Copywriting is an important part of a brand's success and it should be given its deserved attention. However, it can feel like an uphill task to keep up with the copywriting needs of a business, especially if you are juggling several responsibilities for your small businesses at the same time.

Website copy is one of the most important parts of your website, as it is what persuades visitors to convert or buy. However, if you don't know anything about copywriting, you will end up writing a lot of rubbish that may hit the back button of your visitor.

You may think, 'I don't know anything about copywriting!' Well, that is where a website copy template comes in. Copy templates can help you build professional and attractive content for your website without having to develop every part from scratch.

Why is Website copywriting Important?

Allow Visitors To Know What Your Website Is About: Imagine landing on a website where all you see are design, no copy, and no call to action buttons. Well, you will think you are viewing a graphic designer's portfolio. Website content lets visitors know what your website is about and familiarize themselves with your brand. It defines your website's purpose and allows your target audience and potential customers to relate to your brand.

Allow You Sell Your Product Or Service: Whether you are building a sales page or a click-through landing page, the compelling copy that visitors can read makes these sales funnel to convert. A website copy convinces the visitors beyond a reasonable doubt why they need to get your product or service.

Improve Search Visibility: The backbone of SEO is how well your website content is optimized. A good website copy ranks your website and increases its visibility, making it possible for potential clients to find you. A bad website copy can render your marketing efforts useless. Therefore, it is important to

Increases Brand Awareness: If you are wondering how to improve your brand awareness and drive more traffic to your website, your web copy has a major role to play. A strategic website content strategy can showcase you as an expert in your field and attract the right set of people. One way to effectively do it is to push out concise and trustworthy content on your website.

Builds Relationship: Beyond driving traffic to your website is creating lasting relationships with your visitors. Having consistent visitors visit your website while increasing your traffic will lead to higher revenue in the long run. However, your website copy must be well crafted for potential clients to trust your website enough to come back.

There are a thousand and one reasons you must get your website copy right. That is why a brand strategy and adequate research are important in crafting your website copy. Your website content will determine whether you will get enough retention and whether your website will get discovered on search engines.

How do I Create website copy for my own website. (Paragraph promoting a free resource)

If you are a small business owner, you are likely on a budget and can't afford a copywriter at the moment, so you are left with no choice but to draft your website's content.

The first thing you should remember is that it is not that hard! The first thing you need to do is to perform adequate research and come up with your brand strategy. You have to find out who your target audience is, what is your unique selling proposition and the overall goal of your business.

Once you've done that, you should get this template as a guide. The template has undergone adequate research and developed a framework to guide your website copy creation. You will see a step-by-step procedure on how to come up with your website copy.

You don't need to figure it out all by yourself! Download My Free Template

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4 Best Practices for Good Website Copying

Plan Ahead

As the popular quote goes, 'if you fail to plan, you are planning to fail.' Before you even drop your fingers on the keyboard to write your first copy, you must have a solid plan on the ground.

Planning will give you insight into what website copy you should write and every detail you must include for the best copy. When planning, ensure you cover these grounds

Target Audience

The first thing you have to find out is who your target audience is;

Who are the people you are marketing to?
What is their age group?
What interests them?
What is their pain points?
What are they trying to solve?

Why do they need your product?

Knowing who your target audience is will give you insight into the type of website copy you need to come up with.

Website Goals

Okay. I know you want to market a product or service, but your website goals are beyond that. You have to ask yourself; 'If my potential client can do two things on my website, what will it be?'. The answers you get to this question will give you insight into your website goals. Once you know these goals, ensure that your website copy is focused on driving clients to achieve those goals.

List Of Pages And Information To Include

When writing your website copy, ensure you know how many pages you are including on your website and the information each page needs to convey. Once you know this, you can streamline your website content to include the most important information. In addition, knowing the information that goes into your website content will also help you know how to arrange the sections on your website.

Pay Attention To Your Brand's Voice

How do you want your website to sound? Do you want it to be formal, straight to the point, or friendly and relatable? Many small business owners make the mistake of writing copy without considering their brand. Determine the structure of how you want your messages to be presented and the voice you want your audience to get accustomed to. Knowing these important points will help you create consistency on all platforms, including social media posts and email marketing.

