Tips for Writing Website Copy for Your Small Business

Posted by Megan Fox

Jan 16, 2018 10:00:00 AM

When you are searching for a product or service online, what makes you pull the trigger and buy?

What makes you leave one website and go to another?

What is it that makes you check out more than one page on a website?

Chances are, there were quality images or videos that grabbed your attention, but it was the words on the page that made you opt in.

Word is still the King today. Imagine going to a website that looked nice, but there weren’t any words on the screen — just a big Call to Action (CTA) that read, “Buy Here.” Would you click? Probably not.

But how do you know what to say to make your potential customers buy?

Read on to learn six tips for writing website copy that will engage your customers, have them listen and most importantly, respond. 

Keep It Simple

A lot of businesses can’t cut through all the other noise that is online. How can you make sure you are heard over everyone else?

Our first tip is to keep your content simple.

If you write overly complex copy, filled with industry jargon, you aren’t going to keep potential customer’s attention for very long. Usually, big words actually intimidate readers.

  • Keep paragraphs short and sentences short.
  • Be careful when using humor, too. It’s better not to use jokes unless you’re absolutely positive your target audience will understand them.
  • Avoid the passive tense and needless repetition.
  • Address potential customers directly. Use the word you.

Lastly, only include the most pertinent information.

Put Your Most Important Information First 

You may have heard of this before: Inverted Pyramid.

You need to lead with the most important information first and then fill it in with supporting content.

What do you do? How can you help potential customers? Why do you do what you do?

Tips for Writing Website Copy

For example, let’s say you are an orthopedic practice:

  1. What do you do: You may treat hand pain, knee pain, hip pain, foot pain, etc.
  2. How can you help potential customers: By fixing these common conditions, you can help athletes get back on the field quicker or help grandparents play with their grandchildren again.
  3. Why do you do what you do? Helping people get back to their quality of life and doing the things they love is rewarding.

Leading with this information on your website is crucial. People want to know how you can help them, which brings me to a common mistake businesses make today. 

Don’t Talk About Yourself 

How many websites have you been to that talk all about themselves? Ask yourself the same question about Facebook ads, billboards, radio ads, television commercials, etc.

Most business lead with how many years of experience they have, where they went to school, where they got their degree, where else they have worked, how many awards they have won, what certifications they have, what honors they have won, etc.

I’m not saying this information doesn’t have a place at all on your website, but it shouldn’t be what you lead with. When people have a problem, they go to the Internet to solve that problem. If they get to your site where you don’t even mention how you can help them until page three, they are going to leave your site and go to your competitor’s.

You need to create your copy around what it is you offer, how it will help them and what they need to do to buy it (CTA).

In his book, “Building a Story Brand,” Donald Miller describes this as passing the Grunt Test. Could a cave man look at your website and immediately grunt what you offer?

Miller uses the example of an aspirin company.

“If you were an aspirin company, would he (the caveman) be able to grunt, ‘You sell headache medicine, me feel better fast, me get it at Walgreens?’”

If not, Miller argues you are likely losing sales.

Write for Scanners

It would be amazing if everyone read every word on your website, but chances are, they will scan the page. That’s why it’s so important to list your most important information first and to clearly define how you can help them. 

But, you also want to make it easy to digest.

  • Use headlines to break up sections
  • Incorporate sub headlines to summarize key points in that section
  • Include image captions
  • Bullet points can help break up longer paragraphs 

By just glancing at your web page, someone should be able to learn what it is you do and how they can buy your product or service.

Every Page Should Summarize What You Do 

There is a very good chance that potential customers will not land on your home page during their first visit to your website. That is why every page should define what your site is about, who you are, how you can help them, be easy to scan, and every page should include a CTA telling potential customers what to do next, whether that is to read a blog, sign up for your emails, download an eBook or call for a free consultation.

Don’t rely on your navigation bar to tell people what to do next. Include a link or button moving them along the buying process.

Search Engine Optimization Tips

Yes, in addition to making sure your web copy follows the above guidelines, you want to make sure Google likes your web copy, too.

You need to also write your web copy around keywords you want to rank for in Google.

How to Get Found on Google

For example, back to the orthopedic example, you may want to rank for carpal tunnel surgery in _________ (location) or knee replacement surgery in __________ (location).

You’ll have to insert these keywords strategically into your web copy. But don’t keyword stuff. Google will flag you for that.

Some other helpful SEO tips include:

  • Include relevant internal and external links
  • Make sure your images have alt tags
  • Your meta descriptions need to be short and to the point

By following these tips and positioning your potential customer as the main focus of your web copy, you should see a huge difference in results.

InnerAction Media | Web Development Services 

Morgantown, WV | Surrounding Services 

You want to provide for your family. 

To do that, you need help selling your product or service.

We understand how to tell people’s stories. Let us help you tell yours.

If you are ready to cut through the noise, we are here for you.

Call us today for a free consultation: 304-241-4959


Megan Fox

Written by Megan Fox

Megan received degrees in journalism and communications media at Indiana University of Pennsylvania in Indiana, Pa. Megan is responsible for creating content for all our clients, whether that be in the form of blogs, news releases, web or social media. She uses various social media platforms and HubSpot to increase client's brand awareness for their existing and potential customers. Megan also conducts interviews with clients to help tell their success stories that are published various ways.

Topics: Website Development