10 Website Copywriting Tips to Write Great Copies in 2025

When it comes to website copywriting, the goal isn’t just to fill your pages with words. It’s to connect with your audience, solve their problems, and guide them toward action. 

Over the years, I’ve learned that crafting great website copy requires a mix of creativity, strategy, and deep understanding of your audience.

So, in this guide, I’ll walk you through my top 10 tips for writing website copy that engages readers, ranks on search engines, and converts visitors into loyal customers. 

Let’s start with a quick definition.

What is Website Copywriting?

Website copywriting is writing text for websites that informs, engages, and persuades visitors to take specific actions.  This can range from signing up for a newsletter to purchasing a product. 

Unlike other forms of writing, website copy must be concise, action-oriented, and tailored to the target audience.

Great website copy bridges the gap between what your business offers and your audience needs, using clear messaging that resonates with readers while appealing to search engines.

And now that you have a clear understanding of website copywriting, let’s look at my personal 10 commandments of writing consistently great website content.

1. Create Buyer Personas

The foundation of effective website copywriting lies in knowing exactly who you’re speaking to. 

Crafting words without understanding your audience is like shouting into the void – you might get lucky, but chances are your message won’t land. 

This is where buyer personas come into play.

Buyer personas are detailed, fictional representations of your ideal customers based on data, research, and real-world insights. They help you understand your audience’s needs, challenges, and preferences, enabling you to craft copy that feels personal and relevant.

Here’s how you can create buyer personas in just four simple steps:

1. Research Your Audience

Start by collecting data from tools like Google Analytics, social media platforms, and customer surveys.

Look for insights into:

• Demographics: Age, gender, location, and occupation.
• Behavioral Patterns: What devices do they use, how do they navigate your site, and where do they drop off?
• Interests: What topics, products, or services resonate with them?

2. Identify Pain Points

Every buyer persona should clearly outline the challenges or problems your audience faces.

Ask yourself:

• What are their frustrations or obstacles?
• How does your product or service solve these problems?

3. Segment Personas

Segmenting allows you to tailor your website copy to each persona, ensuring you address their specific concerns and motivations.

You can segment personas like:

• A budget-conscious buyer who prioritizes affordability.
• A time-strapped professional looking for efficiency.
• A tech-savvy user who loves innovation.

4. Use SEOBoost’s Topic Reports to Understand Audience Interests

Buyer personas come to life when you know what your audience is searching for. This is where SEOBoost’s Topic Reports shine. 

Topic Reports provide a window into your audience’s wants and needs by analyzing the competition and high-ranking content for the keywords you want to target. 

The best part is that you can generate a content brief based on the insights and optimize your content within SEOBoost.

Here’s how you can use Topic Reports for persona creation:

• Identify high-traffic topic clusters you can create that align with your target audience’s interests.
• See what your competitors rank for and pinpoint gaps in your SEO content.
• Use these insights to create personas that reflect current trends and preferences.

2. See What Your Competitors Are Doing

Competitor research is one of the most valuable steps in website copywriting, and it’s not about copying at all but rather about gaining insights. 

By studying what works for others in your industry, you can identify gaps, refine your messaging, and position your content to stand out. 

Think of competitor analysis as a strategic advantage that helps you stay one step ahead.

Here are the 4 steps you can take to run a competitor analysis:

1. Analyze Tone and Style

Your goal is to find a tone and style that aligns with your brand and resonates better with your audience than your competitors’ messaging.

So, closely examine how your competitors communicate with their audience. 

Ask yourself these questions:

• Are they formal, professional, or conversational?
• Does their tone build trust or feel impersonal?
• Are they overly technical, or do they keep it simple and engaging?

2. Identify Gaps

No competitor can cover everything perfectly; this is where you step in. 

For example, if your competitor’s blog post about “beginner SEO tips” doesn’t explain how to implement those tips step-by-step, you can create a more comprehensive guide.

Look for opportunities where their content:

• Fails to address specific audience pain points.
• Lacks depth in certain topics.
• Ignores important subtopics that your audience cares about.

3. Examine Calls-to-Action (CTAs)

CTAs are critical for driving conversions and bringing repeat customers. 

Observe how your competitors phrase and position their CTAs:

• Are their CTAs action-oriented and clear?
• Do they use urgency (e.g., “Sign up now”)?
• Are the CTAs visually appealing and strategically placed?

4. Use SEOBoost’s Topic Reports for Competitive Insights

To take your competitor analysis and keyword research to the next level, use SEOBoost’s Topic Reports for a complete analysis of the keyword you want to optimize your content. 

It provides detailed insights into your competitors’ keywords, topics, and relevant questions to answer.

Using Topic Reports, you can determine how thoroughly competitors cover specific topics and find new content ideas.

