Many businesses want to understand how to write copy for a website. And although it will vary based on your industry and goals, there are proven steps you can take to get started.

So let’s skip the intro and dive right in.

Understand your target audience.

Before you start ANYTHING- you need to determine your target audience. 

I know, I know. It’s what every marketing website says. But that’s because it’s a non-negotiable element of any marketing strategy.

To convince people to buy your product or service, you need to know who you’re trying to convince.

Would you write the same style email to your boss as you would your best friend? For many of us, the answer is a hard no.

Your website is the same. Decide who will be reading or at least, who you hope to be reading it and write the content for them. 

Choose how you will structure your website.

The structure of your website is your navigation. Or simply, how people click through your site.

Many websites include a menu at the top or on the side that show pages like “Home,” “Services,” or “Contact.”

Before you learn how to write copy for a website, first understand what pages will you include?

You’ll also want to think through questions like, “How will people contact me?” Will it be through a page? On the website footer? Or an email link?

Lastly, consider if there are there any sections that will need ongoing maintenance. Some examples would be a testimonial page, a video series, or a blog. This will require a time commitment down the line- but trust me, blogs have some serious payoffs. I talk about it in my article about how small businesses can benefit from a blog.

Determine the purpose of each page. 

Don’t get annoyed, but there’s one more step before writing. You need to determine the purpose of each page.

This will vary significantly from business to business. For example, if you’re selling a product, I’m going to go out on a limb and say your goal is to make a sale.

However, service-based businesses require visitors to submit a contact form or schedule an appointment.

On the flip side, a content-based business might only want you to read blogs and click affiliate links.

Regardless of your business, I recommend that you write down the purpose of each page. This will guide the content that you include and the calls to action.

Outline your pages.

Alright friends, we’ve made it. I’m finally getting to the part where you really learn how to write copy for a website.

Start with your headlines. These will guide the flow of your page. Some pages, like your homepage, will have more headlines. Whereas others, like a simple contact page, will require less.

I once heard that your headlines should tell a story. So, someone should be able to skim all of the headlines on your website and understand what you do.

Try to write out your headlines. Then read it back and see if the order and general content make sense.

Fill in the sections.

After you write your headlines, you can begin to fill in the sections with content.

Use short sentences. Like this. Kidding but not kidding. Keep it concise and break up your paragraphs.

In addition to keeping it concise, add industry keywords when applicable. There are tons of SEO tools online to find relevant keywords for your business. I wrote another blog on how to optimize for SEO if you want more info.

Last, use transition words for longer content (things like blogs and articles). Make it easy for both your customer and search engines to read. Transition words help to support your content quality and can give you a boost in Google. 

Add your CTAs.

CTAs are calls to action. These are the next steps that you want customers to take.

Some CTAs prompt an immediate response like “Buy Now.” Whereas others are softer like, “Learn more.” Your CTA copy should use a verb to indicate that an action is required.

Every page needs a CTA. Don’t let your customer get stuck at a dead end. Show them what’s next and how to continue. 

Revise your website copy.

Don’t try to write your website all in one day. Write a bit, then leave it. Then come back and re-read. Writing is a creative process and your mind needs a break.

Personally, my best copy comes in the second or third round. The first copy draft is never great, and it doesn’t have to be!

Proofread it all.

Proofread your entire website a few times. Try to even read it out loud. And if you have a trusted colleague or friend, send it to them too!

If you want a professional review, you can have someone on Fiverr proofread your site. Many will review up to 2,500 words for $20! It’s an affordable option if you have time.

And that’s how to write copy for a website!

Interested in having someone write your website copy for you? I’m here for it! My name is Lindsay Ivancic, I’m a Columbus, Ohio, based copywriter (with clients everywhere)! Contact me if you don’t have time for writer’s block and are ready to partner on your website copy.