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The Art of Creating Compelling Website Copy That Sells

May 11, 2023 | Online Marketing, Website Design

One of the most crucial talents you can master as a digital marketer is writing persuasive website copy that converts. Your website is the public face of your company and the place where potential clients will first see you. To persuade visitors to take action, your website material must be compelling, educational, and convincing enough.

This post will discuss the art of writing persuasive website content that converts, including tricks and tactics for crafting copy that connects with your audience and works.

Know Your Audience

The first step in creating compelling website copy is understanding your target audience. Who are they? What are their pain points and challenges? What motivates them to make a purchase? The more you know about your audience, the better you can tailor your copy to their needs and interests.

Start by creating customer personas that define your ideal customer. Use research and data to uncover insights about their demographics, interests, behaviors, and buying habits. This information will help you create copy that speaks directly to your audience and addresses their specific pain points.

Use a Conversational Tone

One of the most significant mistakes marketers make is using overly formal language and jargon in their website copy. To create compelling copy that resonates with your audience, you need to use a conversational tone that's easy to read and understand.

Write in a way that feels like you're having a conversation with your ideal customer. Use words and phrases they're likely to use and avoid jargon and technical terms that might confuse them. Your copy should be approachable, friendly, and engaging.

Highlight Benefits, Not Features

Your website copy should focus on the benefits of your product or service, not just its features. Benefits are the positive outcomes your customers will experience by using your product, while features describe its technical specifications.

For example, if you're selling a camera, the feature might be a 24-megapixel sensor, but the benefit is the ability to capture high-quality photos that can be printed in large formats. By highlighting the benefits of your product, you're showing your customers how it can solve their problems and improve their lives.

Use Persuasive Language

Persuasive language is essential in creating website copy that sells. Use words and phrases that evoke emotion and create a sense of urgency. Words like “limited time offer,” “exclusive,” and “now” can encourage your customers to take action and make a purchase.

Additionally, using power words can create a sense of excitement and anticipation. Words like “amazing,” “unbelievable,” and “jaw-dropping” can create a feeling of excitement and anticipation that can drive conversions.

Make it Scannable

Most people don't read website copy word-for-word. Instead, they scan the page, looking for information that's relevant to them. To create website copy that's easy to read and understand, make sure it's scannable.

Use headlines, subheadings, bullet points, and short paragraphs to break up your copy into easily digestible chunks. Use bold text to highlight important information and make it stand out from the rest of the copy.

Include Social Proof

Social proof is a powerful motivator in persuading people to make a purchase. When potential customers see that other people have had a positive experience with your product or service, they're more likely to trust you and make a purchase themselves.

Include customer testimonials, case studies, and reviews on your website to provide social proof. You can also highlight any awards or recognition your product or service has received to show potential customers that you're a trusted and respected authority in your industry.

Use Storytelling Techniques

People love stories, and if you can tell a compelling story through your website copy, you are more likely to connect with your audience and encourage them to take action. Use storytelling techniques to create an emotional connection with your readers, whether it's by sharing your own personal experiences or using case studies to illustrate how your product or service has helped others.

For example, take a look at the website copy for charity: water, a nonprofit organization that brings clean and safe drinking water to people in developing countries. Instead of focusing on statistics and numbers, their website copy uses storytelling to connect with their audience and showcase the impact of their work.

Optimize for Search Engines

While creating compelling website copy is important, it's equally important to ensure that your copy is optimized for search engines. This means incorporating relevant keywords throughout your copy to help your website rank higher in search engine results pages (SERPs).

However, it's important to avoid keyword stuffing, which is the practice of cramming as many keywords as possible into your website copy in an attempt to manipulate search engine rankings. Instead, focus on incorporating keywords naturally and strategically, and make sure your copy is still engaging and easy to read for your human audience.

Use Strong Calls-to-Action

Last but not least, be sure to incorporate compelling calls-to-action (CTAs) in your website copy to motivate your viewers to take action. Your CTAs should be obvious, precise, and persuasive, whether they are asking people to buy something, subscribe to your newsletter, or fill out a contact form.

Employ phrasing that encourages action, like “Download now” or “Join our community,” and make sure your website's CTAs are aesthetically noticeable. Moreover, think about experimenting with various CTAs using A/B testing to discover which ones are most successful at generating conversions.

In conclusion, any company wishing to increase online sales and conversions must create attractive website text. You can write content that connects with your audience, conveys your value proposition, and ultimately motivates action by using the advice in this article. Always keep your material brief, appeal to your readers with your language, employ storytelling strategies, optimize for search engines, and include compelling calls to action.


A compelling computer monitor that sells with purple lights on it.