Website copywriting — What it is and why, yes, you need it.
If you’re a business owner or leader, you probably aren’t familiar with this term digital marketers and writers sling around — “website copywriting.”
But even if you don’t know the industry lingo, you do know what “website copywriting” is: the words written on a company’s website.
Simple, right? Yes and no.
Let’s address what website copywriting is NOT:
Website copywriting isn’t the content you upload or publish on your website. Those would be blog posts.
For example, if you own a yoga studio and you post on your website about the benefits of hot yoga, that’s website content, not copywriting.
Think of website content as temporary and website copywriting as permanent. Your site’s copywriting includes the words that pop up when someone first visits your website’s homepage, checks out your products or services, or clicks through to your About page.
Your website copywriting should not frequently change (if never). Because these words are based on your brand’s key messaging.
…which is why it’s so important to nail your site’s words.
Your website’s 3 most important pages
Your HOMEPAGE
First impressions matter. What does your potential client see when your website loads on their phone or laptop? It better not be just a pretty picture! This is your first (and, perhaps, only) chance to make an impression!
Your homepage’s job is to immediately hook someone. Before your client has to flick a finger to scroll down, you need to immediately and succinctly answer your business's WHO, WHAT and WHY/HOW.
Your client walked into your threshold by clicking on your site—it’s your homepage’s job to convince them to join you in your kitchen for a cup of coffee.
One of the most common mistakes I see on homepages isn’t necessarily bad copywriting but a lack thereof. Lots of homepages don’t give you enough (or any) info right away. If someone has to try to solve the mystery of whether your brand offers something that might want/need… they have already closed the tab.
Your PRODUCT/SERVICE Page
If your homepage’s copywriting does its job, your customer should be stepping into the next phase of your customer journey, which is usually your product or service page(s). They understood you wanted to invite them in for coffee, so they went into the kitchen and checked out what was brewing.
Your product or service page is where sales happen. You need top-notch copywriting to persuade—to make that sale. Again, your customer shouldn’t have to think too hard. Failing to introduce your offer(s) and explain why it’s necessary means your client is left with a ???? in their brain. They’re prob not going to make your sales pitch for you.
Your ABOUT Page
Your website guest finishes sipping their coffee… and then they stroll around a bit, peeking at the titles on your bookshelf or inquiring about the family photos on your wall. They’re interested in seeing if maybe you could be friends.
This scenario is like your website’s About page. After reading your About page, someone should immediately know whether you’re the right fit. Don’t be afraid to get specific and honest about who you serve or what kind of people like your products. An About page isn’t there to attract everyone–just your ideal customers.
Your website’s About page can be complicated. It’s about you and your brand, yes… but it’s also not. It’s about connecting with your client. Bottom line: please don’t copy-paste your CV or list all the awards your company has won.
How to nail your website copywriting
Step 1: Write your website BEFORE you hire a web designer
First things first: you need to write your website’s words before you design the aesthetic. This is true whether you’re launching a brand new site or doing an overhaul of an old one.
Please, please, please, do yourself this favor. Trying to fit the right website copywriting into a design is like trying to fit a round peg into a square hole.
Step 2: Dig deep into your target audience
Before you can write one word, you have to know who exactly you’re talking to. To know who you’re talking to. you have to really get to know your target audience. Deeply. This core branding work cannot be skipped over for later. Defining all the aspects of your ideal customer leads to clear and powerful messaging and tone that remains consistent throughout your site.
Step 3: Consider SEO (it’s a must)
A website that doesn’t consider Search Engine Optimization simply won’t work. On the other end of the spectrum, a website that only plugs in SEO keywords also will not do. I discuss finding the right SEO keywords in this blog post.
How much does website copywriting cost?
Can you write your website on your own? Of course. But call me biased—I really and truly believe a professionally written website is a business investment you really shouldn’t skip.
Your social media posts don’t need to be perfect. Your blog posts don’t have to be flawless. Even your website design doesn’t need to be state-of-the-art.
But your website copywriting pretty much does.
The return on investment you’ll see from a website written by a professional copywriter with SEO experience will be leaps and bounds beyond your cost.