Copywriting Tips for Key Website Pages

Sarah McInerney

Head of Content

Sarah has almost three decades of experience in crafting compelling, engaging content specifically designed to boost sales and enhance brand loyalty. She’s also an expert in developing unique tone of voice that helps brands connect with their audiences. Her marketing and client service background has given Sarah a natural understanding of how to write content that makes readers take action. Whether it’s signing up to a mailing list, making an enquiry or donation or clicking the buy button, Sarah knows precisely how to convert with words. Pen down, Sarah is a proud member of the Essex Wildlife Trust and spends most of her free time enjoying inspiring walks through her local woodland and nature reserves, admiring everything that flaps, flutters and flowers.

Is your website lacking conversion? Are your Analytics showing you that visitors aren’t sticking around to see what you’ve got to offer? The reason could be poor quality content.

If the copy on the key pages of your website isn’t holding attention and compelling action, you need to do something about it. Here are some tips on how to improve the content on the three most important pages on your website:

Home Page

Your home page is your shop window. Most new visitors will arrive here and in a matter of seconds will decide whether to stay and find out more, or go elsewhere.

The most important job for copy on this page is to provide assurance that this site is for the visitor. A powerful header with a clear message of what is offered is crucial. Keep it specific and related to the product rather than anything generic like “welcome to our website.”

A secondary introduction should then follow to address the needs of the visitor. What do they need? How are you going to address it? Avoid using “we” and instead focus on “you”.

Home page copy needs must be engaging and conversational. Avoid jargon. Make every word count and write for the scan-reader using short sentences and plenty of bullet points.

Feature testimonials or reviews to instantly show proof that other people trust you. If you have a decent sized social media following include something like, “Join our 5,000+ fans on Facebook,” to further boost trust.

Landing Pages

Landing pages are all about providing visitors with what they expect to see. Your web visitor could have arrived at your landing page from a variety of places, such as an email, a social media platform or a pay per click advert.

The headline on the landing page is key. It needs to reinforce whatever was promised in the previous link. If your lead in focused on ways to lose weight, then your landing page needs deliver on this. Avoid confusing visitors by mentioning other topics or offers on this page and definitely don’t have a whole load of links to other content. Stick to the point: clearly and concisely. Use bullet points to sell your offer and the benefits, deadlines to create a sense of urgency and very clear calls to action to close the deal.

About Page

Many new visitors look at the about page to understand more about who they may be dealing with. However, many businesses end up with a high bounce rate on this page. The reason is that they’re often too boring and too pompous. Yes, you need to make this page about you, but never forget that it needs to relate back to the needs of the visitor and how you can help. What problems can you help solve?

Keep the tone of this page warm and approachable. A lengthy biography can come across impersonal, so inject some personality. Think of interesting and conversational points to write in here about your company that will engage your reader.

A Unique Skill

The most important pages of your website are the home page, the landing pages page and the about page. Each serves a different purpose and therefore needs to be written in such a way that relates to specific goals.

Website copy writing is a unique skill. If you need help, get in touch.

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