5 Tricks to Write More Engaging Website Copy


Website copy has the power to make or break your users experience. 

Think about it. Statistics say that you have a matter of seconds to gain a user’s interest. In fact, most website visits are 15 seconds or less

Given the importance of keeping users on your site for as long as possible, it goes without saying that your website copy needs to be in tip top shape.

What is website copy?

Generally speaking, website copy is the informative part of your website. The main text on your website that describes your business, and convinces users whether they’d like to work with you or not. 

People browse your site with a question or a need. It’s expected of you to deliver them an answer as quickly and easily as possible. With your website copy, you have the power to guide your users on a path. With nearly every website, conversions are the goal. The first and most important step to assuring your website converts users is writing killer copy.

Here are 5 Tips to help you write website copy that keeps users interested and turns views to conversions.

Benefits Over Features

Nobody cares about your company. They only care about what your company can do for them. OK, maybe that was a little harsh. But in many ways it’s true.

There’s no need to fill your site with copy touting how great your product or service is. Instead, spend more time explaining the benefits you provide. By focusing on the benefits, people can easily browse your site, read your website’s copy, and quickly determine if you’re the right fit.

That isn’t to say you should discuss your products’ cool features at all. You definitely can (and should). It’s just a matter of prioritizing the benefits over the features.

A/B Test Your Website Copy

When it comes to something as important as your website copy, A/B testing is a no brainer. A/B testing is the easiest way to test which headlines, and copy variations are the most effective on your website. 

There are a number of things you can test to improve your website copy using A/B testing including: 

Headlines – Try out different text size, wording and locations.

CTA Text – Play around with different wordings in your call-to-action. The right call-to-action can make or break your website pages.

CTA Location – The specific size and location of your call-to-actions can have a big impact on how successful they are. A/B test your CTA’s in different sizes and locations to find the perfect fits for your site.

Copy Text – Is your website copy to short? Too long? Right word choice? A/B test your copy text and find the perfect combination.

…among others.

In order to perform A/B testing, you’ll need a tool that runs a script on your site which shows one version to some users, and a different version to others.

Tools like Optimizely and Hubspot are great options for easy A/B testing.

Remove The Jargon

If your website copy can only be understood by industry experts, you have a problem. The average American is considered to read at an eighth grade level. By using complicated words in your writing, you’re alienating a large percentage of your readers. 

Instead, try to organize your message using verbiage that is easy to understand. Don’t worry about trying to sound smart. That will come when you use data to back up your thoughts. Developing your website copy in a way that anyone can grasp will boost the amount of time users spend on your website, ultimately boosting overall conversions. 

I recommend using a tool like Hemingway App, which will analyze your website copy and determine its reading level among other things. Somewhere around Grade 7 or 8 seems to be the sweet spot for most websites.

Remember Scanning

Think about how you browse a new website. Do you carefully read through every word, or do you quickly scroll through until you come across something that peaks your interest? You scroll through. And so does everybody else.

Knowing this, it’s important to write copy for your website that visually emphasizes what’s important, allowing readers to scroll through and quickly understand what you want them to. 

In practice, this means short text with bold subheadings that tell the reader exactly what’s being said. Bullet points are another great way to give your readers quick, easy bursts of important information.

SmartBug Media Website Copy
SmartBug Media Homepage

SmartBug Media does a great job of showing their readers short bursts of important information. In fact, they don’t have a single paragraph on their homepage longer than a couple sentences, allowing readers to quickly browse the site and come away with exactly what they are looking for.

Keep Your Copy Friendly

They say, “write the way you talk” for a reason. People like reading things that are personable. 

Think about the things you read on the web. How often do you spend time reading boring dense text with large words and loads of paragraphs? Probably not very often. How often do you browse sites and read blog posts that are welcoming, upbeat, and sound like a conversation with your best friend? Probably every day.

Keeping your website copy light and friendly makes it accessible to readers, leading to greater engagement. On top of that, it gives readers a glimpse into your specific personality, which only enhances their experience!

That’s It!

Now get out there and start writing!

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