20+ Copywriting Tips & Tricks from 8 Copywriting Experts
Not only is this a fun round up from some seriously talented copywriting geniuses, but this is the NICEST AND CUTEST GROUP OF COPYWRITERS I EVER DID SEE 😍
What we're trying to do here is give you some actionable tips and tricks that you can use today to start feeling more aligned with your website copy.
Because we all know a lot is riding on your website (...it is the most robust marketing tool you have for your business, ya know). So let's make sure your copy sounds like you, and that it's helping you connect with and convert your website visitors. BOOM.
The post is organized in a few different sections for you. You'll find copywriting tips on....
Developing a brand message
Being crystal clear with your website copy
Incorporating copywriting into your website strategy
How to better connect with your website audience
How to write copy that sounds like you
"Inspiration" and how to not get too inspired by your competitors
And lastly, how to put those biz besties of yours to use!!
Developing a brand message
Define your brand message and strategy BEFORE you start writing any copy. This will be the basis for every piece of messaging or marketing you create, so you need to be clear on it first.
Your brand message should communicate who you are, what you do and why it's unique. Define these 3 things first. Your brand message should clearly communicate to your audience the value you provide and why they need to work with you instead of someone else who offers a similar service.
From there you can define your brand values. You may not think your brand has any values but it should!
Look at the things you value personally and see where they fit into your business. Your brand values should be the backbone for the copy that you write.
For example, let's say one of your brand values is "authenticity" but you're always copying other people's content - then your messaging isn't really fitting in line with that value now, is it? - Melanie Kernodle
Being crystal clear with your website copy
Have you ever seen a really beautifully designed website but were left wondering "So, what exactly do they do?? Yea, me too.
Be sure to answer these 3 questions (in order!) to create a clear picture of your business...
What you do and for whom? Use this answer to translate your products/features/services into benefits.
Why you do what you do? Use this to share your passion for your business.
What is the promise you deliver to your customer? This is a great opportunity to share why you’re different than your competitors. - Rachel Ortiz
Incorporating copywriting into your website strategy
To create copy that converts, focus first on the value and benefits your product or service provides.
Put yourself in your target audience’s shoes and consider how your offering benefits them. Write a list of features and translate them into benefit statements.
Let’s say you’re selling paper clips that feature a smooth, metal finish. Translated, this benefits the user by alleviating the headache of flimsy clips that stick together.
The same principle applies to service-based businesses. For example, I write copy. So what? Well, my copy benefits clients by allowing them more time to focus on other areas of their business and increasing their conversions.
The bottom line: putting powerful, customer-centric benefit statements front and center gives your prospects a reason to care. - Erika Fitzgerald
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Wherever possible, include calls to action in your copy. Don’t leave your clients left wondering what to do next! At the end of each chunk of copy, give them something to do, somewhere to go.
Your About Me is complete? Take them to your Work With Me page. You've fully described what you’re offering there? Take them to your Shop Now page, or Contact Me page. Let it flow naturally and your clients will want to stay on your website and explore what you have to offer. - Katrina Widener
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Listen to the devil on your shoulder. This might sound bizarre but playing devil’s advocate can actually increase the effectiveness of your copy....
Psychologists have found persuasive power behind arguments that voluntarily surface potential concerns — but you have to present the counterargument.
Think of objections your prospects might have and address them head-on. Prices too high? Show them the ROI. Not for them? Explain why they’re in the right place. Applying this approach to your copy establishes authenticity and builds trust with your audience. - Erika Fitzgerald
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Guide your reader through a journey on each page and invite them to engage.
Whether it’s to learn more, get in touch, or follow you on social media, there are so many ways to invite your audience to engage with your business even before they’re ready to fully commit to your services or products.
You can easily do this by having a clear call to action on every page ;) - Rachel Ortiz
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Create your calls-to-action for every page before you start writing copy.
This helps you map out where the story of each page should lead to. As you review your copy, ask yourself "Does this direct visitors to my call-to-action?" If not, put yourself in the shoes of the reader and think about what more information you'd need before taking the intended action. - Kayla Hollatz
How to connect better with your website audience
Know who you’re talking to! One of the most helpful ways to write copy for your website is to get into your client’s head.
Write down a full biography of your ideal buyer, including what keeps them up at night, where their pain points lie, the specific words they’d use to describe what they’re looking for, who they’d turn to if they don’t work with you, etc.
Write down what demographic you’re going for. Write down where they hang out and what they do in their spare time. Then cater all of your copy as if you’re speaking directly to this person!
And to reach expert level, include the exact language from your client assessment to your copy. You’ll find that your clients are nodding along to every word you say. They’ll feel like it was written just for them, because it was. - Katrina Widener
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Keep in mind your ideal clients’ needs. When designing website copy, it goes without saying that we need to cover the basics: explain the backstory, describe our products or services, and highlight what separates us from our competition.
However, new companies often get so preoccupied identifying themselves as a brand that they forget about serving their client....
Keep in mind that your customers have a pain-point – and your product or service is the solution.
Tailor your copy to bring light to this pain-point and make sure to mention the remedy: your offering.
To illustrate, I recently collaborated with a client to overhaul his website copy. He owns a specialty meat company that delivers to your doorstep on a monthly basis. Rather than focusing purely on the company’s attributes (the quality of the meat, how it’s sourced, etc.), we also reiterated all the foreseeable ways the product will both simplify and improve the consumer’s life. Make it very clear you have the solution to a problem they are experiencing. - Kacey Waxler
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Don't write for you - write for your audience! If you're creating a website to attract someone to book your services or buy your products, you have to speak to your audience and connect with them on their level.
