DIY Web Copywriting Tips

There are things you can do yourself to improve your copy and increase your conversion rate – without hiring a professional web copywriter. Don’t be afraid to do it yourself. And don’t be afraid to be different.


Web Content vs. Web Copy

Web content is intended to inform, educate, or entertain the reader. Web copy is designed to influence or persuade readers. Any good writer with a little SEO knowledge can write content. It takes a little marketing forethought to create quality web copy. Web copy may be a hard sell, “Buy Now!” or it may be more subtle.

A blog is generally web content. Writing a company’s “About Us” page may appear to be simply a content assignment. This page is critical marketing or web copy, however. The primary reason for including this page on your website is to provide background information to build trust in a company and convince them to buy.

Article marketing is a good example of both. The article is the web content and the resource box is the web copy. That resource box should include a clear, simple call to action. Web marketing copy should help you convert website visitors into newsletter subscriptions, customers, members. Even an increase in your click-through rate, exposure, visibility, backlinks, and positive brand image – is a form of conversion.
Your Audience

In order to gain these benefits from your web copy it must appeal to your target audience. It’s not about what you like; it’s about what works for your target market. Knowing how purchasing decisions are made and who makes them will help you craft your message and decide the means to deliver it.

Once you have a clear demographic profile using psychographic information will allow you to determine which factors will influence your target market. Teenage males? Perhaps a bandwagon approach and sex appeal will work. Mothers in their mid-30s? I’d stick with a family-oriented benefit.

How do they use the web? Are they social networkers or information gatherers? Are they familiar with your company and product? Knowing these answers will allow you to determine where to place your message and if it should be more focused on educating in general or persuading them that your product is better.

Nuts and Bolts

So, now you’ve defined your copywriting strategy (who, where, what). But how? Remember to focus on benefits, not features. Show, don’t tell. Use vivid word pictures, case studies, examples. If possible use photographs and videos to demonstrate. Craft a catchy headline. Keep it simple. And include a call to action. Test and split test your copy.

You won’t become a web copywriting guru overnight, but use these simple tips to improve what you have right now. And don’t forget to spell check!