Tingalls Blog - Marketing Tips & Tricks

From Daunting to Done: Copywriting Tips for Your New Website Design

From daunting to done, how to write copy for your websiteWriting copy for your new website can often feel daunting, like that lingering item on your to-do list. It’s a significant undertaking, weaving together various elements to create a website that’s not only functional but also engaging and reflective of your company or organization’s unique brand.

At Tingalls, we understand these challenges so we’ve put together some practical tips and pointers. This guide aims to simplify the process, transforming what might seem like a chore into an exciting creative journey.

Know Your Audience

Your copy should be written as if you’re conversing with someone who just walked into your store or called you. If you have multiple target audiences, consider having sections of your website dedicated to their individual needs and preferences, such as a “who we work with” section.

Page Brainstorming Session

You’ll next want to create a list of all the web pages for your new site. A fun and effective method we use with our clients involves sticky notes. Write down each page idea on a note. You can then arrange and sort tour pages to form a top-level menu bar, visualizing where dropdowns and sub-pages might fit. Google tends to struggle with categorizing generic “Services” pages. You’ll achieve better search engine optimization (SEO) with specific keywords or phrases on dedicated pages.

Three Key Elements per Page

For each page, pinpoint three essential messages. On service pages, for instance, clearly state what you offer, its benefits, and, where applicable, its unique position in the market. Incorporate “trust factors” throughout your copy such as testimonials, certifications, awards, or years of experience to establish credibility with your audience.

Include Multiple Calls to Action

Every page should feature a clear call to action (CTA), whether it’s to contact you, sign up for a newsletter, download a whitepaper, or fill out a form. And, with the widespread use of mobile devices, we receommend having multiple CTAs throughout each webpage, not just at the top and bottom.


6 Additional Tips for Effective Website Copywriting:

  1. Clarity and Brevity: Aim for simplicity. Your visitors are looking for quick answers. Use subheads for easy skimming.
  2. Benefits Over Features:  It’s like selling a cozy blanket. Don’t just say it’s “made of wool.” Remind customers that it will “keep you warm during Wisconsin’s chilly nights.” Share how your services and products can make life better or easier.
  3. Friendly Tone: Adopt a conversational, welcoming tone – like chatting over coffee.
  4. Your Story Matters: Share your journey and passion. It’s not just about standing out; it’s about building trust.
  5. Proofread: Ensure your copy is polished and professional. Type-os or long, run-on sentences won’t leave customers with a good impression.

With these tips, you’re well on your way to creating website copy that resonates with your audience and effectively represents your brand. If you need a list of professional writers, we’re here to connect you with our trusted partners. Just give us a shout!