Mastering Website Copywriting – How to Write Copy That Works
Website copywriting is more than filling a page with words – it’s about creating the right message for the right audience at the right time. Done well, it connects with your ideal customers, supports your SEO and marketing, and helps your business grow. Poorly done, it loses attention, trust, and ultimately money.
Strong copy starts with a plan, whether you’re launching a new site, adding to a larger website, or refreshing other content like a blog post or email marketing campaign. If you’d rather skip straight to expert help, Toast Design offers Website Copywriting services that combine keyword insight with creative storytelling to turn visitors into clients.
Talk to Kelly about any aspect of Copywriting.
I’m a content editor at Toast, and I deal with all things written. Whether it’s creating freshly optimised copy for websites or polishing up a slightly stale report for new audiences, I’m fascinated by words and putting them together. Let’s have a chat about getting your copy sorted for you.
1. Know Your Audience Before You Write
Most people start typing without knowing who they’re talking to, and that’s the first mistake.
- Identify your ideal clients, the person you most want to reach.
- Research their pain points, challenges, and what they expect from your services.
- Look at competitors, for example, and look at ideas and ways to stand out.
- Collect customer feedback to guide your tone and voice.
Users are likelier to stay, read, and act when your site feels like the right place.
2. Keyword Research That Works
Keyword research makes sure your website copy is findable.
- Use Google Keyword Planner, Ahrefs, or SEMrush to find relevant search terms.
- Group keywords into themes for your content strategy.
- Include them naturally in headings, internal links, and meta descriptions.
- Remember – the point is to achieve relevance without forcing stuff in.
3. Writing Copy That Converts
A good website copywriter focuses on results, not just words.
- Keep your tone conversational to connect with readers.
- Use bullet points to break up information.
- Share examples of past projects to build trust.
- Add social proof – testimonials, reviews, and case studies.
- Link to relevant other content to keep visitors moving through your site.
4. From First Draft to Final
Even if your first draft reads well, editing makes it better.
- Review in context with the rest of the site.
- Check that keywords are in the right places.
- Get feedback from someone like your ideal customers.
- Test the layout on desktop and mobile.
5. Bringing the Brand to Life
Your brand should sound the same on every webpage and post.
- Use a consistent voice.
- Weave in your business values and future goals.
- Include a clear sign or call-to-action so users know the next step.
6. Optimising for Conversions
Every page should lead somewhere – an enquiry, a sign-up, or a sale.
- Make the next step obvious.
- Keep the layout scannable and straightforward.
- Track with Google Analytics or Hotjar.
- Test different headlines, calls-to-action, and formats.
7. Quick Overview – How to Start Working on Your Copy
If you want to DIY your website copywriting, here’s your free guide to getting started:
- Research your ideal customers and audience.
- Do thorough keyword research.
- Write your first draft with a clear benefit in mind.
- Edit for clarity, SEO, and voice.
- Add internal links and check your layout.
Follow this process, and you’ll create web copy that works and sets you up for the future.
Or, to get it right from the start, look at Toast Design’s copywriting services and see how we can help your site achieve more.
