
How Do I Write Website Copy That Actually Works?
As the founder of Digital Soda, I've seen firsthand how powerful website copy can be for small businesses. Today, I'm going to share my insights into why the words on your website are crucial to your online success.
What is Page Copy?
Page copy refers to the written content on your website, including everything from product descriptions and blog posts to CTAs (calls to action) and landing page copy. It's the voice of your brand, the persuasive nudge that convinces visitors to take the next step, whether it's subscribing to your newsletter, downloading a brochure, or making a purchase.
Why is Page Copy Important?
Effective page copy isn't just about aesthetics; it's about strategic communication. Here's why it deserves your attention:
Boosts Conversions:Â Clear, compelling copy can significantly increase your conversion rates. It can explain the value proposition of your products or services, address customer pain points, and guide visitors towards the desired action.
Enhances SEO (Search Engine Optimization):Â Â Search engines like Google consider the content on your website when ranking it in search results. High-quality, keyword-rich page copy can improve your website's organic visibility, attracting more qualified leads.
Builds Trust and Credibility:Â Well-written content positions you as a thought leader in your industry. It demonstrates your expertise and establishes trust with potential customers.
Strengthens Brand Identity:Â Â Your website copy is a reflection of your brand voice and personality. Consistent, engaging copy helps you connect with your target audience on a deeper level.
How Can I Make My Website More Engaging?
In my years of digital marketing experience, I've learned that well-crafted web copy does more than just inform - it connects. As a small business owner, I know you're looking to create content that speaks directly to your potential customers, capturing their attention and keeping them interested.
Engaging copy is the key to turning visitors into customers. It's not just about having a pretty website; it's about having words that resonate with your audience and compel them to take action.
What Does Google Want From My Website Content?
I've watched Google's algorithms evolve, and I can tell you that quality content is now more important than ever. From my perspective, your website copy is your primary tool for improving search engine visibility.
When working with clients, I always emphasize the importance of demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). In my experience, this means:
Sharing your genuine industry insights
Being transparent about your business journey
Providing real, valuable information to your audience
I've found that the most successful websites are those that truly understand their customers' needs. In my work at Digital Soda, I always recommend:
Addressing specific customer questions
Creating content that solves real problems
Using language that resonates with your target audience
How Do I Write Website Content That Sells?
Crafting Compelling Page Copy: A Step-by-Step Guide
Now that you understand the importance of page copy, let's delve into how to craft content that resonates with your audience and achieves your business goals.
Know Your Audience:
Before you start writing, take a step back and understand who you're writing for. Identify your ideal customer profile, their needs, pain points, and buying behaviour. Tailor your language and content to resonate with them.
Define Your Goals:
What do you want visitors to achieve after reading your page copy? Do you want them to sign up for a free trial, download a white paper, or make a purchase? Clearly define your goals and craft your copy with those objectives in mind.
Start with a Strong Headline:
Your headline is the first impression, so make it count. It should be clear, concise, and attention-grabbing. Use strong verbs and keywords to pique the reader's interest and entice them to read further.
Write Clear and Concise Content:
Avoid jargon and technical terms that your audience might not understand. Use simple, easy-to-read language and break down complex concepts into digestible chunks.
Focus on Benefits, Not Features:
Don't just list the features of your products or services. Explain how those features benefit the customer and solve their specific problems.
Use Storytelling:
People connect with stories. Weave narratives into your copy to engage your audience on an emotional level. Showcase how your products or services can improve their lives.
Integrate Calls to Action (CTAs):
Tell your visitors what you want them to do next. Use clear, compelling CTAs that are strategically placed throughout your website.
Proofread and Edit:
Typos and grammatical errors can erode trust. Proofread your content meticulously and ensure it's accurate.
How Many Words Do I Need to Rank on Google?
