Originally published September 25, 2022 , updated on July 19, 2024

A website often serves as an online access point for online shoppers. However, it can be much more when it’s also used as a content platform. 

If you’re using your site to share content, it’s essential to ensure every piece you publish adds value. One of the most effective ways to do this is to use a team of professional web copywriters well-versed in generating engaging content.

Agencies offering website content writing services typically produce and design engaging pieces to grab web visitors’ attention. The compelling copy the writers create helps to persuade users to try a product or service, and then smart calls to action (CTAs) get the users to take out their credit cards. A study by HubSpot found, for example, that more personalised CTAs result in conversion rates that are over 200% more effective than CTAs without personalisation.

Although web copywriting is used with other marketing formats like social media posts and newsletters, this blog post focuses on content that appears exclusively on your website.

What Is Web Copywriting?

Web copywriting involves the creation of content for web pages. A good web content writer should be able to populate your website with many different copy formats, including:

• Localised landing pages
• Blog posts
• Whitepapers
• eBooks
• Press releases
• Case studies
• And copy for standard pages such as your contact page.

Web copywriting fulfils an essential marketing purpose: informing and engaging your target audience throughout the purchasing journey. 

The different content types all have specific purposes. For instance, a whitepaper typically contains lots of factual evidence and data, which makes it the ideal format for providing readers with information about your value offering. Blogs, however, are great vessels for covering industry-related topics more informally.

Visitors can land on any of your website’s pages through a search engine like Google. It all depends on what they’re searching for. As such, it pays to ensure that every page contains web content that’s credible, valuable, and tailored to your target audience’s challenges and pain points.

Converting Leads with Web Copywriting Services

In digital marketing, “lead conversion” refers to the process of turning website visitors into customers. While you may employ other marketing techniques to make consumers aware of your business and its products or services, web copywriting can help you to turn them into paying customers. 

The following are some examples of how you can do it:

Consistent Messaging

When it comes to online content marketing, one of the keys to success is to publish content regularly. Blogs are best routinely posted. You can use them to cover various topics relevant to your target customers and the events unfolding in your industry. Consistency in publishing strong web content and investing in good writing shows that your business is professional and cares about industry concerns. 

When you start to publish regular blogs, you’ll quickly build up a portfolio of web-based content. This content library can help convert visitors – once they’ve read one engaging blog post, you give them many options for further reading. 

You should ensure your site remains easy to navigate when you get to this stage. An excellent way to do this is to include links to other relevant parts of your website within each piece of content. Interlinking demonstrates you care about user experience and allows you to promote specific products and services while boosting your discoverability on search engines (search bots look for internal links).

Share Information About Your Industry 

Using companies that offer web copywriting services can help you demonstrate your industry expertise. Writing on topics related to industry news, trends, or concerns within your sector can showcase your knowledge and expertise.

Offering possible solutions to problems that affect your audience can also prove to readers that you have their best interests at heart. Good thought leadership-type content can position you as an authority in your industry – a powerful tool for converting leads. 

When you’ve gained brand authority, you’ll be more likely to gain the trust of your website visitors. And once people trust your abilities, they’ll be more receptive to the persuasive elements in your content (such as strong CTAs) and more likely to make a purchase.

Speak Directly to Your Audience

Many businesses fall into the trap of being overly formal in their web copywriting. 

Instead, your web copywriting should contain language that makes your audience feel comfortable. A slightly more conversational, authentic approach can help web visitors relate to your offering while making them feel like you’re addressing then personally.

A great tactic is to focus on what your business can do to benefit customers instead of just listing product features or other information in a straightforward, impersonal way. 

Keep It Simple

Visitors turn away from web pages filled with words and phrases they don’t understand. Therefore, you should use industry jargon carefully, if at all. While certain words may be commonplace within your industry, they can alienate some target customers.

Dealing with highly technical concepts in your web copy may be unavoidable. It will depend on the product or service you’re offering. But remember that website visitors might not all have the relevant technical knowledge to jump straight into your topics. 

A simple solution is to turn complex ideas, words, and topics into easy-to-digest chunks of content. A conversational tone is particularly effective here, as your website users might feel slightly intimidated by hard-to-understand concepts. Good copywriters are adept at transforming complicated, jargon-filled content into simplified copy that will resonate with your audience.

Improve Your Conversion Rates with Goodman Lantern

The Goodman Lantern team loves helping clients generate leads and convert them into customers. We’re an expert web content writing company with a wealth of experience in content marketing.

When you tap into our web content writing services, you can rest assured that we’ll hook you up with a team of good technical writers who will work closely with you to understand what your business wants to achieve. As a result, you can look forward to well-researched web content that will appeal directly to your preferred audience. 

Let’s discuss your content needs. Get in touch.

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