7 Questions to Ask Yourself When Copywriting for Websites

Photo by Anaeka Photography

You've got this brilliant business, and the world needs to see it. You sit down to whip up your website, fingers poised over the keyboard, and then it hits you like a digital tidal wave – where do you even start? 

It’s possible to turn that overwhelm into an approachable, goal-oriented website.

 Start with these seven questions to efficiently and effectively map out your website.

What’s the goal of the website?

Your website needs to have a clear purpose. Is it to sell your products, be a megaphone for your brand, or a platform for sharing knowledge? Define it.

Gaining clarity at the beginning builds the foundation for a website that's not just present but impactful, serving your company’s goals with every word.

If you’re all about selling, zero in on the specific products or services taking the spotlight. 

For more brand visibility, decide which aspects you want to amplify – your brand personality, your portfolio, for booking intro calls, etc. That’ll hold weight as to how you want to design it. 

And if you’re writing a blog, outline the key messages or knowledge you're putting out there. Break it down. 

We also can’t forget about setting your business goal(s) – to boost sales (obv), generate leads, or cultivate a following leading to future course sales.

Where should I host it?

In other words, can I update and maintain this website myself?

Consider your comfort with the digital space. If coding isn’t your jam, no sweat. You can hire designers and developers to help guide you through the process. Then the sky is the limit (although your budget may be sky-high, too). They can create something totally custom and unique via Wordpress, Shopify, or a range of other platforms.

But if you're tech-savvy or willing to learn, roll up those sleeves and consider a beginner-friendly platform like Wix or Squarespace.

Either path you choose, you’ll need to gauge the frequency of updates. If it’s a sporadic tweak, go DIY. If you think there are going to be complex renovations, hiring pros is the way to go.

What’s the goal of each page?

Consider your website as a toolbox and each page is a distinct tool for your readers with a specific purpose in mind. 

Here are some examples to get you started:

Homepage: Your website's welcome mat. Grab attention with a mix of visual appeal and concise messaging. Guide navigation seamlessly. Think of it as a map, directing visitors to where they need to go.

Product Page: This is your sales virtuoso. Obviously, the goal here is to get the reader to click “Add to Cart”. But, what else might you want them to do? Upgrade to a bundle deal? Speak to your team about an Enterprise deal? Highlight what makes your product shine. 

About Us: This is your brand's autobiography; a chance to get visitors to connect with the human side of your brand. How do you want them to feel? Do you want to build authority, share the human side of your brand, follow along your journey? There’s a goal to be achieved here, too.

What’s the goal of each section?

Once you’ve got the goal of the page defined, you can break down the messaging for each section. This will help you work toward the end goal. 

One huge, common mistake I see in my Copy Audits is trying to say all the things… all the time… in every section. 

You want your reader to finish each section having learned just one thing. Just. One! Why? Because people can’t digest your amazing technology, unwavering expertise, three super cool features, a fun fact you learned during your studies that you wanted to share with your audience in a 3-sentence paragraph. 

Header Section: This is the first impression, the handshake. Keep it succinct and compelling. If it's an e-commerce site, maybe a punchy tagline or a limited-time offer. For informational sites, a concise summary of what visitors can expect.

Product/Service Section: Dive into the nitty-gritty. What sets your offerings apart? Bullet points for features, customer testimonials, or a quick how-to guide can do the trick.

Testimonials Section: Let your satisfied customers do the talking. Share real experiences, success stories, and build trust. Authenticity is key here.

What do I want the user to do next?

Influencing action is a calculated skill of any top copywriter. Here’s some tips to make them pop.

Strategic Placement: Don’t bury your CTAs in the fine print. Think prominence. If it's a purchase, make the "Buy Now" button unmissable. For subscriptions, let "Subscribe" shout from the rooftops. Whether it’s a click, a download, or a sign-up, place your CTAs where users can’t overlook them.

Clarity is King: No room for mystery. Be crystal clear about what users can expect. If it's a discount, say so. If it's a trial, spell it out. Ambiguity leads to hesitation, and we're here for action.

Guiding Language: Your CTA is the guidepost. Use directive language – "Explore More," "Start Your Journey," or "Join the Community." Craft a message that propels users toward the desired action without a second thought.

Visual Appeal: Make it pop. Colors, size, and design matter. A well-designed CTA stands out like a beacon. Consider contrasting colors to catch the eye, but keep it harmonious with your overall design.
Every page needs a CTA, so don’t let your readers reach the bottom of a page with nowhere to go. On a website, many pages need multiple CTAs! So always keep the reader’s journey in mind – what would help them move closer to taking action with you today? 

What do you want the user to feel?

Set the emotional tone for your online space. Your website is a character, decide on the vibe. Aim for an emotional sweet spot that serves your voice and brand.

Define Your Vibe: Are you the cool buddy, the wise mentor, or the witty companion? Establish your personality. For a tech-savvy brand, you could be the friend with a laid-back, modern vibe. If you’re in the consulting game, embody the wise mentor – authoritative, yet approachable. Maybe you're the witty companion, injecting humor into the mix.

Consistency is Key: Once you nail the vibe, stick to it. Consistency breeds familiarity. If you're the cool buddy cracking jokes, don't suddenly morph into the wise sage. Users appreciate a reliable personality.

Speak Their Language: Understand your audience. What resonates with them? If your users are seeking expert advice, channel that wise mentor vibe. If they're here for a good time, inject some humor.

Engage with Empathy: Regardless of your vibe, empathy is universal. Show you understand your users' needs and emotions. Whether it's through humor, wisdom, or camaraderie, let users feel heard and valued.

Your website’s vibe is like choosing the right outfit – it should make users think, "this is my kind of place.”

What do I want the user to do next (if they don’t take the main action)?

Consider it the contingency plan. Yes, you want them to buy or book TODAY, but that’s not always possible. If readers aren’t ready to take action with you today, what's the plan B? 

Maybe it's subscribing to newsletters, joining a community, or exploring other valuable content. In this show, there are no bad seats; everyone gets a front-row experience.

Be flexible, provide options, and ensure your users feel like VIPs, no matter which route they take. It's about keeping the conversation going, even if it takes a different route than initially planned.

Need a website boost? Book a website copy audit!

Don't stare at the pages; get actionable insights in a simple checklist format. Let's fine-tune your online presence and make every word count.