Website Copywriting Made Easy
- Kelin Sorger
- Sep 28, 2021
- 5 min read
Updated: Mar 13, 2022
Don't let the website copywriting blues get you down. Allow me to help you create website copy that represents and sells your next ad-venture...no matter how epic or humble.
Writing website copy is tedious and not for the faint of heart.
Sometimes it feels like an uphill battle when you have an incredible product but can't find a way to communicate its benefits to your audience.
Did you know there are dozens of formulas and outlines you can plug your product into to create decent web copy?
The 4 C's, PPPP, and AFOREST all sound like crazy morse code acronyms, but they're in fact common copywriting formulas based on a few universal sales and writing principles.
The copy needs organization with a beginning, middle, and end.
The copy needs to focus on a singular message.
The copy needs to make a connection to the audience.
My goal is to break down all the confusing copywriting templates and formulas out there into their most fundamental parts. I'll show you how these parts work together to persuade the reader and how you can forget about them once you understand the different nuances of website copy.
In college, I learned a lesson that sings to me each time I feel like an imposter:
"Anyone can be a good writer, you just need the proper training and practice."
So, given that, let's dive right in and begin this week's copywriting lesson.
Marie Kondo-level writing organization is possible.
And it's just as attainable and therapeutic as her method.
In my college writing classes, I learned how to create an outline for any type of writing assignment. This organizational strategy has made it easier to organize complex website copywriting projects.
Every single piece of writing, copy or not, has a beginning, middle, and end (also known as an exposition or 'story arc'). This sounds like an elementary idea, but for inexperienced copywriters, this apparent simplicity can lead to major flubs - costing your client time and money.
When writing website copy intended to take readers on a journey, whether short-form or long-form, having a decisive beginning, middle, and end allows readers to relax into your piece and focus on the message. Without the clear organization of copy details into this format, there is no logical flow or tension created, leading the reader to confusion and disengagement. Before you begin writing for your next website project, consider a simple story arc brainstorming exercise structured like this:
Beginning
Starting above the fold, create an opener that captivates the audience's attention but stays on topic. Then lead into an introduction that explains who the company is and what the company does.
Middle
Present the problem to the ideal reader, making their pain point clear. Follow up with a proposed solution based on what the company is offering them.
End
Include a relevant and personalized CTA with a sense of urgency, and wrap up with any closing statements.
This blank copywriting outline comprises the gist of all those fancy formulas, but in a way that is easy to understand and apply - quickly allowing you to create bulletproof outlines for your next website.
Remember: It's a great idea to include tailored CTA's throughout your website copy, especially if it's on the longer side. CTA's should remain relevant to the main focus of the page.
The fundamental elements of a web copy outline.
In the previous section, I discussed creating a basic outline that includes a beginning, middle, and end. Now let's break down those three elements into their smaller website copywriting parts. The first copy your reader experiences is below the navigation bar and above the fold and usually consists of:
Hero header
Subheader
1st call to action
The area above the fold is where you have a short amount of time and few characters to tell your reader in a direct or indirect way what's on offer and how it benefits them.
Below the fold is where we transition into the middle and finally the end of our copy which usually consists of these elements in varying order:
Value statement(s)
Hook
Process roadmap(s)
2nd call to action
Benefits
Testimonials
Condensed bio
Final call to action
A footer that includes social links
Look at any great sales or landing page and you will find all of these elements in some order, depending on the product or service being offered. Add examples to your swipe file so they can be referenced at a later time.
I'll explain the terminology of each part of the outline in another post, but I recommend learning all the copywriting terminology you can from one of the many great online resources.
Remember: Not all web pages are created equal. The order in which you use each device listed above varies. Which of these devices you'll use also varies. Use your discretion and creativity to decide which copywriting elements to utilize. Also, search engine optimization is a major component of website copywriting and I'll be discussing that in another post.
You have the pieces, so it's time to build a connection.
In the world of marketing, your words are golden if they can connect to the ideal customer enough to earn a follow-up, opt-in, or purchase. Those gains are your ultimate goal.
Website copy ranges in form and intent; from the high ROI sales and landing pages to the informative FAQ and privacy pages.
Within these variations, you'll apply the above tools, along with your other copywriting knowledge to create a story that audiences can identify with enough to ask themselves "what's next?"
There are innumerable ways to create sellable website copy, but the best way (no matter what your writing style or niche) is to personify your brand if it's a multi-person business and focus on the personality if it's a single entrepreneur. Allow me to explain.
Copywriters always say:
"Talk about a product or service's benefits, not its features." That's great - we want to do that. But we also want to pinpoint the relatable human elements of the business to the ideal customer. We're selling to people after all.
Working with a company that has an incredible CEO story that would tie readers into the brand's USP? Include it. Find ways to present the company as humanly as possible because today's people are sick of working with robotic entities.
Takeaway: People want to work with a company that shares their values - not with a faceless business with zero personality. Chances are they can get the same benefits somewhere else. Make them fall in love with the brand.
If you want to get really good at these techniques, don't forget,
Don't forget to let me know you want more content like this by clicking the 'Subscribe For Updates' button below and entering your email. You'll be joining a quickly growing group of modern copywriting enthusiasts who know exactly when my articles hit.
Read my article 11 Ways To Convert Your Copywriting Into Sales which offers tips on how you can make it in today's freelance copywriting climate while maintaining your sanity.
If you enjoyed this article I can help you create similar content. Below is a link to my contact page.
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