You do not need to be a professional writer to create effective website content. You just need to understand what makes visitors take action. Here are practical tips anyone can apply.
Write for Your Customer, Not Yourself
The biggest mistake: talking about yourself instead of your customer.
Bad: "We are a leading provider with 20 years of experience..."
Good: "Stop wasting hours on bookkeeping. Get your time back."
- Use "you" more than "we"
- Focus on benefits, not features
- Address their problems and desires
- Speak their language, not industry jargon
Keep It Simple and Clear
- Short sentences - One idea per sentence
- Short paragraphs - 2-3 sentences max for web
- Simple words - "Use" not "utilize", "help" not "facilitate"
- No jargon - Unless your audience uses it
- Bullet points - Easier to scan than blocks of text
If a 12-year-old cannot understand it, simplify it.
Writing Compelling Headlines
Headlines determine whether people keep reading:
- Be specific - "Save 10 Hours/Week on Invoicing" beats "Save Time"
- Promise a benefit - What do they get?
- Create curiosity - Make them want to learn more
- Use numbers - "5 Ways to..." performs well
Spend extra time on headlines - they do the heavy lifting.
Good website copy is not about being clever - it is about being clear and customer-focused. Write like you are explaining to a friend. Read it out loud. Cut anything that doesn't help the visitor take action.