When you aren't sure what words your ideal audience would use, look at your testimonials and reviews. You'll find the words they use so you can use them!
As a bonus: they'll usually talk about their pain points or the problem you're solving for them; you can use that in your copy, too. - Angelica Ross
Writing copy that actually sounds like you
Generally, writing about yourself is where the stale copy comes in, where you aren’t able to fully capture your drive, your passion, your excitement about your company.
Before sitting down to write it...
...do this prep work first: take 30 minutes and describe in detail your ideal day in your business. Get specific! Write about what you’re doing hour by hour, how it makes you feel, why you’re grateful that this is what you do.
When your 30 minutes is up and you’re pumped and in the zone, write your bio. Your passion and drive will shine through in every sentence. - Katrina Widener
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If you have trouble writing in your voice, speak instead.
Record yourself talking about your business and what you provide your clients through a voice recorder. Listen back to the recording and jot down the things you notice yourself saying over and over again.
That could mean a catch phrase, specific word you love, or even a title you refer to yourself as. Also, try not to focus too much on how weird your voice sounds like! The main point is to pull specific words and sayings you use to describe yourself, your clients, and your work. - Kayla Hollatz
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Most business owners find it SUPER hard to talk about themselves & their businesses. Why? We’re so close to the topic that it’s hard to discern where to start or what’s truly unique about ourselves. (Ironic but truthful, mates.)
Ask a biz bud (or your cat) if you can chat business with them. Talk through what you offer, your process and some of the typical questions you get...
Listen to the recording (and nope, most humans don’t like the sound of their own voice. Super normal. There’s science as to why!). Notice the words and language you use. The metaphors that pop out. Use THOSE in your copy. Then, when people talk to you AFTER reading your website, it’s still cohesive.
The website voice. Your voice. The consistency builds instant trust.
If a website is non-stop silly and punny but the brand/business owner is more of a calm, gentle soul with subtle humor? It's confusing & a bit awkward upon meeting. Better to sound how you really, truly are friends! - Allison Gower
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If you're a one-woman show, stop using plural pronouns and writing in the third person! Be proud that you're doing this by and for yourself! It'll be so much easier to connect to your customer and gain their trust when you're transparent about who is in your company. - Angelica Ross
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Tell your audience about yourself. Audiences seeking to work with small businesses and “solopreneurs”, rather than their colossal counterparts, have an appreciation for working with small brands and the person or people who comprise them. When potential customers are reading your “about” page, they already know you are a makeup artist, poet, CPA, etc. – that’s how they came across you in the first place. What they really want to hear is “what else?” You have a passion for what you do. And you probably have a great background story on how you landed in your line of work. Don’t forget to relay that to your audience. Humans connect through storytelling – let your audience feel connected to a flat web page (and, ultimately, you) by engaging them in on a story of your own. - Kacey Waxler
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When all else fails, be direct. Hiding behind flowery words that meander around the point will leave your visitors confused instead of empowered to take action. - Angelica Ross
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If you are the face and personality of your brand, try this exercise: find 10 people (a mixed of loved ones and business cohorts) and ask them to describe you in 3 - 5 words. Take ALL the words you compile and analyze for patterns. If you consistently heard a few words, those are obviously a stand-out factor for who you are (i.e., “outgoing + funny”, "wise + serene”, "artistic + southern”).
There will be a pattern. Use those words as inspiration for your tone. If people close to you say you’re outgoing and funny, why have a website that’s formal and all data? Let that funny personality shine!
Use 3 final adjectives as a lens for all copy and content. Whether it’s your website copy, Instagram post or email, does it align (for the most part) with your authentic adjectives?
It’s going to give ya major clarity. This, in turn, gives potential clients clarity - makin’ ‘em more likely to understand who you are + buy from you! - Allison Gower
How to not get too inspired by your competitors
Be careful about using other websites as copy inspiration. This is often the biggest mistake I see.
There’s nothing wrong with looking at a competitor for inspiration and ideas, but when your copy starts to sound too close to theirs, it’s not genuine and your clients will be able to tell. (Plus, Google knows all and will penalize you for it!)
Make sure that no matter what other websites are doing, your copy is true to you. Authenticity is always best -- it’s what your clients will flock to. - Katrina Widener
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Have fun with your copy! Many people dread writing because they’re worried they’re not good at it, but the key to compelling copy is really simple – have fun with it.
If you enjoy writing your copy, your audience will enjoy reading it. Don’t be afraid to bring your personality to your writing and play with words that flow naturally from your heart. - Rachel Ortiz
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Don't try to emulate someone else's copy style. You may be tempted to do so because you see so-and-so has been successful in your industry by having a specific voice, but it's much better for you to sound like YOU.
That's what your ideal clients are going to want to connect with. Let the other people in your industry sound like that so you can get back to understanding how you communicate best. - Kayla Hollatz
How to put those biz besties of yours to good use ;)
Always get another pair of eyes to look over your website. You’ve poured your heart into this project and now you’re ready to share it with the world – don’t let a silly spelling error dim the luster of your shiny new website. - Rachel Ortiz
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Sometimes the hardest thing is to sound like yourself and to make the point you want to make.
If you're stuck when writing and don't sound like yourself, talk it out. Sit down with a friend and have her ask you questions you want to answer in your website copy.
Record your answers and convert that audio into copy for your website. The act of talking to someone will help you get out of your head, make a clear point and capture your tone. - Angelica Ross
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Ask a few close friends in your business circle to read your copy. Does the copy sound like something you'd actually say, or is it full of jargon you'd never say during a coffee date? Our close friends (or even family members!) can often help us polish our brand voice because they know our true voice best. - Kayla Hollatz
