How to get your web copy just right - when copywriters give some useful hints and tips

Whether you’re writing copy for yourself or a client, it can be hard to know where to begin sometimes. How do you make web copy interesting enough to keep a person on the page, and for that matter, who is that person anyway?

Let’s get down to business and see how you can make your web copy do its work online.

Don’t write too much.

What I do know is that nobody wants to read reams and reams of unreadable content. People who read online read differently to when they’re reading in print. Apparently, it’s seconds before someone leaves your page, and that may seem unfair, because it only gives you a little time in which to grab someone’s attention. It means that you have to really spend quality time crafting those all-important headlines and first sentences because no one wants to be bored – or they leave - simps really.

Oh what shall I put on my website???

Oh what shall I put on my website???

Who is your ideal client?

So, earlier I asked who is that person? That person you’re writing to of course, and you need to make sure you’re pretty certain you know who that person is. Spend some time visualizing who it is you want to sell to, the ideal person that matches the content you’ve written, and feels as if it has been written especially for him. And it does matter, I know what it feels like when someone is talking to me, exclusively to me and that makes me want to stick around. I’ve bought from people I felt spoke to me and what I needed, so I know it works from the perspective of a customer as well as that of a copywriter.

Don't give yourself a headache over it.

Don't give yourself a headache over it.

Who is that person, and what would you say to them if you knew them?

Think of them out there, like a friend you’ll never meet. Know them enough that you could talk to them, you’ll know exactly what to say and what not to say, because that’s how well you know them. Once you’ve got that imaginary person, that ideal person in front of you, you’re writing for them. And that’s when the magic will start to happen.

Don’t go too deep.

Don’t think in terms of the age or gender of that person, or their education, what their income is etc, that’s going a little too deep. What you want to imagine is, what do they dream about and what keeps them awake, and do you have the solution, can you solve their pain points?

It’s time to research and draw up some useful lists.

Once you’ve got a good idea of who your ideal client is, the next thing you need to do is draw up a list of benefits, features and any objections you can think of. However, don’t drone on about your product or services and how amazing you think they are. Nobody cares about what you think, what they care about is themselves -  yeah, selfish right? People only want to hear about what will benefit them. So, focus on the benefits.

How can you help your ideal client with your product or service

How can you help your ideal client with your product or service

How can you solve your ideal client’s pain points?

How are the features of your product or service a benefit for your ideal customer? Think about how you can help them, and how you can help them to solve a problem by using your product or service. Consider any objections that potential clients might have about buying your product or service, how can you address these objections and meet them head on?

Once you’ve got all your information in front of you, you’re now ready to write some seductively gorgeous web copy that’s going to start converting and reeling those customers in and gaining extra traffic.

SEO and keywords.

And that’s where SEO comes in. Your web pages don’t have to be smothered in keywords that aren’t in context, and make your copy look rushed and hard to read, people will see through it easily enough.

What words do you think your readers use when they’re looking for the types of products or services you provide? Use the same ones, you’ll have a much better chance of being found on Google.

Research it, put your service or product words into Google and see what comes up, which words bring up the most results, what keywords are similar companies using keep them at number 1 on Google? However, keep in mind, fresh content added regularly to your website will also help you get up the Google rankings, not just keywords.

Carefully placed keywords and regular fresh content demonstrating your expertise will help enormously

Carefully placed keywords and regular fresh content demonstrating your expertise will help enormously

Contribute often to your website with fresh content demonstrating your expertise.

Writing regularly and as frequently as possible on your subject area will demonstrate your expertise, it’s a great search engine optimization tool as well as keywords, and you can always slip a few well-chosen keywords into your blogs as well as your web copy.

Say no to jargon!

You don’t want language that no one understands or wants to read, much less read with a dictionary by their side. It doesn't have to be overly simple, just unambiguous and well-written without looking like you’ve swallowed a thesaurus or a baby’s first book. Strike a balance, don’t insult your reader’s intelligence.

Please don’t over use exclamation marks, and over egg your message, it’s good that you’re excited about your new product or service, but too many 'awesomes! and amazings!' and general over-excitement may send your potential clients running for the hills.

Naturally, your tone of voice will determine how your copy will look, but don’t go for overly long paragraphs, split them up with bullet points or just stick to shorter paragraphs.

Your blogs are different, you can go longer on there if you think it’s necessary, but on your web pages try to keep it reasonably short, to around 500 – 600 words. What you write is so much more important than how many words there are and not everyone will have the patience to read it all, they’ll skim the bits that are relevant.

