7 Ways to Energize Your Website Copy & Grow Your Business

Unless you started your business because you’ve got a passion for writing, chances are putting pen to paper (or, more likely, fingers to keyboard) wasn’t something you pictured yourself doing as a business owner.

But when your business relies on selling a product or service, you’re not left with much choice. Whether you like it or not, copywriting is an essential part of how you communicate with your customers about why they should buy x, y, and z from you.

Luckily, I started my business because I’ve got a passion for words and got over a decade of experience helping creative entrepreneurs (just like you) find the right ones so they can connect with their customers and grow their business. And I’m sharing 7 tips below to help your website copy feel more inviting and engaging so that you can continue to grow your business (even if words aren’t your cup of tea).  

7 Ways to Energize Your Website Copy

1.   Keep it personal 

If you’ve ever felt a quote, movie, or product speak directly to you, it’s because it was intentionally written with YOU in mind. Your website copy should be no different. Instead of talking to a group of your customers, tailor your words to speak to your ideal customer one on one. 

2.   Lead with benefits over features

While it’s understandable, you want to highlight your company’s accomplishments and aspects of what makes your service so great. Unfortunately, it’s NOT what your customers care about. The truthiest truth? Your customers are far more interested in how your service/product can make their lives better vs. your company’s vision or all the awesome improvements you’ve made along the way. 

3.   Be more human

Your writing should be like a conversation with a friend over coffee, not a dry textbook or stuffy legal document you can’t wait to put down. So, don’t hesitate to throw in a little slang that resonates with your customers, contractions like you’ll, or you’re, and even an occasional sentence that starts with “And.” 

4.   Make it easy to scan 

Over 50% of users move to another site if they don’t find what they’re looking for. Translation? Your website copy should be easy to scan. And nothing makes your website copy easier to digest than a combination of:

• Straightforward headlines
• Succinct paragraphs
• Bullet points
• Block quotes
• Clear call-to-actions

5.   Cut the fluff 

If there’s anything on your website that doesn’t add value, has filler words, or is repetitive, it’s gotta go. Trust me when I say this change alone can make your message that much clearer and more impactful.  

6.   Use words that sell 

Did you know “you, free, because, instantly, and new” are one of the 5 most persuasive words in the English language? And for a good reason…using the word YOU instantly makes your message customer-centric. Meanwhile, “because” is powerful because it explains why without knowing the why, your customers will continue to resist change and do what they’ve always done unless, of course, you give them a good reason to do something different.

7.   Optimize your copy 

Just like great copy is the key to getting your audience interested in what you have to offer, optimizing your copy with the same keywords your customers use to search is the key to having your content discovered online. Not sure which keywords to add to your copy? Give Google’s Adwords Keyword Planner a try.  

Before you go re-building Rome in a day, remember that your website copy doesn’t have to move mountains. It just has to resonate and connect with your customers before you can even begin to talk about your product, service, or idea.