Your website copy is the voice of your business online. It communicates who you are, what you do, and why visitors should choose you—all in a matter of seconds. Writing impactful website copy isn’t like crafting a term paper or grant proposal; it’s more like writing headlines. It’s about clarity, brevity, and engaging your audience instantly.
In this article, we’ll break down how to create effective website copy, explain how visitors consume content, and share best practices to make every word count.
How Visitors Consume Website Content
Website visitors don’t read; they scan. Studies show that 55% of visitors spend less than 15 seconds on a webpage before deciding whether to stay or leave. That means your content needs to grab attention fast and guide visitors to the information they need.
Here’s how visitors typically engage with your site:
- First Impression: Visitors assess your site’s credibility based on its professional look and feel. If your site looks outdated or cluttered, most visitors may not even bother reading further.
- Scanning for Relevance: Next, they scan the page for keywords, headlines, and elements that indicate the content is relevant to their needs.
- Decision Point: If they can’t find what they’re looking for quickly, they’ll leave.
Takeaway: If your website design and copy don’t instantly communicate credibility, value and relevance, you’re losing potential customers.
Screen Real Estate and Content Placement
Not all content is created equal, and where it appears on your site matters. Above the fold—the portion of the page visible without scrolling—is the most valuable real estate. This is where visitors’ eyes land first, so it’s critical to place your most important information here.
Best practices for above-the-fold content:
- Headline: A clear, compelling headline that communicates what you do or the value you provide.
- Subheadline: A concise explanation or benefit that builds on the headline.
- Call-to-Action (CTA): Guide visitors toward their next step, whether it’s learning more, contacting you, or making a purchase.
Consider Mobile Screen Real Estate
With most web traffic now coming from mobile devices (current trends indicate 60-70% of website traffic is mobile), it’s essential to optimize your content for smaller screens. This means:
- Ensuring key information is visible without requiring excessive scrolling.
- Designing for touch-friendly interactions.
- Using responsive layouts that adapt seamlessly to mobile devices.
Best Practices for Writing Impactful Website Copy
- Think Like Your Visitors
- What are they looking for?
- What questions do they need answered?
- How can you make the information easy to find?
Start by addressing your visitors’ most pressing needs. If they’re on your homepage, they’re likely trying to understand who you are and what you offer. On a services page, they’re looking for specifics about what you do and how it benefits them.
- Write with Clarity and Purpose
- Avoid jargon or overly complex language.
- Focus on the value your business provides to customers.
- Use simple, actionable, and professional language that resonates with your audience.
- Use the Right Tone
Your tone should align with your brand and target audience. For most businesses, a conversational and approachable tone works best. People connect with human-sounding language, not corporate-speak. - Structure and Sequence Information
- Organize content in a logical flow that aligns with the visitor’s journey.
- Use headings, subheadings, and bullet points to break up text and improve readability.
- Include a clear CTA on every page to guide visitors toward their next step.
- Don’t Overthink It
Many businesses overcomplicate website copy, trying to fit in every detail or impress with flowery language. This can backfire by overwhelming visitors and obscuring your main message. Instead, think of your copy as short, impactful headlines. You can always provide more details deeper in the site or through links. - Keep It Professional
Simplifying for clarity should never be at the expense of professionalism. Visitors will infer a lot from the copy on your website before they ever interact with your business, so make sure to always use professional language. Also avoid typographical errors including spelling, capitalization and grammar.
Stats and Insights to Keep in Mind
- 75% of users judge a company’s credibility based on the design of its website. Professional, well-organized sites build trust before visitors even read the content.
- Visitors typically decide whether to stay or leave within 10-20 seconds. If they can’t find what they’re looking for quickly, they’ll bounce.
- Most users scan a page in an F-pattern, focusing on the top and left-hand side. Use this to place key information where it’s most likely to be seen.
What to Include in Website Copy
Effective website copy should include:
- Who You Are: A brief introduction to your business and what sets you apart.
- What You Offer: A clear explanation of your services or products.
- Why It Matters: Highlight the benefits and value your business provides.
- Social Proof: Testimonials, case studies, or statistics to back up your claims.
- Call-to-Action: Tell visitors exactly what to do next (e.g., “Get Started,” “Contact Us,” “Learn More”).
Conclusion: Impact Over Perfection
Writing impactful website copy doesn’t mean writing perfect, elaborate essays. Instead, it’s about:
- Being clear, concise, and engaging.
- Thinking like your visitors and addressing their needs.
- Organizing content logically and placing key information in high-visibility areas.
At Notice, we specialize in creating websites that combine stunning design with effective, impactful copy. Ready to turn your website into a tool that drives conversions and builds trust? Let’s talk.