Look to other industry specialists and reference their blogs and articles into your content with links. This is also good for SEO purposes.

However, always think in this order before you write:

1st Ideal client

2nd SEO.

P.S and if you don’t have the time or the patience to write your copy yourself you can always hand it over to me, and I will treat it with the kind of care and attention I’d give to a newly born baby and coo over it endlessly till it’s perfect. I might have more time to go deeper than you can right now, so let me take the reins.

You know where to find me. Copywriter/Website Strategist at your service.

Creating quality web copy for your site should always be a high priority

Listen, I'm going to talk about web copy and the importance of getting it right, and let's not underestimate how important it is. It's often the case that people assume it's just a matter of writing about yourself and your business, and that anyone can do it. But to yield positive results you need high quality content that attracts the right type of audience, and the right type of audience will be the kind of customers you want to sell your products or services to. It's not something that can be rushed.

Question is, when we say 'quality', what exactly do we mean? In the main it can be broken down into a few relevant points. These can include knowing your audience well enough to provide them with content they will find useful and of value, and about demonstrating how you know what value your products or services bring to your customers/clients. It's about providing a unique and intelligent insight into your business, and providing your audience with original content that's been well-researched and validated, with sources that can be cited.


"Making money is art and working is art and good business is the best art." Andy Warhol



Get your website right first time and it'll reap dividends in the long-term

Also consider proofreading what you've created, looking out for typos, misspellings and grammatical errors. Don't underestimate the importance of proofreading and editing what you've written, because there's nothing more off putting than reading something that's littered with mistakes. It makes you look lazy, and if you don't care what goes on your website, can the same be said for your products or services? Your website visitors may think that, and they're going to move on pretty quickly. Ten seconds is the average time people spend on a website before moving on, so you need to have magnetic content that draws people in - instead of pushing them away. 

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Proofread and spellcheck everything

Make sure your web copy is as perfect as it can be

And no matter what people tell you, never use a blog or website content merely to improve search engine rankings alone, no matter how foolproof a plan it may seem. If your content is stuffed with keywords, then readers are going to spot that right away. Yes, you can use keywords, but there are intelligent ways of placing them within the content without making it abundantly obvious what you're doing. Subtlety is everything, make it classy, not cheap and nasty. You want your content to sound both intelligent and knowledgeable, not rushed and clumsy, placed there only to achieve one goal without considering its purpose, or your audience.

And if you have any offers, pop-ups, opt-ins, don't overdo it. There's nothing more off-putting than persistent pop ups coming up when you're trying to read the content on someone's website. For me personally, it's enough to drive me away, there's nothing wrong with opt-ins and offers, it can boost sales, but don't overdo it. You don't want to make your website so much hard work to read that people give up and go elsewhere. A website with constant pop-ups, flashing graphics and lurid colors is enough to make someone run for the hills....and as far away as possible from your website.

Ultimately, good quality content will win your potential customer's hearts. A demonstration of expertise in your craft, with friendly content that sets out to offer the customer value, and a solution to their pain points within a well designed website, will help your business to be a success online. 

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The web design is important, but secondary to the content

Make sure the design compliments and enhances the copy

And website design is important, although it is secondary to the content, and its goal should be to enhance the effectiveness of what you've written. The visuals should be clear, sharp and smooth, backed up with videos or links (not broken) to other areas of interest within the site.

Always consider your audience before you create your website content. Market research is key to getting to know your customers and understanding their needs. To have a well defined persona on your website, get to know your most important customers.

How are you going to target them?

  • Think about slogans, taglines that focus on the needs of your customer

An effective call to action

  • A call to action or CTA should be included in your tagline with value proposition


  • Yes, we've already referenced keywords once, so no keyword stuffing, but content that's relevant, full of value, interesting and educational, that has both clear and relevant keywords placed in such a way it doesn't look forced. 

All of the content on your website should be specifically be written with your target audience in mind, at the kind of people you want to reach, making sure it engages and persuades them to take those all important steps to becoming a regular and valued customer or client.

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Get all your bases covered

Get your web content right. Good to go on a desktop, tablet or mobile phone.


You want to target your audience in such a way that they see you as an authority on your subject, regardless of whether you sell toy trains or watches, or you’re a serviced based business providing coaching services. Once you’ve gained their trust, they’re going to make a commitment to invest in whatever it is you have to offer them.

If you’re running a business, if you’ve just started out and you’re looking for clients, then you may be finding it hard to find the time necessary to create quality content your website really needs to engage clients, and if you think you need help with that, why not take a look at any one of my packages and you can take the hard work and stress out of it all – and pass it on to me.