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Website copywriting: An idiotproof guide on how to write website copy in 2025

27 min read
Nigel Seah

Website copywriting is an essential component of an integrated digital marketing strategy. Specifically, it falls under the responsibility of a company’s content marketing team to ensure that a business’s site has well-optimized and engaging copy on its website’s pages.

With so many companies taking their businesses online nowadays, creating a striking impression matters a lot. Despite the stunning visuals that make up most websites and social media platforms, great writing is what helps draw your target audience in.

Good website copy is necessary for search engine optimization (SEO) purposes. It also serves as a persuasion tactic to convince your site’s visitors to take the desired action.

If you’re not sure how to write great copy for a website, then you’ve come to the right place. Whether your goal is to persuade your site visitor to take a desired action, or to direct a hot lead to a salesperson on your team, these website copywriting tips will definitely come in handy.

Let’s delve in, shall we?

What is a copywriting?

Copywriting is the art of crafting persuasive and engaging content aimed at encouraging website visitors to take specific actions, such as making a purchase, signing up for a newsletter, or contacting your business.

Copywriting is all around you. It’s:

  • On the billboards when you go out of your house
  • In your subway
  • On that brochure stuck to your fridge
  • The text you read on social media
  • The call-to-action link on the brand website you are browsing

What is a website copy?

A website copy refers to the written content that appears on a website. It includes everything from the homepage to individual product pages, about us sections, blog posts, and more. Website copy is important because it serves as the voice of the website, representing the brand and communicating its message to visitors.

When creating website copy, it's important to consider the target audience. Different audiences will have different needs and preferences when it comes to website content. For example, a website aimed at a younger audience may use more informal language and incorporate social media trends. On the other hand, a website targeting an older audience may use more formal language and larger text for easier readability.

What are the components of website copy?

Website copywriting entails creating written content for various types of pages of a website.

1) Homepage

The page that you definitely to have a good web copy is your homepage. This page typically serves as the main entry point for your site visitors, and is the first impression that visitors get about your business. It typically includes a brief overview of the business or organization, internal links to other pages on the site, mentions of the key benefits your business provides, and some form of social proofing.

Utilize strong headings and concise body copy to immediately convey your brand's message and value proposition. Remember, a good website copy keeps the reader's attention and guides them through your site seamlessly.

2) Landing page

Next, your landing pages should also have well-optimized web copy. A landing page is designed specifically for marketing campaigns and focuses on a single call to action (CTA).

For example, there are pages specifically designed to convert visitors into leads or customers, often by offering something of value in exchange for contact information or purchase. Landing pages typically have a clear call-to-action (CTA) and are optimized for conversions. The term “landing page” is a generic one that is used to describe a wide variety of web pages. These include service pages, product category pages, and product feature pages.

Effective use of bullet points, testimonials, and social proof can enhance credibility and motivate action. For A/B testing, create variations of your landing page to determine which version yields the highest conversion rates.

3) Service page

These pages provide information about the various services that a business offers. They should explain what the service is, how it can benefit the customer, and why the business is uniquely qualified to provide it.

On your services page, clearly outline what your business offers. Use subheadings to break down different services, and weave in relevant information to provide clarity. A strong CTA will guide potential clients to take the next step, whether it's booking a consultation or requesting a quote.

4) Product category & product page

These pages group related products together and provide an overview of what the customer can expect from each category. They should help customers navigate to the products they're interested in and provide information about how the products are different from one another.

Product pages provide detailed information about a specific product, including features, benefits, and pricing. They should help the customer understand why the product is valuable and why they should consider purchasing it. An optimized product page should have a well-written production description that not just explains the product’s features, but also why the reader should buy it.

Product descriptions should be informative yet concise, highlighting the features and benefits of your offerings. Address common pain points, and include pricing and availability information. Social proof, such as reviews and case studies, can further persuade potential customers to make a purchase

5) Testimonials

TESTIMONIALS ON A SAAS COMPANY’S HOMEPAGE.
Singaporean startup Novochat incorporates testimonials as part of their homepage’s web copy.

