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What is Website Copywriting?

Updated: Jun 27

If you’re new to marketing or sales, you’re probably wondering, “What the heck is website copywriting and why is it important?” Well, you're in the right spot!

Here's the thing – it's not enough to have a visually stunning website. To make it truly effective, you need words that sell and that’s where website copywriting comes in.

Join me as I break down what website copywriting is, from understanding your audience to crafting messages that resonate.

It's not just about stringing words together; it's about creating an experience that leaves your visitors not just impressed, but converted!

Website Copywriting Explained

Website copywriting definition

Website copywriting is the strategic use of words to create compelling and engaging content for a website.

SEO Website copywriting blends persuasive language with SEO to attract, inform, captivate, and drive a desired action.

Beyond the surface, website copywriting should seamlessly integrate SEO, ensuring that the content ranks high in search results and attracts the right audience.

If you're looking to learn copywriting, check out my list of the best copywriting books!

The Basics of Website Copywriting

Website copywriting basics

Before your WRITE great copy, you need to do the foundational work. Below are three factors you need to nail down before you start writing.

  1. Know Your Audience.

  2. Know Thyself (complete understanding of your brand at it's core)

  3. Know SEO (keywords and how to incorporate them into your website copy)

Let's take a deep dive into all three of these crucial elements.

1. Identify Your Target Audience 

Identifying your target audience is the first step in writing website copy that converts.

Your audience is the heartbeat of your website. To create website copy that resonates, you need to dive deep into who they are, what they want, and how they speak.

  • Who are the people you want to attract?

  • What are their needs and pain points?

  • What do they desire?

  • What is the transformation they are looking for?

  • What do they value?

  • How do they find / search for products and services?

  • What words and phrases do they type into Google?

Understanding your target audience is crucial to crafting content that speaks directly to them. Your website copy should mimic what they are thinking so when they land on your website and read your FIRST headline, they think, 'OMG it's like she's in my head!"

Now, let's take it a step further by creating a target audience persona.

Creating user personas helps humanize your audience and will help you understand them on a personal level.

This will also help you clarify WHO exactly you want to market to and WHAT they are looking for.

Use the template below to complete a persona for your ideal (DREAM) client

Target Audience Persona Template:

1. Personal Background:

  • Name:

  • Age:

  • Gender:

  • Occupation:

  • Education:

2. Demographics:

  • Location:

  • Income Level:

  • Marital Status:

  • Family Size:

3. Interests and Hobbies:

  • Hobbies:

  • Interests:

  • Favorite Pastimes:

4. Goals and Aspirations:

  • Short-term Goals:

  • Long-term Goals:

  • Aspirations:

5. Challenges and Pain Points:

  • Challenges in Daily Life:

  • Pain Points in Relation to Your Product/Service:

6. Communication Preferences:

  • Preferred Communication Channels:

  • Social Media Platforms:

  • Online Communities:

7. Brand Affinities:

  • Preferred Brands:

  • Reasons for Affinity:

8. Values and Beliefs:

  • Personal Values:

  • Beliefs:

9. Decision-Making Factors:

  • What Influences Their Decisions:

  • Key Decision-Making Criteria:

10. How Your Product/Service Helps:

  • Specific Ways Your Offering Addresses Their Needs:

  • Unique Selling Points Tailored to Them:

2. Defining Your Brand

Your brand is more than just a logo or a product; it's a living entity with a personality, tone, and voice!

Understanding and defining these aspects of your brand is key for creating a consistent and memorable brand identity.

A. Brand Personality:

Your brand personality is the set of human characteristics and traits that define how your brand behaves. It helps humanize your brand and make it relatable and memorable.

TO DO: Consider if your brand is friendly, sophisticated, adventurous, or reliable. Think of it as the personality traits of your brand as if it were a person.


  • Apple: Innovative, sleek, and modern.

  • Ben & Jerry's: Fun, quirky, and socially conscious.

  • Nike: Bold, empowering, and competitive.

B. Brand Tone:

The brand tone is the expression of your brand's personality through language. It sets the mood for your communications, influencing how your audience perceives and engages with your brand.

TO DO: Determine whether your brand's tone is formal, casual, humorous, or professional. This guides the style of communication across all touchpoints.


  • Mailchimp: Playful and conversational.

  • IBM: Professional and authoritative.

  • Dollar Shave Club: Witty and irreverent.

3. Brand Voice:

Brand voice is the consistent expression of your brand's tone across various communication channels. It ensures that your brand speaks in a unified way, building recognition and trust among your audience.

TO DO: Brand voice is the application of your chosen tone across written and spoken communication, maintaining a cohesive brand identity. Make sure you sound the same in your emails, socials, copy, and so on!


  • Disney: Magical and enchanting across all platforms.

