How to write your own web copy

I felt inspired to write this after I met up with a potential client for coffee, about crafting some copy for her new website.  “I’d write it myself,” she said, “but I don’t know what to say”.

Here’s the thing: if you don’t know what to say, don’t write a word until you do. 

Because if you don’t know what to say, you’ll only end up with boring, voiceless web copy that repeats the same old things other people have said… and you don’t want that, do you?

As a copywriter, my job involves helping people discover what they want to say, as well as helping them say it in the right words.  So if you really don’t know where to start, asking for help could be a good first step.

But if you’d rather just get on with the copywriting job yourself, here’s how.

How much copy does your site really need?

Writing way too much is a common problem, and not just in web copywriting.  Naturally you want people to know everything, but that can result in a confusing and convoluted read with several key messages.

(Imagine a conversation with a fast talker, who flits from one subject to the next before you’ve had the chance to process anything they’ve said.  That’s what reading lengthy, garbled web copy feels like).

Think of your copy as serving the same purpose as the back cover of a book.  It doesn’t tell the whole story, but it’s intriguing enough to make you want to find out more!

For each page you’re writing copy for, ask:

• What’s the one thing I most want readers to know?
• What three sentences best summarise it?
• What do I want them to do when they’ve finished reading?

Structure your web copy from there, aiming for 300 – 500 words per page.  That’s the optimum amount for SEO, without overwhelming your readers in the process.

The last point involves a CTA – or, call to action. 

That means adding a prompt for readers to take whatever action you’d most like them to take.  For example, your Services page might finish with a link to your email address or booking calendar.  Your About page might encourage people to sign up to your newsletter.

And so on.

Use headlines and write as you – or your business – speaks.

Each page should start with a relevant and attention-grabbing headline, to spark interest and increase your chances of being found online.  Mine your ‘three sentences’ to help create yours – or if you’re desperate, use a headline-generator.

When you write your body copy, imagine you’re having a conversation with just one reader.  Let the words flow naturally – if they won’t, stop writing and record yourself talking about your page content, instead.  Transcribe it, take out the “ums” and “errs” and you’ll have something authentic to work from.

However you craft it, read your copy aloud when you’re finished.  If anything makes you cringe, rewrite until it doesn’t.  Your aim should be to write natural-sounding copy you’d be happy – proud, even – to say in person.

If you can, let your copy ‘sit’ for a few days.

I never deliver web copy to a client the moment it’s finished, even if I’m working to a pressing deadline.

Leaving it for at least a day can make a huge difference.  Suddenly, you’ll spot repeated words or silly errors that you can’t believe you missed the first time round.  Not to mention sentences that omit key pieces of detail.

(Try it and see what you miss.  I guarantee there’ll be something!)

Your web copy should evolve with your business.

I’ve written about this before, using my own then-fledgling, slightly-badly-written website as an example.

The point is: don’t fall in love with your copy too much.  You’ll be changing it soon enough; or at least, you should.  As your business changes and your skills improve, so must your website.

You’ll be doing your readers – and your business – a disservice otherwise.

Good luck writing your copy… and remember, I’m here if you need any help!