Author: Darrell Cuthbert
These tips cover many aspects of developing and writing website copy and content.
If you write the copy for your business website yourself they will give you some good guidelines and food for thought. If you use or are planning to use an outsider, maybe pass this information on to them – and make sure they have used the guidelines when you get the copy (although if they are any good they should already know this stuff 😊 ).
If you write the copy for your business website yourself they will give you some good guidelines and food for thought. If you use or are planning to use an outsider, maybe pass this information on to them – and make sure they have used the guidelines when you get the copy (although if they are any good they should already know this stuff 😊 ).
1. Your website’s headline is the first thing visitors see, make it count.
It should communicate what you offer in one clear, compelling sentence.
Does your headline pass the 5-second test?
Does your headline pass the 5-second test?
2. Don’t bury the lead.
Your website copy should highlight your key offer or value proposition within the first few lines.
Visitors won’t scroll if they don’t find what they’re looking for quickly and easily.
Visitors won’t scroll if they don’t find what they’re looking for quickly and easily.
3. Clear beats clever every time.
When writing website copy, prioritise clarity over trying to be too witty.
If your audience doesn’t get it immediately, they won’t stick around.
If your audience doesn’t get it immediately, they won’t stick around.
4. Use customer testimonials as proof points throughout your website.
Social proof builds trust and can help convert hesitant visitors into paying customers.
5. Sell benefits, not just features.
Your website copy should clearly explain how your product or service will solve your customer’s problem.
What’s in it for them?
What’s in it for them?
6. Calls-to-action (CTAs) shouldn’t just say “Submit” or “Click Here.”
Make them action-oriented and benefit-driven, e.g. “Get My Free Quote” or “Start Growing Today” will motivate site visitors to act.
7. Does your homepage tell visitors what you do and who you serve in the first few seconds?
If not, they may leave without understanding how you can help them.
8. Writing for SEO doesn’t mean stuffing your website with keywords.
Focus on providing value with relevant, high-quality content.
Search engines reward useful information.
Search engines reward useful information.
9. Use subheadings to break up your content and guide visitors through your page.
This improves readability and keeps visitors engaged for longer.
10. Speak directly to your audience.
Avoid industry jargon unless it’s commonly used and easily understood by your customers.
Simplicity in communication always wins.
Simplicity in communication always wins.
11. Make sure your product descriptions focus on the user’s experience.
Don’t just describe features – explain how your product will improve their life or business.
12. Effective website copy is customer-focused, not company-focused.
Write from the perspective of your customer’s needs, challenges, and desires.
13. Long paragraphs can overwhelm readers.
Keep your website copy short and punchy, with lots of white space to create a more inviting reading experience.
14. Don’t underestimate the power of a strong FAQ section on your website.
Anticipating common questions can build trust and help guide potential customers towards buying.
15. Your About Us page isn’t just about you, it’s about how you help your customers.
Highlight your vision, mission and values if you want, but always tie them back to the benefit your audience receives.
16. Calls to action shouldn’t be an afterthought.
A strong CTA at the end of every core page gives visitors a clear next step, e.g. signing up, contacting you, or buying something.
17. Don’t forget to optimise your website copy for mobile.
Visitors are more likely to bounce if your text is hard to read or navigate on smaller screens.
18. Your home page should be a navigation hub.
It should lead visitors to key areas like services, testimonials, and contact information.
Keep the copy clear, concise, and directional.
Keep the copy clear, concise, and directional.
19. Use storytelling in your web copy to connect emotionally with your audience.
Share customer success stories or your brand’s origin story to build rapport.
20. Too much technical detail can chase visitors away.
Focus on how your product or service benefits them, and save the technicalities for a downloadable PDF or a deeper product page.
21. Your website’s tone of voice should match your brand personality.
Are you formal and authoritative, or casual and approachable? Consistency builds trust.