  • Wendy's: Sassy and witty on social media.

  • TED Talks: Informative and inspirational in speeches and written content.

By clearly defining your brand personality, tone, and voice, you lay the foundation for a cohesive and authentic brand identity that resonates with your target audience.


To effectively communicate with your audience, you must first understand your brand intimately. Define your brand personality, values, and unique selling propositions.

This self-awareness ensures that your copy aligns seamlessly with your brand identity, building authenticity and trust.


  • Conduct a brand audit to assess your current brand positioning.

  • Clearly articulate your brand mission, vision, and values.

  • Ensure consistency across all brand touch points.

3. SEO (Keywords)

When it comes to marketing online, visibility is key. Knowing the basics of Search Engine Optimization (SEO) is essential to enhance the discoverability of your content.

Identify relevant keywords related to your business and strategically incorporate them into your website copy to improve search engine rankings.


  • Use keyword research tools to identify high-performing keywords in your industry.

  • Integrate keywords naturally into titles, headings, and body content.

  • Optimize meta tags and descriptions for search engines.

Need help finding your keywords? Watch my FREE masterclass!

By addressing these three factors—knowing your audience, understanding your brand, and mastering SEO—you lay a solid foundation for creating copy that not only speaks to your audience but also enhances your online presence.

3. Elements of Effective Website Copy

Website copywriting tips

Crafting compelling website copy is an art, and like any masterpiece, it requires attention to detail.

A. Headlines and Subheadings

Grabbing Attention

In the vast sea of information, your headlines are the lighthouses. They need to shine bright and guide your visitors. Creating headlines that stop the scroll and make your audience say, "Tell me more!"

B. Body Copy

B.1 Clarity and Conciseness

Long paragraphs are the enemy of online readers. Keep your sentences short (3 lines of less!) Your audience should understand your message without feeling like they're wading through a sea of words.

Also, don't be afraid to breakup your text, use bullet points and spacers to separate long chunks of text.

B.2 Persuasive Language

Words have power. Whether you're describing a product or telling your brand story, persuasive language is the key to turning visitors into loyal customers.

Persuasive copywriting uses compelling language and strategic techniques to drive specific actions.

For instance, a persuasive copy for a product might highlight its unique benefits, creating a sense of urgency with phrases like "Limited Time Offer" to encourage immediate purchase and convey exclusivity.

C. Call-to-Action (CTA)

C. 1. Creating Compelling CTAs

Your CTA is the finish line – the moment you convert a visitor into a customer. Create CTAs that not only tell people what to do but make them excited to do it.

C.2. Placing CTAs Strategically

It's not just about what you say; it's about where you say it. From homepage banners to product pages, every CTA should guide your audience seamlessly through their journey.

4.More on SEO and Website Copywriting

online search statistic

The synergy between SEO and website copywriting is the secret sauce that propels your content to the forefront.

Let's unravel take a look at search engine optimization and how it intertwines with your copy.

A. Keyword Research

Keyword research is essential for optimizing your website for Google.

By identifying the right keywords, you can create content that addresses the needs and interests of your target audience. This helps improve your website's relevance and authority in the eyes of search engines, and ultimately lead to higher rankings and more traffic.

To optimize for conversions, it's important to target keywords that have high commercial intent (transactional keywords) and align with your business goals.

Need help with keyword research? Watch my FREE masterclass!

Tools for Keyword Research

Behind every successful keyword strategy are powerful tools. Check out the below tools to complete keyword research!

In a nutshell, you ideally want to choose keywords that align with your business/service products, and that have a high monthly average search, and lower competition.

Choosing a Seed/Primary Keyword:

  1. Relevance: Ensure the primary keyword is directly related to your content or business.

  2. Search Volume: Opt for keywords with a balance of search volume – not too broad or too niche.

  3. Competition: Assess the competition for the keyword; choose a mix of high and low competition keywords.

Choosing a Long Tail Keyword Phrase:

  1. Specificity: Long tail keywords are detailed and specific; focus on a niche within your broader topic.

  2. Intent: Consider user intent; long tail keywords often indicate a more refined search intent.

  3. Natural Language: Mimic how users speak or type queries naturally for a conversational long tail keyword.

My keyword research masterclass goes into this technique in DETAIL. So if you want a step by step process I highly recommend watching it.

B. Optimizing Content for Search Engines

On-Page SEO Techniques

On-page optimization refers to the process of optimizing the content and structure of your website's pages to improve their relevance and ranking on search engines. This involves fine-tuning elements directly within the webpage to enhance both user experience and search engine visibility.

Key components of on-page optimization include:

  1. Keyword Placement: Strategically placing relevant keywords in titles, headings, and throughout the content to signal the page's subject matter to search engines.

