Writing website copy isn’t like any other kind of writing. It’s strategic, concise and written specifically to work with design and drive action.
“Website copy” refers to the words (or text) that make up your website. When you start a new website project, one of the first things you need to decide is whether you’re going to keep your existing website copy, write all new copy or do a combination of the two. Most of the time, a combination of the two is your best bet.
Odds are you write all day — emails, texts, to-do lists and maybe even social media posts. Website copy should be no big deal, right? Well, just like how you wouldn’t write a social media post for your business the same way you would write a text to a friend, you shouldn’t write website copy the same way you do other marketing content.
1. It Starts With the Sitemap
Website copy comes with its own outline. A sitemap gives you an idea of how your website will be organized and shows you exactly what pages need to be written or pulled from your old site. Before writing the first word, you’ll have an idea of how your pages connect and what should be on each one. A skilled website copywriter keeps this structure in mind, ensuring that content flows logically from one page to the next.
2. It’s Not Meant to Be Read Cover to Cover
Another way that website copy differs from other copy is that it isn’t meant to be read in its entirety in one sitting. We hate to break it to you, but no one is cozying up with a cup of tea to read every page on your website like it’s a good book. Website visitors will likely treat your website like a choose-your-own-adventure, jumping to different sections and pages to find exactly what they need. That means website copy needs to be easy to scan, with clear headlines, short sentences and strong calls to action (CTAs). It’s your copy’s job to provide answers quickly and clearly. You’re still telling a story — but in a much different way than long-form writing.
3. Every Word Has to Earn Its Place
Every word matters. With website copy, you don’t have the luxury of long introductions and flowery language. Your audience is looking for solutions, and you have only a few seconds to grab their attention. Headlines need to be catchy and memorable, but they also need to clearly tell your audience what that section is about. Subheads should guide users seamlessly to the next thought. Every sentence should provide value. CTAs are especially important since they tell users what to do next and drive conversions. If a word doesn’t serve a purpose — whether it’s to inform, guide or encourage — it shouldn’t be there.
4. It Balances Human and Robot Needs
Yep, you read that right. Website copywriters have to keep two distinct audiences in mind — real people and search engines. On the one hand, your website copy needs to resonate with users, addressing their questions and providing clear solutions. On the other hand, it also needs to include keywords and phrases that help search engines understand your content and rank it appropriately. This balance is a big part of what sets website copy apart from other forms of writing. It’s not just about creativity or clarity — it’s about aligning with algorithms while maintaining a human touch. When done well, you can talk to both audiences seamlessly.
5. It Works With Design
Your website copy doesn’t exist in a vacuum. You have to think about how your end user will be seeing it, which is with the design on your live site. A beautifully written page can fall flat if it’s poorly designed, and even the best visuals can’t save copy that doesn’t deliver a message. Website copy has to take the design into consideration, using headers, CTAs and short paragraphs to break up text and complement the site’s layout.
6. Each Page Has to Work Together
While each page on your website has a unique purpose, the tone and style of your copy need to remain consistent throughout. A cohesive voice builds trust and helps users navigate your site more easily. We see this become an issue when businesses or municipalities have different departments write their own page copy. While that’s a great way to distribute the work and ensure each page is accurate, inconsistencies in tone, grammar and style can make the website feel disjointed and unprofessional. It’s usually helpful to have someone (like Infomedia) review and unify the content.
7. Each Page Has to Stand Alone
This one might sound like a contradiction to the last point, but it’s actually not. Think about it this way: Someone might land directly on your services page from a Google search, which means they’re bypassing your homepage entirely. That service page needs to provide all the information they need to understand what you offer without relying on other pages for context. This is why it’s okay to repeat ideas on key pages, but you never want to copy/paste the exact copy that is on other pages. To quote the guy who wrote the book on storytelling for businesses, Donald Miller, “If you confuse, you lose.” Don’t make your audience work too hard to find the information they’re looking for — they’ll just go to your competitor.
8. It Has Multiple Goals
Each piece of content marketing has its own goal. For the most part, blogs are meant to inform, ads are meant to convert and so on. But website copy has to balance educating and converting. You want to tell your visitors what you do while also persuading them to take action — like filling out a form or making a purchase. It can be difficult to build trust and credibility while also keeping the focus on the users’ next step. That’s where a skilled website copywriter can come in to help.
9. It Evolves With Your Business
Unlike a marketing campaign, website copy isn’t a one-and-done project. As your business grows and changes, so should your website. Adding new services, updating branding and changing audience needs all require your copy to stay flexible and current. With regular updates, you can make sure your website remains relevant, accurate and effective.
10. Its Success Is Measurable
With tools like Google Analytics, you can actually measure the results of your website copy. Metrics like bounce rates, time on page and conversion rates provide clear feedback on what website content is working and what isn’t. This data allows you to make informed decisions about what to improve.
Final Thoughts
Website copy isn’t just writing. It’s different. It’s strategic, it’s dynamic and it’s results-driven. It helps guide your audience, build trust and drive results. Done right, website copy gives you the power to connect with your audience and grow your business.
If you’re ready to make your website copy work for you, we’re here to help. Get in touch today, and let’s create copy that tells your business’s story in a way that your audience will truly hear it.