Follow Copywriting Best Practices

There are some rule of thumb to follow when writing website copy. It is important to be familiar with the basic copywriting best practices to ensure that your website content comes out good and professional. Some of these practices are;

Use headings: We often make the mistake of thinking that our website copy is an essay. No it is not. Your content must include a lot of headings demarcating each piece of information and giving your visitors a wholesome experience. Also, go for catchy and attention-grabbing headings. However, when doing that, ensure that you pass the main information along.

Opt-in For Short Paragraph

An average person will bounce a website when the copy is too long and boring. Ensure you keep your information concise and straight to the point. Stay away from long, boring paragraphs. Instead, go for short paragraphs. If possible, use bullet points where it is needed.

Start with the most important information: When writing your website copy, start with the information that matters the most. This is particularly important for your home page. Your home page is the first thing visitors see, and your first few sections are the most important. Therefore, ensure you start with the most important website copy on your homepage and other pages.

Don't Forget The Active Voice

Ensure you write your copy in an active voice. It gives life to the copy and makes it more relatable. Stay clear of passive voice as best as possible to keep the energy going.

Cut Off The Fluff

Your website content is for a purpose; to pass across important information, build relationships and sell. Stay clear of unnecessary sentences and keep to the point. If possible, go through your website content repeatedly and trim any excesses.

Keep it simple.

The last point I want to make under this section is to keep things simple. Don't add any drama to your website content. People are impatient and will get bored if your website content is not straight to the point. Irrespective of your copywriting templates, ensure you keep your content simple.

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Write the Home Page Copy 200

I like to see the home page as the most important page on your website. This is because it serves as your home's living room or parlor. When visitors come to visit you, the first place they officially enter to determine whether you are a clean or dirty host is your living room. They can gain much information just by spending five minutes in your living room. The same with the website. Your home page is where most of your traffic will land, and the website copy must be designed well to reduce the bounce rate.

Here are some integral parts of your home page.

Hero Header: The hero header is the first headline any visitor sees. We can call it the door that leads into your home. It must be strong, durable, and converting. In other words, your hero header must be emotion-provoking, exciting, and catchy. It should set the mood for the rest of the journey

Tagline/subheader: Your tagline or subheader must state what your website is all about or what your visitor will benefit from scrolling through your website. It is a great way of showing the full picture without letting the cat out of the bag.

Short Intro And CTA button: You can add a short intro that is benefit-rich and indirectly speaks to your target audience's pain point. Also, it is a great time to add your first CTA button. Depending on what your website is about, the CTA button may differ.

Service Overview/Roadmap: This is the best time to introduce your visitors to your service. It may take different shapes. You can either state their pain points and the solutions your service or product has to offer or provide a hook that intrigues them to read more. An introduction to your service can be done in different ways. For example, you can use the P.A.S framework, Problem, agitate, and solution, or any other copywriting framework that works for you.

Social Proof/Testimonials: Social proof is important on your home page; at some point you have to come up with website content for your testimonials and social proof.

Write copy for your contact page

The contact page is often neglected but trust me; it can also be the most viewed page on your website, depending on the services you enter. Many people will want to get in touch with you if you are an interior designer or contractor. Therefore, paying attention to the website copy on your contact page is important. Here are a few things to remember when writing your page's website copy.

Keep it simple: Contact pages are not meant to have a lot of information. The copy should be concise and go straight to the point of providing your contact

Provide the right information: Don't leave your audience guessing your office telephone number or filling out a tedious form just to get your information. As I said earlier, it depends on the type of website you are building. If your services are constantly demanded, then hiding your contact information won't be the best option; or forcing your visitors to fill out a form

Include your socials: One mistake many people make when writing their contact page info is leaving out their socials. Your contact page is one of the best places to include your social media handles. If possible, include all the important social media handles that matter.

One last thing to note is the design of your contact page. While you want to keep it simple, it doesn't mean it has to be ugly and unkempt. Ensure your contact page is aesthetically pleasing.

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How to write an About Page?

