Website Copywriting Tips: 7 Best Practices to Boost Conversions

Your website is often the first point of contact between your business and potential clients or customers. Whether you’re running a cutting-edge SaaS company, a forward-thinking health practice, or a transformative coaching business, the words on your website can make or break your online success. Compelling and ethical website copywriting is not just about stringing together fancy words—it’s about connecting with your audience, showcasing your value, and driving meaningful actions.

In this guide, we’ll explore seven website copywriting tips and best practices that can help you elevate your online presence, boost conversions, and create lasting connections with your target audience. Let’s dive in!

1. Write for Your Target Audience

Effective website copywriting starts with understanding who you’re writing for. As a business owner in tech, health, or coaching, you likely have a specific audience in mind. Take the time to develop detailed buyer personas that represent your ideal clients. Consider their:

• Demographics (age, location, job title)
• Pain points and challenges
• Goals and aspirations
• Communication preferences

Once you have a clear picture of your target audience, write your copy to speak to their specific needs and concerns. Use language and tone that resonates with them. For example:

• Tech/SaaS: Use a professional yet innovative tone, highlighting efficiency and cutting-edge solutions.
• Health/Medical: Adopt a compassionate and authoritative voice, emphasizing patient care and expertise.
• Coaching/Consulting: Employ an inspiring and empowering tone, focusing on personal growth and transformation.

Remember, your website copy should speak directly to your ideal client, making them feel understood and valued from the moment they land on your page.

2. Keep It Simple and Scannable

Attention spans are shorter than ever, averaging about 47 seconds according to Gloria Mark, PhD, of the University of California Irvine. Used to multitasking and switching attention, your website visitors are likely scanning for key information rather than reading every word. To make your content easy-to-scan:

• Use clear, concise language: Avoid industry jargon and complex terms. Explain concepts in simple terms that anyone can understand.
• Break up text: Use short paragraphs, bullet points, and subheadings to make your content easily digestible.
• Highlight key information: Use bold text, italics, or other formatting techniques to draw attention to crucial points.
• Embrace white space: Give your content room to breathe. Proper spacing makes your copy more inviting and easier to read.

Instead of writing a long sentence filled with industry lingo or technical jargon, try breaking it up into bullet points.

For example:

Our program management software helps you:

• Streamlines your workflow
• Improves productivity
• Saves time and money

3. Focus on Benefits AND Features

While it’s tempting to list all the amazing features of your product or service, your audience is more interested in how you can solve their problems or improve their lives. Shift your focus from what your offering does to how it helps your clients.

• Identify the emotional and practical benefits of your product or service
• Use persuasive language to paint a picture of life after using your solution
• Back up your claims with specific examples or data

This doesn’t mean you shouldn’t include features of your products or services on your website. Features can distinguish you from a competitor, show transparency of what exactly is being offered, and convince a warm lead to convert.

The difference is that benefits should lead the copy while features and social proof are the backbone supporting your claims.

For instance, instead of:

Our coaching program includes 12 weekly sessions and a workbook.

Try:

Transform your life in just 12 weeks. Our coaching program empowers you to overcome obstacles and achieve your goals. Clients report an average 40% increase in overall life satisfaction. 

What is included?

• 12 weekly sessions
• Complimentary workbook

Important note: Remember to keep your claims ethical and truthful. Avoid exaggerations or misleading statements that could erode trust with your audience.

4. Optimize for Search Engines the Right Way

While your primary goal is to connect with people, it’s important to ensure search engines can find your website. SEO has became a little bit of a slimy word lately, but there are honest, ethical ways to optimize your website. 

Use these SEO best practices:

• Conduct keyword research: Identify relevant terms your target audience is searching for.
• Use keywords naturally: Weave these terms into your copy without forcing them.
• Create unique, high-quality content: Search engines favor original, valuable content.
• Optimize meta titles and descriptions: Craft compelling snippets that encourage clicks from search results.
• Use header tags (H1, H2, H3) strategically: Organize your content and include relevant keywords.

Avoid keyword stuffing, low-quality backlinks, or any black-hat SEO tactics that could result in penalties from search engines. The key is to create content that serves both your audience and search engines ethically.

5. Use Calls-to-Action Effectively

Every page on your website should have a clear purpose and guide visitors towards a desired action. Whether it’s signing up for a demo, scheduling a consultation, or downloading a resource, make it easy for your audience to take the next step.

• Include clear and compelling CTAs: Use action-oriented language that creates a sense of urgency or value.
• Make CTAs stand out: Use contrasting colors, buttons, or other design elements to draw attention.
• Place CTAs strategically: Position them where they make the most sense in the user journey.
• Test different variations: Experiment with CTA copy, design, and placement to optimize conversions.

A well-crafted CTA can be the difference between someone bouncing off your site or taking the next step forward towards conversion. In another article, I explain the 7 types of calls to action and provide over 20 examples that you can start using immediately.

6. Tell a Compelling Story

Humans are wired for stories. Use narrative techniques to engage your audience and create an emotional connection with your brand. Share your company’s origin story, highlight customer success stories, or paint a vivid picture of the problem your offering solves.

• Use storytelling to illustrate the journey from problem to solution
• Incorporate customer testimonials and case studies to build credibility
• Highlight your brand’s values and what makes you unique

For example:

“I’m Vicki Brown. Throughout my life, I’ve cultivated a reputation as an empathetic listener whom people trust with their stories, often seeking guidance. This deep desire to help others grow opened the pathway to coaching and productive conflict resolution. As a coach and mentor, I have the honor of walking alongside others on their journey toward a genuine place of purpose and success as they define it.” (Vicki Brown Coaching)

“During her 30-year career in medical education, Dr. Carr has provided faculty education as well as board preparation to physicians at all levels at both allopathic and osteopathic medical schools. Her dedication to helping physicians succeed – both professionally and personally – was recognized when she was chosen as a Top Health Coach by Coach Foundation.” (Dr. Linda Carr)

7. Test, Measure, and Refine

Many people and smaller companies I’ve spoken with over the years hold the misconception that once you launch a website, it is done. The truth is: great website copy is never truly “finished.” The world changes, your audience changes, and your business changes. You will have to make periodic changes and adjustments to your website.

To keep your content effective and performing well:

• Regularly analyze website metrics: Use tools like Google Analytics to track user behavior and engagement.
• Conduct A/B tests: Compare different versions of your copy to see which performs better.
• Stay up-to-date: Refresh your content periodically to keep it relevant and accurate.
• Solicit feedback: Ask your customers or a focus group for their thoughts on your website copy.

Remember, what works today might not work tomorrow. Stay agile and be willing to adapt your copy based on data and user feedback. Regularly applying these website copywriting tips and analyzing their impact will help you continuously improve your content.

Closing Thoughts

Effective copywriting is a powerful tool for growing your business, whatever industry or field your business is in. By implementing these seven website copywriting tips and best practices, you can create a website that not only attracts your ideal clients but also engages them, builds trust, and ultimately drives conversions.

Your website is often the first impression potential clients have of your business. Make it count with compelling, clear, and client-focused copy that showcases your unique value.

Ready to take your website copy to the next level? Start by reviewing your current content with these best practices in mind. Identify areas for improvement and begin making changes, one section at a time. Your future clients (and your bottom line) will thank you.

Book a free 30-minute discovery call today to learn how I can help you leverage the power of copywriting to improve your website and engage your ideal audience.