  2. Meta Tags: Crafting compelling meta titles and descriptions that not only include keywords but also entice users to click through to your page from search engine results.

  3. Content Quality: Ensuring high-quality, valuable, and engaging content that meets user intent and keeps visitors on your site.

  4. Internal Linking: Establishing a logical and user-friendly internal linking structure to guide visitors to related content and improve site navigation.

  5. URL Structure: Creating clean and descriptive URLs that incorporate relevant keywords and make it easy for both users and search engines to understand the page's content.

  6. Image Optimization: Optimizing images with descriptive filenames and alt text to improve accessibility and provide additional context to search engines.

  7. Page Loading Speed: Improving page loading speed for a better user experience, as faster-loading pages are favored by search engines.

  8. Mobile Optimization: Ensuring that your website is responsive and provides a seamless experience across various devices, prioritizing mobile-friendliness.

By meticulously addressing these on-page optimization factors, you not only enhance your website's visibility in search results but also create a more user-friendly environment that aligns with the preferences of both users and search engines.

Link Building

Links are the bridges connecting your content to the digital world.

Backlinks are links from other websites that point to your website. Backlinks are important for improving website authority and relevance, which can ultimately lead to higher rankings and more traffic.

When building backlinks, it's important to focus on quality over quantity.

High-quality backlinks from relevant and authoritative websites can have a significant impact on website conversions, while low-quality or spammy backlinks can actually harm your website's reputation.

5. Tailoring Copy for Different Website Pages

Your website is a multifaceted canvas, and each page tells a unique story.

Let's dive into the art of tailoring your copy to resonate with visitors across various pages:

A. Homepage Website Copywriting Techniques

Crafting an effective homepage requires strategic copywriting to captivate visitors and convey your brand's essence. Follow these techniques for impactful homepage copy:

  1. Clear Value Proposition: Clearly communicate what sets your brand apart and the value you offer to visitors.

  2. Compelling Headline: Craft a concise and attention-grabbing headline that encapsulates your brand message.

  3. Engaging Introduction: Provide a brief, compelling introduction that encourages visitors to explore further.

  4. User-Centric Language: Speak directly to the audience, using language that resonates with their needs and desires.

  5. Strategic CTAs: Place strategic calls-to-action (CTAs) guiding visitors to take desired actions, such as exploring products or signing up.

  6. Visual Appeal: Incorporate visually appealing elements, such as high-quality images and graphics, to enhance the overall aesthetic.

  7. Concise Copy: Keep copy concise and focused, delivering key messages without overwhelming visitors.

  8. Benefits Emphasis: Highlight the benefits of your products or services to showcase their value to the audience.

  9. Testimonials or Social Proof: Include customer testimonials or social proof to build trust and credibility.

  10. Navigation Clarity: Ensure clear navigation, guiding visitors to explore other sections of your site easily.

  11. Mobile Optimization: Optimize the homepage for mobile devices to accommodate users on various platforms.

By applying these techniques, you create a homepage that not only captures attention but also effectively communicates your brand's value, encourages user engagement, and guides visitors toward meaningful actions!

B. Service Page Copywriting Techniques:

Crafting an effective Service Page demands strategic copywriting to clearly communicate the value of your offerings and encourage conversions. Follow these techniques for a compelling Service Page:

  1. Clear Service Descriptions: Provide concise and clear descriptions of each service offered, outlining the benefits and features.

  2. Customer-Centric Messaging: Frame service descriptions from the perspective of how they address the needs and challenges of your target audience.

  3. Unique Selling Points (USPs): Highlight the unique aspects that differentiate your services from competitors, showcasing what makes them stand out.

  4. Visual Elements: Incorporate visuals, such as images, infographics, or videos, to visually represent your services and enhance understanding.

  5. Case Studies or Portfolio: Showcase relevant case studies or a portfolio of past work to demonstrate the real-world impact of your services.

  6. Testimonials: Include client testimonials that speak to the effectiveness and satisfaction of your services, adding credibility.

  7. Pricing Information: If applicable, provide transparent pricing information or direct visitors to a contact form for personalized quotes.

  8. Service Process: Outline the step-by-step process of how your services work, providing clarity to potential clients.

  9. Call-to-Action (CTA): Incorporate clear and compelling CTAs, guiding visitors to take the next step, whether it's contacting you, requesting a quote, or making a purchase.

  10. Mobile Optimization: Ensure that the Service Page is optimized for mobile devices, facilitating easy navigation for users on various platforms.

  11. FAQ Section: Anticipate and address potential questions through an FAQ section, offering additional information to interested clients.

By implementing these techniques, your Service Page becomes a persuasive tool for potential clients, providing them with the information they need to make informed decisions and take action!

