“Get started for free”

“Request a demo”

The call-to-action button runs through the web site so the visitor dont have to spend extra time searching for it.  

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3.March Tee

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March Tee is a B2C brand based out of Pune, India, that sells comfortable and classic-looking outfits. Here are some of the key factors that make March Tee a compelling web copy.

Clear and concise messaging

March Tee's website copy is very crisp just with appropriate phrases. The entire site gives a simple and classic look with short writing impactful phrases and very few sentences.  

Benefits-focused content

By giving a variety of options for both genders, the web pages show how their product benefits male and female customers. The copy focuses on how lightweight and comfortable their products are compared to the ordinary. They also talk about the efforts they take in sourcing the best materials for their customers.

Visuals

Their homepage is a visual treat. As you scroll more it captures visitor's attention and prompts them to take immediate action. The kind of website imagery and photography used makes a website visitor want to buy the product. So from a conversion optimization point it's really good work. With the use of good website copy, and autoplay videos this web page is selling well. If you look at the navigation of this website design it's not distracting at all.

Relatable tone

March Tee's web content is very casual and friendly at the same time very confident. They are all phrases, but it does the job. They used fabric imagery and ask the user to imagine waffles, that is brilliant web copywriting. Even though there isn't a lot of body copy, the flow and tone of voice of this web copywriting are commendable.

Clear call-to-action

In a B2C website, the call-to-action is always the ‘shop’ button. It has a clear emphasis on the homepage copy and is not at all a hassle to find out. Another call to action here is reviews, it looks like they have researched the buyer persona, addressed the pain points and are selling the value proposition. Even though they do not have a FAQ page, in the footer they have added a care and support page. Best practices have been followed here as well.

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4.Innocent Drinks

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Innocent Drinks is a B2C brand based out of UK, known for its refreshing fruit smoothies and juices. Their web content also showcases excellence in copy throughout their entire site. Innocent Drink’s website is a great example of how to curate website copywriting that resonates with the target audience. Some of the key elements are:

Clarity and Transparency

The website copy effectively communicates the products, ingredients, and company values clearly and transparently. They are very straightforward about their product which helps any visitor quickly grasp what they offer.

Relatable tone

“Hello, we’re innocent”

Innocent Drinks’ tone is playful, light-hearted, and relatable. They give a lot of fun facts about fruits and vegetables to engage with their target audience. Unfamiliar words are not at all a part of their copywriting. Their copy is infused with cheeky puns, whimsical descriptions, and a touch of innocence which connects with their target audience who are health conscious.

Benefits-focused content

Innocent's web copy focuses on the benefits of its products and how they improve consumer's lives. Their emphasis on every ingredient in the smoothies and juices assures the target audience that they are moving towards a healthy lifestyle.

Play of emotions

The website copy plays with emotions by throwing light on the health benefits of the drink, its freshness, and quality which is the need of a health-conscious customer. They use storytelling to connect with the audience on an emotional level. At the same time, it feels so natural when they talk about the features and the brand's journey thereby building authenticity and trust.

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Conclusion

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‍Crafting a compelling website copy plays a major role in persuading any target audience. Your digital presence is important as well as powerful. Therefore to thrive in the online marketspace invest in creating persuasive and effective website copy that can help you achieve your goals.Inorder to truly stand out, attract and retain customers, a good web copy is not just an option, it is a must. So don't settle for mediocre content. By understanding your audience, focusing on benefits, solving their pain points, using effective visuals, simple and clear language, along with some fun and emotion you can create website copy that resonates and drives conversions. Without these techniques your website may fail to achieve its intended purpose. Just remember that the intention behind your website copy is to make a visitor into a customer.
Now beef up your copywriting game with the help of the above-mentioned techniques and killer examples.Writing a great copy is like dancing, and you gotta find your rhythm.