When visitors land on your website, the words they read make the difference between bouncing and buying. And yet, copy is often the most overlooked element of a site. Stunning design and smooth functionality matter, of course. However, without strong website copywriting, your message risks falling flat.
If you’re refining your website, here’s how to sharpen your copy and make sure your site goes unmissed.
Website copywriting is the craft of writing persuasive, purposeful text for websites. It’s more than just filling space. It’s about communicating your value, guiding user journeys, and encouraging action.
From homepage headlines and product descriptions, to service pages and calls-to-action, every word has a job to do. Great website copywriting balances tone, clarity, brand personality, and SEO to create content that converts.
Website copy doesn’t just inform. It sells, reassures, and builds trust. For businesses, good copy can be the silent salesperson that works 24/7!
Here’s what great website copywriting can do for your business:
You don’t need to be a novelist to write compelling website content. But, a few professional techniques go a long way. Remember, website copywriting is about psychology, structure, and intent. Whether you’re refreshing your homepage or launching a new service page, these tips will help ensure your message lands exactly where it should!
Before writing a single word, step into your user’s shoes. Who are they? What problems do they have that your product might solve? What objections might they have before choosing your product or service?
Use insights from customer research, sales conversations, or user feedback to inform your copy. The best website copy feels like a one-on-one conversation with someone who gets it. That’s how trust is built. And what follows trust? Conversions.
KIJO Pro Tip: Create user personas to map out goals, challenges, and language. Then write to that person, not just about your business.
Related Read: How to Create a User Persona
Witty copy might win an award or encourage a chuckle, but clear copy wins business. Your website isn’t the place for cryptic headlines or clever wordplay that needs decoding. Visitors are scanning quickly. If they don’t instantly understand what you offer, they’ll move on.
Instead, aim for writing copy that’s simple, direct, and immediately informative. Think: “Professional Accountancy for Growing Businesses” over “We Crunch More Than Numbers.”
Unfortunately, our users rarely read every word. So, structure your copy so it’s easy to skim and still make sense. This doesn’t mean dumbing it down. It just means guiding the eye!
Break up dense blocks of text. Use:
Think visually. Try to keep paragraphs under 4 lines where possible, and include white space to give your copy room to breathe.
One of the golden rules of persuasive writing: people don’t buy features; they buy outcomes. Your website copy should answer, “What’s in it for me?” at every stage.
For example:
Shift the focus from what your product/service is to how it improves the customer’s life.
Every page on your site should guide users to the next step. Whether it’s downloading a guide, requesting a quote, or booking a call, your CTAs should be clear, specific, and action-oriented.
Avoid vague phrases like “Learn More.” Instead, think about using:
Position CTAs throughout the page (not just at the bottom!) and test different formats to see what performs best. Remember, if you don’t ask, your user won’t act.
Effective website copywriting strikes a good balance between search engine visibility and human readability. Use your target keywords (like this blog’s “website copywriting”) naturally in key places:
But don’t force it. Keyword stuffing will turn readers off and Google will penalise you for it. Search engines are smarter than ever. They reward content that’s genuinely useful and genuinely written. Always write for people first.
Related Read: How to Add Keywords & Meta Description to your WordPress Website
Your tone of voice is part of your brand. Whether it’s friendly and informal or polished and authoritative, your copy should consistently reflect that across every page.
This consistency builds trust. It makes your website feel cohesive and professional so it doesn’t matter whether someone lands on your homepage or a blog post – they’ll know it’s you.
If multiple people write for your website, consider creating brand guidelines to keep things unified. Define things like:
Related Read: The Ultimate Guide to Brand Guidelines (+ Examples)
Whilst these tips can give your site a lift, there’s a big difference between tidy copy and truly strategic content. That’s where working with a professional website copywriter comes in – especially one integrated with a WordPress SEO service like KIJO.
Here’s why it’s worth the investment:
Your website should be your hardest-working employee. With the right copy, it can be.
Need expert guidance on your WordPress SEO or next digital project? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your brand’s current performance, discuss your goals, analyse competitor insights, and explore your brand’s potential. Let’s bring your vision to life — book your free consultation via the link below:
