6 Must-Do Best Practices for Website Copywriting in 2023

Your website is the perfect opportunity to present your business, and leave a good and lasting impression on your customers.

While its design and visual elements play a significant role in your customers’ overall experience, the website copy speaks to them directly and can make a huge difference in how your business is perceived.

Here are the six best practices that you can use to write an excellent copy for your website.

Know your audience

A good copy speaks directly to your audience, addresses their needs and adds value to their life. But even a top-notch copywriter can’t achieve this goal without a good set of instructions. 

A copywriter needs to have a very clear idea of who they are targeting so that they can address the problems they are facing. They need well-developed buyer personas so that they can internalize ideal customers they are trying to connect with. 

If you haven’t already researched and defined your target audience, now it’s time to do it. Buyer personas are crucial for all your marketing and sales campaigns, and can really make a difference when it comes to how successful these campaigns will be.

Add value 

Furthermore, a copywriter needs to understand the true value you bring with your product or service, as well as with each one of your marketing campaigns. This unique value proposition will differentiate you from your competition, get you leads and close your deals.

When it comes to value, the focus is on your customers too. We can take Uber for example. Their copy is not about how superior their service is when compared to a traditional taxi (at least not explicitly), but rather about the convenience they provide – a fast and effective way to get you where you need to be, with just a tap.

Be authentic

You don’t want your customers to leave the website totally unimpressed, not having any idea who you are, what you do, and what your offer actually is. 

In order to make a lasting impression, you need to do some branding and push forward the things that make your organization unique. Every message you send to your customers needs to be the reflection of your genuine brand voice and consistent with your values, mission, and vision.

Use your website to let your customers know the story about your brand and its origins. Giving your brand a human face will make it more relatable, so your prospects are less likely to forget about it once they leave your website.

Make your content scannable

People consume online content differently. They don’t necessarily read it from left to right or line by line. They tend to scan pages, trying to find the words that grab their attention. 

If your webpage is not scannable so that they can easily find what they’re looking for, they will simply leave it. 

Besides providing valuable content, you need to pay attention to its form too. You can use these tips to really make a difference with your copy:

  • Use plenty of headings
  • Use bullet points
  • Keep your paragraphs short
  • Begin with important information
  • Bold or highlight your keywords and phrases
  • Omit all excessive words
  • Include CTAs

As more and more people use their smartphones to browse the internet, make sure your webpages are easy to read on mobile devices too.

Use transcreation

If you’re working internationally, and you need to advertise your products and services in a foreign language market, you need to keep the tone of voice and the meaning of the original message consistent. 

Furthermore, your copy needs to resonate with the target audience well so that it can provoke certain reactions. Simply translating your copy won’t be enough, as all the cultural references and wordplay, as well as the effects colors and images have, can easily get lost in translation. 

So, when creating content for foreign markets, always choose transcreation instead. This way, you will have your copy recreated by a foreign copywriter, who will take into account local customs and cultural details. 

Leverage SEO

To be effective and draw organic traffic to your website, your copy needs to contain relevant keywords. Using the words your prospects use when searching for the products and services you offer will help them find you in the queries, bring more qualified leads to your website, and hopefully, more conversions.

Use tools such as Google Keyword Planner, Ahrefs or SEM Rush to find the keywords in your industry that you can rank for. Besides using these keywords in the content on your website, you should also place them in:

  • Meta descriptions and page titles
  • H1 headers, H2 & H3 subheaders
  • In alt image tags

Still, be careful and don’t overstuff your page with keywords, as it may be counterproductive. A general rule of thumb is that they shouldn’t take more than 1-2% of the page, so try to keep them below this limit.


Use these tips to create a website copy that will grab the attention of your visitors, keep them browsing, and make them come back for more. 

Rob Boirun
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