The purpose of this article is to help my clients to is to write content for your website, but you can use these 5 simple repeatable steps to write anything.
What is Website Copy and Content?
The content of a website is the text, images, videos and media that make up the page. The website will be planned around Pages which will be laid out, structured and designed around the images and text that you supply for that page.
Try to Imagine your content as the measurements you give to the tailor to make a suit.
This means that a web designer can’t start designing your site until they know, at least roughly, what content is going to be on each page.
After all, how can you tailor a suit without the measurements first?
That’s why the best approach is to write your content first, then design your website to support this content. This will ensure your site is well written, well structured and well ranked by Google.
And thus, the suit will fit.
Good website design is like a well-fitted suit: tailored to your content.
This guide will explain why it’s vital to the success of your website, and how you should go about writing copy.
Why is website content so important?
The content of a website is the text, images, videos and media that make up the page. The website will be planned around Pages which will be laid out, structured and designed around the images and text that you supply for that page.
Try to Imagine your content as the measurements you give to the tailor to make a suit.
This means that a web designer can’t start designing your site until they know, at least roughly, what content is going to be on each page.
After all, how can you tailor a suit without the measurements first?
That’s why the best approach is to write your content first, then design your website to support this content. This will ensure your site is well written, well structured and well ranked by Google.
And thus, the suit will fit.
Good website design is like a well-fitted suit: tailored to your content.
This guide will explain why its vital to the success of your website, and how you should go about writing copy.
Why is website content so important?
You may have heard the phrase: “Content is King”. What does this mean, and why are web designers so fond of the phrase?
When done right, your copy can make the difference between a lost customer, and a surefire sale.
Good content and copywriting can help you build trust with your customers, inspire an emotional response and convince customers to buy from you.
But there’s more:
Good content will also help Google to identify your website, and help you rank for relevant keywords in the search results.
Luckily, writing your copy and gathering your content isn’t difficult,
but it does take a lot of time.
Don’t leave content until the end!
In a perfect world, Writing your content should be the first step in any project as it affects everything else that comes after.
In reality, web designers often start designing and building the website, while the customer writes their content at the same time.
Most people forget about writing their copy until the website is nearly ready to launch.
That’s why Supply of content is the most common sticking point in delaying website launches.
Planning, writing and editing your content can take weeks, and should not be left to the last minute.
How long does writing content take?
Creative writing is as much an art as it is a skill, and some people will be naturally better at it than others.
Even for experienced copywriters, it takes time to write and refine.
As a rule of thumb:
If you have experience with creative writing, write regularly, and know your subject:
you should allow for at least 1 hour per 500 words to write and edit your work.
If you aren’t comfortable with writing, haven’t don’t any creative writing in a while, or need to research your subject:
you should allow at least 2-3 hours per 500 words
500 words fill approximately one sheet of A4 in a 12 point font.
You will also need to gather any existing images or arrange for photography or videography.
Some things you will need images of:
- your services
- staff
- office/location
- products
It will of course also take time to organize and arrange for photography or videographer if required.
If you have need of a photographer Design Hero can provide photography services, or recommend a photographer.
How do I get started with writing my website content?
Before you put pen to paper, or digits to keyboard,
There are a few tips to keep in mind when writing your copy:
Just keep writing to preserve your flow
Many people are totally daunted by the task of writing their content and don’t know where to start.
The best advice is:
You’re not writing Shakespeare! Concentrate on basic sentences & paragraphs, and the rest will come later.
Mind Your Tone
you should think about your overall strategy for your copy.
should it be casual and informal?
or professional and informative?
First-person or third person?
The answer to this depends on your brand and business.
If you’re an edgy woman’s fashion brand then your copy should be bold, casual and confident.
If you’re a chartered accountant then your copy should be formal and professional.
Keep your brand in mind when your writing your copy.
Write with Purpose
The second thing to keep in mind is why you are writing in the first place.
Once you get into a flow it’s easy to keep writing and forget what you’re supposed to be saying in the first place.
It’s important to remember what the purpose of your copy is in the first place. Your copy might have a number of different purposes at the same time:
- To educate
- To inform
- To sell
- To convince
In the following steps, you’ll see how to keep yourself on track and avoid waffling.
