So you’ve decided to write your own website copy and while you’re excited you’re not quite sure where to start. This article will share what you need to know about website copy.

Full disclaimer, I almost always recommend my website clients hire a professional copywriter. I’ve collaborated with some of the best copywriters in the industry and the websites that have both professional copy and design truly stand out among the rest. In fact, I currently offer a copywriter add-on for each project to work with my in-house copywriter.

If you’re on the fence about DIY or DFY, look at it this way: Would you hire a hobby decorator to renovate your bathroom? The same thing applies here. 

Experienced copywriters have a writing and marketing background; their craft involves strategically designing a potential client’s experience on your site, with words. If that copywriter is niched to the design industry, even better. Their specificity and business savvy will be invaluable.

With that being said, this article will focus on those who have decided to write their own website copy and need a bit of direction.

Consider your website copy the foundation of your website. Yes, photos are powerful and important, but your copy tells the story. Done well, it attracts your ideal clients, builds trust in your expertise, screens out projects that aren’t a good fit, and is steeped in business strategy. 

It’s also important to have your copy ready before the website design process begins. Think about it like designing a custom home. When copy comes first, your website will be completely custom and crafted around your individual brand strategy and messaging. Adding your copy after the design phase is a bit like trying to spice up a pre-built, builder-grade house. It can still look great in the end, but it isn’t as personal or aligned with your goals.

Every page will require its own strategy. A bit further down, you will find a brief outline of what should be included on each of those pages, but first, let’s talk more about strategy and what to clarify before you begin to write your website copy.

Writing website copy starts with knowing your target audience.

One of the most important elements of effective web copywriting is understanding your target audience. In order to craft copy that resonates with those who read it, you must first gain a deep understanding of their needs, wants, and motivations. 

Knowing who you’re writing for is the key to crafting content that sticks—so before launching into any writing, make sure you take the time to determine who you’re trying to reach.

Learn more about identifying your ideal client here.

Next, you’ll want to identify your website goal.

After clarifying your ideal client, you’ll need to decide on the goal(s) of your website. You’ll want to identify a primary goal, such as leading qualified visitors to complete your contact form. And then you’ll decide on any secondary goals, such as growing your email newsletter list, buying from your shop, etc.

It’s okay to have multiple goals and calls to action, but you’ll want to make sure you have a primary goal so you’re not confusing visitors. Every page on your website should be strategically leading your website visitors to take action that brings them closer to becoming a client.

Lastly, you’ll draft your website outline before moving on to your writing your website copy.

A website outline is simply a list of all the pages on your website. At a bare minimum, these are the pages that will be expected on your website by visitors:

• Home
• About
• Services
• Portfolio
• Contact

Additionally, the following pages might also be a good idea depending on your business and website goals.

• Featured Projects (Portfolio subpages)
• Products/Shop
• Blog
• Press/Media
• Process
• FAQ
• Landing Page for Lead Magnet/Email Marketing
• Resources

Take some time to jot down which pages you envision for your new website. If you need some help visit important pages to consider for your interior design website here.

Remember not all of your pages need to be listed across the top of your website in the navigation menu. Keep your primary pages and those most important up top. Then use the footer area of your website for the other non-essential pages.

Now with your ideal client identified, your website goal established and your outline created, you’re ready to write.

Here’s a summary of the suggested website copy to include on each page.

With your target audience and website goals established, you’re ready to learn how to write your website copy. Each page will have its own strategic goal that either matches or supports your primary website goal. Here we’ll run through the most common pages and what you’ll want to consider including on each.

Home Page:

A home page should clarify who you are, what you do, who you do it for, and where. The primary goal here should be to introduce your visitors to you and your firm and encourage them to click deeper into your website. Consider including the following on your homepage:

• One-liner sharing what you do, where, and for whom.
• Short section about what makes your firm and/or you unique.
• Brief overview of services
• Short section about your mission (if not already mentioned above)
• Call to action showing where to go next
• Short 1-2 sentence testimonial(s) that validates the copy

About Page

An about page should help your website visitors connect with you and your business and validate they’re in the right place and that you’re the right fit for them. Consider including the following on your about page:

• Short section on what you do, where, and for whom
• Short section sharing your unique why, connecting and supporting
• Professional bio and certifications
• Press and/or media mentions (if you don’t have a dedicated Press page)
• Short 1-2 sentence testimonial(s) that validates the copy
• Call to action showing where to go next

Services Page(s)

A services page clearly outlines your offerings and invites qualified prospects to inquire or take the first step in working with you. If you have multiple services, you’ll want to decide if each service get its own page. Consider the following when writing your services page website copy:

• Simple overview of service(s), enough to understand the basics and take action
• What it is and who it’s for
• What’s included (space planning, elevations, furnishings, etc.)
• Short 1-2 sentence testimonial(s) that validates the copy
• Call to action showing where to go next

