{"id":9725,"date":"2018-04-19T22:56:01","date_gmt":"2018-04-20T03:56:01","guid":{"rendered":"http:\/\/www.bluehost.com\/blog\/?p=9725"},"modified":"2018-04-19T22:56:01","modified_gmt":"2018-04-20T03:56:01","slug":"12-useful-tips-for-writing-compelling-website-copy","status":"publish","type":"post","link":"https:\/\/www.bluehost.com\/blog\/12-useful-tips-for-writing-compelling-website-copy\/","title":{"rendered":"12 Useful Tips for Writing Compelling Website Copy"},"content":{"rendered":"<p>Are you in the process of launching a new\u00a0<a href=\"https:\/\/www.bluehost.com\/blog\/how-to-create-a-website-guide\/\">WordPress website<\/a>? If so, you might be more focused on the design and functionality of your site rather than the <a href=\"https:\/\/www.bluehost.com\/blog\/content-ideas-for-your-website\/\">website content<\/a>. While your website should look presentable and appealing to a specific audience, it also has to accomplish a goal. To achieve said goal, your website content must convince visitors to take an action or next step.<br \/>\nSince the\u00a0<a href=\"https:\/\/hostingfacts.com\/internet-facts-stats-2016\/\">average human attention span has declined to 8 seconds<\/a>\u00a0(<em>shorter than that of a goldfish<\/em>), your website copy must be compelling and actionable. Otherwise, it\u2019s wasted space on the Internet. To write successful website copy, use our 12 quick tips.<\/p>\n<h2>1. Know What Your Audience Wants<\/h2>\n<p>Your website copy must resonate with the reader. If an audience reads your website and it sounds like you\u2019re speaking to an entirely different group of people, they\u2019ll leave! Having an in-depth knowledge of your audience\u2019s preferences, needs, and desires will help you craft copy that connects with them.<br \/>\nBlindly writing copy without a deep understanding of your market is a risky path to take.<\/p>\n<h2>2. Write as Much as You Need<\/h2>\n<p>Often, people will tell you website copy needs to be short, sweet, and to the point. And, it does. However, what if your audience wants content with more details? A rule of thumb for compelling website copy is to write as much content as you need\u2014<em>no more, no less.<\/em><br \/>\nWhen determining how much copy to write, consider the following:<\/p>\n<ul>\n<li>The industry<\/li>\n<li>The target audience<\/li>\n<li>The topic at hand<\/li>\n<li>The goal of your content<\/li>\n<\/ul>\n<p>All of these components will guide you to write only as much copy as necessary.<\/p>\n<h2>3. Make Your Content Scannable<\/h2>\n<p><a href=\"https:\/\/www.impactbnd.com\/blog\/user-experience-stats-infographic\">61% of users<\/a>\u00a0said if they didn\u2019t find what they were looking for right away on a mobile site, they would move on to another site. With this in mind, remember to make your website copy scannable. In fact, the\u00a0<a href=\"https:\/\/www.nngroup.com\/articles\/how-users-read-on-the-web\/\">Nielsen Norman Group<\/a>\u00a0found 79% of website visitors scanned content, while a mere 16% read it word-for-word.<br \/>\nUsers should be able to quickly skim your website page copy and understand the context of the page as well as what to do next. You can create scannable copy by utilizing formatting techniques such as:<\/p>\n<ul>\n<li>Headlines<\/li>\n<li>Sub-headlines<\/li>\n<li>Bullet points<\/li>\n<li>Block quotes<\/li>\n<li>Buttons<\/li>\n<li>Bold, Italicized, and Underlined Copy<\/li>\n<li>Image Captions<\/li>\n<\/ul>\n<h2>4. Write for the Audience, Not for Yourself<\/h2>\n<p>A big mistake website owners often make is writing content\u00a0<strong>about themselves<\/strong>. While you need to inform visitors about your company, product, service, or purpose, you need to write for your audience. Instead of writing website copy to inflate your ego, focus on making your copy appealing to the reader.<br \/>\nAsk yourself:<\/p>\n<ul>\n<li>What does my audience consider to be valuable information?<\/li>\n<li>What do my website visitors want to know?<\/li>\n<li>What questions might a visitor have?<\/li>\n<li>What information will my visitors want up front?<\/li>\n<li>What problems can I solve for my audience?<\/li>\n<li>What type of content does my audience like to read?<\/li>\n<\/ul>\n<p>While writing your website copy, always focus on your reader and how you can provide unparalleled value to them.<\/p>\n<h2>5. Focus on Benefits before Features<\/h2>\n<p>Another tip for writing compelling website content is to discuss the benefits before features. For instance, if you are selling skincare products, describe the advantages of using the particular product before diving into the ingredients. Start a dialogue about how the product nourishes the skin or annihilates wrinkles, rather than listing unpronounceable ingredients.<br \/>\nThe benefits of your product, service, or company show readers the value they will receive. While features are tangible and finite, value derived from the benefits is irreplaceable.<\/p>\n<h2>6. Tell a Story through Your Content<\/h2>\n<p>Your website content should be compelling, not dull. The story told through your website content should be entertaining, informative, and most of all, aligned with a reader\u2019s intent.<br \/>\nEven if your audience requires a more professional tone and jargon, you can write copy that captures their attention and reels them in. For instance, if you\u2019re a manufacturing company, use case studies and storytelling to show how you helped clients with your products and services.