How to Write Great Website Copy When You're Not a Copywriter

Apr 14, 2020


Welcome to Evan Crosby SEO, your go-to source for expert insights on writing high-quality website copy that can help you outrank your competitors in the online world. In today's digital age, well-crafted and engaging content is crucial for businesses looking to establish their online presence and attract more customers. While professional copywriters have their skills honed for this task, we understand that not everyone has the luxury of hiring one. But fret not, because in this comprehensive guide, we will equip you with all the necessary knowledge and techniques to write exceptional website copy, regardless of your background or expertise!

The Importance of Great Website Copy

Before we dive into the specifics, let's first emphasize the significance of having great website copy. Your website is often the first interaction potential customers have with your business. It's the virtual storefront that needs to capture their attention, convey your brand's unique value proposition, and guide them towards taking the desired action. Effective website copy can increase your website's visibility in search engine rankings, attract targeted traffic, and ultimately convert those visitors into paying customers.

Understanding Your Audience

A crucial first step in writing great website copy is understanding your target audience. Who are they? What are their pain points and desires? By conducting thorough research and creating detailed buyer personas, you can gain valuable insights into your audience's demographics, interests, and motivations. This knowledge will help you tailor your writing style, language, and messaging to resonate with your audience and make a lasting impact.

Keyword Research and Optimization

To outrank your competitors in search engine results pages (SERPs), comprehensive keyword research and optimization are essential. Identify relevant keywords and phrases that are commonly used by your target audience when searching for products or services similar to yours. Incorporate these keywords strategically throughout your website copy, including in your headings, paragraphs, and meta tags. However, remember to avoid keyword stuffing, as search engines favor natural, well-written content.

Compelling Headlines and Subheadings

Engaging headlines and subheadings play a crucial role in capturing the attention of your website visitors. Use keyword-rich titles and intriguing headlines that clearly convey the benefits or solutions your business offers. Break your content into organized sections using descriptive subheadings. This not only enhances readability but also helps search engines understand the structure and relevancy of your content.

Creating Engaging and Unique Content

To stand out in the vast sea of online content, focus on creating engaging and unique copy that provides genuine value to your readers. Develop a distinct brand voice that reflects your business's personality and resonates with your target audience. Use storytelling techniques, vivid descriptions, and concrete examples to make your content more relatable, memorable, and persuasive.

Formatting for Readability

Successful website copy is not only about the words you use but also about how you present them. Break up long paragraphs into shorter ones to improve readability. Utilize bullet points and numbered lists to organize information and make it more scannable. Incorporate visual elements such as images, infographics, and videos to enhance comprehension and engagement. Remember, the easier it is for visitors to consume your content, the more likely they are to stay on your website and take the desired action.

Call-to-Action and Conversion Optimization

No matter how well-written your website copy is, it won't deliver results without effective calls-to-action (CTAs) strategically placed throughout your content. Clearly state the action you want your visitors to take and provide compelling reasons for them to do so. Optimize your CTAs by using action-oriented language, creating a sense of urgency, and providing incentives or offers. Continuously test and refine your CTAs to maximize conversion rates and achieve your business goals.

Proofreading and Editing

Finally, don't underestimate the importance of proofreading and editing your website copy. Typos, grammatical errors, and poor sentence structure can negatively impact your credibility and professionalism. Take the time to review your content, ensuring it is error-free, coherent, and polished. Consider seeking feedback from others or hiring a professional editor to provide valuable insights and suggestions for improvement.


Congratulations! You now possess the knowledge and techniques to write great website copy that can help you outrank your competitors on Google and other search engines. Remember, writing exceptional website copy is an ongoing process that requires continuous improvement and adaptation. Stay up-to-date with the latest industry trends, test different approaches, and analyze the performance of your copy regularly. With dedication, creativity, and the insights provided by Evan Crosby SEO, you can create content that not only ranks well but also engages, captivates, and converts your target audience.