What Makes Effective Web Copy?

“As each has received a gift, employ it for one another, as good stewards of God’s varied grace: whoever speaks, as one who utters oracles of God; whoever renders service, as one who renders it by the strength which God supplies; in order that in everything God may be glorified through Jesus Christ” (1 Peter 4:10-11).

Think of the last few websites you visited. Were they helpful, or were they a nightmare to try to navigate? Did you find what you were looking for right away, or did you leave the site dissatisfied and with unanswered questions?

A website, whether that of a business you own or an organization you manage, is your storefront on the web — your online presence, your organization’s public face. It can make or break your mission, and it largely has to do with the text — the web copy —  on your site.

Whether you are planning to write new web copy for your site or simply want to freshen up what you already have, here are a few tips on writing effective web copy that will convert and engage, rather than frustrate and annoy.

Focus on Addressing Pain Points

Your web copy shouldn’t sound pushy, “salesy,” or too vague. Focus on what your unique audience needs. What are their pain points? What are their needs and struggles, and how does your product or service help alleviate them? How can you make their lives easier?

You don’t need to craft copy directly answering these questions, but writing with them in mind will help you hone your message so it speaks powerfully to your audience.

Don’t Sound Desperate

A potential client or customer’s first interaction with you may be your website. How do you want to portray yourself? What do you want their first impression to be? Ideally, your copy should convey your expertise in the field and the fact that you have answers to their questions and solutions to their problems.

Write with a tone that is conversational and approachable but unique to your brand and business. It may help to make a list of words that describe your business and brand. Then, you can write using a voice that not only uses those words here and there but also captures their essence. You shouldn’t come across as someone desperate to sell something; you should come across as a trusted friend, mentor, or colleague who can help make life better in some way.

Avoid Huge Blocks of Text

Writing web copy is a challenge, because it forces you to say a lot in as few words as possible. Website visitors don’t want to read a book, a rant, or a life story. They want valuable, helpful information that relates to their lives, and they want it quickly so they can learn more, grow in trust, or make the decision to purchase your product or hire you for your services.

Don’t use big blocks of text. Focus on the bits and pieces of information that are most important for the visitor to know. Organize this material in a way that follows a consistent train of thought. Break text up by using the “enter” key gratuitously, and include images and headers.

Your web copy shouldn’t be visually intimidating or exhausting to look at. Remember that your readers are visiting your site to find information that will help them, not take them 20 minutes to read.

Include a Call to Action

Your call to action may fit best on the home page or at the bottom of your service pages. Regardless, it’s important to have some text calling your readers to the next step you’d like them to take. However, don’t be pushy! Invite them to build a relationship rather than jumping right in and trying to make the sale.

A call to action like, “Let’s chat about your project!” or, “Contact me, and we can chat about how I can make your website shine!” will make you sound more interested in relationship-building than “Hire me to design your website!”, which is focused on making the sale. Make starting a conversation easy by placing links to your contact or FAQs page throughout the site.

Effective Copy is Relationship-Centered

Effective web copy is relationship-centered. Write with the intention of answering your visitors’ big questions, and your web copy will help move your audience forward in the relationship-building process, whether that next step is learning more, booking a call, or requesting a quote.

Sarah Coffey is a freelance writer, copywriter, and editor. In college, she converted to Catholicism, met her now-husband Jesse, and received a B.A. in History. In 2018 she took the entrepreneurial plunge and started a copywriting and copyediting business — Coffey Copy & Content, LLC — and hasn't looked back. She loves using her talents for writing and editing to help business owners, students, and writers convey their messages powerfully and cleanly. She is also currently working on a Master's in Sacred Theology through St. Joseph's College of Maine and writes on matters of faith, theology, business, and travel. You can read more of her writing here.