3. Find the ‘Why’

At the heart of every successful website copywriting strategy is a clear and compelling answer to the question: Why should someone choose your product or service over the competition? 

Without a strong “why,” your messaging risks blending in with the noise, failing to connect with your audience, or inspiring action.

The “why” is the foundation of your brand’s story. It showcases your unique value and helps visitors understand exactly how you meet their needs.

So, here’s what you can do to uncover your brand’s ‘why’:

1. Highlight Your Unique Selling Proposition (USP)

Your USP is what sets you apart. It could be a feature no one else offers, a problem you solve better than anyone else, or the experience your brand delivers.

• Ask yourself: What do we do differently or better than our competitors?
• Incorporate your USP prominently in your headlines, subheadings, and CTAs.

2. Focus on the Value You Provide

Visitors aren’t just looking for a list of features. They want to know how those features will improve their lives or solve their problems.

• Translate features into benefits. For instance, instead of “24/7 customer support,” say, “Get help whenever you need it, day or night.”
• Use “you”-focused language to make the value feel personal and relatable.

3. Use Customer Testimonials to Build Credibility

Social proof is one of the most powerful ways to reinforce your “why.” Showcasing testimonials, reviews, or case studies demonstrates that others trust and value your product or service.

• Highlight quotes that specifically address pain points or outcomes your audience is looking for.
• Include measurable results, like “Increased sales by 30% in just three months.”

Info Box: SEOBoost’s Topic Reports help you identify what your audience cares about by uncovering keyword intent. This data allows you to refine your messaging to address their needs and highlight your unique value directly.

4. Complexity Kills Readability – Keep it Simple

I’ve always been big on this: clarity always wins. 

Complex language, overly technical terms, or long-winded sentences can confuse readers and push them away. 

Your goal is to communicate your message quickly and effectively, ensuring visitors immediately understand your offering and why it matters to them.

And no, simplicity isn’t about dumbing down your content. In fact, it’s about making it accessible and relatable for everyone, regardless of their background or expertise.

So, here’s how you can simplify your content:

1. Use Short Sentences and Paragraphs

Long blocks of text can feel overwhelming and deter readers from engaging with your content.

• Stick to 2-3 sentences per paragraph to keep your copy scannable.
• Break ideas into smaller chunks to make the content easier to digest.

2. Avoid Jargon or Overly Technical Terms

Using industry-specific terms or complicated language alienates readers unfamiliar with the subject.

• Replace jargon with simple, everyday words.
• Define technical terms if they’re necessary.

3. Stick to a Conversational Tone

Writing in a conversational style makes your brand approachable and engaging.

• Use contractions like “you’re” instead of “you are.”
• Ask rhetorical questions to create a dialogue with the reader (e.g., “Looking for a faster way to get results?”).

4. Use SEOBoost’s Content Optimization Feature to Optimize Your Copy

Using SEOBoost’s Content Optimization feature, you can refine your copy for clarity and readability. 

The tool provides actionable suggestions for:

• Shorten sentences and paragraphs.
• Highlight areas where technical language could be simplified.
• Ensure your copy aligns with user intent and search queries, making it easier to understand and rank.
• You can also download the content for offline use.

5. Write How You Speak

Do you know that copy that mimics everyday speech feels relatable and approachable, making your brand seem more human and less like a faceless corporation?

That’s because people prefer interacting with brands that understand them, and writing how you speak helps break down barriers and creates a sense of familiarity.

So, here’s how to write conversational copy:

1. Use Contractions

Contractions like “don’t” instead of “do not” or “you’re” instead of “you are” make your copy feel less stiff and more casual.

• Formal: “We do not believe in shortcuts to quality.”
• Conversational: “We don’t believe in shortcuts to quality.”

2. Ask Questions to Engage Readers

Questions invite readers into the conversation and encourage them to consider their needs.

• Example: “Looking for a way to simplify your workflow?”
• This makes your content feel more like a dialogue rather than a monologue.

3. Avoid Overly Formal or Robotic Language

Write like you’re speaking directly to a friend or colleague, not delivering a speech.

• Overly formal: “Our solutions facilitate seamless integration.”
• Conversational: “We make it easy to connect your tools.”

4. Reflect Your Personal Style

Your writing style is an extension of your brand personality. 

Let your unique voice shine through, whether you’re warm and friendly, witty and humorous, or professional yet approachable.

Remember, a personal tone creates a stronger emotional connection, making your copy stand out from generic or overly polished competitors.

6. Break Up Copy With Visuals

A wall of text can be intimidating, causing visitors to lose interest before they even begin reading. 

This is why adding visual elements to break your copy is so important. It enhances understanding by providing context and additional layers of meaning.

Remember, great visuals make your content dynamic, keeping readers’ attention while improving the overall user experience.

