The 10 Dos Web Copywriting Tips You Probably Don’t Know

If copywriting is not your thing, just steal this exhaustive list for your next web copywriting work.

But beware, your brain will hurt if you read it at once.

So, take your time, apply 2 or 3 lists (or more) per day and banish your copywriter’s block! 

 

1. DO research before write

Like every great scientific discovery unfolds, the research phase comes first before writing.

Questions like who is your customers/prospects, what are their stage of awareness and what are their motivations and anxieties are unraveled when you go out from your office.

Turn the insights into key messages your visitors need to see on the website.

You can’t just keep guessing. Research is uber important.

 

2. DO start with copy, then follow by design

Copy should lead design. Period.

Copywriting does the essential part of your business, which is selling.

That why you should hire the salesperson (copywriting) first, then embellish with the salesroom (design)

 

3. DO use a homepage headline

Don’t suffer your web visitors without telling what your website is about.

Put a relevant, attention-grabbing headline that speaks about your website.

The simplest method to write the homepage headline is by answering either these questions:

What do you do? – Helping single guys win dates.

What can visitors get from using your product/services? – Free consultation for the first 10 callers.

What can visitors do here? – Just put your name and email address in the opt-in form here, son.

 

4. DO write simple, visitor-centric language what your visitors understand

Strip out the corporate lingo and change to simple, plain language your visitors understand.

Whether you are in B2C or B2B business, your visitors are human, and human speaks language they use everyday.

 

 

5. DO remove “we” + your company name, if necessary

This is the only one word you need to replace in your web content;

“We”.

Yes, you should re-word every line of copy you have that begins with “we”.

If there are 1000 of We in your website, then you should eliminate that 1000 of We, whether you like it or not.

Why?

Because your visitors don’t want to hear about you. Because web visitors don’t care about “We’ (i mean you)

They want to hear about themselves. They want to hear about their problems, about their needs, about their futures.

They love to know if there a solution or answers.

In short, they are looking for “You” in the copy.

 

Just delete or rephrase the edited phrase so it’s focused 100% on what your prospect gets – not what you offer.

But, if you offer promise as your USP, you are granted to use ’We’ in the content.

Just tell a specific, real promise thing that you can promise people you will do for them.

 

6. DO include “you” or “your’ in the headline

Once you’ve deleted all “we” mentions, do go in and add explicit “you” mentions.

This turns a headline like “Manage Your Account Easily” into “You Can Finally Manage Your Account Easily” – which is a simple, elegant way to reinforce the fact that you have the solution for your visitor.

 

7. DO make your copy readable.

If your visitors are finding hard to read your copy, then you are losing them.

Prevent it at all cost. Here what you can do in less than 5 minutes:

  • ✅ Increase the font size to 14px, preferably 16px
  • ✅ Make line height 24px
  • ✅ Add new paragraph every 3-4 lines (empty line between paragraphs)
  • ✅ Use sub-headlines as much as you can (at least after every 2 paragraphs)
  • ✅ Use images to break text apart. People read more if patterns are broken.
  • ✅ Line width max 600 px. If your lines are too long, people won’t read them.
  • ✅ Dark text on a light background, ideally black text on white background.

 

8. DO write about what your visitors will get

Tell about the benefits of your product/service? Not so really.

Instead, focus less on all of the great things about your product/service and more on how your product/service will make the visitor’s life better.

Focus less on what you are selling.

Master copywriter Clayton Makepeace lays out the important element to be considered about writing the benefits. He says:

 

“Use your copy to show how awesome life will be with your product, not to show how awesome your product itself is.”

 

Interview your current customers.

Ask them what the biggest benefit has been so far and if they have found any unexpected uses for your product. Use their answers to guide your copy.

Sounds simple, but there’s an additional step that is less frequently discussed: you have to focus on the right benefits.

What do your visitors want to know before they read, watch, sign up or buy?

They don’t care about you, but they DO care that you care about them.

So show you care by “tuning into WII-FM” before you write or edit a word.

 

9. DO use bullet points (or tick points)

Zap boring copy with bullet points.

Sell your products with punchy emotionally-driven copy that salivates your prospects to take action.

 

10. DO write Single CTA for landing page

If you write copy for a landing page or a squeeze page, keep focusing on directing your prospect to a single call-to-action.

Chances are your conversion is much better than adding multiple CTAs.

 

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Zafifi

Web Copywriter at Web Copy Services
Zafifi Ideris is a web copywriter and web copy consultant. He combines a wide-range knowledge in direct response copywriting, sales psychology, web architecture, usability and conversion rate optimization to help his clients getting better business results.
About The Author

Zafifi

Zafifi Ideris is a web copywriter and web copy consultant. He combines a wide-range knowledge in direct response copywriting, sales psychology, web architecture, usability and conversion rate optimization to help his clients getting better business results.