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How to write
effective web copy

Published: July 13 2017

If there is one thing about your website that should not be underestimated (yet, unfortunately, often is), it’s web copy. It’s important to know how to create well written and simple web copy for your website.


If your website had a body, one could argue that the code would be the brain, the layout would be the face, and the written copy would be the heart. This is your chance to let people know what your business is all about and engage them in your brand - so make it count!

Another important thing to remember is that your website has to be found before it can be viewed or read. Thanks to Search Engine Optimization (SEO), your web copy can help with that, too. We’ve entered an age where, while the content on your website should still be mainly written with the readers’ interest in mind, we must also consider the interest of search engines.

Here are some quick tips on how to write effective web copy.


Write for your readers


This might seem obvious, but it’s super important to get it right. You must not only know who your ideal reader or customer is, but understand them. What makes them tick, what they would be interested in reading about, and what problem of theirs you are helping to solve.

Make sure you showcase your brand’s voice and uniqueness, and show some personality while you’re at it!


Keep it simple


Here’s where it can get a bit tricky. You have a lot of information to get across, and you have to do it in the simplest way possible. People probably aren’t visiting your website because they want a good read - that’s what books are for. They are scanning for information, so make your page scannable and easy to read.

Put the most important information first, and write short, meaningful paragraphs. Use headings, bullet points and lists when you can. Refrain from using jargon or repeating yourself unnecessarily. You want to capture the reader’s interest, and then keep it by not overwhelming them or taking up too much of their time.


Write for SEO


Okay, you’ve researched your customers and written some great copy that’s simple and to the point, but also portrays the heart of your business and useful information for your reader. Now we are going to mix one more item into the equation: SEO.

It’s most important that you write your web copy for the readers, but you should keep SEO in mind and try to optimize your content where you can. This is what will ensure that your website appears before others’ on search engines when people are looking for information relevant to your site.


When it comes to SEO, keywords are huge. Sprinkle an appropriate amount of relevant keywords throughout your web copy, and use some alternate keywords for the same ideas as well. Incorporate geographical keywords if applicable, and include links to other pages on your website, especially the more “tucked away” pages. Your title should make it clear what the content is about, and include some of the most important keywords. Just make sure that in doing this, the content does not become awkward to read. After all the readers are still the most significant thing to consider.


Know when to get help


The truth is, web copy can make or break a website, which is very likely to impact the business to which it belongs. Although this post covers a lot of important stuff, it’s really just skimming the surface. For example, a simple search will bring up several in-depth articles solely about the importance of internal links for SEO, or how to write scannable web copy; there’s a lot more to know!

Luckily, you don’t have to do it all by yourself. If you’re wondering how you could be using written content to better your website and business, we would be happy to help you out!