Writing for a website is different from writing for your social media, ads, and blog posts. A website is often the face of your company, and nailing the first impression is key to a new customer. Understanding what users are looking for and putting your product or service into words that convert is essential.
1. Write with the main objective in mind
Knowing the site’s goal, whether its conversion, awareness, etc., will dictate the flow of content and the type of content. Once you determine the website’s main goal, all your writing is constantly directing your audience toward said end goal. You can do this by including CTA’s throughout your website to give the user ample opportunities to take the desired action.
2. Step aside, storytelling. Scanability is king.
No longer only applicable to blog posts, website scanability is key in driving the user to take a desired action on your site. You see, web writing is different from regular writing. Avoid lengthy prose in favor of concise headers, bullet points, broken up sections, etc. Don’t be afraid to ruthlessly cut words until only the essentials remain. Cutting to the chase can leave a user an easy path to take the desired action.
3. Start with the conclusion
In the spirit of scannability, put the most important details at the top; this will give the user a clear vision of the end goal when they open a page. Think of it as borrowing the inverted pyramid model from journalism; you open with the conclusion (aka the most important info) and leave it up to the reader to decide if they want to keep reading to find the supporting details and dig deeper into the background information.
4. Focus on your differentiator
When writing for your website, keeping both scannability and starting with the conclusion top of mind, make sure your differentiator or main value proposition is loud and clear as soon as a user hits your page. A user that has to search for answers is a user that bounces and is on to the next web page. Shift your focus when promoting your product or service to the benefits it provides over features. This will speak more directly to your user and highlight why they want your product or service over the competition.
5. Empathize with your intended audience
Everything you write should be read through the eyes of your audience. Constantly ask yourself questions like “What are they hoping to learn on this site?” “Would they care more about the price or the convenience?” “Do they know what this acronym stands for?” You get the point. Put yourself in their shoes, and your content will be golden.
Implement these copywriting best practices to your website to nail first impressions with your customers and help them help you reach your goals. At Digital Hyve, we have worked with businesses across over 12 industries and nailing a brand’s tone, and voice is our specialty. If you are interested in talking to our digital marketing experts about your website copy or are just looking for more information on this topic, reach out to our crew here, we’d love to chat.