There are five simple steps to writing your website copy
- Decide on your pages
- Split pages into sections
- Bulletpoint your headings
- Flesh out your bulletpoints
- Edit, Edit, Edit!
let’s go through the five steps for the example of a small independent builder, so you can see how it’s done:
We’re going to use a simple bulletpointing system to build up your copy in stages.
Bulletpointing will help you keep the purpose of your copy in mind, and help you to quickly get straight to the point.
If you follow these simple step by step instructions below and your content will practically write itself!
Step 1- Decide on pages for your website
The first thing we’re going to do is decide what pages you need for your website.
Write these down as a series of bulletpoints, which will start to form a sort of sitemap for your website:
Bob the Builder’s website
HOME
SERVICES
ABOUT
CASE STUDIES
CONTACT
Step 2- Divide each page into sections for your website
Now we have a list of our pages for our website.
We’re going to expand these bulletpoints with sections on each page.
Think about what essential information you need to communicate to your customers.
We’ll add these as subitems for each bullet point.
Bob the Builder
HOME
Summary About Bob
SERVICES
Extensions
Alterations
Repairs
ABOUT
Experience
Accreditations
CASE STUDIES
CONTACT
Call
Email
Step 3- Create your headings
This part is about establishing a hierarchy on your page.
This is for two audiences:
- For Users
- For Google
Both are equally important.
There is a very particular style of writing for the web that doesn’t come naturally to most people:
You see, web users are a bit like goldfish.
The average user has an attention span of about 3 seconds
Think short sentences and punchy statements.
Your inner pages will have longer paragraphs of text, but for the homepage, everything is going to be very brief, right to the point and no flowery words.
Users like to skim ready so they need to be able to pick out the structure and important bits on your page. A good hierarchy of headings will help users, and Google, to understand what your page is about.
(image of good copy hierarchy, from Hollybank branding)
It’s important that Google can determine what your page is about, so it can rank you for those search terms.
So, back to our bulletpoints. we’re going to start adding more sub-items to flesh out our content with hierarchical headings:
HOMEPAGE
Summary about Bob
How Bob goes above and beyond to make sure the job is done on time, and on budget.
Bob has a string of happy clients
He works in Glasgow and surrounding areas.
SERVICES PAGE
House Extensions
Modern
Traditional
Single Storey
Garage Conversion
Save money on moving
Commercial
New Build
Conversions
Alterations
Industrial
Improve Security
Add facilities and Infrastructure
Alterations
Internal layout alterations
Adding or removing doors and windows
Repairs
Refroofing
Property Maintenance
Emergency Repairs
ABOUT PAGE
Experience
15 years experience
Worked at Balfour & Betty before going independent
Accreditations
HSE Registered
Fully insured
GasSafe registered
CASE STUDIES PAGE
New house extension Case Study
Address 12 Anystreet, Glasgow
Budget
Description
Testimonial
Property Maintenance Case study
Address 5 The Road, Renfrew
Budget
Description
Testimonial
CONTACT PAGE
Call 01234 456 789
Email [email protected]
Step 4- Flesh out your copy
Now it’s time to start writing your website copy in earnest.
your bulletpoints will keep you on track, and help you get started for each section.
You can use the same process for each section: write a bullet point, then expand it into a sentence.
Try to write at least x200 words for each indented bullet point.
You should also aim for 1 large, high-quality image or video for each bulletpoint.
Don’t worry about mistakes, grammar or even spelling.
It doesn’t matter if your sentences are a bit wonky and stunted at this stage.
It’s more important to focus on a good flow, and get the words out.
You’ll be going back over everything and rewriting, reordering and correcting during the next stage.
Here’s how Bob’s website bulletpoints turns into fleshed out copy.
Bob the Builder
HOMEPAGE
About Bob
Bob does high-quality building services for residential and commercial clients in the UK. We do big and small budget porch extensions and other services including large house extensions. We work in Glasgow and beyond, with extra special care for our customers. We’re professional and diligent. Remove the stress project management too. We have many happy clients. Contact us now.
