Copywriting for the web or web copywriting is an essential copywriting discipline. Most clients need to create text for the website; some want to edit or focus on a specific page. Sometimes they have a clear idea about the structure and the graphics; other times, the copywriter also has a say in the design.
Every website should include following pages:
In addition, there can be:
The particular category includes:
I use following principles:
Web copywriting is not art. It is business. Website content must lead the reader to a specific action.
Furthermore, it needs to create trust and credibility.
We need to understand who your ideal customer is.
The website content must relate to them only.
The delivery time may differ according to the number of projects I am handling at the moment.
Usually, the copywriter crafts all the website content.
Thus, the client knows that the tone of voice remains consistent.
But there are also cases where only a few pages need new copy.
In that case, the copywriter must read carefully through all the remaining pages to get the feel of the tone of voice.
Let us now focus on the most important pages of your website.
Your homepage is the first to load when the user finds your URL.
Its goal is to:
Your homepage will always have the most visitors, it will mostly be the first impression you give to the client, and according to research, you have 7 seconds to build the imprint. It takes 7 seconds before the visitor decides to read and scroll on or leave.
It takes a superior skill to craft the home page.
It must contain a precise amount of text, just enough to ignite the interest and build trust, but only enough to keep them from being bored and confused.
Your homepage is a place where just enough is enough in terms of quantity.
But because of those 7 seconds, just enough is not enough in terms of quality.
The reader must know at once, without redundant scrolling:
Some brands still want to save money by leaving this page out. That is a crass mistake.
Today’s marketing is about trust and a relationship with your customer; this page is where everything happens.
Just remember one thing.
The about you page is (like everything on your web) not about you, but about your customers. Everything you write must relate to them.
With every sentence you write, ask yourself: “Who cares?” And if your answer is negative, delete the sentence and write a new one.
People come to learn about you, but it is not you they are interested in.
They look for a reason to buy (or rather not buy) from you.
You wanted to contact an entrepreneur; the only thing you could find was a contact form.
And you were unsure whether anybody reads the message you write, who reads it, and when you will get your answer.
In this case, the freelancer (or their copywriter) failed terribly.
The excellent copywriter always carefully walks the line between the reader’s trust and fears. Trust is too valuable an asset in business to underestimate.
Don´t lose their trust because of a lousy contact page.
(Most information is public or available elsewhere on the internet, so why hide it.)
Choose from the list and add to the list anything that makes sense to your specific case.
Your customers must feel like they know you.
Of course, the features of the products are essential.
When buying a dog collar missing information about the width of the collar will make me buy somewhere else. But the ski width may not be as crucial for a recreational skier because the number makes no sense to him anyway.
As everywhere on the website, the product descriptions must be about them, not the product.
They don’t care how great it is.
They need to know what it will do for them.
Start with specific benefits.
You must address their emotions first and then satisfy the reason.
Your copywriter should ask about the ideal customer to get to know them and their biggest fears and desires. To choose the right words.
Only then come the data to persuade the brain with reason.
The more specific, the better, don’t round the numbers.
There is no place for doubt; the customer looks for a reason not to buy from you.
Use the data your customer is interested in, but you can add a little more to increase the trustworthiness of the deal.
So, the readers do read the product description.
And because most businesses still believe otherwise, here is your chance to shine.
If you do your job not just enough but deliver the best.
Or find a copywriter who does.