Here’s how you can incorporate visuals:

• Include images that support your points, such as product photos or step-by-step illustrations.
• Use videos to explain complex topics more engagingly.
• Add infographics to visually represent data or processes, making them easier to understand.
• Breaking text into lists helps readers quickly absorb key information.
• Highlight important points using bold or italics to draw the reader’s eye.

How SEOBoost’s Content Management Feature Helps with Visuals

I get it – managing visuals can be time-consuming, but SEOBoost’s Content Management feature simplifies the process by centralizing all your visual assets:

• Keep all your images, videos, and infographics organized in one place for easy access.
• You can access a library of stock photos and videos to enhance your website copy without additional cost.
• Use the Content Management tool to upload, organize, and embed visuals directly into your content projects.

7. Don’t Overlook Microcopy

While doing website copywriting, it’s easy to focus solely on headlines, CTAs, or body content and overlook the small details. 

However, microcopy, the short bits of text like button labels, error messages, or form instructions, is crucial in guiding users and improving their experience.

That’s because it helps users navigate your site, reduces friction, and builds trust by addressing concerns and clarifying actions.

So here are some of my best practices for creating microcopy:

• Avoid lengthy explanations and focus on delivering the most important information in a few words.
• Microcopy is an opportunity to humanize your brand and make your website more welcoming.
• Consider what might hold users back and include a microcopy that reassures them.

8. Avoid Overuse of Buzzwords

Buzzwords like “synergy,” “next-gen,” or “cutting-edge” may sound impressive, but they often fail to deliver meaningful value to your audience. 

That’s because instead of enhancing your message, they can create confusion or make your brand sound insincere. 

And in my opinion, when it comes to creating a clear website copy, clarity and specificity always win over trendy but empty phrases.

Remember, your audience isn’t looking for jargon; they’re looking for solutions to their problems. Focusing on straightforward, benefit-driven language ensures your message resonates and inspires trust.

So, here’s how you can avoid buzzwords: 

• Instead of relying on flashy terms, clearly explain what makes your product or service valuable.
• Keep your copy focused on your audience, not your industry. Avoid insider terms that may alienate or confuse them.
• Get feedback from people who represent your target audience. Ask if your copy is clear, relatable, and actionable.

Info Box: SEOBoost’s Content Optimization feature analyzes your copy for clarity and suggests important words and phrases to use, helping your messaging stay aligned.

9. Focus on Benefits and Solutions

Your audience doesn’t just care about what your product or service does; they care about how it solves their problems and improves their lives. 

And that is why, shifting the focus from features to benefits and solutions is critical in website copywriting. 

By clearly addressing your visitors’ needs, you can build trust, spark interest, and drive conversions.

So, here’s how you can highlight benefits:

• Use “You” language to directly address the reader and make them feel you understand their needs.
• Highlight your audience’s specific problems and explain how your product or service resolves them.
• Include real-life examples or case studies to show how others have benefited from your product or service.
• Make sure that every feature you offer should be tied to a clear benefit for the user.

10. Write Strong CTAs

Strong CTAs are the lifeline of conversions and great website copywriting.

That’s because a well-crafted call-to-action bridges a passive visitor and an engaged user. 

So, whether you want readers to sign up for a newsletter, download a guide, or purchase, your CTA must be compelling, clear, and actionable.

Here’s how to write effective CTAs:

• CTAs should inspire immediate action by telling users exactly what to do, so use action-oriented language.
• Use phrases like “Get Started Today,” “Claim Your Free Trial,” or “Download the Guide Now.”
• Create urgency with time-sensitive phrasing to encourage users to act quickly, reducing hesitation.
• Make your CTA visually prominent, like contrasting colors, to grab the reader’s attention immediately.
• Your CTA should make it clear what the user will gain by clicking.

Final Word

Great website copy is the cornerstone of a successful online presence. 

By following these 10 website copywriting tips, you can create content that resonates with your audience, ranks well on search engines, and drives meaningful results. 

Also, if you want to 10x the effectiveness of your website copy, use SEOBoost regularly.

FAQs

1. What is website copywriting?

Website copywriting involves crafting text that informs, engages, and persuades visitors to take specific actions on your website.

2. How do I become a web copywriter?

To become a web copywriter, develop strong writing skills, understand SEO basics, and practice creating compelling content tailored to different audiences.

3. How to be a good web copywriter?

A good web copywriter focuses on the audience’s needs, writes in a clear and conversational tone, and uses data-driven insights to create an effective and persuasive copy.

Alina Zahid Content Writer

Alina is an SEO professional with specialized knowledge of content marketing. When she’s not busy researching and creating awesome content for SEOBoost, she can be found practicing piano, writing fiction and traveling.

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