Our Building Services
A range of building services to our clients across Glasgow and beyond:
EXTENSIONS
House extensions
Running out of space? Don’t move yet, get an extension instead. Traditional and modern styles. We do both Single story flat roof extensions, or garage conversion and more.
Commercial Units
…
Step 5- Edit, Edit, Edit
This is arguable one of the most important stages of your content.
it’s also the most time-consuming.
Nobody can get it right the first time:
Even famous authors spend most of their time editing and rewriting their copy. Most even have another professional do it, to spot the mistakes they missed!
We’re not just looking for mistakes, with each pass we’re revising our work so that it reads better each time.
You probably don’t have that luxury, but it’s enough to make several passes yourself and revise your copy into something more polished.
Hopefully, you’ll find your copy starts to come to life at this stage.
My copy in the previous stage was full of mistakes, and was very short and stunted in terms of flow.
Now I’m going to rewrite, reorder and change bits so that the whole thing reads much more like a sales pitch.
Bob the Builder
HOMEPAGE
About Bob
Bob the Builder provides high-quality building services for both residential and commercial clients throughout the UK. Our projects range from small budget porch extensions all the way up to large house extensions. Bob the Builders operate from your base in Glasgow, and we handle your project with care and professional diligence at all times, and take the stress out of the process by managing your project from start to finish. Our many happy clients will attest that we go above and beyond to make sure you are satisfied. Contact us now for your free quotation.
Our Building Services
We provide a range of building services to our clients across Glasgow and beyond:
EXTENSIONS
House extensions
Are your growing out of your home? You don’t have to move just yet, with a high-quality house extension you can save money, and gain more space in your home. From traditional to modern, we can provide a house extension for all tastes. Whether you need a single story flat roof extensions, or a budget garage conversion, Bob the Builder can help you grow your home.
Commercial Units
…
You can see the progression, and how the copy now resembles a real website.
Once this has been padded out with media and video, this content will look great!
Using your written content on your website
The 5 steps above should give you at least a great starting point for your website content.
Now we need to get your hard written content onto your website.
I say this to everyone in advance:
Don’t take it personally if I tweak or change some of your content.
I always use as much of it as I can but I will break some of it down, move some of it about, some of it will be on different pages than you expect, and some I will cut or change completely.
Don’t be alarmed when you see the website and your content is a little different!
I will always explain the reasons behind doing everything,
but it all basically comes down to what we call Conversion:
that is making a user on the site send you an enquiry email, or hire equipment online, that’s basically the whole purpose of the website!
Before users will contact you, or buy your services, first they must trust you enough to commit.
That’s where good copywriting shines. Good copywriting establishes trust and inspires action!
Why is Copywriting essential to convert customers on your website?
Well written content converts visitors into customers and helps you rank higher on Google. That’s why in the design industry, they say that content is king. 👑 Your “copy” is the written content that goes on your website pages.
Google likes fresh content, so it’s important to refresh your website regularly.
Simply put, more visibility on Google means more sales! 👀
But good copywriting takes hours…
Why is copywriting so important for my website?
There are two main benefits to having well-written content;
- Content defines your brand’s tone and informs your user.
- Good content not only turns visitors into customers
- it’s essential for ranking on Google
You need to think about what is going on all of your website pages. This means copy (writing), photography, video, testimonials, downloads, files and any other media which makes up the site.
Your “copy” is the written content that goes on your website pages. Your website pages will be laid out, structured and designed around the images and text that goes on that page. This means your content is the single most important thing to think about before you design a website.
Good content turns website visitors into paying customers
Imagine you are building a house: How could you start to build a house without having the plans with room sizes, shapes and dimensions?
Your website pages will be laid out, structured and designed around the images and text that goes on that page.
You could just start building, but your house might end up a bit wonky and you’ll need to go back and rebuild parts of it. This can be a very expensive way of doing things.
But good copywriting is more than just snappy headlines. Good copywriting conveys your brand, the personality of your business, and can convince customers to buy into your business! What’s more, it’s essential to helping your website rank on Google…
Professional copywriting is essential to rank on Google.
