Website Copywriting for Companies That Want More Than Just Clicks
How to write website copy that sounds great and gets you the visits, clicks, leads, and conversions you need for your business to thrive.
People have been skimming and skipping around websites pretty much since the dawn of internet history.
Crafting Click-Worthy Web Copy: A Template
Step 1: Gather Your ToolsIf you’re going to craft compelling web copy, you’ll need a hefty tech arsenal at your disposal. Thankfully, there’s an entire ecosystem of SaaS products developed with the copywriter in mind. And much of it’s still available for free or at low subscription rates. Some tools that we recommend bookmarking include:
- A web-based research tool: Answer the Public
- An SEO and ad analytics tool: SEMrush, Facebook Ads Library, Google Optimize
- An AI writing assistant: Jarvis
- Headline generator/analyzer: Capitalize My Title, Sharethrough
- A Grammar and spelling checker: Grammarly, ProWritingAid, Hemingway App
- A wordplay helper: RhymeZone, Thesaurus.com
- A plagiarism checker: Dupli Checker, CopyScape
- A word processor: Word, Pages, Google Docs
Step 2: Define Your Page StructureStep away from the copy! First up, you actually need to take a step back from the nitty-gritty details of the copywriting process itself. You need to consider your pages. Most websites, whatever the industry, have two types of pages: commercial pages and content pages. The commercial pages connect the visitor to your source of revenue. These could include product pages for an e-comm company or the pricing plan page on a SaaS website. The content pages are educational, letting your customer know you understand—and can help them solve—their problems. You also need to approach the copywriting for these two types of pages differently. Commercial pages need compelling copy with clear CTAs. (Refreshing your knowledge in concepts like the AIDA model can help you in this process.) The copy on a content page should focus on building up a sense of who you are as a company.
Step 3: Get Writing (or Have Someone Do It For You)By now, it may seem like copywriting is the easy part. In fact, it’s likely the most expensive and time-consuming portion of the project.
Who Should Write the Copy for My Website?There are basically two ways to approach website copywriting: you do it in-house (yourself or working with an on-staff copywriter), or you outsource. Important things to consider when hiring or outsourcing a website copywriter include:
- Their experience with SEO and on-page analytics
- Their experience with website copywriting (not every content creator is a website copywriter)
- Their TATs (turn-around-times)
- Their rates
How Long Can I Expect Website Copywriting to Take?Well, as the adage goes: How long is a piece of string? In other words, it depends on what kind of website you’re creating, for which industry, and to sell which product or service… the list goes on.
At Viral Octopus, creating the copy for a basic corporate website takes our expert strategist-copywriter team two weeks or less. That’s accounting for a homepage and “about us” page of around 500 words each, a set of 800-word (or so) services/offers pages, and a contact page at about 200 words.But remember, this is just a simple website. By comparison, a Viral Octopus landing page design gig—including UX strategy, design, and copywriting—runs for 15 days. So really, a benchmark timeframe for website content creation is difficult to define.
Step 4: Test and Refine the ContentOnce the copy is written and live, you need to test, test, and test again. Some of the core content elements to include in your testing checklist are:
- Meta information: title tags and meta descriptions
- On-page content: headlines, sub-heads, benefits, features, and CTAs