2020 Website Copywriting Guide

Your Ultimate 2020 Website Copywriting Guide

Copy is not written. Copy is assembled.

A high-converting website copy helps you to create more leads, subscribers and sales effortlessly. We know that everybody wants to slide away from working hard whenever we can.

Copywriting may not seem like an easy job. And, you are dang right!

But, we assure you that investing a little extra time into writing result-producing copy benefits you in long term.

What is website copywriting?

Just to leave you a reminder, website copywriting is a process of writing a copy that is designed to prompt action on your website – either to subscribe to your newsletter or services, purchase products or even for enquiry.

What makes good copywriting? When you see an intentional form of writing throughout your website with no words going to waste.

We have heard of people who think writing content for their website is like a piece of cake. It’s wonderful if you know what you’re talking about. But, some really do not understand that this copywriting skill set rarely comes easy.

For those of you who want to learn the directed way of website copywriting or would love to have a cross-check on your website copy work, these 10 Fundamental Elements in our 2020 Website Copywriting Guide.

They will do you justice for the time spent to read, understand and reflect. Get your pen and papers ready because it is going to be a long journey with us.

We do our research in-depth to create real results for us, then for you.  So, you can surely count on us.

Remember, keep track of your website performance consistently. We would love to hear that you are one of our satisfied customers too. Indirectly, of course!

  1. Identify your copy objective
  2. Always lead with a motive
  3. The goal of each line is to get the next line read
  4. Customers’ needs and desires matter the most
  5. Write to a friend (special tips here)
  6. Have clarity in your copy
  7. Include WH questions
  8. Incorporate proof
  9. Address objections and alternatives
  10. Always be on the closing

1. Identify your copy objective

2020 Website Copywriting Guide

Before placing a dot on your copy, you need to first identify every goal of the page you are writing. You must be clear about what you want the reader to do after reading this copy. Break down your goal into precise steps.

What happens if you don’t have an objective? Your website will not bring you leads nor sales.

Also, place huge importance on penning down what you want to achieve out of every page of the website. Everything that is written will give you a clearer idea of your goal.

What is your website’s purpose?

To get started with, take into account your business type and the location in which the website fits within your broader customer journey.

What does this mean? Here are what you can look into,

a. Service business

If your business provides services of any kind, you probably want your visitors to fill out some contact details in a lead form.

b. Product business with shorter buyer cycle

Here, there is a high possibility that you are seeking for direct purchase from your visitors.

c. Product business with longer buyer cycle

Whereas on this part, you would want to prioritise email signups, newsletter or ebook subscriptions. Here, you can engage leads in an email marketing strategy with informative messages of any kind.

Here on, you will be more directed with the next steps of the copywriting process.


2. Always lead your copy with a motive

Next, understand that every page on your website has its motive. You want to have all the pages on your website because the more the merrier? You’re WRONG!

If I’m wrong, then how am I to know which pages are necessary for my business nature?

We are sure you have seen pages like About Us, Blogs, Portfolio and Contact Us. These pages are a need for all business websites. Other pages depend on your business nature.

Do remember that you do not want to drag and bore your readers. Stick to your motive.

Let’s take the Service page, for instance, vocalise the service value proposition. The About Us page, on the other hand, establishes credibility and resonates with readers around your mission.

Research tells that we only have on average between 3 to 15 seconds to grab the reader’s attention.

So, we have to make the most out of the little time. We can’t emphasise enough to lead your page with a motive so your visitors are able to tell you the point of the page almost immediately without needing to scroll.


3. The end goal is to get the next line read

Every word and sentence must be intentional. Make the reading process easy by not using over-complicated words or sentence structure. Every word and line matters to make them want to keep reading the next lines.

So, it’s not the best time to beat around the bush. If your reader does not continue reading, the points that you want to make are irrelevant to them.

Here on, you may forget about your motive to get them to take action accordingly. Also, as much as we place a serious look upon being intentional, it is not a particularly setting high bar. Use simple words for readers to understand your message, direct and motivate them to continue reading.

This process may take several practices but you will get there for sure. It’s just a matter of time. You got this!


4. Customers’ needs and desires matter the most in website copywriting

2020 Website Copywriting Guide

It may be a difficult pill to swallow but you need to know this.

A website copywriting is not all about you and your brand story but what you can give your pool of people.

Your customers care first about your brand story but that is only the first impression. The rest depends on the quality of products, experiences and services you can provide for them.

It is one of the most common mistakes committed by most non-copywriters. They tend to focus on their business, brand or subject rather than their target audiences. As much as everyone is full of themselves, if you want to win your people, go with that flow.

Everything you say should connect to those needs and desires. Anything outside this line, eliminate at an instant.