Portfolio Page (Main)

A portfolio page highlights your work and projects. These should be the best of the best and only highlight the work you want more of. Portfolios don’t need a lot of website copy but you will want to consider including the following:

• Short blurb on your design approach that unifies all projects
• Project name and location (town/city/neighborhood) for each project
• Call to action to click and see more about the highlighted project

Portfolio Project Pages (Individual)

While your portfolio page highlights your projects, a portfolio project page provides an in-depth look at that project. Consider the following for each project page:

• Project name and location
• Short description, including goals, scope, and/or client lifestyle achieved
• Short 1-2 sentence testimonial, if available
• Call to action showing them where to go next

Contact Page

A contact page’s primary goal is to inform prospective clients how to contact you and what their first step is to work with you. You may want to consider setting up a CRM to collect and store these inquiries (ie Honeybook, Dubsado, etc.) Here are a few ideas on what to include on your contact page:

• Reminder of who you work with and what’s the first step
• Contact form with thorough questions to pre-qualify them as your ideal client
  • Ex: Investment dropdown that starts at the lowest budget you would want for a project
• One sentence with clear expectations about what happens when they press submit

FAQs Page

A FAQs page is pretty cut and dry but a great opportunity to provide additional information to website visitors while giving you a bit more SEO juice. You can have a dedicated FAQs page or include certain FAQs on certain pages. Either way, consider including the following:

• Questions you get asked (timeline, investment, etc.)
• Questions/answers that make you stand out for being different

Press Page 

A press page (also referred to as a media page) highlights all of your features in press and media. This can include both print and digital. Here, you’ll want to decide if you will create a standalone page or keep the mentions on your About page. Then, consider the following website copy:

• Graphic of publication and/or logo
• Link to view the piece
• Blurb about feature

Blog Page

If you have a blog, here you’ll want to decide if it will have its own name. Aside from writing copy for the blog posts themselves, you’ll want to consider including the following on your blog page:

• Short blurb sharing who it’s for and what they will find here
• Short intro to who you are
• Categories for blog posts
• Lead magnet or newsletter opt-in information

Next, we’ll learn how to write high-converting website copy that will attract your dream clients.

When it comes to converting website visitors into paying clients, well-written copy is key. You’ll need to know a bit more than mentioned above.

Your website’s messaging and language should be engaging and help persuade users to take action toward your business goals. Here are a few tips and strategies for crafting effective website copy that can help improve conversion rates and ultimately drive more sales.

Use a clear and engaging headline.

The headline is the first thing that visitors see when they land on your website page, and it’s often the deciding factor in whether they will stay or leave. 

A clear and engaging headline can capture their attention and encourage them to read more. To create a compelling headline, it’s important to understand your audience and what motivates them. Use language that speaks directly to their needs and desires, highlighting how your product or service will solve their problems or improve their lives. 

Avoid vague or overly broad headlines, as these can confuse visitors and make it harder for them to understand what you offer. Keep it concise but impactful, ideally no longer than 10 words.

Write compelling subheadings and an introduction.

In addition to a strong headline, compelling subheadings, and an introduction can also help keep visitors engaged on your website. Subheadings break up the content into more digestible chunks, making it easier for visitors to quickly scan and find what they are looking for. 

Like the headline, subheadings should be clear, concise, and directly relevant to the topic at hand. They can also be used to tease what’s coming next in the article, prompting readers to stick around and read further. 

The introduction sets the tone for the rest of the content and should focus on capturing the reader’s attention with a hook that piques their interest. It’s important to clearly communicate what you will be covering while keeping it engaging and enticing for readers.

Focus on benefits, not just features.

When writing website copy that sells, it’s important to put your focus on the benefits of your product or service rather than just listing out its features. Features are what your product/service does, while benefits are what the customer gains from using it. Focusing on benefits not only helps you connect with your target audience but also makes them visualize themselves enjoying those benefits which can lead to a higher conversion rate.

Include social proof to gain credibility.

Lastly, one effective way to boost the credibility of your website copy is to include social proof. This means including testimonials, reviews, or case studies from satisfied customers who have used and benefited from your product or service. 

Social proof works because people often trust the opinions of others who are similar to them or who have had a positive experience with a product/service. By sharing social proof, you’re showing potential customers that your brand is legitimate and trustworthy, which can help persuade them to take action and convert on your website. Just make sure to ask permission before using someone’s testimonial or review, and be transparent about any incentivization or compensation that was given for their endorsement.

In conclusion, know your audience, know your goals, and write with them in mind.

If you begin writing your website copy and get stuck, we’d love to help. Whether you need a referral to a professional website copywriter or want to work on a new website and website copy with our team, I’d love to chat. Click here to book a Discovery Call.