5 tips for writing a web page Copify

5 tips for writing a web page that your visitors will love

The requirements of writing content for a web page can vary greatly, all depending on the nature of the web page itself. It could be a landing page designed to inform the visitor of what you do and give them a reason to consider your services.

Or it could be a blog post aiming to educate the reader on a certain topic and highlight your expertise. Whatever the purpose, there are a number of rules you should be following in order to help improve the popularity and usefulness of your site as a whole.

Top tips for writing a web page

Below you can find 10 top tips for writing web pages that your visitors will love. This is not to say it is a foolproof guide to success, but by following these rules you will at least put your site in a better position to succeed.

1. Consider the reader to be lazy

5 tips for writing a web pageWhen people visit your site for whatever reason, they are looking to find straightforward and simple answers to their questions. Any content you write should be precise and designed to be easily readable and digestible.

Here are some useful steps to consider in helping you write for lazy readers:

– Stick to using short sentences which are anywhere up to 12-15 words long. Any longer than this and readers actually need to think to understand the grammar.
– Keep paragraphs short. Paragraphs that are just 2 to 4 sentences long are much easier to digest.
– Avoid industry jargon where possible. Though you want to highlight your expertise, you don’t want to show off with all sorts of fancy words.
– Avoid repetition. Once you have made a point, avoid repeating it elsewhere on the page.
– Avoid using the passive tense. The passive tense is harder to understand, so stick to active sentences.
– Talk to your visitors. It is perfectly fine to say “you” throughout your copy, as it makes the page far more relatable and easier to digest.

2. Start with what is most important

When someone enters your site, you have a limited period of time to gain their attention and keep them on the page. For this reason, you should aim to get to the point immediately. Start with your most important selling point/benefit to help highlight that the page is relevant to what they need.

For example, if your web page is there to help your business sell cars, go ahead and tell them from the start that you sell cars. Then say why your cars are great and why people buy from you. It sounds simple, but many writers would waste time talking about what a car is, or who they are as a company.

Attention is a precious commodity nowadays, so don’t waste it when you have it!

3. Realise that people scan

5 tips for writing a web page 2The truth of the matter is that, even if you spend hours writing the most magnificent page copy, fewer than 1 in 5 visitors will actually read the whole thing. Instead, most people will simply scan a web page.

There is nothing wrong with this, it just means you need to take certain steps to make the page appropriate for this 80% of visitors. Here are a few tips to follow.

– Use plenty of bullet points to summarise key points.
– Make all actionable steps clear in the subheadings you use.
– Make sure your headline summarises what the page is about.
– Conclude with the purpose of the page and a necessary call-to-action.

4. Consider the customer journey

One common mistake people often make is failing to realise that not everyone knows what their website is all about. Depending on the size of your site, people could potentially come across it from a wide variety of different routes.

5 tips for writing a web page 3Your home page might clearly display who you are and what you offer or sell, but not all pages will. For example, a blog post might be great and very informative, but afterwards, people may simply leave the site. You need to instead offer people a clear and tangible path through your site after having entered from any source.

In many cases, a simple and effective way to do this is to offer a call-to-action at the end of every post. It could be to check out your services or to view another post on your site. It really depends on what you offer, but you should help encourage an easy customer journey, rather than making it difficult.

5. Don’t forget SEO

When many website owners see the phrase “Search Engine Optimisation”, they quickly head for the hills. Getting every page on your site to rank well can, of course, be difficult, but it isn’t impossible. It certainly isn’t a skill that is blessed to only a select few “experts”.

Even as a beginner, you should be considering SEO whenever you write any web page on your site. You can do this by following a few simple rules and steps for each page you write, such as including a healthy selection of keywords and using proper HTML.

To help assist you with your basic SEO efforts here is a beginner’s guide to writing content SEO that you will no doubt find very useful.

Bring in help

Writing a web page can seem a formidable task at first when you have little on your site already. It’s like having a blank art canvas in front of you whilst you’re trying to decide where to paint first. Well, luckily there is plenty of help available for getting started.

Copywriting agencies, such as what we offer here at Copify, are able to provide you with a diverse array of targeted and high-quality copy for almost any sort of web page. They are a useful way to help show you the ropes and find the sort of voice you want your website to have.

Afterwards, you can then start to develop more and more of your own web page copy once you know what works well.


Main image credit: Serge Kij
Image credits: Alessandro VallitheilrSerge Kij

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what is web copywriting Copify

What is web copywriting?

So, you want to be a copywriter. But just what is web copywriting? It’s crucial you find out because writing for websites and other online products is going to be a huge part of what you do.

