May 18, 2016

7 Tips for writing killer website copy

We’ve recently had an influx of copywriting projects come our way, and it got us thinking… why do people seem to dread writing so much? There’s no question, it’s a skill and a craft, and sometimes easier to leave in the hands of a professional. But if you were to approach writing with the same knowledge and insight that seasoned copywriters are armed with, I can guarantee it would be much less scary.

On that note, here are 7 tips for writing killer website copy that our team of copywriters compiled just for you. Hope you find them helpful, and they give that next piece you write a little bit of an edge.

1. Put together a solid outline

This is the first step and an absolute must before you start writing. If you’ve ever tried writing without an outline you’ve probably experienced the chaos and disorganization that it breeds. No outline, means no clear message.

2. Think about SEO keywords

What is SEO? SEO stands for Search Engine Optimization and involves following a variety of industry best practices to improve how your site ranks on search engines like Google. Without going too in depth, it’s important that your writing your website copy with keywords in mind.

Coming up with a list of frequently searched keyword phrases like “best brunch in Leslieville” and incorporating them into your website copy, titles, URL’s etc. is something you may want to consider if you’re hoping for people to find you organically by searching Google.

3. Should you write in the 1st person or 3rd person?

This really depends on what you’re writing. Typically content like your “about us” page or bio should be written in the 3rd person. It’s more professional and helps portray your brand as established.

On the other hand, if your business is more personal and all about the human connection, in some cases it might be more relatable to talk to your audience in the 1st person. If you’re questioning it, don’t stress, just ask an expert.

4. How long is too long?

Again, this depends on the type of content your writing. For bios, it’s a good idea to have a long version for your website and a short version for social media accounts. Typically the long version of bios should be between 300-500 words. Anything longer and your readers will lose interest.

Blogs can be longer if they are packed with informative information or are super engaging. But think about creating lists, or subheadings though so those flighty people with extraordinarily short attention spans can scan through and get what they need. As a general rule of thumb, ask yourself, would I read this? Or at what point would I tune out.

5. Speak your client’s language, not yours

While it may make you feel smart using industry acronyms and flowery language that you crafted by feverishly googling synonyms, your clients could care less. The best way to connect with your audience is by speaking their language. Keep it simple and put yourself in their shoes.

6. Make it about them, even though it’s really still about you

Be mindful of who your ideal client is and what motivates them. When you’re trying to promote your business it’s easy to want to sell your accolades. But at the end of the day, we all need to remember, most people are really interested in themselves. How am I going to make more money, get healthier and feel happier and more fulfilled.

The late Steve Jobs wisely said “you’ve got to start with the customer experience and work back towards the technology”. Use your words as a paint brush, painting a picture of how your client’s lives are going to be better if they buy your product or use your service. If you can do this, you’re cleverly selling yourself at the same time.

7. Weave in your personality

Website content doesn’t have to be overly professional or boring. In fact, it shouldn’t be. People want to work with people that they can relate to. Someone who is human. Authenticity is incredibly likeable, and we all gravitate towards it. So don’t be afraid to toss in a little of your unique personality to spice things up and keep it real.

Love our tips, but prefer to leave it to the experts? contact us and we’d be happy to provide a quote on your next project.

Stephanie Miles, Director of Digital Marketing

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