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How To Write Better Copy On Your Website

Copywriting tips to boost engagement and increase sales


Whether you identify as a copywriter, entrepreneur, business owner, content creator or influencer, if you have a website, these copywriting tips can help boost engagement and increase sales.


This is a quick page-by-page run-through of how to take your website copy to the next level.


I’ve been writing website copy for clients for over 10 years helping them craft words for the web that increase retention, engagement and conversions leading to more subscribers, booked calls and sales. So, I feel I’m in a strong position to help you write copy for your website that delivers results.


In this post, I’ll also be sharing a game-changing tip I use whenever I write website copy for my clients. It might help you write the copy with more clarity and ease.

How to write better copy on your website to boost engagement and increase sales


Home Page

There are 2 approaches you can use to make your home page stand out:


  1. Have one main focus, such as your services, products or blog. Find the hook. The one killer line that embodies what you do and why your audience should care.

  2. The shop window approach. Highlight the different pages of your website. Use engaging copy to inspire readers to click to learn more… and potentially stay on your website longer.


Your Home Page should look clean and well structured. It's often (after the blog or shop page) the first page people see and first impressions count for a lot. There are 10 essential things your Home Page should do in order to establish a sense of trust and likability.


About Page

Don’t just write about you. Instead, find an engaging way to explain the benefits and transformation your customers can hope to experience if they work with you.


Write words that bridge the gap between where they are right now (emotionally, mentally and physically) with where they want to be. 


This can be the ideal outcome they are looking for. Or, at the very least, a significant step closer to becoming a better version of themselves.


Your About Page is a great place to weave in creative stories to build bridges of connection between you and your readers. And don't forget to include a CTA at the end of the page. What action do you want the reader to take next? What page would you like them to go to next? Prompting them using a well-crafted and thoughtful CTA will help to retain their attention, boosting engagement.



Services Page

Define your offers, deliverables, pricing models, and turnaround times. Address any objections your reader might have - call out the elephant in the room! Paint a clear picture of what your customers can expect. Testimonials on this page (and on every page) can be powerful.


Product Page

Use high-res pictures and exceptional videography. Your smartphone can do a pretty awesome job so no need to overthink this or let it overwhelm you. If you can’t afford to work with a professional, just whip out your phone and make it a DIY job. Write benefit-heavy copy here and weave in customer reviews to boost engagement and generate sales.


Contact Page

Not to be mistaken as the runt of the litter. This page is important. Write copy that taps into the headspace of the reader at this point in the customer journey. Include a form or other ways for customers and collaborators to contact you, such as by phone, email or live chat. And include links to other helpful resources such as FAQs.


Speaking of links, your Navigation Bar is an important part of your website too. Be sure to use language (words and terms) your customers use. This will ensure your website is easy to use and navigate through. A polished Navigation Bar, combined with other factors such as blogging, can help to improve your SEO performance as well.


Nat Milligan's website copy tips.

A game-changing copywriting tip

Now as promised, here’s that game-changing tip I mentioned earlier.


You don’t need to write your website pages chronologically, as in start with the home page, then move to the about page, then services or the shop page and finish with the contact page. Instead, start where you feel most inspired. Or as I like to do, start with the offer.


Clarify what the main offer is first; who it’s for, what it is, how much it costs, the transformation it promises and how long it takes to complete the process. Then focus your time and energy on constructing the messaging and copy around that core offer. I’ve found, that writing copy for the other pages is much easier and smoother after this element has been dialled in. 


Nat Milligan's copywriting tip for website copy.

Writing website copy can be challenging but it can also be fun. Don't let it overwhelm you, instead break the project down into small parts and tackle each page and sections within the page in stages.


What's your process for writing website copy? Do you like to write chronologically or do you hop around like me? There’s no right or wrong way but it would be really interesting to see how you approach the creative process. Share in the comments.



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