From Daunting to Done: Copywriting Tips for Your New Website Design
Writing copy for your new website can often feel daunting, like that lingering item on your to-do list. It's a significant undertaking, weaving together various elements to create a website that's not only functional but also engaging and reflective of your company or organization's unique brand.
At Tingalls, we understand these challenges so we've put together some practical tips and pointers. This guide aims to simplify the process, transforming what might seem like a chore into an exciting creative journey.
First, Know Your Audience
Your copy should be written as if you're conversing with someone who just walked into your store or called you. If you have multiple target audiences, consider having sections of your website dedicated to their individual needs and preferences, such as a "who we work with" section.
Page & Content Brainstorming Session
When you’re building your sitemap, start by listing out all the pages your new site will need. An easy, low-stress way to do this is with sticky notes on a whiteboard or wall. Put your main pages across the top: Home, About, each Service, Portfolio, Contact, etc.
Then start brainstorming. Add sticky notes under each page with every idea that comes to mind. This helps you quickly sort through what belongs where and lets you see gaps or overlaps. And, you can quickly create dropdown pages when you realize there’s too much to discuss on just one page.
From there, narrow each page down to the 3–5 key points you absolutely need to communicate. Think of it like outlining chapters in a book—those points become your subheads, and you’ll write two or three short sentences under each to explain the idea.
Sprinkle trust-builders throughout your copy such as short testimonials, certifications, awards, years in business, etc. rather than isolating them on one testimonials page. People trust you faster when they see proof as they read.
And remember: Google has a really hard time indexing your service offerings individually when they’re on a singular “Services” page. You’ll get stronger SEO results when each service gets its own dedicated page with its own keyword focus.
Tingalls’ sticky-note method keeps everything visual, simple, and organized so your final sitemap practically builds itself.
Include Multiple Calls to Action
Every page should feature a clear call to action (CTA), whether it's to contact you, sign up for a newsletter, download a whitepaper, or fill out a form. And, with the widespread use of mobile devices, we recommend having multiple CTAs throughout each webpage, not just at the top and bottom.
Additional Tips
Clarity and Brevity: Aim for simplicity with the top key point at the top, not the bottom. Your visitors are looking for quick answers.
Break up Copy: Avoid large chunks of copy. Use subheads for easy skimming.
Benefits Over Features: It's like selling a cozy blanket. Don't just say it's "made of wool." Remind customers that it will "keep you warm during Wisconsin's chilly nights." Share how your services and products can make life better or easier.
Friendly Tone: Adopt a conversational, welcoming tone – like chatting over coffee.
Your Story Matters: Share your journey and passion. It’s not just about standing out; it's about building trust.
Proofread: Ensure your copy is polished and professional. Type-os or long, run-on sentences won't leave customers with a good impression.
With these tips, you're well on your way to creating website copy that resonates with your audience and effectively represents your brand.
If you get stuck, just give us a shout!