One question I often get from small business owners is about the ideal length for web pages to rank well on Google. Let me clear this up for you:
First things first: Google doesn't have a specific minimum word count for ranking webpages. In my experience, it's more about quality and relevance than hitting an arbitrary number.
That said, I've noticed some patterns in successful content:
For regular posts and pages, I usually recommend at least 300 words
Product pages can be effective with 200+ words
As a general rule of thumb, I advise aiming for at least 500 words to demonstrate expertise
In my work with various clients, I've found that longer content often performs better in search results. The sweet spot seems to be between 1,000 and 2,500 words. This length allows you to thoroughly cover a topic and showcase your expertise.
Remember, it's not just about word count. I always tell my clients to focus on:
Addressing user intent comprehensively
Providing genuine value to your readers
Covering the topic in-depth
One strategy I use is to analyze top-ranking pages for target keywords. This gives us a good idea of the content length that's currently performing well in your specific niche.
Ultimately, the ideal length depends on your topic, competition, and what's required to satisfy user needs. In more competitive niches, I often find that longer, more comprehensive content (1,000+ words) is necessary to stand out and rank well.
Common Mistakes to Avoid
Creating effective page copy requires avoiding pitfalls that can hurt your website’s performance and user experience. Many businesses make common mistakes that are easily preventable with a little attention to detail and strategy. By understanding these errors, you can ensure your website’s content is both engaging and optimised for success.
Keyword Stuffing:
Overloading your page copy with keywords can result in penalties from Google and alienate readers.
Duplicate Content:
Ensure each page has unique copy to avoid confusion and potential ranking issues.
Neglecting Proofreading:
Spelling and grammar errors can undermine your credibility. Always proofread your content.
Ignoring Analytics:
Use tools like Google Analytics and Search Console to monitor performance and identify areas for improvement.
Can Good Website Copy Increase My Sales?
A well-crafted website copy can significantly increase your site's traffic. In fact, I've seen businesses generate up to 54% more leads through great web copy compared to traditional marketing methods. By creating informative content that answers your clients' questions and addresses industry-related topics, you can establish your brand as an authority and attract more visitors to your site.
One of the key reasons to invest in quality website copy is its impact on conversions. In my experience, businesses that use well-crafted web copy can enjoy over six times more conversions than those that don't. Your copy guides users through your website and persuades them to take action, whether it's subscribing to a newsletter, making a purchase, or contacting you for more information.
Your website copy is a direct reflection of your brand. Just as you wouldn't want a salesperson representing your business in shabby clothes, you don't want poor quality copy representing your brand online. Well-crafted copy helps your business stand out from the competition and influences visitors' perceptions in a positive way.
Great website copy doesn't just benefit your site - it can boost your other digital marketing strategies too. You can share your written content on social media platforms to increase brand awareness or use it in email marketing campaigns to engage with your subscribers.
Is Professional Website Copywriting Worth The Investment?
In today's digital landscape, your website copy is more than just words on a page - it's a powerful tool for attracting, engaging, and converting your audience. Whether it's 300 words or 3,000, if your content addresses your customers' needs and showcases your expertise, you're on the right track.
At Digital Soda, I'm committed to helping you find the right balance - creating content that not only ranks well but also genuinely connects with your audience and drives your business forward. Remember, every word on your website is an opportunity to tell your story, showcase your value, and connect with potential customers.
Investing time and effort into your website copy isn't just about improving your SEO or increasing your word count - it's about creating a digital presence that truly represents your business and resonates with your audience. In the long run, this investment can lead to increased traffic, higher engagement, and ultimately, more conversions for your business.
So, is professional copywriting worth it? If you want a website that not only looks good but also performs well, generates leads, and converts visitors into customers, then the answer is a resounding yes. It's an investment that can transform your website from a simple online brochure into a powerful sales machine working for your business 24/7.
Ready to improve your website’s page copy? At Digital Soda, I specialise in creating content that captures attention, boosts SEO, and delivers measurable results. Get in touch today to find out how I can help!