<br \/>\nStorytelling has been part of our lives and culture for centuries. Take advantage of it in your website copy!<\/p>\n<h2>7. Use Urgency<\/h2>\n<p>When website visitors read or skim your content, they should feel encouraged to take a next step or action. To entice them to do so, use urgency in your copy. Language such as \u201cBuy Now,\u201d \u201cAct Fast,\u201d and \u201cGet It Today\u201d all create a sense of immediacy and remind users to act accordingly.<br \/>\nNow, urgency should only be used when necessary. Don\u2019t use this type of language when it is not warranted. For example, if you are using website copy as part of an inbound marketing strategy, urgent language should not be used in the Attract or Delight stages. However, if you\u2019re creating content with the intent of converting visitors into leads or leads into customers, then urgency is key.<\/p>\n<h2>8. Be Proactive<\/h2>\n<p>Another tip for writing compelling copy is to use an active voice. Using the past tense or a passive voice in website content doesn\u2019t create urgency or encourage users to take the next step.<br \/>\nFor example, instead of saying \u201c<em>Our company executed a data-driven strategy which led to significant results<\/em>\u201d say, \u201c<em>We execute data-driven strategies which generate significant results.<\/em>\u201d<\/p>\n<h2>9. Write Helpful Website Copy<\/h2>\n<p>Write irresistible copy to helps a user achieve a task. Your website content should:<\/p>\n<ul>\n<li>Guide visitors through your website.<\/li>\n<li>Ease a user\u2019s fears.<\/li>\n<li>Solve a reader\u2019s problem.<\/li>\n<li>Answer your audience\u2019s questions.<\/li>\n<\/ul>\n<p>By helping users with their predicament or inquiry, they learn to trust your brand and website with their needs.<\/p>\n<h2>10. Always Use a Call-to-Action<\/h2>\n<p>A call-to-action (CTA) is arguably the most important part of your website copy. Even if you use all of the above tips, but lack a call-to-action, you\u2019ll have a difficult time converting website visitors into sales or subscribers.<br \/>\nJust like the rest of your website copy, your CTAs must be actionable, direct, and helpful. Examples of common CTAs include:<\/p>\n<ul>\n<li>Subscribe today for exclusive content.<\/li>\n<li>Fill out the form below to contact us.<\/li>\n<li>Call us today to get started.<\/li>\n<li>Buy now to receive members-only discounts.<\/li>\n<\/ul>\n<p>When developing a CTA, be sure to tell a reader exactly what they need to do next. Do not be vague or confusing. Your call-to-action should be a single, easy step a reader can take immediately.<\/p>\n<h2>11. Edit, Edit, and Edit Some More<\/h2>\n<p>The first draft of your website copy is not the final draft. Always proofread and edit website copy, and more than once! When editing your work, be sure to read from a website visitor\u2019s perspective and ask yourself:<\/p>\n<ul>\n<li>Does this copy help solve a problem for readers?<\/li>\n<li>Can I make this copy stronger?<\/li>\n<li>Does this copy elicit an emotion?<\/li>\n<li>What \u201cfluff\u201d can I delete from my copy?<\/li>\n<li>Am I using enough content? Too much content?<\/li>\n<\/ul>\n<p>If editing isn\u2019t \u201cyour thing,\u201d enlist the help of an expert editor to help you cut down on unnecessary copy and develop a voice which resonates with your audience.<\/p>\n<h2>12. Optimize Your Copy for Search Engines and Humans Alike<\/h2>\n<p>Most website owners get so wrapped up in optimizing their website copy for search engines, they forget humans are the ones reading it. While keywords, internal links, and other\u00a0<a href=\"https:\/\/www.bluehost.com\/blog\/tips-tricks-improving-seo-wordpress-website\/\">SEO<\/a>\u00a0components are important, make sure your website copy sounds human. Stuffing your copy full of keywords, geographic locations, and other search phrases creates clunky, flat copy that does not convert.<br \/>\nWith these 12 tips in your back pocket, sit down and start writing! Have you written web copy before? What advice would you give to new writers?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you in the process of launching a new\u00a0WordPress website? If so, you might be more focused on the design and functionality of your site rather than the website content. While your website should look presentable and appealing to a specific audience, it also has to accomplish a goal. To achieve said goal, your website [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":41240,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_title":"12 Useful Tips for Writing Compelling Website Copy | Bluehost","_yoast_wpseo_metadesc":"","inline_featured_image":false,"footnotes":""},"categories":[3052,10],"tags":[3330,3331,3335,3340],"ppma_author":[602],"class_list":["post-9725","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-marketing","tag-how-to-guides","tag-listicle","tag-small-business","tag-tips-tricks"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>12 Useful Tips for Writing Compelling Website Copy | Bluehost<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluehost.com\/blog\/wp-json\/wp\/v2\/posts\/9725\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"12 Useful Tips for Writing Compelling Website Copy\" \/>\n<meta property=\"og:description\" content=\"Are you in the process of launching a new\u00a0WordPress website? 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