Your website could look incredible, but if it’s missing information, no one is going to want what you’re offering. The website copy on your page has to answer questions that a prospective customer or client might have before they even know they have them.
We’re not expecting you to be a mind reader (that would be crazy), but we do think it’s imperative to keep your customers’ needs in mind when you write web copy.
Here are a few things you should never leave out when creating your website pages.
#1: A Clear Description of Your Brand, Product, or Service
You’d think this one would be obvious, but it often isn’t.
Anyone navigating to your website wants to know exactly who you are and what you’re offering. If they can’t find that in the first few seconds they’re on your home page, they’re gone.
Make sure your brand or company name is easy to find, along with a quick, simple description of what your brand or company is.
Take QuillBot, for example. Our company name is at the top of our page, and under our flagship tool, the web copy reads, “QuillBot’s AI-powered paraphrasing tool will enhance your writing.”
So we can see that the company is named QuillBot and that it offers a paraphrasing tool that will enhance your writing. This leads us to our next point…
#2: What Your Brand, Product, or Service Can Do for the User
This is more than just a description of what your brand does.
Make sure your website copy frames your product descriptions in a way that is beneficial to the user. If they can’t figure out how a product or service pertains to them, they’re not going to be interested.
Here’s an example:
DON’T: QuillBot’s Paraphraser rewrites text.
DO: QuillBot’s Paraphraser will ensure your writing sounds fluent and professional by rewording it.
Both statements are true, but the bottom one frames what the paraphraser does (“rewrites text”) in the context of how that will help the user (“ensures your writing sounds fluent and professional”).
Don’t hide it. People won’t pay if they’re not sure how much money they’re spending.
Cost is a huge consideration factor for a lot of people, and it’s important that you’re transparent about what you’re charging.
The price of your product or service should be obvious and easy to find, with a link to payment options so potential customers can sign up right away. After all, it is one of the most critical details you can add to your website copy.
#4: A Call to Action
That’s right: CTAs are essential for successful web content.
A call to action is a sentence or phrase that gets your audience to perform a specific action. Without a CTA, you’re just giving them information without direction.
Here are a few examples of good CTAs:
- Sign Up
- Learn More
- Try for Free
As you can see, CTAs don’t have to be long. In fact, the shorter the better! Most people’s attention spans aren’t super long, so the quicker you can get them to try out your product or service, the better.
A call to action can be personalized as well. Let’s use QuillBot and our CTAs as examples:
- Write something amazing!
- Unlock with Premium
- Suggest text
CTAs can oftentimes be found on buttons, which prompt the user to quickly complete the call to action; however, they can also be written in plain text with or without a link.
#5: Testimonials or Reviews
Sure, you could write about how great your product or service is, but until someone else can verify your claims, prospective customers might not be on board.
Of course, you think your brand is amazing—it’s yours! A great way to get other people to believe that your brand is amazing is to get someone else to publicly endorse you.
Ask previous customers to leave their feedback either through a form or via email; that way, you’ll have written reviews of your product or service that you can display on your website. An interactive “reviews” section on your website is another great option, so people can leave unfiltered feedback right on your site.
#6: An FAQ Section
People will have questions about your product/service, especially before spending their hard-earned money.
Including frequently asked questions in your website copy is a proactive choice that will save you and your potential customers time.
Take a look at other web pages’ FAQs and note what type of questions they answer, how they answer them, and how many they choose to display.
It will be helpful to know your target audience and the kind of questions they’ll have about your product/service.
#7: A Consistent Voice
When you write a copy, your aim is to connect with an audience. Whether that’s through a CTA, FAQ page, or even a blog post, it’s important to come off as real and approachable.
By creating a brand voice, you’re ensuring that all of your website copy is consistent and unique to your brand, product, or service.
Your voice will help you convey your values to your audience and better connect them with your brand and its mission.
For example, a government agency’s website will probably have a more severe and formal brand voice. A children’s television network might have a goofier, more playful brand voice. The way in which they convey information is entirely different, as are their audiences and end goals.
Final Thoughts on Writing Compelling Web Copy
The written word can be a tricky form of communication to master, especially when using it to connect with people about your brand, product, or service, and writing web copy is an art that takes a while to master.
However, there are a few key pieces of information that you can include when you craft your web copy that will all but ensure you find success within your online content.
When writing a copy, remember to always stick to your brand voice, using your own words to ensure that you stand out against competitors. Make yourself known, make your product/service unique, and make yourself available to potential customers and clients.
Above all, good luck!
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