Incorporate testimonials and case studies into your web copy to provide social proof and build trust. These are quotes or statements from satisfied customers that provide social proof of the value of a business's products or services. They can be used on various pages of a website to build credibility and trust with potential customers. Some sites, on the other hand, prefer to have a dedicated page just for testimonials and reviews. Real-life examples of satisfied customers can be a powerful motivator for potential clients considering your products or services.

6. "About Us" page

Share your brand story and values to create a connection with your audience. Highlight your business's unique selling points and history, and introduce your team if applicable. This page is an opportunity to humanize your brand and build trust with your visitors.

Why is website copywriting important?

1. Increase your site traffic for SEO purposes

One of the primary reasons website copywriting is essential is that it can help increase your site traffic. If you publish SEO-optimized copies, your website can rank higher in search engine results pages, leading to more traffic to your site. 

SEO-optimized copywriting involves incorporating keywords that your target audience is likely to use when searching for your products or services. By optimizing your website copy with the right keywords, you can rank your web page on the search engine results page (SERPs) of the specific queries people are searching for and improve your site's visibility.

Let’s not forget that good website copywriting can also help you generate backlinks from other websites. Backlinks are links from other websites that point to your site. When you have high-quality content on your site, other websites are more likely to link to it. This, in turn, can  further push your web page up the SERP.

2. Communicate your brand’s USP, benefits, and brand voice

Website copywriting is also essential because it enables you to communicate your brand's unique selling proposition (USP) and benefits to your target audience. Your USP is what sets you apart from your competitors, and it's what makes your brand unique. 

When creating your web copy, it's important to focus on the benefits of your products or services. By effectively communicating your USP and benefits through your website copy, you are helping potential customers understand why they should choose your brand over your competitors. It makes them see how your products or services can solve their problems or fulfil their needs and how you can address their pain points.

3. Enhances your brand’s image

First impressions count.

A well-crafted copy can help build trust and credibility with your target audience. When your website copy is clear, concise, and engaging, it shows that you care about your customers and their experience with your brand.

By showing that you understand your customers' needs and concerns, you can build a stronger connection with them and establish your brand as a thought leader in your industry.

4. Persuade your site visitors to convert into leads

Website copywriting can also persuade your site visitors to convert into leads. Your website copy should be written with the goal of encouraging your visitors to take action, whether that's making a purchase, filling out a contact form, or subscribing to your newsletter.

[blockquote] Compelling copy is necessary to help convert site visitors into leads. [/blockquote] 

To persuade your site visitors to take action, your website copy should be written in a way that is compelling and persuasive. This involves using language that resonates with your target audience and highlighting the benefits of your offerings. 

By showing your visitors how your products or services can help them solve their problems or fulfil their needs, you can increase the likelihood that they will convert into leads.

Top copywriting tips for your website content

1. Use simple and basic sentence structure

Digital writing has become a significant investment for most companies nowadays as it is key to the success of content marketing. All companies are vying for attention online, and as congested as the environment may seem, effective copywriting will always stand out.

One notable factor that has impacted web writing is how attention spans have shrunk to 8.25 seconds (or even less!).

When creating web copy, it's important that your content writers keep in mind that visitors are looking for information quickly and easily. That's why it's crucial to use simple and basic sentence structure that is easy to read and understand. In fact, site visitors typically leave a site within 10 to 20 seconds. If you don’t convince them to stay within that timeframe, they can easily go to your competitor’s site.

By using simple sentence structure, you can ensure that your message is clear and easy to comprehend. This can help visitors quickly find the information they're looking for, which can keep them engaged and encourage them to take the desired action. You want to convince your audience that you are worth sticking around for. A principle to keep in mind is KISS (keep it short and simple). Keeping things simple and direct to the point when it comes to your copywriting strategy helps your audience quickly scan your content to understand who you are and what you do.

