Ever left a half-arsed voicemail for a prospect you really want to work with? The chances are the answer’s no. But if it’s a yes, I can only imagine how that relationship turned out. After all, what you say to your prospects and how you say it can shape their entire perception of:

  • Who you are
  • Whether you’re a good fit for them
  • Why they should want to work with you above anyone else

And your website copy is no different from leaving a voicemail. Because it shapes your audience’s impression of you, when you’re not there in person to speak for yourself.

So here’s 7 easy steps you can take to create quality website copy that sets the right impression.

#1 Create your ideal client persona  

stone ideal clients

Before you start to write or refresh your website copy, it’s important to get to know who you’re speaking to. Being conversational with your clients is key to rapport building. And a client persona will help you visualise your ideal customer so you can use adopt a tone and style that they’ll appreciate.

What if I have more than one ideal client? 

Your client persona should be based on the people most likely to visit your website and want to work with you. Not only will this help you target your message to your readers. But it will also help you develop the kind of content that best solves their problems.  


#2 Do targeted keyword research

keyword research on laptop

Effective keyword research helps you target your audience with the phrases they’re likely to type into Google to find you. Which is great because it helps you drive qualified traffic to your website.

You can make a start by brainstorming your ideas using Google’s Keyword Planner. And ask yourself: what kinds of things would my ideal client type into Google that relate to what I do?

Quite often this requires lateral thinking, which is where short tail and long tail keywords come in to play.


Here’s an example of what someone may type in if they’re looking for a massage therapist.

Short tail: “massage treatment”

Short tail keywords generally gain more searches per month but are less specific to the user’s needs.  

Long tail keyword: “lower back pain massage treatment”

These keywords tend to gain less searches but are more likely to drive qualified traffic to your website because they’re more specific.

Aim to create a keyword list with both long and short tail keywords so you have a good mix of phrases you can weave into your website copy. After all, your website copy should appeal to your audience and please Google too.

#3 Create a great headline for your website copy

With the internet age in full effect, people’s attentions spans are shorter than ever. So an enticing headline aims to draw your audience in so they want to read on. Here’s some guidelines you can use to create a great headline:

1. Get your reader’s attention – words like New, Free & Discover are effective because they appeal to self-interest

2. Don’t make it cute – it may be tempting to make your headline “quirky” but if your reader is left thinking “so what?” then it’s probably best to re-think it.

3. Speak directly to your reader – think about what matters the most to them and create your headline in accordance with their needs, not your own.

#4 Write benefit driven copy 

A rookie mistake people make when writing website copy is to give the features without the benefits. After all, it’s not what you do that sells, it’s the problem you solve.

The features come first and the benefits should follow, like this:

our brand new fitness studio has floor to ceiling windows, so it attracts lots of natural light.”

we provide free shipping, which means no extras when you get to the shopping cart”

So decide on the most important benefit of your business and build your features and benefits list from there. That way your readers will be clear on exactly you’re offering and how it can help them

#5 A relevant and useful offer

Not everyone that visits your website is going to be ready to buy. So instead of them leaving empty handed, why not offer them some free premium content like:

  • An E-Book
  • A newsletter sign-up
  • A webinar invitation

This will help you give your readers a taster as to what they can expect when they decide to take the leap and become your client. Plus, it’s an opportunity to capture their email and present them with targeted offers to keep you at the forefront of their mind.

#6 Create video content


Yes, it might seem a little daunting to get in front of the camera. But if the bunnies can do it, so can we.  Time and time again stats show that video content is worth its weight in gold (or celery).

In fact, embedding a video in your landing page can increase your click-through rate by 80%.

Here’s just some of the benefits of having video content on your website:

  • It can boost your click-through rates
  • It keeps your readers on your website for longer which is great for SEO
  • It can help you develop a human connection with your readers

A great place to start is with a short 2-3 min introductory video on your home page.

#7 Strong call to action

So now your readers have taken the time to find out about you and how you can help, it’s time to guide them towards an action you’d like them to take. This could be a link to a free sign-up, a resource page or a “hire me” button.

This achieves 3 things:

  1. Shows your readers you want to keep in touch with them
  2. Transforms your website into an interactive place where your readers want to be
  3. Increases your conversion rate

So there you have it. 7 easy steps you can take to create quality website copy.


And if you found this helpful, sign up here and receive your free on-page SEO help guide.

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