5. Write a copy to a friend

If you remember, we owe you tips on this section. Be all ears!

Throughout what you write on your website, it should sound like you’re speaking. And, throughout what you’re speaking, it shouldn’t sound like a kid pretending to be a business person.

Speaking to friends and big shots differ depending on the nature of your business. Yes, again. Don’t get tired just yet.

If your target customers are business owners who are more prone to not being informal in their business dealings, you’d rather want to speak in a formal but not-so-stiff tone. Unlike the creative or fashion-related industries, you need to convince your customers more professionally.

Good website copies read like a well-spoken person talking. It has a straightforward tone and gets to the point without rushing itself.

World-class Copywriting Tips:

  1. Write a segment of copy and read it out loud. or, get someone else to read it out to you. 
  2. If it sounds like you’re playing business, jot down the main points of that segment. 
  3. Imagine telling them to a friend. Direct, short and sweet. Then, re-do.

6. Have clarity in your copy

While many copywriters and marketers make a big fuss about persuasion and how magical a persuasive copy can be, we believe that the most important element of a successful copywriting is CLARITY.

Your target customers already know what they want or need. You only have to clarify to them that your services or products are a great match for them.

Don’t get us wrong. If your goal is to trigger their fear or greed, then persuasive writing techniques can be helpful. But, if you are working with great products or services that customers will undyingly love, bid goodbye to persuasion.

You really only need copywriters because the average person sucks at written communication. When left with their own devices, you will see them creating confusing, disjointed messages that do nothing but misguide.

P/s: Here is where you click the Contact Us button and get our Pro Copywriters to flatter your customers.


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7. Include WH questions

2020 Website Copywriting Guide

After all of this information, let’s do some cross-check if we are on the right track.

Recheck if your website copy clearly speaks of these elements:

  1. What is your offer?
  2. Why does it matter?
  3. Where is it offered?
  4. When is it offered?
  5. Who is it offered to?
  6. How does it work?

Check your lens and work on your copies if you get drifted. It’s okay, it happens. Hence, why we have this step to get you back on track before you’re too far drifted. You’re welcome!

If you’d like to get better assistance, reach out to us for a personal touch. We will get you to your destination.


8. Incorporate proof in your copywriting

Nobody believes in magic until you prove it to them.

The magic behind great copywriting starts when you get to show proof to your customers with data, testimonials, examples, case studies and statistics. One of the best ways you can do is to get your customers to review honestly on your services or products. From there, you can get some really good phrases for your copy.

What are you talking about?

Testimony 1:

“Honestly, of all the beauty consultants that I have spoken to, you have provided me with 90% of actionable and effective skincare tips that are really affordable.”

Convert these words into your copy:

“Learn the secret to being forever flawless using these super effective and actionable skincare tips without costing you a fortune.”

This is what we mean by incorporating the proof into your writing when possible.


9. Address objections and alternatives in your website copywriting

Before your customers come up with their “BUTs”, do some thorough research to counter possible and common objections and alternatives that may arise. Not because your services or products are irrelevant, but to show your target customers how you outshine others in the industry.

This is basically a sales technique and one of the most powerful persuasive writing you can utilise in your copywriting.

In interpersonal sales, the first person who brings up an objection wins.

You can start by saying,

“You might be thinking of this. And here is how we solve it”, then watch it become a bonus towards pushing the sale through. This is copywriting at its best. Take the most advantage of this one-way conversation but don’t do it too aggressively.

So, for this success to be yours, place importance on customer feedback. Here is where you identify the common questions asked. Also, don’t dig in too much of the things your leads are not possibly thinking about.


10. Always be on the closing

The ending is always short and sweet. Never over-pitch the sale. Look to close at every available opportunity and have regular Calls-To-Action (CTAs). Some of the places may include at points where new information is presented. It is like giving them a stronger reason to say “Yes” to you.

Too little CTAs are not effective too because imagine your copy drove customers to take action but they go search for buttons to get in touch with you.

The arbitrary rule of thumb is to never want the reader to scroll past two screen’s worth of info without a chance to convert.


Copy good Copywriters

Copywriting skills can be quite a skill to take up and polish. Nevertheless, it brings so many benefits to your business pitch. And, copywriting differs drastically from content writing. But both work hand in hand when it comes to content marketing. Think about it! You’ll be the walking dictionary aka marketing expert altogether.

Suggested read: Copywriting vs Content Writing. Know the Difference?

Digesting all the mentioned tips can be a little extra work for you to work on. Here is where we come to rescue. Our Copywriters follow this Website Copywriting guide like a Pro. So, leave the word-war to us and look out for your business sales.

Get in touch with us NOW.

Ready for brand excellence?

Come in for a free consultation!