Writing website copy: tips that actually work

How do people read a website?

Most visitors don't read a page from top to bottom. They look at the main heading, scan the subheadings and read the first few words of paragraphs and lists. Only when they think the answer is there do they read on.

So your key message belongs at the top, not at the end. Journalists call this the inverted pyramid: the core first, then the details. For web copy, it almost always works.

Before you start writing: three questions

A blank page is hard. Answer these questions for each page first and you'll write much faster:

• Who is this page for? Picture one real customer, not "everyone".
• What question or problem does that customer have when they land on this page?
• What should they do after reading? Call, request a quote, book an appointment?

Write each answer as one sentence on a sticky note. Everything you write after that should help move the visitor from that question to that action.

Tips for writing website copy

• Write the way you talk. Address the reader as "you", unless your audience really expects something else.
• Keep sentences short. One idea per sentence.
• Use everyday words. Jargon makes readers work harder. If you do use a technical term, explain it briefly.
• Write about what the customer gets, not about how good you are. "Your washing machine is fixed within a few days" says more than "We deliver quality".
• Be specific. Mention prices, service area, delivery times and steps where you can.
• Use subheadings that say something on their own, so scanners understand the page.
• Put lists in bullet points, not in one long sentence.
• End every page with a clear next step.

An example shows the difference. Say you run an installation company. A vague version reads: "We are a professional installation company focused on quality and customer satisfaction. Feel free to contact us." That could be about any business.

A stronger version: "Need your boiler replaced in Haarlem or nearby? We come and take a look first, you get a fixed price within two days, and the new boiler is usually installed within a week. Book an appointment below." This copy names the service, the place, the process and the next step. The reader knows straight away whether they're in the right place.

SEO copywriting that doesn't sound forced

If you want to be found in Google, your copy has to match the words people type in. We call these keywords. But Google is smart enough to tell whether a text is good for readers. Copy stuffed with repeated keywords works against you.

Here's how to do it right:

• Choose one main topic and one key search term per page. Find out which words your customers use with keyword research.
• Use that keyword in the page title, the main heading and the first paragraph.
• Use variations and synonyms too. Someone searching for "washing machine repair" means the same as "fix my washing machine".
• Answer the questions people ask around that topic. A short FAQ at the bottom helps.
• Write a catchy page title and meta description. That's the text people see in Google. Read more in our article on meta titles and descriptions.
• Read your copy out loud. If it sounds odd, rewrite it.

Which pages need extra attention?

Not every page matters equally. Spend most of your time on these:

• The homepage: your first impression. Say in one sentence what you do and for whom. You'll find tips in how to create a good homepage.
• Service pages: this is where visitors decide whether to get in touch. Describe the problem, your approach, what it costs or how the price is worked out, and the next step.
• The about us page: people want to know who they're dealing with. Say who you are, why you do this work and how you work. A photo helps.
• The contact page: make it easy. Phone number, email, a short form and what the visitor can expect after sending it.

Common mistakes in website copy

• Opening with "Welcome to our website". The visitor already knows that.
• Empty words like "quality", "service" and "bespoke" without explaining what you mean by them.
• Everything about "we" and "us", almost nothing about "you".
• Long blocks of text without subheadings or white space.
• Copying text from a competitor or supplier. Google notices, and you sound like everyone else.
• No clear action at the end of a page.
• Never updating your copy, even though your services or prices changed long ago.

Write it yourself or hire someone to write your website copy?

Writing it yourself has one big advantage: nobody knows your trade and your customers as well as you do. The downside is time. And it's hard to see your own business through a stranger's eyes.

A middle route often works well. You supply the knowledge, for example in a conversation or with a few keywords per page. Someone else turns that into clear copy that's also easy to find. Then you check that everything is correct.

At Violexa we help with copy as part of a new website, or within our online marketing service. There we work on SEO, Google Ads and social media on an ongoing basis. Online marketing starts at €599 excl. VAT (€725 incl. VAT) per month, with no minimum term and cancellable monthly with one month's notice.

Want to know how your copy could be better, or where to start? Book a free quickscan. In 30 minutes, online or at your location, we look at your site together. Afterwards you get short written advice with a price indication, with no obligation.

Frequently asked questions