Online dailies have also found design hacks to gain more audience reading time by:

  • Increasing their font sizes
  • Using bulleted lists wherever possible
  • Breaking down their stories into block quotes that act as summaries

All your efforts to hook your reader will be for nothing if you don’t ask them to take some form of action. Strong verbs such as “Drive,” “Create,” “Explore,” and “Shop” help move readers to action. The use of active verbs is key to creating buttons that get clicks.

Besides, the average reader has a reading ability of an eighth grader (someone around 13 to 14 years old). Basic sentence structure thus makes your content more accessible to a wider audience. It can be particularly helpful for people who are non-native speakers of the language, have lower literacy levels, or have cognitive or learning disabilities.

Because at the end of the day, you are not an academic and your site visitors aren’t scholars. So write simply.

2. Understand your target audience and directly addresses your target customer's pain points

As has always been a rule of thumb for both marketing and business, good digital writing requires that you know who you are talking to.

It doesn’t make sense to talk about crafting and baking to a 24-year-old software engineer who’s interested in heavy metal.

Tailor your web copy to speak directly to your target audience. Understand their needs, preferences, and pain points. Use language and examples that resonate with them, making your content more relatable and persuasive.

Directly addressing your target customer's pain points when writing web copy is an effective tactic for several reasons. Doing so helps you communicate with them directly.

By highlighting the challenges or problems that your target customer is facing, you can demonstrate that you understand their needs and are offering a solution to their specific pain points. This can help build trust and establish your brand as a credible and reliable solution provider.

EXAMPLE OF WELL-WRITTEN WEBSITE COPY ON THE LANDING PAGE OF A SAAS COMPANY’S PRODUCT FEATURE PAGE.

In fact, this is common among software-as-a-service (SaaS) companies. Workstream, for example, is a hiring software that aims to streamline and automate much of the hiring process. By highlighting that many companies still use traditional methods of recording data on paper, it can evoke a sense of frustration among those who potentially need their software solution.

This can appeal to the emotional needs of their target audience and increase the likelihood of them taking action and converting into hot leads.

Creating a customer persona

You want a compelling and engaging narrative to kick off your spiel to keep your audience hooked, and one of the ways to achieve this targeted copywriting technique is to create personas of your target audience.

For example, if you are selling anti-aging facial masks at a premium price point, you might want to create several online personas based on varying factors such as:

  • Socioeconomic status
  • Income range
  • Age group
  • Marital status
  • Skin concerns

The reason for creating these personas, despite them being fictional, is to humanize the people you are trying to sell your products to. As a result, this allows you to tailor-fit your copywriting to their expectations and interests.

Another tip in line with this is to do a competitive scan of similar brands that are catering to the same target audience as you are. Look for the most effective content pieces and learn from what they’re doing right.

3. Write headlines that command attention

Headlines are the first line of copy that your audience will read. Do not underestimate their power, as they can either draw readers in or turn them away.

Advertising legend David Ogilvy once said that for every five people who read the headline, only one actually reads the body copy. One of his top copywriting tips is to make the headline work the hardest in order to sustain the interest and fascination of your reader.

Here are some tips on how to create compelling headlines:

  • Use digits instead of words, putting them at the beginning of the headline so it will appear easily digestible.
  • Create a sense of urgency by using words such as Now or Today.
  • Inform the reader of how he or she will benefit after reading your post or article.
  • Use emotions to tug at your reader’s heartstrings.

Your headline should clearly state your intention and avoid being vague. Again, your online audience wants things direct to the point. Just keep practicing and do A/B testing to find out what works best.

Online copywriting tips

4. Use persuasive language

Using persuasive language is crucial when writing web copy because it helps to create compelling copy that encourages visitors to take a desired action.

The ultimate goal of web copy is to inform and persuade visitors to engage with the business in some way. This can come through making a purchase, filling out a form, or subscribing to a newsletter.

Persuasive language helps to make the copy more engaging and effective by tapping into the emotions and desires of the reader. This can be achieved through powerful words, vivid descriptions, and persuasive techniques such as social proof, scarcity, and urgency.

