By Claire Sakaoka

Are you struggling to attract your ideal audience to your website? Wondering why your site isn't ranking high in search engine results? Or can't seem to figure out why website visitors aren't converting?

The answer may very well lie in your website content. Sure, it might "do the job" and describe what your business does. But does it really capture the minds, hearts, and desires of your target customer?

You see, great website content is more than just a factor in your business success. It can make or break it. Think about it; have you ever been on a website that lacked content substance? Didn't answer your query? Or just looked a bit all over the place?

You clicked straight off, right? That's the power of website content.

It's what drives traffic, engages visitors, and ultimately leads to conversions. So, in this blog, we're not only going to explain why great website copy is essential, but we're also going to crack the code on compelling website content with our best copywriting tips!

Let's go!

What happens with poor website copywriting

Picture this: You're at a party, and you spot someone across the room who catches your eye.

They're looking good, but as you approach them, you realize they're stumbling over their words, their outfit is a bit of a mess, and they don't seem to know what they want. You quickly lose interest and move on to someone else.

The same thing can happen with your website.

If it's poorly written, inconsistent, confusing, or convoluted, your visitors will quickly lose interest and move on to your competition.

What happens with great website copywriting 

But if your website is well-written, with clear and concise language and a logical structure, your visitors will be drawn in and engaged.

They'll trust you and your brand and be more likely to take the desired action, whether that's buying your product, signing up for your service, or just getting in touch.

So don't let your website be the awkward person at the party. Create killer website copy that will make your visitors want to stick around and see what you have to offer. Trust us; it's worth it!

Improve your website content with these copywriting tips

Great website copywriting is like the secret sauce that makes a hamburger go from meh to OMG! It's the icing on the cake that takes a party from "meh" to "epic"! You get the picture.

So, if you're wondering how to improve website content and bring your marketing strategy to the next level, we've got you. Follow our key website copywriting tips below!

#1 Know your target audience

Before you start writing a single web page, it's important to know who you're writing for. Create user personas that represent your ideal customers and tailor your web copy to their needs, interests, and pain points.

#2 Use the active voice

 Use an active voice as much as possible in your website content because writing in an active voice rather than a passive voice makes your content more engaging and easier to read. See an example below!

Active voice: We've helped 100 local businesses.

Passive voice: 100 Local businesses have been helped by us.

#3 Write for the web

20+ years of eye-tracking research shows that web users read content quickly, skimming it for information that's easy to find. People are busy! So, use short paragraphs, bullet points, and subheadings to break up your content and make it more scannable.

#4 Optimize for mobile

With more than half of all internet traffic coming from mobile devices, ensuring your content is mobile-friendly is essential. Use responsive design and test your content on multiple devices to ensure it looks great on any screen size!

#5 Provide valuable content

Visitors come to your site looking for helpful information. So make sure you write copy that is genuinely valuable, informative, and relevant to their needs. Offer insights, solutions, and advice that can help them solve their problems.

#6 Use clear calls to action

Your website content should encourage visitors to take action. Include clear calls to action that tell visitors what to do next. Whether it's to sign up for your newsletter, download your ebook, or make a purchase, make it as easy as possible for visitors to take the next step.

Love what you're learning? Learn even more in our previous blog, "You don't need a ChatBot. You need a ghostwriter."

#7 Focus on benefits

Instead of just listing features, focus on the benefits of your products or services. How will they improve the lives of your customers? What problems do they solve? What benefits do they offer that your competitors don't?

#8 Use social proof

People are more likely to trust your brand if they see that others have had positive experiences with your products or services. Include social proof in your website content, such as customer reviews and testimonials, to build trust and credibility.

#9 Highlight your USPs

What makes your business unique? What do you have to offer that nobody else does? Knowing your unique selling propositions is step one. Step two is communicating these USPs effectively in your content without boasting too much.

#10 Appeal to emotions

People make decisions based on emotions, not just logic. Use emotional appeals to connect with your target audience and inspire them to take action. Try storytelling, humor, and emotive language to connect with your target audience emotionally.

#11 Use the right tone of voice

Your tone of voice should match your brand personality and resonate with your target audience. Are you formal or informal? Serious or playful? Use language that reflects your brand and speaks directly to your audience. Whatever your voice - just keep it consistent!

#12 Spell check, then spell check again!

74% of people will pay attention to the quality of your website content's spelling and grammar. Think about it; if your business doesn't even check your own website content for typos and poor grammar, what else aren't you checking?

#13 Optimize for SEO

Search Engine Optimization is another critical element of great website content. By optimizing your website content for search engines by researching and using relevant keywords, optimizing meta titles and descriptions, etc., you can skyrocket online visibility!

#14 Test and refine

Using Google Analytics and other analytics tools, make sure to track the performance of your website content. Look at metrics such as bounce rate, time on site, and conversions to determine what's working and what's not. Use this data to refine your content and improve it over time.

Ready to take your website content to the next level? We can help!

With great website copy, your website will be more than just words on a page. It will be a masterpiece that draws your website users in and keeps them engaged.

It will speak to their hearts and minds, alleviate their pain points, and convince them that your product or service is the best thing since sliced bread!

By following these tips, you'll be well on your way to creating standout website content that resonates with your target audience and sparks more conversions.

If you're too busy to become an overnight wordsmith, why not have our content and branding specialists help out?

At engage5w, we tell your story through customized branding solutions. We're here to help you shape your brand identity online, find your voice, and maintain a solid reputation with content, brand building, and training solutions tailored to your needs.

Why not take our short interactive quiz to discover your superpower and get started on your personal branding statement today? Or, get in touch with our brand builders and begin your journey towards a bigger, better brand.