Google likes fresh content, so it’s important to refresh your website regularly. By keeping your site updated regularly, you are improving your site’s visibility on Google. More visibility means more sales! 🤑
This means writing fresh content regularly or updating previous content. Your content is a load of bread, don’t let it get stale! By updating your site a little bit at a time you can stay on top of your updates and keep your website up the Google rankings.
How to write content for your website
Copywriting is not for everyone. There are lots of online resources to help you develop this unique skill. You don’t need to be Shakespeare to write copy. For tips on writing copy for your website:
- List all the main pages of your site as page headers
- Under each page header list bullet points of the key information you want to get across.
- Expand each bullet point with a list of relevant sub-topics.
- Write x500 words for each main bullet point in notes.
- Write x250 words for each sub-point in notes.
- Use these notes to create proper English paragraphs and sentences.
- Make sure your tone matches your audience.
If you repeat these steps, you’re already on your way to writing your website copy!
Allow plenty of time to write your website content
Nearly all clients struggle with writing the content for their website, and this is the no1 hold up for all website launches. I understand if you’re really struggling with writing this content, I know you’ve been trying to do it for a while without much luck. I know you’re keen to get this site launched and start getting indexed on Google.
Supply of content is the most common delay in web design projects, and needs to be the number one priority for starting any website.
But it’s not for everyone. It’s a unique skill and requires a lot of time: time many business owners don’t have. Please bear in mind that writing copy is very time-intensive and is best started early to avoid delays!
If writing content for your website too much like hard work…
If you have experience of creative writing you should budget around 1 hour per 500 words to research, write, edit and proofread.
If you haven’t done this before you should allow between 2-3 hours per 500 words.
If this sounds a bit too much like hard work, Design Hero can supply a Copywriter for whatever areas of the site you need, and can complement or adapt any copy you already have.
*please note this does not include Keyword research, which is covered by my SEO services.
Different people will have different experiences with writing the content for their website. Some will hate it, some may enjoy the process of writing.
Everyone is different and has different aptitudes for writing.
Hopefully soon you’ll by tying away and your content will be finished in no time!
If writing really isn’t your thing, don’t worry about it!
You might have a partner or friend who can help you out.
I hope this article and the free download helps you get started with your website copywriting.
If that sounds far too much like hard work…
Design Hero can supply a Copywriter for whatever areas of the site you need, and can complement or adapt any copy you already have.
If you need help with copywriting service just give me a shout!
Got Questions about our Copywriting services?
❓ What is “copy” or “content”?
Copy or content refers to the writing and text on your website such as page headings, intro paragraphs, testimonials, any other text on the website. Your “copy” is the written content that goes on your website pages.
Your website pages will be laid out, structured and designed around the images and text that goes on that page.
That’s why in the design industry, they say that content is king.
This means your content is the single most important thing to think about before you design a website.
It’s also the number one reason for delays as it takes much longer to write than you’d think!
💵 How much does a professional copywriter cost?
The cost of a copywriter depends on how many pages, and what content you need to be written for your website.
Do you have just one service or several?
How much expert knowledge do our copywriters need to write your content?
Either way, the budget is within your control and Design Hero will quote your upfront for our professional copywriting service to write the content for your website.
✒️ How does your copywriting process work?
Once you’ve signed up for a copywriting package, our professional copywriters will contact you to ask for a brief summary of your business and services.
Then we’ll take that information, research your business niche, and write your content for you!
The length and detail of your copy will depend on your budget.
You’ll have a chance to approve your website content before publishing and make any tweaks you’d like.
⏰ How long does it take to write good content for my website?
If you have experience of creative writing you should budget around 1 hour per 500 words to research, write, edit and proofread.
If you haven’t done this before you should allow between 2 – 3 hours per 500 words.
Our professional copywriters are a little quicker at this, however, they have a work queue to respect.
Typically, once we have a brief description of your business and services, your content will be ready in a week or two!
Your approved content can be added to your website immediately.
📝 Can I make changes to my copy after my Website is live?
You will have the chance to review and request changes to your copy before it is published.
After signing off on your content you can of course still change the content on your own website.
I’ve written a handy guide to updating your website which every client gets after their website is launched to help you manage and update your own business website.
Of course, if you have a web maintenance and support package in place, I’m just a phone call away and I’m happy to make changes on your behalf