A call to action (CTA) is a prompt for visitors to take a specific action. For example, a well-written call-to-action (CTA) can persuade visitors to take a desired action by using persuasive language that clearly communicates the benefits of taking that action. A strong CTA can make the difference between a visitor leaving the website without taking action and a visitor becoming a customer. Use clear, actionable language—such as "Buy Now," "Sign Up," or "Learn More"—to guide users towards your desired outcome. Placement is key, so ensure CTAs are easily visible and strategically placed throughout your website.

Another copywriting tip is to add quantifiable facts to your claims in order to strengthen your credibility. Facts are very convincing because they are concrete and can be proven. But be careful where you get them, as you don’t want to be lambasted for dishing out some #fakenews.

5. Optimize your copy for SEO

SEO or Search Engine Optimization is an important process, in that it helps more people find your well-written articles. It involves various strategies and techniques that are designed to help search engines understand the content of a website and determine its relevance to specific search queries. This includes keyword research, on-page optimization, link building, and content creation.

Writing for SEO is important when creating web copy because it helps to improve the visibility and ranking of a website on search engines like Google, Yahoo or Bing. By optimizing web copy for search engines, businesses can increase the chances of their website being found by potential customers who are searching for relevant keywords or phrases. You can do so by incorporating relevant keywords and phrases into web copy, signalling to search engines what your content is about and increase your chances of ranking for those keywords.

Here are some tips on how to keep an SEO-forward mindset in your copywriting.

  • An enticing headline is key — and it should include the keyword.
  • Do not stuff your article with keywords. Keep it to one mention of the keyword for every 100 words of copy. Keyword stuffing can actually hurt a website's ranking.
  • Include links to other relevant pages that are on your website, and make sure they open to separate windows. This invites readers to spend more time within your website.
  • Don’t forget the social media share buttons. These let your readers share your article to their own social media channels, turning them into advocates of your brand.

Never be complacent. Make it a habit to frequently do a competitive check and analyze what your rivals are doing. It helps to have a benchmark when it comes to content quality and copywriting standards so that you can make yours better.

6. Strategically structure your content with headings and subheadings

Structuring your content for SEO when writing web copy is crucial because it helps search engines understand the organization and relevance of your content. By properly structuring your content, you can increase the chances of your website ranking higher in search engine results pages (SERPs) and attracting more organic traffic.

HEADER TAGS USED TO MARK HEADINGS AND SUBHEADINGS OF A BLOG POST.
Here’s how I used header tags to mark out headings and subheadings for another article I wrote for GoDaddy.

This is done through the use of header tags, which are HTML elements that help to organize and structure content on a page. Header tags range from H1 (the main heading) to H6 (subheadings), with H1 being the most important.

Strategic use of header tags in subheadings can improve the user experience by making the content more scannable and easier to navigate. Visitors can quickly understand what a section of content is about by reading the subheading, and search engines can also use this information to better understand the content of the page.

When using header tags in web copywriting, it's important to use them strategically and avoid overusing them. Overusing header tags can confuse search engines and dilute the significance of your content. Aim to use one H1 tag per page for the main heading and use H2, H3, and other subheadings as necessary to organize and structure the content. 

By properly structuring your content with header tags, you can also improve the readability of your content, which can improve engagement and encourage visitors to stay on your website longer. This can also help to reduce bounce rates, which is a key factor in SEO.

7. Include images and videos

Including images and videos when web copywriting can greatly enhance the user experience and improve engagement on your website. When done correctly, visual content can capture the attention of visitors and make your website more visually appealing and interesting.

Images and videos can help to break up large blocks of text, making the content easier to read and more visually appealing. They can also help to illustrate complex ideas or concepts in a way that text alone cannot.

Another benefit of including images and videos in your web copy is that they can help to improve engagement and reduce bounce rates. Visitors are more likely to stay on a website that offers engaging and visually appealing content, which can ultimately lead to higher conversions and sales.

8. Use emojis and bold important words or phrases

Using emojis and bold important words or phrases when web copywriting can help to draw attention to key points and make your content more visually appealing. Emojis can add personality and tone to your messaging, making it more engaging and relatable to your target audience.