Small businesses with blogs get 126% more lead growth than small businesses without, half of 18 to 49 year olds get their news and information from the web, and people now see double the number of ads a day that they saw in 1984. It’s a solid industry.

Broadly speaking you can split copywriters into two groups of people. There are copywriters who specialise in writing to get people to take an action. These people often focus on retail content. Then there are content writers, who write to inform. These people are often great at background and blog materials. Lots of copywriters have skills in both and switch and change between the two.

What type of content do copywriters produce?

what is web copywriting 2Web copywriters specialise in writing high-quality text and materials that sell an idea or product. This is often placed on website pages or blogs but there’s a host of other skills that will make you hireable. You might be great at the text you see in sponsored posts or in Facebook ads. You might be great at email newsletters. Basically, anything that’s put online to promote or sell products and ideas counts as web copy.

You’re likely to get the bulk of your work, at least initially, from writing simple texts for websites. These pages are the nuts and bolts of a company or personal website and include about us, services and other information pages. This type of work is about guiding people through a website and telling them what they need to know. You might also find early success in writing promotional materials. That could be press releases, backgrounders, blogs or reviews.

How to write for online

The first thing you need to know about great online writing is that you have more than one customer. The humans that visit your site need to be wooed and convinced of the quality of your product. Make it useful to them and better than what they could find via Google.

But so do the search engine ranking spiders that regularly scan web content to judge if it’s relevant and useful. Writing your content in a way that these spiders appreciate is called search engine optimisation (or SEO) and is a specialised art and professional writing skill.wha

Content that’s optimised for SEO will contain key phrases. These are the type of words the people you want to target are likely to put into a search engine to find information. For example, the keywords for this piece are “what is web copywriting.” See how that phrase appears high at the beginning of the article? This helps push your content further up search engine rankings and get more visitors. It’s important to understand how SEO works. There are more tips from SEO.com and our blog post on how to write website content for SEO.

The skills you need to develop will be making SEO copywriting quality writing. Sometimes you’ll need to work with unusual key phrases, but you’ll need to integrate them in a way that feels normal and natural. Your primary consumer is always humans. Write for them.

Goals for online writing

what is web copywriting

When you’re working as an online copywriter it’s important to remember the goal of your pieces. Great content for websites is the sort of thing that drives up online rankings and is clear and concise. It needs to share all the relevant information. But when you’re writing for blogs then the goal is to encourage people to share across their networks. Did you ever see a website page go viral? The goals and structure are quite different.

Blog posts have two functions for your customers. Fresh and regular content updates which use popular key phrases help Google recognise active and useful websites. This helps increase search rankings.

Blogs are also a great space to build a relationship with potential consumers. These should also be informative and targeted, but also user-friendly. It’s also important to integrate your content into the sea of other online material. Link back to authoritative sources to help the spiders understand the quality of your material. There’s more on quality blogging including how to begin a blog post on our site.

Top tips for online copywriting

1. Write actively

If you’re not up on your grammar then it’s worth spending some time researching before you start. Great web copy uses active voice. That’s where the subject of the sentence does the action – it’s not acted on. Sentences that follow this structure are powerful and easy understand. Active voice sentences can also begin with a verb, as in a command and this can be useful for copy where you’re trying to get people to do something. For example, ‘learn more about the new catalogue here’.

2. Get the details right

People use the internet to get good information quickly. You’ll need to ensure your content hits the who, what, when, where, why, and how of your personal or company story. Get all the details in and your material is automatically more trustworthy. Read these great tips for writing better web copy.

3. Write great headlines

Writing for online means a struggle between your words and those of the millions of others producing web content. You need to make yours stand out. Great headlines entice visitors to click-through and take action.

4. Get the sense across quickly

what is web copywriting

Once you have a visitor on your page you need to give them the information they need quickly. Online readers don’t read everything – they look for guides and markers that take them to the parts of the content they need. This means you need to make your content easy to skim. Some of the best ways to do this are:

  • Using headings and subheadings, particularly if you can fit your key phrases into these
  • Create lists for the key points (just like this one)
  • Follow long sentences with lots of information with shorter ones. This makes your material easy and interesting to read. Just like this.

So what are the takeaways from this little foray into the world of writing for the web?

  • Keywords are king, but make them work for you – not run the show
  • Remember who you’re writing for and exactly what they need
  • Write in a way that’s easy to digest and simple to scan

The breadth and scope of writing for the web make it actually a lot of fun. You’re never quite sure what will come along next, or how to fit that next phrase or link into an engaging and useful discussion. It’s a challenge, but if you’re up for it it can be highly rewarding. Have fun!

