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How do I write the copy for my website?

| 21 April 2020

With all of this spare time on our hands, we would be mad not to use it to develop our online content, right? If you’ve been considering a new website or updating your current website, you would already be well aware that there are many different aspects to consider. The layout of your site, the images you use and the colour scheme are all critical aspects, but the most important feature that is often overlooked (and sometimes difficult to execute) is the wording of the website. What do your site and blog articles say about you?

To help you create your website copy, we’ve put together a few important tips to help you get writing

Make a plan:

If you just start writing without making a plan first, you will probably miss important information. You could also potentially go off on tangents and waste time writing a whole lot of unnecessary content that you will only end up deleting down the track. This is why it’s critical that you first put together a plan—what pages will your website include? What are the main points you want to get across on each of these pages? What keywords do you want to target?

If you have already decided on a layout for your website, go take a look at this before you start writing anything because this can often impact the amount of copy and how the copy should be sectioned out.


Create your voice & stick to it

The tone and overall voice you decide to communicate to your audience with will often be determined by what kind of business you run and what kind of audience you’re targeting. For example, a financial advisor will be better off using a more professional tone of voice compared to a tattoo artist who could easily make use of a more relaxed tone.

Once you’ve decided on your voice, you have to be consistent with it throughout the entirety of your website as well as your social media channels. It’s also important to keep any industry-specific jargon to a minimum where possible. This can sometimes confuse your audience and then ultimately turn them away. Overall, just try to keep your website reader-friendly!

Look at other websites:

Don’t go out and steal other people’s ideas! But you should still check out what everyone else is doing (particularly those within the same or similar industries to you). This is so you can determine what you think works, what doesn’t work and ultimately what you like the best.

Use this investigation to gain inspiration—what tone do you like? Serious or more casual? What length of copy do you prefer? Short and sharp or more information? These are some questions you should ask yourself whilst browsing other websites to determine what is going to be the best fit for you.


Consider SEO:

There’s no point putting all this time and effort into creating your website copy if nobody is going to see it! This is why you must do your research to ensure the copy you’re creating is SEO rich. It’s important that the copy on each page of your website provides visitors with what they want or an answer to a question. Be sure not to ramble and keep skim reading in mind. The majority of users won’t read your entire website word for word, they will just skim through to find what they need. The harder a user has to work to find what they want, the more likely they are to leave your page and try somewhere else.

Keywords are also extremely important throughout your copy—so do your keyword research to ensure the words you want to target are included in your website. But be careful not to cram too many keywords in! This is called ‘keyword stuffing’ and Google will penalise you for this.

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