Before I took my business in a copy-centric direction, I wrote and designed websites – so when I saw I write websites that sound and look good, you know I mean it.
Buttttt it’s not just about aesthetics (although I’m the first to start hitting on an especially sexy website) – what I’m *really* after is how I can write a website that saves you time and makes you money. After all, it’s your website’s literal job.
The catch? It's not your website design that does the heavy lifting – it's your website copy, which drives the function of your website and informs the design. (Here's the right order to do it, if you're curious)
Here’s exactly what’s in my brain as I approach a new website copy project as a former website designer (besides RepTV conspiracy theories and wondering when we’ll get the next ACOTAR book, because those are constantly at the back of my mind).
User Experience (UX)
Specifically, how to create an experience for your website readers that’s immersive and encourages them to take the journey through your website that you want them to (ideally, using it to get to know you, like you, and trust you enough to inquire/book/buy).
I start projects by figuring out exactly who your target audience is, what they want, what they want but are afraid to ask for, and what’s stopping them from getting it. From there, I mix that information & audience profile with copywriting that’s not only conversational, but compelling.
Your website copy should both meet people where they are and guide them to where you’d like them to go – so the exact blend of education, persuasion, and straight-up getting people to like you should always be a custom cocktail, crafted with *your* exact website and market in mind.
Conversational SEO
All Google wants for Christmas (and its birthday, and its 364 unbirthdays) is high quality content. Instead of just stuffing keywords into your copy at random (which actually hurts your SEO), I take a thoughtful approach to choosing keywords for each page that:
- Make sense in the context of why your readers are even on that page to begin with
- Are aligned with the goals of your website and business
- Are reasonable goal keywords that you could actually rank for (so you don’t get lost in a sea of bigger websites)
After choosing the right keywords, I add them to your copy in a way that’s more conversational and natural than forced (which both humans and Google prefer) – and mark up your copy with some notes about styling/formatting headings once you’re in the design stage so you (or your designer) can help your site get the most traffic possible.
The Best Designs
I've wrestled with every major website platform (and have the rage tweets to prove it) – which means I know exactly how to make each one’s unique features work for your copy.
Got Showit? I’ll write sections that utilize the coolest hidden/scrolling/moving canvases without hiding the important (read: SEO-focused) stuff. Running with Squarespace? I’m adding notes for scrolling text and accordion blocks.
No matter what platform your website will be built on, I always wireframe (AKA, mock up a design) with your website copy so that you can:
- Visualize your website copy in context as we go through the editing and approval process
- Easily transition to the design phase (whether that’s with a designer, a website template, or DIY-ing)
- Ensure that every word is on-brand with microcopy for buttons, details like custom 404 pages, and more
The Bottom Line
Your website’s job is to find and convert clients for you, building your brand in the background and foreground whether you’re logged on or unplugged.
And ultimately, it’s your website copy that gets that done – and your website design that makes your copy easy to read and engage with. You need both if you want your website to actually do its job (AKA, half of your job) for you, which means you’ll need to start with website copy that’s written with both form and function in mind.
Want help with your website copy, so you can finally market your business sustainably?
Obviously, I've got you covered.
Here's how to hire me to write custom website copy for your website – from a detailed exploration of your target audience to SEO to a polished final draft that does it all.
Want to browse the receipts (AKA, published client sites that are making moneyyy for their owners)? Browse my portfolio here!
