Words of Wonder: The Value of Your Website’s Copy

Does your website’s copy beguile your audience, or does it cause users who don’t immediately click away to leave vicious yet hilarious messages in your comments section? Here’s how to make your web copy work for you.

Recently, a celebrity, whose name we aren’t allowed to mention for legal reasons, was found engaging in behavior so scandalous that we cannot even reveal which appliances were used.

Still reading? Of course you are. Also, shame on you.

Such is the value of engaging web copy. While we want web users to be dazzled by our glamourous websites, we also need them to stay engrossed by our subject matter expertise and glittering bon mots. However, if your website is dedicated to septic tank pumping services, then subject matter expertise will have to suffice.

Although producing content that people will want to actually read seems like an obvious goal, sometimes the sheer volume of new copy can be daunting. If you’re tempted to slack off on the content production, just remember all the revenue being lost every time a potential customer becomes bored. If you regularly produce good content, you’ll:

  • Boost web traffic
  • Improve your website’s SEO
  • Enhance your industry credibility
  • Increase your revenue

See? Good web copy can possibly make you wealthy! (It might also improve your eyesight, make your hair thicker and fuller, and help you lose stubborn belly fat. But we make no guarantees.) If you want stellar content, here are a few of the components you’ll have to address.


Your content’s headline is what entices readers to your page. Here’s an acronym that will help you incorporate the right elements into your headline:

  • P – Precise
  • I – Interesting
  • M – Modern
  • P – Practical

Here’s how you can PIMP your headline.

Listicles: BuzzFeed showed us the importance of listicles, and now they’re practically inescapable. Oh, there is a sizeable portion of the population that sincerely believes that listicles are – for lack of a better word – stupid, but they’ll still click on them, anyway.

You know what a listicle is: “8 Tips for Getting Your Novel Published”; 15 Ways You Can Improve Your Marriage”; “10 Ways Netflix Ruined My Life”; etc. They’re efficient because they allow the reader to skim the content quickly, but also because the subject matter is automatically broken down into manageable subgroups (which is easier for the writer). Also, people love headlines using numbers.

How-To: Pretty self-explanatory. “How to Become a Millionaire By the Age of 40”; “How to Clear Up Acne in 24 Hours”; and “How Lose 20 Pounds in 20 Minutes” are all examples of typical “how-to” type headlines (they’re also probably total lies, but we’re telling you how to create content that people will read, not how to win any ethics awards).

Name-Drop: “Want Abs Like Liam Hemsworth? Here’s How!” “Here’s How to Write the Next ‘Twilight’!” “Here’s How I Got Oprah to Recommend My Diet Program!” Sensational? Yup. Eye-catching? Oh, yeah.

Site Copy

Now that you have your pimped-out headline, it’s time to concentrate on the copy. The voice you use should be appropriate to your brand (casual, witty, professional, academic), but regardless of which voice you decide is best, you must structure the body so that it doesn’t fatigue the eye. Try to incorporate subheadings, bold text, bullet points, numbered lists and white space; it’s more organized and easy to absorb than pure block paragraphs.

Your sentence structure should be crisp and tight. Short, concise sentences are best; save the lyricism for James Joyce. Also, avoid marketing jargon and clichés. Are you really “passionate about executing client-centric deliverables”? We thought not.  

Landing Pages

The landing page is the page that the user arrives at by clicking a link. While this can be any page within your website, it’s typically your home page. Having precise, catchy copy is essential for the landing page; it’s meant to get the user to click on other pages and, ultimately, purchase your services.

Your landing page should present the viewer with solutions. What problem or challenge does your product address? How will the consumer benefit? What exactly will you do for your customers, and how will you do it differently than your competitors?

In addition to short, catchy marketing blurbs, here are a few types of content that make good landing page copy:

  • Positive customer testimonials
  • Relevant quotes from scientific journals or case studies stating the importance of your product/service
  • Great reviews from respected periodicals Levitra 20Mg Cost Per Pill

Calls to Action (CTA)

Your CTA button should include a specific, concise CTA. “Download Free White Paper”; “Add to Cart”; and “Chat With Our Associate” are examples of good CTA – they’re relatively short, and they tell the user exactly what they’ll get and how they’ll benefit. “Learn More” and “Click Here” are less effective.

Calls to action should also appear at the end of long-form content. These allow the consumer the opportunity to avail themselves of services that can’t necessarily be accessed by clicking a single button. “Schedule an appointment today!” “Sign up for more great deals!” “Buy our product now pleasepleaseplease we’re BEGGING YOU!!” (Sorry; the third example is more of an internal monologue.)

Make Your Content Matter

Hopefully, we’ve convinced you to take a closer look at your content strategy. Done right, web copy can significantly increase your profits and position you as a thought leader within your industry. Done wrong, web copy can lose customers, compromise your professional standing, and cause all your remaining hair to immediately fall out of your head. Well, maybe not that last one, but do you really want to risk it?