Bold text can also help to emphasize important information, making it easier for visitors to quickly understand the main points of your content. This can improve the readability of your web copy, and make it more effective at conveying your message. You can even couple this trick with bullet points to make your content even more readable.

9. Ensure that your content is genuinely helpful

Ensuring that your content is genuinely helpful when web copywriting is crucial for building trust with your audience and improving your website's performance. With Google's helpful content update, search engines are prioritizing content that provides real value to users, and penalizing content that is thin or unhelpful.

To improve the helpfulness of your content, it's important to focus on depth and quality. Providing comprehensive and in-depth information on a topic can help to establish your authority and expertise, and make your content more valuable to readers. 

In addition, including testimonials or case studies can also help to improve the helpfulness of your content by demonstrating real-world examples of how your product or service has helped others. This can help to build trust with potential customers and improve the credibility of your brand.

10. Always invite conversations

No list of copywriting tips would be complete without engagement; make sure everything you write encourages interaction. An invitation for readers to participate is a great strategy to get them to interact with a certain post, article or content piece.

Asking for opinions or allowing readers to share their thoughts in a public space helps build brand affinity. 

Because of how well this type of format increases engagement, Instagram came out with a function in their Stories feature where people can take quick surveys with a single touch. Contests and quizzes are also excellent ways to get the conversation going.

Conversations not only build brand loyalty, but they also show your target audience that their opinion matters to you. And what better way to get data than through your readers themselves!

11. Psychology is your best friend

Psychology is all about the study of what makes people do what they do, making it a marketer’s best friend. Just a little dose of psychology can go a long way.

Using techniques such as Scarcity and Loss Aversion — highlighting anything that’s available within certain time or quantity limits — can create a shift in purchasing decisions. Examples of which are:

  • Last item in stock!
  • Free shipping ends tonight!
  • Last chance discount today!

By using copywriting tips like these, your audience will feel a need to make a purchase before the opportunity is gone.

This technique creates a sense of urgency, compelling people to take action and discouraging them from waiting to buy another time.

This is one of the most effective copywriting strategies to apply to your brand writing, especially since it encourages instant conversion. No one wants to miss out on an amazing deal.

Online copywriting tips

12. Use technology to support your content writing

Using technology to support your web copywriting process can offer several benefits that can help you to streamline your workflow, enhance the quality of your writing, and achieve better results for your website.

One way to use technology to support your web copywriting process is by leveraging language generation tools such as ChatGPT. These tools use artificial intelligence and natural language processing to help you generate content ideas, improve the flow of your writing, and suggest alternative wordings that can make your writing more engaging and effective.

By using ChatGPT, you can quickly generate content ideas and get suggestions for improving your writing, which can help you to save time and enhance the quality of your content. This can be especially helpful if you're struggling with writer's block or are having difficulty with the process of writing.

Another tool that can help to support your web copywriting process is Grammarly. This software uses advanced algorithms to analyze your writing and offer suggestions for improving your grammar, spelling, and sentence structure. This helps you produce higher-quality content that is free from errors and mistakes.

13. Ignore your writing for a few hours once you’re done. Then proofread it.

Ignoring your writing for a few hours once you're done can help to improve the effectiveness of your proofreading process. When you've been staring at the same content for an extended period, it's easy to become blind to errors and mistakes. 

By taking a break from your writing and returning to it with fresh eyes, you'll be better able to spot mistakes and identify areas that could be improved.

This is because your brain needs time to reset and process the information you've been working on. By taking a break, you allow your brain to "forget" some of the details of your writing, making it easier to spot any errors or awkward phrasings that you might have missed before. Additionally, returning to your writing with fresh eyes can help you to identify areas where you might be able to reword or reorganize your content to make it more effective.

14. Optimization and conduct A/B testing

It is important to continue testing and learning, in order to find out what works best for your website. To do that, you can start with page copy optimization, where you regularly review and update your page copy to ensure it's optimized for search engines and aligns with your marketing strategy. Monitor page performance and make adjustments as needed to improve rankings and conversion rates.

