What Is Web Copywriting?

You have probably heard the term “web copywriting,” and you have definitely seen a lot of it online – in product descriptions, FAQs, or even job adverts – without even knowing it. But what exactly is web copywriting? 

In this blog post, we’ll explore what web copywriting is, look at why it’s important, and offer tips for how you can write your own effective web copy. Whether you’re an aspiring freelance copywriter or simply looking to improve your online writing, this is the guide for you.

What Is Web Copywriting?

You may have read one of our other articles on what copywriting is and what it can generally include. More specifically, web copywriting is the writing you’ll see on websites that serves a persuasive and immediate purpose: selling a product, encouraging sign-ups, or simply keeping the reader engaged with the website.

Web copy can take many forms:

• Home page content
• Product or service descriptions
• Landing pages
• About Us pages
• Blog posts and articles 
• Call to action (CTA) copy
• FAQ or support pages
• Legal or policy pages
• Microcopy (e.g., error messages or tooltips)
• Social media posts

This type of writing needs to be concise, clear, and aligned with the brand voice of the business or organization. To do its job of attracting readers, web copywriting also needs to be optimized for search engines.

What Is a Web Copywriter?

A web copywriter is a writer who creates copy for websites with the goal of attracting visitors and encouraging them to stay.

The work of a web copywriter includes not only the skills of a regular copywriter – the writing skills necessary to communicate a brand’s message effectively – but also an understanding of SEO best practices and the psychology of online behavior.

Day-to-day, web copywriters might:

• Write product descriptions, website copy, and social media updates
• Develop landing pages optimized for sales or lead generation
• Create email campaigns, CTAs, and headlines
• Perform keyword research for SEO purposes
• Work with web designers and marketers to make sure that the copy aligns with visual elements and brand strategy
• Edit and update existing web content to keep it relevant

If you’re a freelance web copywriter, you can add adaptability to the list of required skills. If you are working with multiple clients, you will need to reflect the brand voice and attract the target audience of whichever company you’re currently writing for.

Why Is Web Copywriting Important?

The internet is packed with pages all vying for attention. Against that background, here’s what makes good web copywriting so important:

• Makes a great first impression: Your website is often the first interaction a visitor has with your brand. Effective web copy creates a positive, lasting impression, encouraging that visitor to stay on the site and explore further.
• Boosts conversions: Strong web copy is designed to persuade. Whether your CTA is to purchase a product or subscribe to a newsletter, the right words can convert a casual reader into a customer.
• Improves SEO: Search engine optimization (SEO) is vital for attracting visitors to your website. High-quality web copy with strategically placed keywords can help your site rank highly in search results, making it more visible to users.
• Builds trust: Clear, professional copy establishes the credibility and authority of your website. It reassures your visitors that your brand or business knows its industry and can be trusted.
• Enhances user experience: Simple, easy-to-read copy makes for a user-friendly website. When your visitors can quickly understand your message and navigate your site, they’re more likely to engage with it and return.

Top Tips for Website Copywriting

Writing great web copy takes practice, but here are our tips for the essential skills to work on.

Incorporate SEO Best Practices

You need the website to be found by search engines. Therefore, focus on including relevant keywords, structuring your content using appropriate header tags, and using descriptive meta descriptions to summarize the particular page. But remember that your copy still needs to flow naturally for readers, so avoid keyword stuffing.

Keep It Concise

Website visitors tend to skim rather than read every word. To keep their attention, therefore, make your copy brief and to the point. Break up long paragraphs, use bullet points, and stick to one key message per section.

Write for Your Audience

Understand your target audience’s needs, problems, and language. Adapt your tone and style, as well as the content, so that your copy connects with them.

Focus on Benefits, Not Features

When writing product descriptions or service pages, focus on the benefits the visitor will receive rather than listing just the features. Having taken the trouble to understand the needs of your target audience, answer this question on their behalf: “How will this improve my life or solve my problem?”

Use Clear CTAs

Every page of your website should have a purpose, and that purpose should be clear to your reader. Strong, clear CTAs like “Sign Up Now” or “Get Your Free Quote” help guide your visitors toward the action you want them to take.

Test and Refine

Copywriting is not a one-size-fits-all process. Find out what connects best with your audience – you could write different versions and compare their performance with A/B testing, for example – and then use that information to improve your web copy.

4 Great Web Copywriting Examples

Having identified the essential skills for you to practice in your web copywriting, let’s look at four examples of them in action:

1. Be Succinct

On its product pages, Starbucks uses copy that is brief and to the point. For example, this description for one of their seasonal espresso-based drinks provides all the essential ingredients in an enticing way in just 35 words:

2. Highlight Specific Product Benefits

Moving from coffee to tea, Twinings’ website focuses on the health benefits of their teas rather than just listing ingredients. For example, the home page includes the heading “Wellbeing Drinks,” and in that category this description clearly recognizes a problem and answers the question “How will this help?”:

3. Encourage Visitors to Act Quickly

You’ll need a snack with those hot drinks. The CTA on the home page of the Oreo website combines a hook (“Besties”) with urgency (“For a Limited Time,” “Taste It While It Lasts,” and “Shop Now”), guiding visitors to make a purchase without delay.

4. Target Your Language

Returning to coffee, Nespresso’s web copy is tailored to enthusiasts who want their favorite drinks at home – and quickly. This example highlights those points and uses a sophisticated but accessible tone (“Experience all the pleasure,” “classic coffee,” and “minimal effort”) to reflect the target audience:

Becoming A Copywriter

Now that you know what it is, you’ll realize that web copy is everywhere online. Web copywriting, therefore, is a useful skill for you to develop as a freelance writer.

For more guidance and training, why not take our copywriting course, which focuses on website copywriting? You can even try two lessons for free to check whether it’s a good fit.

Related posts:

A Comprehensive Guide to 5 Types of Copywriting Is Copywriting a Good Career? What’s the Difference Between Copywriting and Content Writing? How to Start a Blog for Free and Make Money