Web copywriting

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.

Web copywriting and website content.

Every website should include following pages:

  • A homepage
  • An about us page
  • Products or services descriptions (in properly described categories because of the SEO)
  • Contact page
  • Header and footer 


In addition, there can be:

  • Case studies
  • A blog
  • A list of partners
  • FAQ
  • And more


The particular category includes:

  • Landing pages
  • Sales pages

Web copywriting by Queen of Words

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.



Your homepage is the first to load when the user finds your URL.
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About us page

About us page.

A page to showcase your mission, values and unique story.
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Contact page

Contact page

Your contact page contains everything you are ready to share.
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Product of services descriptions

Product of services descriptions

A page or pages about your products and services.
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pricing simplified

How much does my web copywriting cost?

web copywriting
Enjoy the safety of contracts on Upwork:

The delivery time may differ according to the number of projects I am handling at the moment.

How web copywriting works:

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.

Do you want to contact me directly? Let us schedule a call.

Web copywriting specified

Let us now focus on the most important pages of your website.

how to write a homepage

Your homepage is the first to load when the user finds your URL.

Its goal is to:

  • Build trust.
  • Create a desire to read more.
  • Send the reader to other parts of your website.

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:

  1. what it is you offer
  2. and why you are the best choice for them.

how to write an about us page

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.

This is the place to:


  • Showcase your mission.
  • Present your values.
  • Explain your style of work.
  • Tell your unique story.
  • Describe your education.
  • Show your portfolio.
  • Present your team and company.
  • Get a little personal.

It´s not about you

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.

how to write a contact page

Has the following ever happened to 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.

What happens when the client cannot see complete and detailed contact information:

  • They get confused.
  • They feel like you are hiding something.
  • They start doubting you.
  • They don’t trust you.
  • They leave and buy somewhere else.

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.

What should a well-crafted contact page contain?

Everything you are ready to share.

(Most information is public or available elsewhere on the internet, so why hide it.)

  • Your active email (as a clickable link)
  • A piece of information on how long it usually takes you to answer the messages.
  • Your phone number
  • Your company address (preferably as a link to Google Maps)
  • How to reach you (by car, on foot, by public transport)
  • Links to your social media
  • How you prefer to get in touch
  • Simple contact form
  • Your photo (smile if you can)
  • The image of your shop
  • Your account number

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.

how to write products and service descriptions

People don't read them.

But why?

Because nobody took the time to do the job properly.

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.

It works like this.

  • The reader makes an emotional decision that they want the product.
  • Then steps in the brain, looking for the reasons not to buy.
  • So, first, you describe vividly and emotionally how the customer will feel when using your product or service.

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.