If you’re reading this, chances are you’ve been struggling with writing content for your website. Maybe you feel like there isn’t anything left to write about. Or perhaps the topics you want to cover seem too complicated or boring. But it doesn’t have to be that way! You can still get fresh ideas and make your writing more engaging – even if you feel like you’ve already said everything, there is to say.

Business owners need to care about content and copywriting because it’s one of the most effective ways to engage with their customers. Good content can help you attract new customers, convert leads into sales, and create loyalty among your existing customer base. In addition, well-written copy can help you sell your products or services, communicate your brand messaging, and even improve your search engine ranking.

Copywriting can be a challenge, but with the right tools and techniques, you can create informative and engaging content. This article will explore eight secrets to writing fantastic copy for your website. We will also discuss the importance of good content and how it can help you achieve your business goals. Finally, we will share some tips for creating informative and engaging content.

1. Find a topic you’re interested in

Writing Content for Your Website - Find a Topic You're interested in

As a business owner, you need to care about copywriting because it’s one of the most effective ways to engage with your customers. Good content can help you attract new customers, convert leads into sales, and create loyalty among your existing customer base.

The first fantastic secret for exceptional copywriting is to be engaged and interested in the topics you write about.

To do this, you need to find the topics, issues, or trends in your industry relevant to your audience that interests you.

If it interests you, it’s easy to write about.

If you’re knowledgeable and have an excellent level of expertise on the topic as well, then you’ll have a great chance of writing something that your audience will find helpful.

2. Brainstorm ideas

Brainstorm Ideas

Don’t just run away with the first idea that pops into your head.

If you’re an accountant and the topic you’re interested in is ‘Tax’ (no judgement here!), then don’t just go and write a 1,000-word article about “What is Tax?”. There are thousands of articles explaining what taxation is already.

Instead, think of the essential and relevant things around tax right now that your target audience is interested in.

So, if you’re trying to work with small business owners as an accountant, some of the topics related to tax you might like to consider writing about include…

  1. What are the tax benefits of buying a new car under your business?
  2. Six items small business owners should be claiming on their tax returns (and three things you shouldn’t).
  3. How can paying tax BENEFIT your business?

The best way to develop ideas is to consider the questions your target market is actively searching for.

There are many great tools to help you understand what search terms are popular and how many people are searching for those terms.

NOTE: Don’t be scared to target lower-volume keywords. Yes, fewer people may be searching for these terms, but chances are your competitors aren’t targeting them, and they could be much easier to rank for than on more competitive, high-volume keywords.

Some great free tools that can help with this are:

  1. Google Search Console
  2. Google Keyword Planner
  3. AnswerThePublic
  4. Ubersuggest

3. Write for your audience

Writing content for your website - Write for your audience

The third fantastic secret for outstanding copywriting is to write for your audience. copy that speaks to your target market is more likely to be engaging and valuable.

When you’re writing, put yourself in the shoes of your customer. What are the questions they’re asking? What issues are they trying to solve? What are they hoping to learn from you?

When you can answer these questions, you can then start to provide the solutions they’re looking for.

A great way to find these questions is to start with your existing customers.

What questions are they asking you? What problems are they coming to you with?

Chances are, there are many other people out there with similar questions or problems; they just haven’t found you yet.

If you have a sales team, these are also an excellent resource for better understanding your audience in the present moment.

They’re out in the field, talking to your potential customers. Ask them…what questions are people asking you in the sale process?

Answer these questions and speak directly to your audience.

4. Use keywords sparingly

Use Keywords sparingly

One of the most common mistakes that small business owners make when writing their copy – particularly when trying to incorporate SEO into their copywriting – is to pile on the keywords.

Don’t. Do. It.

Yes, keywords are important to help your content be found on the internet.

However, they are not the be-all, end-all.

Use your keywords sparingly. A couple of times throughout your article is more than enough.

If you use them too frequently, your content will read like spam, and your audience will quickly lose interest.

The overall quality of content is becoming increasingly important to search engines. After all, they want to serve their users the best content, not the content with the most keywords.

5. Write in a conversational tone

Writing content for your website - Write in a conversational tone

People do not like to be talked down to.

When you’re writing for your audience, write in a conversational tone that is warm, engaging and helpful.

Avoid using jargon or technical terms that your audience may not understand.

Use simple language that is easy to read and easy to understand.

6. Be consistent with your branding

Be consistent

Your branding should be evident throughout all of your marketing materials, including your website copy.

Make sure that your copy’s voice, style, and tone are consistent with the rest of your branding.

If you’re not sure what your brand voice is, look at some of your existing marketing materials. How do they sound? Formal? Informal? Humorous? Serious?

If you’re starting from scratch and trying to find your brand voice, think about your business as if it was a person.

How would you like that person to look, sound and communicate and how does this relate to your target market?

Don’t imagine your business as a Fitzroy, soy-latte-sipping hipster when your target market is conservative, professional business people.

Your website copy should fit in with the rest of your branding.

7. Use images and videos to break up your content

Use images and videos

Okay, we know this is an article all about writing fantastic copy, but the reality is that visual media is hugely important in helping your copy get found in the first place.

Images and videos are a great way to break up your content and help keep your audience engaged.

Including images and videos in your copy also helps with SEO, as these elements are more likely to be picked up by search engines.

Visual media, such as photos, graphics and videos, can be used to summarise critical concepts within your copy and efficiently deliver them for your audience to understand.

Some readers are more visual learners as well.

Ensure that the images and videos you include are high-quality and relevant to your content.

8. Proofread your content before you publish it

Proofread your content

No one is perfect, and we all make mistakes.

Before you hit publish on your website copy, please take a few minutes to proofread it.

Check for spelling mistakes, grammar errors and formatting issues.

Make sure that your content reads well and flows smoothly.

You’d be surprised at how many small business owners publish their website copy without taking the time to proofread it first.

Don’t be one of them!

Proofreading your content before you publish it will help to ensure that your website copy is error-free and looks professional.

Microsoft Word has a powerful Editor tool, whilst other online tools such as Grammarly can help get you on the right track.

Remember, however, no software is foolproof. Always run a human eye over your copy, and if you can’t trust yourself to do it properly, consider hiring a copywriter or an editor to read your copy.

Over to you: Get started with amazing copywriting today

Some key takeaways about writing exceptional website copy include: using your keywords sparingly, writing in a conversational tone, being consistent with your branding, using images and videos to break up your content, proofreading your content before publishing, and using a human eye to proofread copy.

Copywriting for your website can be a challenge, but if you keep the following things in mind, you’ll be on your way to producing amazing copy that engages your audience and drives sales.

If you need help writing amazing website copy that engages your audience and drives sales, contact our experienced team of copywriters at Content Hype today. We can help with all your content marketing needs!