C. About Page Copywriting Techniques:

Crafting a compelling About Page requires thoughtful copywriting to tell your brand's story and connect with your audience. Follow these techniques for a compelling About Page:

  1. Brand Narrative: Share a compelling brand narrative that resonates with visitors, outlining the journey, mission, and values of your company.

  2. Founder's Story: If applicable, include the founder's story, adding a personal touch to establish a human connection.

  3. Team Showcase: Introduce key team members with brief bios and photos to humanize your brand and showcase expertise.

  4. Mission and Values: Clearly articulate your brand's mission and values, demonstrating a commitment to principles that align with your audience.

  5. Visual Storytelling: Incorporate visuals, such as images and videos, to visually represent your brand's history, team, and values.

  6. Customer-Centric Approach: Emphasize how your brand benefits customers and fulfills their needs, creating a customer-centric narrative.

  7. Achievements and Milestones: Highlight key achievements, milestones, or impactful projects to build credibility and showcase expertise.

  8. Unique Selling Proposition (USP): Clearly communicate what sets your brand apart from competitors and why customers should choose your products or services.

  9. Testimonials or Endorsements: Include customer testimonials or endorsements to provide social proof and build trust.

  10. Call-to-Action (CTA): Encourage visitors to engage further by incorporating a clear CTA, such as subscribing to updates or exploring your products/services.

  11. Mobile Optimization: Ensure that the About Page is optimized for mobile devices, allowing seamless access for users on various platforms.

By implementing these techniques, your About Page becomes a powerful tool for building trust, connecting with your audience, and communicating the unique story and value proposition of your brand.

6. Common Mistakes to Avoid in Website Copywriting

In the world of website copywriting, even the most well-intentioned efforts can stumble into pitfalls.

Here are some common mistakes you should avoid at all costs to ensure your copy stands strong:

1. Jargon Overload: Navigating Clear Communication

The allure of industry jargon can be tempting, showing your authority. However, using jargon leads down a slippery slope. Jargon overload risks alienating your audience, creating a divide between your message and their understanding.

2. Lack of Clarity: The Art of Transparent Communication

One of the most significant hurdles in effective copywriting is the lack of clarity. When your message is obscured by ambiguity or convoluted language, your audience is left confused and disengaged. I always say it's better to be CLEAR than to try and be CLEVER.

Ignoring SEO Best Practices: Unleashing the Power of Visibility

Visibility is paramount. Ignoring SEO best practices is like dimming your website's spotlight. And don’t fall into the trap of thinking SEO is a one and done process!

To continue to stay competitive in the marketplace and on Google, SEO maintenance and having an on-going SEO strategy is KEY. 

7. Tools and Resources for Website Copywriting

The ultimate list of free SEO tools Infographic

Crafting persuasive website copy requires more than just words—it demands the right set of tools and resources to refine your skills and optimize your content. Here are some essential tools and resources that can elevate your website copywriting game:

Writing and Editing Tools

Grammarly: Ensure impeccable grammar and style with Grammarly. This tool not only corrects grammatical errors but also enhances your writing style, making your copy more engaging and polished.

Hemingway Editor: Strive for clear and concise copy using the Hemingway Editor. It highlights complex sentences and suggests improvements to enhance readability, ensuring your message resonates effortlessly with your audience.

SEO Tools:

SEMrush: Uncover valuable insights into keyword trends, competitor strategies, and overall SEO performance with SEMrush. This all-in-one SEO toolkit empowers you to optimize your content for search engines effectively.

Google Analytics: Gain a comprehensive understanding of your website's performance and visitor behavior. Google Analytics provides invaluable data to refine your content strategy and enhance the user experience.

Investing time in mastering these writing and SEO tools, will not only refine your skills but also set you on the path to creating website copy that captivates, converts, and stands out online!

Elevate Your Content, Skip the Overwhelm!

Trying to DIY website copywriting can be OVERWHELMING.

But fear not, for there's a solution!

Save yourself the stress and time, and let an expert handle it. My website copywriting packages  are designed to alleviate the burden of writing your website copy yourself, ensuring your content not only speaks volumes but resonates with your audience effortlessly. 

Skip the overwhelm, and let’s transform your website into a captivating masterpiece.

Check out my website copywriting packages and let's transform your words so they convert.

Looking For Website Copywriting Local to Boston? 

If you're in the vibrant city of Boston and seeking website copywriting that resonates with the local essence, you're in the right place –I’m an SEO Copywriter based right outside Boston! I go beyond crafting words; I capture the spirit of your brand in every sentence, ensuring your website speaks directly to your local audience. 

From understanding the nuances of the local culture to incorporating the essence of Bostonian charm, my website copywriting services are finely tuned to elevate your brand in the local scene. 

Ready to infuse your content with an SEO Copywriter? Explore my website copywriting packages and let’s get writing!

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