22. Want to increase conversions? Use scarcity or urgency in your web copy.
Limited-time offers, countdowns, or highlighting low stock can nudge visitors toward taking action.
23. Don’t just tell visitors what to do, tell them why it matters.
A CTA like “Start Saving Time Today” is far more compelling than “Sign Up Here” because it connects directly with a need.
24. Avoid walls of text on your website.
Break up content paragraphs with bullet points, numbered lists, and visuals to keep readers engaged.
25. Your website copy should address objections.
Think about the common reasons people hesitate to buy and provide answers that reassure them.
26. Always write with your ideal customer in mind.
Before crafting copy, ask: What’s their biggest challenge? How does your product or service solve it?
27. Are you missing out on upsell opportunities?
If your site offers a service or product, suggest related or complementary offers at key points in the customer journey.
28. Make sure your web copy is scannable.
Use bold text, short sentences, and headers to make it easy for busy readers to find key information quickly.
29. Your Contact page isn’t just a form. It’s another opportunity to engage visitors.
Add a brief message about how quickly they can expect a response and offer multiple ways to contact you.
30. Your pricing page should clearly explain the value behind each package or service tier.
Focus on what the customer gets, not just the cost.
31. Make sure your website content can be easily scanned.
Many people scan websites instead rather than reading word-for-word. Make sure the key points stand out by using bullet points, short paragraphs, and clear headings.
32. Ensure your homepage answers three key questions customers ask.
What do you do? Who do you help? Why should I care? If these aren’t clear, your audience may leave.
33. Focus on benefits rather than features.
Visitors care about how your product or service improves their life or business. Lead with that.
34. Need your website copy to convert better? Add social proof.
Customer reviews, testimonials, or logos of brands you’ve worked with can build credibility fast.
35. A great tagline isn’t just catchy, it should communicate your value proposition.
In one line, it needs to express what sets your business apart and how you benefit customers.
36. Update your website copy regularly.
Outdated information or an inconsistent message can lead potential customers to believe you’re inactive or not engaged.
37. Think about your customer’s journey when writing your web copy.
From the homepage to the checkout page, ensure the messaging is seamless and guides them toward a decision.
38. Creating a blog for your business? Don’t write to fill up space or increase word count.
Focus on high-value content that answers your audience’s questions and establishes you as an authority.
39. Does your website copy evoke emotion?
Whether it’s excitement, relief, or trust, emotional copy connects with visitors and compels them to act.
40. Use action verbs in your website copy to inspire engagement.
Words like Unlock, Discover, or Transform create excitement and help drive conversions.
41. Start your homepage copy with a clear, concise benefit statement.
Ensure visitors immediately understand what they gain from choosing your product or service.
42. Too much copy can overwhelm visitors.
Instead of cramming every detail onto one page, break up information into digestible sections, guiding your audience step-by-step.
43. Optimize your website’s copy for speed readers.
Use bold headings, clear CTAs, and concise language to make sure key information is absorbed quickly.
44. Words like Guarantee, Proven, or Trusted can add credibility to your website copy.
Make sure you’re backing up any claims with real results or testimonials.
45. Writing product pages? Make them benefit-driven and outcome-focused.
Highlight the transformation or solution your product offers, not just its features.
46. Don’t forget to include a clear CTA at the end of every core page.
Whether it’s a button to contact you, a signup form, or a Learn More link, give visitors an easy next step.
47. Are your services hard to explain? Use analogy or storytelling in your website copy to make complex concepts easier for customers to understand.
48.Telling a story or using relevant comparisons helps the reader connect with and absorb the information more easily.
48. A landing page with a single clear offer often converts better than one with multiple options.
Focus on one main action and remove distractions that might confuse visitors.
49. First impressions matter.
Your website copy should be welcoming and inviting, not overly technical or intimidating. Friendly language can make visitors feel more comfortable.
50. Test different headlines on your homepage.
Sometimes a small change, like focusing on a pain point or benefit, can help boost engagement.
