Writing Web Copy: The Ultimate Guide

June 3, 2022
 min read

What is web copywriting?

Web copywriting is the process of writing content for a website. Its purpose is to promote a product or service and persuade website visitors to take action, such as making a purchase or subscribing to a newsletter.

Web copywriting is different from other types of writing because it must be persuasive and promote a call to action, while also being clear and concise. It should also take into account the unique needs of website visitors, such as providing information quickly and easily.

The importance of web copywriting

Providing a persuasive, call-to-action focused message on your website is important for several reasons:

1. It helps you to stand out from your competition.

In a world where there are millions of websites, it’s important to have content that will make yours stand out.

2. It helps you to build trust with your audience.

If your web copy is well-written and trustworthy, visitors will be more likely to take action on your site.

3. It can help you to rank higher in search engines.

Search engines favor websites with well-written, keyword-rich content.

4. It can help you to make more sales.

By providing a persuasive message, you can encourage visitors to take the next step and make a purchase on your site.

5. It can help you to build a strong brand identity.

Your web copy should be consistent with your overall branding efforts, helping you to create a cohesive and recognizable brand

Web copywriting is important because it can help you achieve all of these goals. By crafting a well-written, persuasive message, you can encourage visitors to take action on your site, build trust with your audience, and rank higher in search engines.

Tips for writing compelling web copy

Crafting compelling web copy is not always easy, but there are a few tips that can help:

1. Write for your audience first and foremost.

It’s important to understand the needs and wants of your target audience before you start writing. What are they looking for? What would persuade them to take action on your site? Keep these things in mind as you write your web copy.

2. Keep it simple.

Website visitors have short attention spans, so it’s important to keep your web copy concise and to the point. Avoid long, drawn-out sentences and unnecessary words.

3. Use strong verbs and persuasive language.

Your goal is to persuade website visitors to take action, so use language that will encourage them to do so. Be sure to use strong verbs and persuasive phrases, such as “buy now” or “subscribe today.”

4. Use keyword-rich content.

In order to rank higher in search engines, be sure to include relevant keywords throughout your web copy. However, don’t sacrifice quality for keywords – focus on creating well-written, interesting content first and foremost.

5. Test, test, test.

Always test your web copy before you publish it. Try A/B testing to see which version of your copy is more effective. Additionally, pay attention to your website’s analytics to see how visitors are responding to your content.

By following these tips, you can create compelling web copy that will grab the attention of your target audience and encourage them to take action.

How to make your web copy stand out

When it comes to web copywriting, it’s important to remember that you’re competing with millions of other websites. In order to make yours stand out, there are a few things you can do:

1. Use images and videos.

People are more likely to engage with content that includes visuals. Consider adding images or videos to your web copy to capture attention and encourage engagement.

2. Use headlines and subheadings.

Headlines and subheadings help to break up your content and make it easier to read. They also give readers a quick overview of what your article is about, so be sure to make them interesting and compelling.

3. Use bullet points.

Bullet points are a great way to highlight key information in your web copy. They make it easy for readers to scan your content and find the most important information quickly and easily.

4. Use calls to action.

Calls to action tell website visitors what you want them to do next, such as “subscribe now” or “learn more.” Be sure to use persuasive language and place your call to action in a prominent location so that it’s impossible to miss.

5. Use social media sharing buttons.

Social media sharing buttons make it easy for readers to share your content with their networks. Be sure to place these buttons prominently on your page so that they’re easy to find and use.

By following these tips, you can make your web copy more engaging and more likely to stand out from the competition.

The don’ts of web copywriting

1. Don’t stuff keywords.

This will only result in your content sounding unnatural, and could get you penalized by Google. Instead, focus on creating high-quality content that uses your keywords naturally.

2. Don’t write long, rambling paragraphs.

Instead, break up your paragraphs into shorter, more manageable chunks. This will make your writing more digestible for your readers and help you better organize your thoughts. Plus, shorter paragraphs are more visually appealing—they break up the monotony of large blocks of text and make your piece more visually appealing to your readers.

3. Don’t use jargon or technical terms.

Don't use jargon or technical terms that your audience might not understand. This will only make them feel excluded and could prevent them from engaging with your content. Keep your language simple and straightforward to ensure that everyone can follow along.

4. Don’t forget to proofread and edit your work.

No matter how well you think you know your grammar and punctuation, it's always best to proofread and edit your work before you submit it. This extra step can mean the difference between a good grade and a great grade. You could use AI-powered writing tools if you don't want to always feel unsure about your writing. Texta has an inbuilt grammar and punctuation checker, so just start generating a website copy on Texta for free today , and forget about having any errors in your writing forever.

5. Don’t be afraid to ask for help.

There is no shame in admitting that you need help. In fact, asking for help is a sign of strength. It takes a lot of courage to admit that you can't do something on your own. Asking for help is the first step to getting the assistance you need. You don't have to ask a person, you can let AI help you write and come up with ideas.  

Case study: an example of great web copywriting

A great example of web copywriting can be found on Moz’s blog. The post, titled “The Beginner’s Guide to SEO,” is a comprehensive and easy-to-read guide that covers everything from the basics of SEO to more advanced concepts.

What makes this piece of web copy so great? First, it’s well-written and easy to understand. Second, it’s comprehensive – it covers everything that a beginner needs to know about SEO. Third, it includes plenty of visuals, such as images, videos, and graphs. Finally, it has a strong call to action at the end, telling readers what they can do next to learn more about SEO.

All of these factors come together to create a piece of web copy that is both informative and enjoyable to read. If you’re looking for a great example of how to write effective web copy, look no further than the “Beginner’s Guide to SEO” from Moz.

Click here to see Moz’s Beginner’s Guide to SEO.


Here are the key takeaways from this article:

1. Web copywriting is the process of writing content for a website. Its purpose is to promote a product or service and persuade website visitors to take action.

2. Web copywriting is important because it can help you stand out from your competition, build trust with your audience, rank higher in search engines, and make more sales.

3. Tips for writing compelling web copy include writing for your audience, keeping it simple, using strong verbs and persuasive language, using keyword-rich content, and testing your copy before you publish it.

4. You can make your web copy more engaging and more likely to stand out by using images and videos, headlines and subheadings, bullet points, calls to action, and social media sharing buttons.

5. A/B testing is a powerful tool that can help you improve your web copy and increase your conversion rate.

6. Always proofread your web copy before publishing it to avoid making mistakes that could cost you traffic and sales.

Web copywriting is a process that requires time, effort, and practice to master. However, following these tips can help you write better web copy that converts.

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