How to write web copy that exceeds your expectations 

freelance writer 50 1

Don’t have the budget to hire a website copywriter?

It’s a big investment and you might be in a position where you need to DIY your copy until more moula comes rolling in. 

So how do you write your own web copy that hits the nail on the head and moves your visitors to buy? Let’s explore!

1. Get clear on what matters to your audience

The first thing a website copywriter will do is to drill into the details of your target audience. 

You might think of copywriters as people who sit around magically crafting the right words without much effort… but let me tell you, there’s an awful lot of research that goes into writing awesome web copy. 

If you skip the research step, you’ll miss out on the gold that will make your web copy truly outstanding!

Take a look through your client reviews and take note of the things your client value. Often what we think is the transformation or benefit that matters is not the thing that matters most to our clients. 

Pay attention to themes and the words your people use, and use this as the foundation for your content. 

Check out these six questions that will help you get really clear on the right messaging for your audience. 

Next – keyword research 

If you want your website to be found on Google then you will need to factor in keyword research to inform your web copy. 

Even if you’re not hoping to win organic traffic, understanding the terms people are searching for will ensure that visitors to your site immediately understand what you offer. 

Identify a list of keywords, long-tail key phrases and variations of these. 

How do you whittle them down and decide which ones to use?

I recommend targeting 2-3 main keywords per page. So how do you choose them? 

Take your list and use a tool such as ubersuggest or keywords everywhere to get search volume and competition for each one. 

Find the words and phrases that are most searched for, then check out the competition. If your top keywords are too competitive then work your way down your list so you can select keywords that have a decent search volume and lower competition. 

keyword research

Lastly, but most importantly, do a sense check to make sure you’re satisfying user intent. Are the people searching your keywords on Google going to feel they’ve landed somewhere that delivers what they are looking for? 

There is absolutely no point winning organic traffic to your website and winding up with all of those people feeling they’ve been tricked into getting there. 

Yes, you may find a keyword or phrase that’s less competitive with decent volume, but are you meeting the needs of the people that land?! If not, they won’t convert anyway so you’ll only be earning vanity metrics. And you want sales. 

Write your headlines

Each page needs a headline, sometimes called a ‘hero statement.’ 

This is the copy you will see at the top of your webpage. 

You want to make it clear in this headline what you do, who for and what the outcome is they can expect. 

For example, Dog training that eradicates chaos and restores calm or Heal your tricky dog problems with positive dog training

(these are two I recently wrote for clients, no swiping!)

Include your target keywords for SEO. You can learn more about optimising your website for search engines here.

Focus on benefits not features

The features of your products or services are not what will compel someone to press the buy button. 

Your potential clients want to know what benefits they will enjoy through choosing you. What are the outcomes they can expect?

What is the change in their life that they’re desperate to achieve that choosing YOU will deliver?

A great formula to use here to encompass both your features and benefits is 

[Describe feature] so that… [describe benefit]

For example, ‘instant access to a vault of training videos so that you can start seeing changes today’

website navigation

Map out your website structure

It can be tempting to write far more pages than we actually need. A good website needs a home page, an about page, a page for your products or services, a contact page and, of course, a blog! 

Depending on how many services or categories of products you have, you may need more than one page to make navigation easy for your visitors. 

You want to focus on the customer journey here and make it really easy for them to find the content they need without searching for it. 

Include buttons and call to actions on each page that make navigation easy as pie for your visitors, and super simple for them to see which page has what they’re looking for. 

For example, if you offer dog training services, you might split your pages up by lifestage – puppy and adult dog training, or you may distinguish by service type – group classes and 1-2-1’s.

Identify your call to action for each page

On each page, think about what action you want your reader to take. 

Do you want them to book a call, buy now or visit another page for example?

Make it clear what you’d like them to do and make it easy for them to do so. 

Crucially, make your booking or buying process crystal clear. You don’t want to lose sales because your reader wasn’t sure how to progress. 

Are you having an FAQ page?

If you choose to have an FAQ page then this is a great page to start with, as it will help you brainstorm all the questions a potential client may have. Try and ensure the pain points and objections are tackled throughout your web pages as well as here. 

Write it up, and edit it down! 

I usually start with way more words than I need. Get it all out of your head onto the page. Forget grammar, punctuation, and being concise. Just get it all onto paper or into a word doc. 

Top tip 

Never delete anything. Copy and paste it and put it in a new document. It’s a horrible feeling when you later realise you wrote something perfect for somewhere else and it’s now vanished! 

Maybe it’ll work on another page, it’s the foundations of a blog – or at the very least a social media post! It’s horrible when you throw away little nuggets of treasure. 

Bonus inspiration tip

Look at websites you love, they do not have to be dog websites! A recent client sent me a link to a page on Urban Outfitters as an example of web copy she loved.

Pay attention to what it is you like about it. Is it the design, the style of writing, the images? 

All of these things contribute to a cracking website and looking at other people’s websites is a great way to get clear on what you’d like for yours! 

Want more help?

If you’d like some help going over the copy you’ve written, or getting clear on your messaging then a consultancy call with me may be just what you need. 

Together we will walk through what you have and give it a polish. I’ll give you tips to improve your copy and your marketing and you’ll get a recording of the call so you can revisit it whenever you need to. 

Book your call here.

Alternatively, if you’re ready to hand it all over and have it handled by a pro, then you can get more deets on my website copywriting services here. 


Written by Rikki S

Hi, I'm Rikki. I'm a copywriter specialising in helping pet businesses with copy that attracts, engages, and converts.



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