Great web copy does more than inform—it captivates, persuades, and converts. While decent writing might keep visitors on your site, amazing web copy turns them into loyal customers and brand advocates.
The good news? With the right approach, you can transform your words into an engaging, persuasive force that drives results. Here are ten essential tips to take your web copy from good to amazing.
1. Start with a Strong Hook
Your opening line determines whether visitors stay or leave. A bold statement, an intriguing question, or a surprising fact can immediately draw them in.
2. Write for Your Audience, Not Yourself
Know your readers. Speak their language, address their pain points, and offer solutions that resonate. A customer-focused approach makes your copy more compelling.
The better you know your user, the more effectively you can speak directly to them. A targeted message for your demographic will take you much further than a generic message designed to appeal to everyone.
Use a tone that they feel comfortable with; you can answer questions you know they will have, and you can lead them to actions you know they want to take.
3. Keep It Clear and Concise
People skim online content. Use short sentences, simple words, and logical structure to ensure your message is easily digestible.
Skip unnecessary words and phrases to make the sentence more engaging and direct.
Instead of saying, “It’s important to back up your files to avoid data loss,” say, “Back up your files regularly to prevent data loss,” instead.
4. Use Persuasive, Active Language
Instead of “Our product can help you save time,” say, “Save hours each day with our product.” Active phrasing makes your copy more engaging.
5. Break Up Text for Readability
Subheadings, bullet points, and short paragraphs make your copy inviting and easier to scan. A visually pleasing layout encourages visitors to keep reading.
6. Focus on Benefits, Not Just Features
Features describe what your product does, but benefits explain why it matters to the user. Instead of simply listing technical specifications, show how your product improves lives, solves problems, or enhances convenience.
For example, instead of saying:
“Our smartwatch has a heart rate monitor, sleep tracker, and step counter.”
Say:
“Stay on top of your health effortlessly—track your heart rate, improve sleep quality, and stay active with real-time step tracking.”
The second version speaks directly to the user’s needs and emotions, making it much more compelling. When writing web copy, always translate features into real-world benefits that resonate with your audience.
7. Infuse Personality
A robotic tone turns people away. Whether you want to sound witty, conversational, or authoritative, craft a voice that reflects your brand’s identity.
8. Build Trust Through Social Proof and Transparency
Trust is the foundation of strong customer relationships. People want to feel confident in their decisions, and your web copy should reassure them that they’re making the right choice.
Showcase testimonials, case studies, and user reviews. Provide information about your company and explain to your audience how you are protecting their privacy.
9. Place Strong Calls to Action (CTAs) Strategically
Your web copy should guide readers toward the next step. Whether it’s signing up, making a purchase, or exploring more, make your CTA clear and compelling. Phrases like “Get started today,” “Try it free,” or “Join now” create urgency and motivation.
Your CTA shouldn’t just appear at the end—it should be visible throughout your copy. Try positioning it:
– Above the fold (at the top of the page) for immediate impact.
– Midway through for readers who need more convincing.
– At the end, for those ready to commit after reading your content.
10. Revise and Optimise for Maximum Impact
Never settle for your first draft. Edit ruthlessly, test different headlines and CTAs, and analyse user engagement to refine your copy over time.
Apply these techniques and take your web copy from good to extraordinary.