Website copy is not brochure writing. It’s not a tender response. It’s not an annual report.
Website copy is a conversation with someone who has a problem and is deciding whether you’re the solution. It’s the time and place to write your best copy, to present the information needed, in a voice that is inviting and unique. It’s the first date, so be on your best behaviour.
The principles of effective web copy
Lead with the reader, not with yourself
Most providers write websites about themselves: “We are a leading provider of…” Nobody cares. Start with what you do for the person reading it.
Instead of: “We are an NDIS-registered SIL provider operating across South East Queensland.”
Try: “Looking for a supported home in South East Queensland where you actually get a say in how you live? That’s what we do.”
Be specific
Vague copy doesn’t convert. Specific copy does. Write to the human reading it, what would they want to read?
“High quality support” = meaningless.Â
Use plain language
Write at a Year 8 reading level. Short sentences. Active voice. No jargon or provider-speak. Nobody will complain you’re writing too simply for them.
One idea per paragraph
Web readers scan. Dense paragraphs get skipped. Break it up and place in the right sections.
Every page needs a call to action
What do you want the reader to do after reading this page? Tell them. Explicitly. Never miss an opportunity to convert them.
Headlines matter most
Most visitors read the headline and decide whether to keep reading. Your headline is your most valuable piece of copy.
A good headline formula: [What you do] for [who you do it for] in [where]
“Supported Independent Living for Young Adults Across Brisbane”
Simple. Clear. Searchable. Clever is great, but not if it comes at the expense of clarity.
Exercise
Rewrite your homepage headline using the formula above. Then rewrite your current about us paragraph in plain language, leading with what you do for your audience.