How to Write Web Copy That Actually Converts

Writing web copy is one thing. But writing web copy that converts is a whole other ballgame.

When I talk to clients, they all want the same thing: Website copy that attracts more leads, lands more clients, and makes more money.

My response?

I get it.

The whole purpose of powerful copywriting is to inspire an audience to take action. Maybe that action is buying a product, inquiring about services, or signing up for a newsletter. Regardless of what it is, copywriting is the vehicle that steers them toward it.

But this is where I really geek out about copywriting because it’s more than just thoughtful, creative storytelling. It’s about the strategy that supports the actual writing. And the combination of those two forces is what creates web copy that converts.

So, how do we do it? Let’s talk about four things you could do today to upgrade your web copy.

#1: Carefully select your page’s keywords

Search Engine Optimization (SEO) plays a crucial role in getting your website in front of the right eyes. By targeting specific keywords per page, you’re telling Google who you are and what you do. For my homepage, my keyword is “website copywriter.” To give myself a chance to rank on Google, I’ve included that keyword a few places on my homepage:

• The H1: The Website Copywriter Your Brand’s Been Looking For
• Within the first 250 words: “Your offer is invaluable, and it’s my job as your website copywriter to make sure the world knows it, too.”
• Within a H2 on my homepage: “Your website copywriter should be your businesses’ wingwoman.”

By including my specific keyword in these three places, I’m making it suuuuper clear to Google who I am and what I do. It’s important to note that SEO is a long game, so you likely will not see results immediately. But this gets you one step closer to have web copy that converts.

PS. I spoke to an SEO expert in a recent blog post. Check out my conversation with Jade Pruett from HelloSEO.

#2: Speak directly to your target audience

As soon as your target audience finds your website, they should feel seen and heard. But to speak to them, you have to understand them. And no, I don’t just mean identifying their demographics.

I mean knowing their concerns, frustrations, and aspirations. Knowing them on a deep, emotional level so that you can truly connect with them.

Before you write your copy, have a clear idea of who your product or service is going to serve. Once you solidify that that, you can begin creating content that speaks specifically to them. An easy conversion strategy is to shift your POV to “you/your.”

Now, I don’t think this is a hot take, but I truly believe that the best way to resonate with your dream client is to speak their language, empathize with their frustrations, and position yourself as the solution to their problem.

Writing to your target audience = web copy that converts because it gets you in front of the right eyes.

BTW, I have a totally free target audience toolkit that you can download. It’s a three-part guide that will give you clarity on who you want to market your products or services to.

#3: Create a clear Call to Action

Every page on your website should have a direct Call-to-Action (CTA).

Think of your website as a roadmap. You should be guiding your users every step of the way, so that they know exactly where to go at all times. If you want them to view your services, say that. If you want them to follow your Instagram, say that!

Make sure you have built in places throughout your website to guide people to where you want them to be.

Another common issue I see is the desire to be cute rather than clear in a CTA. Being cute is fun and adorable and has a place and time. On your website, maybe it’s your body copy. But never your CTAs.

They should be incredibly direct.

Examples:

• Inquire today
• Apply to work together
• View my services
• Hire me as your ______
• Sign up for _______

Are these common? YEP. And that’s 10000% okay. Have fun in your copy, not your CTAs.

#4: Create an email list

Since I still work full-time, I can’t dedicate all of my brain power to this sweet studio of mine. But I knew that I could commit to one newsletter a week. And for the last 13 weeks, I’ve sent out my weekly email, Words From a Wingwoman.

Creating an email list is an excellent way to connect with your target audience, offer free value, and convert potential leads into paying clients. To do this, create one (or more) freebie(s) as a lead magnet that people who view your website can opt in too.

When people subscribe to your email list via your website, that’s conversion! Your newsletter, freebie, etc. is an extension of that. Choose something that demonstrates your value at low-cost to you.

My freebie is my target audience toolkit. It’s a guide I created to help people narrow down their dream client and provides them with the foundation they need to write copy they want to hear. Choose something you know will solve a problem, add value, and takes you less than two hours to create.

Creating web copy that converts is a puzzle. This is such a lame analogy, but please I beg you, just go with me. There are just a handful of important pieces that build up to the bigger picture, which in this case, is higher conversion. Using your keywords, writing to your target audience, including clear CTAs, and having a lead magnet are just a few ways that you can start ensuring your website performs well on Google and sticks the landing with your dream clients.

If you have any questions about the info we covered, reach out. I’m always happy to connect. <3

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• Hire me to write your website copy.
• Sign up for my weekly newsletter, Words from a Wingwoman.
• Follow along on Pinterest.