Main image credit: X Y
Other image credits: Moses MehrabanSeth WerkheiserFlickr Account Kongress Media

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Learn from the best 6 examples of good copywriting

Learn from the best: 6 examples of good copywriting

A great copywriter has a firm understanding of the target audience they are writing for, and how they should best style their text. They also understand that the sort of copy they write will depend largely on the format in which it is presented. What this means is that there is no straightforward answer for how to write the best copy, as it depends entirely upon who will be reading it and under what circumstances it is needed. So, to help give you a thorough understanding of what constitutes good copywriting, here are some examples taken from a number of different uses.

Landing page

The landing page is an integral part of any website as it needs to quickly draw the visitor in and give them a reason to keep exploring your site. The text needs to demonstrate your brand and very concisely lend enough information to intrigue them and leave them wanting more.


Grammarly isn’t just a great tool for writers, it’s also an excellent example of crafting landing page copy that creates a sense of need. First and foremost it adheres to the first rule of sales writing by putting the reader at the heart of the content, with an emphasis on ‘you’ and ‘your’ over ‘us’ and ‘we’. The content also leads with the benefits (saving users from committing grammatical faux pas) and emphasises its USP as going ‘beyond the basic spell check’, being able to be integrated into a range of other services.

Along with a strong, snappy active voice, Grammarly’s offering is compounded by a reference to its team of leading linguistic authorities and testimonials from high-profile users. All this culminates in the solid call to action to ‘join more than 10 million happy Grammarly Chrome users today’…for free. On top of that, its design uses graphics to progress the argument and highlight how the product works without the user having to take any action such as clicking on a video.


One of the most important parts of any website’s copy is the FAQ section. Before making a purchase, most customers will visit the FAQ as it summarises the important aspects of what they are about to purchases, and answers any crucial questions. All answers need to be concise, professional and to properly address any concerns the customer has.

Card Against Humanity - Examples of good copywriting

Card Against Humanity

Card Against Humanity is perhaps one of the greatest examples of a site that knows their customer to a tee and used that knowledge to target their prose in a unique and humorous way. Their FAQ section is perhaps the best example of this, whereby all answers are in some way comical, and at least a little offensive. It may not suit everyone’s taste, but it certainly suits that of their customers.

Social media

Social media is a powerful tool that any business can use to build a following of loyal customers and it’s no surprise that many organisations now turn to professional copywriters for their posts. Here is an example of good copywriting from a company that is leading the way in great corporate social media.


Innocent are well renowned for their strong performance on social media. They post regularly on Facebook, Twitter and Instagram and often combine powerful imagery with simple two-line quotes. They continuously find a way to be humorous and young, and they have used this great copywriting ability to accumulate millions of followers across all accounts. Check out their reply to a fan’s comment, they even put witty thought into seemingly pointless responses.

About page

Much of the time, you will land on a website via Google or from a link someone sent you and you simply want to find out more about who created the site and why. In such a case, great copy from “about” pages are able to demonstrate not so much what you do, but why you do it and why people should trust what you have to say.

MAG - examples of good copywriting


MAG (Mines Advisory Group) have a mission to save the lives of innocent people who live in war-torn areas where mines are still a huge risk to their daily lives. This section of their about page helps to paint a very vivid story about the risks that people face. The copy is clear and to the point, but really touches your heart by drawing out the fears that such people face every day. In just one page of text, you understand what MAG do, and you are left wondering how you can get involved and help out.

Product descriptions

Getting people to view what you have to sell is just one part of the battle. The other part is convincing them that what you are offering is worth paying for and will bring them added value. This is where compelling product descriptions come in.

Brew Dog

Brew Dog produces speciality craft beers that they claim are above and beyond all the typical bar lagers and ales. To catch their readers’ attention and show that what they offer is unique, they have clearly put great care into each one of their product descriptions. Every item sounds rebellious and interesting and any craft beer lover would be keen to give one a try.


Captivating blogs that appeal to your audience are a fantastic way of staying in touch with your readers and offering added value after a purchase. They are also great for attracting new audiences via SEO, and great copy is vital in showing you offer quality content and making them want to learn more about you.

The Blonde Abroad - examples of good copywriting

The Blonde Abroad

One of the best examples of good copywriting comes from The Blonde Abroad who is a female travel blogger. Within the last 5 years, she has managed to build one of the most popular travel blogs in the world. Getting to the top of such a competitive niche means understanding your audience and providing useful, interesting information in a clear manner. Such great blogs mean more people follow her on social media, which in turn means she has a greater reach the next time she writes and publishes a post. Kiersten puts much of her success down to having found her voice and a way of speaking that resonated with her intended audience.