Conducting A/B testing can be an effective way to improve the effectiveness of your web copywriting efforts. By testing different versions of your content and comparing the results, you can gain valuable insights into what works and what doesn't, and make data-driven decisions about how to optimize your content for maximum impact.

A/B testing involves creating two versions of your web copy, with each version featuring a different element that you want to test (such as a headline, image, or call to action). You then randomly show each version to a segment of your audience and compare the results to determine which version performs better. Test different headlines, CTAs, and layouts to optimize your web content.

By conducting A/B testing, you can gain insights into how small changes to your web copy can impact your audience's behaviour and engagement. This can help you to refine your content over time, improving its effectiveness and ultimately achieving better results for your website. This data-driven approach can significantly enhance user experience and conversion rates.

The importance of web design

While good website copywriting is certainly important for driving results, it's not sufficient on its own. A well-designed website can be just as critical to the success of your online presence, as it can affect everything from user engagement to search engine rankings.

Build the best sites with zero coding using GoDaddy’s website builder.

Effective web design supports your web copy and enhances user experience. When it comes to designing a website, there are a few key factors to keep in mind. Your website should be visually appealing, with an intuitive layout and easy navigation that encourages users to explore and engage with your content. It should also be mobile-friendly, with a responsive design that ensures it looks great on any device.

A well-designed website can improve your first impression and keep visitors engaged longer.

Build your website with GoDaddy's Website Builder

GODADDY’S WEBSITE BUILDER HAS FREE TEMPLATES FOR EVERY INDUSTRY.
GoDaddy’s Website Builder has free templates for businesses in every industry!

GoDaddy's website builder tool can be a great solution for creating a well-designed website, even if you don't have extensive design or coding experience. The tool offers a range of customizable templates and layouts, making it easy to create a website that reflects your brand and captures your audience's attention.

With GoDaddy's website builder, you can also easily add and customize key website elements like contact forms, social media integration, and e-commerce functionality. And with its intuitive drag-and-drop interface, you can make changes to your website in real-time, without needing to know how to code.

On top of that, GoDaddy has launched Airo, an AI feature that would allow you to build a website by answering a few simple questions, and provide writing suggestions based on the type of website you're building.

Whether you are a real estate agent trying to design your lead generation site or someone simply trying to create a professional portfolio, GoDaddy’s Website Builders has all the tools you need and more.

Practical web copywriting tips for small business owners

1. Use of templates

Templates can be a helpful starting point for writing web copy. They provide structure and guidance, ensuring you cover all necessary elements. Customize templates to reflect your unique brand voice and message.

2. Common mistakes to avoid

Avoid using jargon or overly complex language that may confuse readers. Ensure your copy is free from spelling and grammatical errors, as these can detract from your credibility. Focus on delivering clear, relevant information that adds value to your audience.

3. Creating an in-depth, high-quality first impression

Your website is often the first interaction potential customers have with your business. Make it count by providing high-quality content that captures their interest and encourages further exploration.

Couple compelling copy with a well-designed site to drive optimal results!

And there you have it! 

Writing effective website copy in 2025 requires a blend of creativity, strategy, and technical know-how. By understanding the components of good website copy, optimizing for search engines, and focusing on user experience, small businesses can create compelling web content that drives engagement and boosts conversion rates. This guide provides the tools and insights needed to craft web copy that not only captures the reader’s attention but also supports your overarching marketing strategy.

These are some of the top web copywriting tips and we hope you’ve found them helpful. Whether your goal is to persuade first-time site visitors to take a desired action through your CTA or smash those SEO metrics, great copy is definitely a quintessential component.

That said, your web content doesn’t act in silos. In fact, it always works in tandem with other aspects of your digital marketing strategy. And your website design, in particular, plays another crucial role in cementing a credible brand image in the minds of your site visitors. 

So what’re you waiting for? Start building your site with GoDaddy’s beautiful templates and fill them up with great copy today!

Editor's Note: This article was first published in 2023 and updated on January 15, 2024 and December 30, 2024. It also contains content written by Mikka Wee.

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