Your About Page is the first place your visitor visit when they want to know more about your business. Therefore, your about page must be able to convince and convert at the same time. When creating your about page, keep in mind that as you share your company's story, it must be compelling enough to convert. Here is a step-by-step guide on how to write your about page.

Choose the format: Do you want your About page to feel more like a story or a listicle? You should be able to determine the scene for your about page and effectively set the scene. I strongly advise using a storytelling format to get your readers hooked.

Start with the problem/mission statement: Talk about the problem you encountered in the industry and why you came up with a solution. Alternatively, you can creatively mention your mission statement and what you hope to achieve in your target audience's lives.

Explain Your Services/Product: The next thing you want to do is to explain the solution to the problem, which is your services. Explain in detail what you are all about and clearly state the benefits of your services. Talk about your business model, the benefit your product brings, and why it is important in your target's audience life

Give A Brief History About Your Team: It is nice to add a history of the company or how the team carries out its business activities. You can also introduce the team to your audience in a creative way.

Showcase Your Values: If possible, talk about the values that your company cherishes and what makes you unique and different. Visitors are interested in knowing what makes you who you are, and the best way is to talk about your values briefly.

Testimonials/Awards: Create social proof by showcasing testimonials from satisfied clients or awards and the number of projects you've worked on. This is a great way to clear any doubt your potential clients may have.

Lots of visuals: Don't leave the about page blank. Add gallery photos of your team, projects, and other visuals to enhance your copy further.

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How to write a Blog Post

Content marketing is one of the top strategies to build your customer base, improve search visibility, and generate revenue for your business. Ad one branch you should focus on is blog posts. However, it can look difficult, especially if you've never written any content before. So, how do you write a blog post?

Check out how to create a blog page on Squarespace.

Define Your Target Audience: The topic and tone of your blog posts depending on your target audience. You cannot write articles on becoming a better cook if your website is not a food website.

Research Topics: The next thing you want to do is come up with topics your target audience will likely read. You don't have to worry about getting the perfect topic; rather, write down the ideas that come to mind. Check out similar blogs and find out what they are writing about.

Keyword Research: To ensure that your blog posts get to the right people and have a chance to rank on search engines, you've got to perform keyword research. Search for words that are relevant to your website

Create an outline: Blog posts are easier to write if you know the topic and subheadings that will make up the overall post. Start with the online; find out what you want to include and how you want to structure it.

Write the first draft: Once your outline is ready, you can start reading. Remember, your post doesn't have to be perfect at your first write. Let your creativity flow first; then, you can worry about editing and improving the tone of the article

Create a catchy headline: The first thing a reader sees is your headline. Therefore, it must be catchy and compelling enough to interest the reader

Add relevant pictures: A blog post is boring without visuals. Images make the post more relatable and concise. Therefore, ensure you prepare high-quality, relevant pictures for your post.

Remember, your blog post should be relatable and simple enough to understand.

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Website copywriting examples

Website copywriting is not just about writing copy but more about information organization; you need to break down all the information regarding your product or service into small pieces of easily digestible information. And make the most important information scannable. Let's take a look at some

The first thing you will notice about this website copy is its simplicity. It starts with a clear hero header that gives an insight into what the website is about. Also, there is a clear CTA button and a short intro about the webiste.

Also, if you notice the small cards with the little icons, the copy there is short, concise and straight to the point.

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As I mentioned earlier, make your information digestible. In this website copy example, you will see that the benefits are short and are separated by mark points. Also, the important information are emphasized by being bolded.

Always remember that you have to give preference to the most important information. For example, the hero header is the most important information and it has the biggest font. Also, the short intro is concise and introduces the benefit of the website.

Nothing beats a simple home page. This home page uses icons and short copies to highlight the product's benefits. Also, the navigation bar comes with clear copies, and the hero header is short and concise.

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Homepage copywriting template

To recap, a website copy is as important as the design of your website, and it must be given utmost priority. When creating your website content, ensure you follow copywriting best practices. To avoid unnecessary mistakes, follow a copywriting template.

Here is a homage copywriting template that will serve as a guide and ensure you come up with the best website content for your website. It is free, so feel free to download!

Website Copy Template: How to Write Effective Web Copy That Converts