These examples of good copywriting demonstrate the power of great text, used for a number of different purposes. If after reading this you’ve decided your site could do with some updating, or that you need help finding the “voice” of your site, it may be time to hire a professional copywriter. Great copy has the power to display your brand in a far more positive light and can attract a lot more customers than boring straightforward text possibly could. Copify offers copywriting services for all manner of different needs, so get started by viewing what’s on offer here.


Main image credit: JoanDragonfly
Screenshot credits: Card Against Humanity, MAG, The Blonde Abroad

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How to write website content for SEO - Copify

How to write website content for SEO: everything you need to know

When you are building a website, the large, blank spaces can look intimidating if you are not used to producing online content. The quality of the content depends on the way in which you are able to convey the aims of your company. The website copy is your constant spokesperson, and often the first impression someone sees of your organisation.

This is the primary function of your website content, but you can make your copy work twice as hard for you if you ensure that it is search engine optimised. This essentially means that it is as easy for search engine algorithms to read as it is for your human readers. Writing SEO content is a real skill. It takes time and practice to write copy which is search engine optimised without this being obvious to the untrained eye. The steps below will show you how to write website content which works in both ways.

How to write website content

If you are new to writing website copy, it’s important to sit down and form a plan before you start. Have a careful think about all of the information which your content needs to get across, breaking the points down into different sections and categories if possible. Try to put yourself in the position of somebody who knows nothing about your website, and think about all of the questions that you might ask if you were them. This should give you a good idea of the answers you should be providing before anyone has even had time to ask the question.

Knowing how to structure the page is just as important as knowing how to write website content, so once you know what you want to say, try to set out your points in the following structure.

1. Break up the page

There is nothing more likely to cause a reader to click off your page How to write website content for SEOthan being faced with a huge amount of small text in long, unbroken paragraphs.

Break up the page with section headings and bullet points so that readers are able to find their answer quickly if they are looking for something specific. Short paragraphs and good transitions between the two will keep hold of their attention and make them more likely to read on. It is visually much less intimidating to look at a list of bullet points or short paragraphs than it is to see a whole page of dense, black text.

2. Write longer articles

Although the individual chunks of text should be shorter, the overall article length should be at least 300 words, and ideally much longer. Anything less than this will not allow you to reach an effective keyword density without sounding forced and there is a likelihood that you will be missing out information which is essential to your readers. Longer articles also tend to gain more traction and are more trusted online.

3. Get the headings right

Make your headings informative and descriptive. Think of them as signposts for your text, letting the reader know where they should look for each piece of information. Don’t forget that you can use keywords in headings too where natural!

4. Choose your font well How to write website content for SEO

The general rule of thumb is to use serif fonts for headings and sans serif fonts for the body.

Make sure you use a font which is readable and professional, but feel free to choose something with a bit of character if you think it suits the tone of your website.

How to write website content for SEO

Once you have content which you are happy with, then you can start to ensure that it works just as well for the computer as it does for the human readers. The key to this is making sure that the text is rich with relevant keywords. Understanding how to write website content which is search engine friendly is all about knowing how to make the most of what people are already searching for online.

Research your keywords

Once you’ve selected the keywords you think you want to use for optimising your articles, ensure that they are:

  • Relevant to the topic you are writing about
  • The most commonly searched spelling
  • The most often searched phrasing of that topic
  • A combination of specific keywords and more general ones

Doing your research will ensure that you are using the most effective keywords to boost your performance in search engines.

Get your meta description right

The meta description is the short piece of text which appears below the How to write website content for SEOwebsite link in the search engine results. This is your chance to prove to people making a snapshot decision that your website is the one they were looking for. It is not worth going to all of the trouble of successfully increasing the position of your website in search engine results if the description is going to let you down at the last hurdle.

Ensure that it is concise, clear and a good representation of what can be found on your website.

Use the tools available

WordPress has a plugin called Yoast SEO which automatically scans the text you input to assess its effectiveness in terms of SEP. You input the keywords which you have chosen for the copy and Yoast will let you know how well you are doing.

Hemingway is another similar software which will help you to clarify the readability of your content. Find the tool which works best for you and the format of your website, but make sure that you make the most of what they are saying. You should be asking a human to read the text to test its appeal to humans and a computer to read the copy and assess its performance for computers.


Main image credit: Tayloright
Image credits: Windell OskayBrett JordanSiri Hardeland

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