Home Copy Writing How To Write Good Copy For Your Website Without Hiring A Copywriter

How To Write Good Copy For Your Website Without Hiring A Copywriter


When starting out in business—as a freelancer, or a small business ownerit’s wise to invest only where it’s entirely necessary. Keeping the startup costs as low as possible creates less risk.

So it might be that you’re clueless in terms of design, in which case you should definitely hire a graphic designer to create your logo. Or that you can’t get your head around building a website, in which case a web designer is a must (to save you both time and stress).

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But in terms of writing the copy for your websiteeg. the about page, contact page, blogwith the right guidance and attention to detail, you may well be able to get by without a copywriter. At least at the outset.

Once your business is bringing in a steady income, this can be revisited and re-written but if you’d like help getting started with your website copy, here are some simple tips about things to doand definitely not do…

1. Develop your tone

How do you want to come across, as a brand? Are you lighthearted, casual and humorouslike Innocent Smoothiesor perhaps your work is of a more serious nature, for instance a legal consultancy, in which case the tone should be formal and professional.

Either way, spend some time focusing on this. There are then different ways that you can develop and implement this tone. For starters, naming the sections of your website: will you use conventional section headers: About, Contact, Blog. Or go for something different?

And then there are little messages, like the one inviting people to contact you. You could go with the standard:

Please email if you have any questions: [insert email address]

Or make it warmer and lighter: We love to have little chatsso email us; about our products, your furry friends or what you ate for lunch.

2. Proofread

This sounds obvious but it amazes me how often people have a load of typos or grammatically incorrect sentences on their websites. So after writing your copy, in a Word doc—or similar, read through it. And then read it again. And again. And then get a friend to proof it.

It may be easy for you to skim over a spelling mistake but if any of your customers are like me, they’ll find errors quite distracting. It makes the website and business look unprofessional and sloppy. This really matters.

3. Repetition

If you’ve drafted your “About” page and included a list of accolades, you don’t need to also include this as a sub-header of your blog. Assume that people will be moving through your website and checking out the different sections—so you don’t need to repeat the best bits on every page.

That said…

4. SEO

For SEO purposes (search engine optimisation; how you rank on Google—so whether your business is the first one to pop up when someone searches for your service or product), repetition does matter. If you’re selling haircare products, you should have this written into your website really clearly.

In your About page, you’ll need to have words like “haircare,” “hair,” “hair products” threaded through the copy. In the “Contact” page, you might write: “If you’d like to know more about our haircare products, send us an email.”

You want Google to understand what you’re selling and you do this by embedding keywords and phrases (surrounding hair, for instance), into each page of your website.

And on your blog, which you should definitely have, the content should also be clearly related to your industry and what you’re selling—trends, news, new products—with those same keywords and phrases weaved through the content.

5. Exclamation and emojis

Hopefully, you feel enthusiastic about your business and what you’re offering, and you want to relay this to your customers or clients. But this can be achieved though copy alone; you don’t need to litter your text with exclamations marks to show everyone how very excited you are!!!!

If you’re not sure when is and when isn’t appropriate for exclamation marks my rule might help: never use exclamations marks in copy, ever. I’m talking professional copy, here. In a friendly email or Instagram post, fine. If you must. But not on your website. Just trust me on this one.

Likewise emojis. A “laughing your head off, tears streaming” emoji is fine if you’re Whatsapping your mum, but less so if you’re trying to sell to customers. Emojis are unprofessional. Like exclamation marks, leave them out.

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