website copywriting

Copywriters don’t come cheap. 

At least…not the ones who will write a website for you that sparks conversions and connects with readers.

So if you choose DIY website copy, I don’t blame you!

When was the last time you went back and reviewed your site with fresh eyes and from the perspective of the reader? Take another look at your website and make sure you’re not making any of these conversion crushing mistakes.

Here are the do’s and don’ts of writing your own website copy:

website copywriting freebie

1. DON’T SPEAK TO MULTIPLE READERS 

Before writing a single word on your site, you’ll need to have a good idea of exactly who you’re talking to. Who is your ideal client or customer? That one person you know your product/service would be perfect for?

Start by creating or referring back to your buyer persona(s) or ideal customer avatar. Get very clear on your ideal reader’s pain points and struggles so you can speak directly to those throughout your website copy.

Then, talk to one reader with one offer at a time.

You want your ideal clients or customers who land on your site to know your offer is THE offer for them. So, if you’re not personalizing your web copy and instead, writing to every rando who lands on your site, you’re missing out on connecting with the right visitors. The ones who will become loyal, purchasing customers.

2. DO USE MULTIPLE WORDS IN CTAS

Including calls to action (CTAs) across your site is critical to push your reader to…well, take action.

Whether that action is to make a purchase, subscribe to your newsletter, download a freebie, etc. effective CTAs will be a few words long. It’s imperative to be clear in your CTAs, which is why single words like “Submit” won’t be as convincing as something like “Download the Checklist.”

While it’s important to keep your CTAs short and simple, you can use multiple words in order to be as clear as possible about what action you want the reader to take. Where will clicking that button lead them?

3. DON’T USE NEGATIVES (WHEN POSSIBLE)  

Keep things positive and avoid using negatives in your website copy where possible. Why? Because creating a positive tone will allow your readers to develop trust in your brand.        

Focus on the positive solution you provide for your ideal audience’s problem or desire. 

Of course, there will be situations when a negative tone comes in handy—such as creating a sense of fear or urgency to inspire your reader to take action. However, as a general DIY website copywriting rule, avoid using negatives.    

Here’s an example:

Negative: You won’t be displeased with my one-of-a-kind coaching program. So don’t wait to enroll.

Positive: You’ll love this one-of-a-kind coaching program. Enroll now!

Google keywords

4. DO USE KEYWORDS

Have you heard of SEO or SEO copywriting? SEO stands for search engine optimization. And if you want to create content that will rank well with search engines, you need to take SEO into consideration. 

Google and other search engines display web pages in their search results based on the authority and relevance of the page. They do this to provide the best user experience possible.

To determine the relevance of your page, Google analyzes its content based on things like where and how often you use certain words in that piece of content. Those words that will help you rank well are called keywords.

Here are a few places you should be including keywords throughout your website:

  • Title tags and headings
  • Body copy and content
  • Meta descriptions
  • Image alt tags

5. DON’T OVERUSE KEYWORDS 

Overusing keywords or using irrelevant keywords is considered “keyword stuffing.” This black hat SEO tactic will only hurt your rankings with search engines.

Google defines keyword stuffing as, “the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in Google search results.”

Keyword stuffing might have some positive short-term effects. However, it will come with repercussions in the long run. 

How can you ensure you’re not using too many keywords and getting on Google’s bad side? The top piece of advice is to use keywords in a natural way. Additionally, instead of using the same keyword over and over, try incorporating some long-tail keywords.

6. DO CUT CONTENT WHERE YOU CAN

Whether your DIY-ing your website copy, writing a sales page, or even a damn holiday card, a principle rule of thumb is to avoid writing just to fill space. 

That’s right. Just because there’s space, does NOT mean you need to fill it with words. 

Trim the fat. Cut the fluff.

For each sentence or section of text you add to your website, ask yourself:

  1. Is this relevant?
  2. Is it necessary?
  3. Does this provide awesome value to my reader?

If the answer isn’t “yes, yes, yes!” start saying no, no, no to some of the content you’re including on your website.

7. DON’T TALK ABOUT YOURSELF MORE THAN YOUR READER 

Since we can’t necessarily see the person on the other end of our web copy (our reader), it can be easy to forget they should be your main focus. Often, we’ll wind up writing from our own perspective. 

To make your website copy a two-way conversation that’s not all about you and your goals, start by taking a look at the pronouns you’re using.

“We” and “I” and “our” are all self-referring pronouns. So calls to action like, “subscribe to our newsletter” are self-serving.

As human beings, we’re wired to think about what’s in our best interest. Especially when making decisions. So, it’s probably no surprise that “you” is one of the most persuasive words we can use in copywriting. 

Shift the focus from talking about yourself to talking about your reader by first taking a look at the pronouns you’re using. To tweak self-serving sentences, use the word “you” more in your website copy.

We naturally gravitate toward content that speaks directly to us. Keep this in mind when writing your own website copy.

WHAT NOW?

Here are your three next steps to put the info we just covered into action:

  1. Take a look at your current website. Are you making any of the “don’t” mistakes in this post? Is your current website following the instructions in the “do’s”?
  2. Haven’t yet written your website copy? Download free Website Content Planner & Roadmap! This freebie will help you get started writing the homepage, about page, and services page(s) of your website.
  3. If you need a hand writing your website copy from scratch or just sprucing it up to ensure it connects with and converts your dream client, let’s chat! Reserve a free consult call or find about more about my web copywriting services on the WCC site.

website copywriting freebie

  1. Nay Stevens says:

    So many great points in this article McKenzie! I especially loved this gem from point #1 – “if you’re not personalizing your web copy and instead, writing to every rando who lands on your site, you’re missing out on connecting with the right visitors. The ones who will become loyal, purchasing customers.”

    I create websites for Coaches and this is the number 1 mistake I see in their copy, especially if they’ve DIY’d it.

    Great article and awesome Freebie! I’ll defo be directing my clients to your Freebie. Such great value.

    • Hey, Nay! So glad this resonated with you! I actually have a new website copywriting freebie I’m currently wrapping up as well – I’ll have to send it your way when it goes live!

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