Writing Tips to Take Your Website Copy From Boring to Inspiring

When it comes to website copy, quality matters.

After all, you don’t want your prospective customers to be bored by generic content; you want them to be inspired and engaged by the words on your page.

But how do you turn your website copy from boring to inspiring?

It all starts with understanding WHO you’re writing for and WHY your audience should care about what you have to say.

Know Your Audience

It’s important to know who you’re writing for before you start crafting your message. Before you put even one word down on paper (digital paper these days), you must develop a deep understanding of your audience.

  • Who are you trying to reach?
  • What are their interests?
  • What problems do they face that you solve?
  • Where do they live?
  • How do they communicate and consume information?

These are just a few of the questions you need to answer. Start here, and keep digging until you have a complete picture of your target audience.

Knowing these things will help you write more effective copy because you can tailor it specifically for your audience and convince them to take action.

Make It Conversational

Writing in a conversational tone is vital for engaging with your readers. By speaking directly to them in a natural language, you will make them feel more connected and involved with your brand.

In other words, write like you would speak and like your audience would speak.

Try not to use overly-technical words or jargon, as these can put people off. Instead, focus on using simple language and expressing yourself like you would when talking with a friend.

I’ve always loved Basecamp as an excellent example of conversational copywriting. The SaaS project management software brand avoids the jargon and speaks like its audience would speak. Take a look at the brand’s homepage copy for inspiration.

Image: Basecamp writes copy for humans on its homepage

Create an Emotional Connection

Your website should evoke emotions and make readers feel something—whether that’s excitement, joy, delight, or anything else.

To do this, use strong adjectives and vivid language that paints a clear picture in the reader’s mind.

This will help create an emotional connection between your reader and the product/service you are selling.

Feeding America, a non-profit with the goal of eliminating hunger in America, tugs at readers’ heartstrings with its website copy. Take a look.

Image: Feeding America appeals to site visitors with emotional copywriting

Additionally, try adding stories that relate directly to the message of your website copy – this will add depth and personality to what you are saying. Storytelling helps your audience relate, thus forging more profound connections.

Focus On Benefits

People don’t care about features – they care about benefits.

So rather than just listing features and specifications of your product/service on your website, provide examples of how your site visitors benefit if they take the leap and become your customer.

This will provide your audience with a compelling reason to take action and buy from you over anyone else.

Instead of rambling on about how Ahrefs offers a suite of powerful SEO tools, with blah, blah, blah, the SaaS brand offers a message that clearly and succinctly spells out why you would benefit if you use their platform.

Image: Ahrefs offers a succinct and clear message about its benefits

Keep It Simple (But Not Too Simple)

When writing compelling website copy, it pays to keep things simple—but not too simple.

In other words, you want your language to be clear, concise, and easy to understand without sacrificing the depth of your message.

This means avoiding overly complex vocabulary or industry jargon that could confuse readers.

Instead, focus on using straightforward language that gets the point across without being too simplistic or boring. Yawn…

Tell a Story

Stories are powerful tools for connecting with an audience and conveying your marketing message in an engaging way. Stories can forge connections and keep your visitors coming back for more.

Minnetonka is a brand with a deep history, and they do a great job laying out the brand’s story. I encourage you to visit the brand’s website for some inspiration.

Image: Minnetonka does a great job of telling the brand’s story

When crafting website copy, think about how you can use storytelling techniques such as anecdotes, metaphors, and vivid descriptions to help bring your message to life for readers.

Incorporating stories into your writing can help draw readers in and create a sense of connection between them and your brand.

Show, Don’t Tell

This tip applies both in fiction writing and copywriting. Instead of telling your readers what’s happening, show them. This is something I learned back in film school at Full Sail University.

While I didn’t turn out to be the next Steven Spielberg like I initially set out to do, I did learn many things that I have applied to my marketing (video production included) throughout the years.

Show, don’t tell is one that keeps popping up.

Describe the situation in vivid detail so your visitors can feel right there in the moment with you. Don’t just say exactly what something does; tell the reader by describing a situation in which they can envision themselves.

Use strong verbs and sensory language to bring your words to life and make them come alive on the page.

Make it Skimmable

You want people to be able to find key points easily, so make sure each page is broken up into short paragraphs or bullet points with headings, subheadings, bolded text, italics, etc.

This makes it easier for readers to find exactly what they need quickly without getting bogged down by long blocks of text they don’t care about anyway.

Inmotion hosting offers an excellent example of using headings and subheadings, plus bolded text, etc., to help readers skim through and grab the info they need from your article. As a bonus, it’s an article about headings and subheadings.

Image: Source

The copy you create for your website should grab your visitors’ attention quickly, get your message across, and resonate with them on an emotional or personal level.

This is how you turn your website from bland and academic to bold and inspiring.

Ready to Inspire with Amazing Copywriting?

These tips should help you write powerful, inspiring website copy to get your readers moving rather than bore them into running to your competition.

Remember, quality copywriting is essential for any successful business, so make sure you invest time into crafting engaging content for your site today – it will pay off in the long run.

Investing in professional writers can also help ensure that everything is written perfectly, so consider exploring this option, if possible.

Get to writing, and start inspiring your readers to take action.

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