Anyone can put words on a page. Many business owners think they can sit down and churn out content for their website in a session. After all, they know their business better than anyone. But, as with most things, there’s a little more to writing good website copy.
Writing great website copy is part art and part science. Only when you understand how to blend both art and science together in your copy, can you unlock the power and persuasiveness of your own words.
In order to learn how to write a compelling story, let’s uncover exactly what ‘science’ and ‘art’ mean, when it comes to copywriting and specifically, writing for the web.
The Science of good website copy
Copywriting should always be built on a foundation of science. You might be a master at creating compelling copy, but without the proper audience and platform research your words will fall on deaf ears. You might be crafting emotive and persuasive messages, but without keyword placement and readability you will fail to rank with the search engines fuelling our digital consumption.
These considerations are all part of the scientific side of effective website copywriting, and should be accounted for before a single word hits the screen:
- Know your audience
It’s crucial to understand your target audience. Who are they? What are their pain points and desires? What language do they use? Tailoring your copy to resonate with your audience creates an instant connection that fosters trust. Take the time to understand and research your audience, so you can create copy that speaks directly to them.
- Understand the platform
Website copy needs to convey information clearly and concisely. Avoid technical jargon, long and complex sentences, and unnecessary fluff. A visitor needs to understand your message within seconds of landing on your site.
- Consider Google SEO
Search engine optimisation (SEO) is crucial in copywriting, but often disregarded. Optimising your content for SEO determines whether content will be discovered by search engines and ranked highly in search results. Do keyword research to understand what words you need to be incorporating into your copy. A word of warning – don’t just stuff these keywords into text (Google is smarter than you think and will penalise you if you do!) Instead, incorporate them naturally to create high-quality content for your reader (Google likes this).
- Readability is key
Your website should be easy for readers to scan and absorb information. Use short paragraphs, bullet points, and subheadings to break up text. Visitors will be able to quickly find value and resonate with your words if you provide it to them in digestible chunks.
Utilising a strategic approach to website copywriting will result in copy that is more likely to be high-converting.
The Art of good website copy
At its core, copywriting is an art form. Great writing can educate, entertain, inspire, persuade. Great copywriting must be able to do all this and more – and that’s where the art comes in. It’s both a natural talent, and a learned skill.
- Connect with your audience
The words you choose should not just convey information, they should resonate and connect with your audience. Find emotive words and phrases to create content that is meaningful for visitors – this will not only capture attention, but maintain it.
When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.
Dale Carnegie
- Add value
Let your audience know what makes you credible and why they should listen to you versus anyone else. Highlight your expertise by using language that positions your brand as a voice of authority. When you add value you build trust, likeability, and stand a much higher chance of converting your audience.
- Consider tone and voice
The tone and voice of your website copy will greatly affect how it’s perceived by visitors. It’s important to match the tone to your brand’s personality and the audience’s expectations. Whether you’re writing a headline, tagline, or service description, infuse your copy with personality and authenticity.
Storytelling: Merging the art and the science
A powerful way to merge the art and science of website copywriting is through storytelling. Narratives have the unique ability to engage emotions while delivering the message you want to send.
Create a connection with your audience by crafting stories that resonate with their experiences and needs, and make it relatable and memorable by illustrating the benefits of your offering. Testimonials and success stories can add a human touch, showing potential customers that others have experienced positive outcomes from a connection with your business.
Take your copywriting to the next level
Website copywriting is a dynamic field that combines artistry and science: where creativity meets data-driven strategy.
Science can help you understand the behaviour of your audience. Art is built upon empathising with that behaviour.
Science can help you find the right keywords to rank your website higher. Art is how you weave meaning around those keywords to create a story.
Science shows what works and what doesn’t. Art is what makes whatever work, work.
Shape perceptions. Inspire action. Leave a lasting impact.
Sage PRM are a team of expert copywriters who understand how science and art intersect to create persuasive online communication. If you’re looking to start or re-write your website’s copy, let us help you transform your website into a high-converting powerhouse.
Check out some of the website’s we’ve worked on and schedule a free discovery call with us now.
