Copywriting: Writing Authentic Web Copy That Feels Like You - 10 Tips
If you find writing effective web copy daunting, don’t worry, read on for my copywriting tips.
Perhaps your web copy isn’t quite resonating with your dream clients. Or, your words don’t feel authentic, or your copy doesn’t capture the value of your work.
As a web designer, I know that the visuals and user experience are crucial, but the words aka copywriting on your site are equally, if not more important.
The thing is, writing copy for your website can get confusing. It’s different from writing for school, university or work. I used to work for a law firm where I was stuck in ‘lawyer speak’. When I started my business years later, adapting to a more conversational tone felt awkward. But don’t worry.
Read my 10 tips for getting your web copy (copywriting) right ↓.
First, let’s clear up the role of copywriting
Remember, web copywriting has a job with a goal or outcome in mind. You want your web copy to:
Generate click-throughs
Improve search engine rankings
And let’s be honest, it should sell your products or services
All this while being:
Authentic to you and your brand
Engaging and valuable
Resonating with your target audience
My design process typically includes working on your web copy (unless you’re working with a separate copywriter) because the words and design need to work seamlessly.
“People do not buy goods and services. They buy relations, stories, and magic.”
1. Know Who You’re Talking To
By now, you’ve learned that not everyone is your cup of tea, and that’s fab! Your copy needs to speak directly to the clients you want—those who get what you do AND value your expertise.
Before jumping into copywriting, I guide clients through exercises that get you super clear on who you’re trying to attract.
When focusing on your dream client/customer, consider what keeps them awake at night and how they talk about their struggles and desires.
What language would they actually use? Skip jargon (unless they use it), and focus on their needs.
During our web design process, we can dive into this together to refine your messaging so your copy aligns with your visuals and target audience.
Click the button below to get your Free Canva template and to read my blog post.
2. Let Your Personality Shine Through
Your brand voice is your voice, just with the volume turned up a notch! If you’re down-to-earth, warm, and a straight-talker, your copy should feel the same. As a designer, I help you translate that into a cohesive website that not only looks great but also sounds like you.
Forget trying to sound overly corporate or formal just because you’re experienced (unless corporate is part of your brand identity). Stick to what feels natural for your brand. For one business, the vibe might be having a natter over a brew, more corporate, or something different. And if your topic is a bit boring, be creative and engaging with how you present it.
Remember, now isn’t the time for nitpicking grammar. Break some rules; start with ‘And’ or ‘Because’. Weave in your unique way of saying things.
Design and copy go hand in hand. I work with clients to create websites that make your personality shine in both how it looks and what it says.
3. Focus on Clarity Over Perfection
It’s tempting to get caught up in making your words/copy perfect, but clarity beats perfection every time.
When working on web designs, I see clients get stuck in making every word perfect. Instead, prioritise clarity. A clean, well-structured website paired with clear, direct copywriting is more effective than obsessing over every tiny detail.
We can refine it together later in our web process, or you could book a Brand Transformation: VIP Design Day. The main thing is to focus on saying what you mean and to be clear on what you offer.
Remember to remove unnecessary words, sentences and fluff that don’t add value and only share what’s relevant to your dream client.
When I work with clients, I invite them to use my Content Planning Guide via my Client Portal with web copy templates to write their words. These templates simplify the process and ensure nothing gets missed.
“73% of consumers are more likely to make a purchase if they feel a brand’s website provides clear and compelling information.”
4. Tell Your Story, Your Way
Your website isn’t just a showcase; it’s a story. You no doubt have a wealth of experience—let it shine!
I always emphasise the importance of telling your unique backstory, the journey you’ve been on, and lessons learned—these gold threads, make you unique!
When we work together, I help you weave your story into your website so potential clients see you; not just another ‘beige’ expert. Don’t shy away from sharing what makes your journey different—your experiences, values, and approach set you apart. Your story is what connects with people on a deeper level.
Through our design process, I can help you structure your story visually and in words making sure your site feels cohesive and compelling.
Bonus Tip: Journaling can be a great way to write without feeling self-conscious. This can help you loosen up when it comes to your copywriting. Plus, you’ll have brand stories documented and ready to share when needed.
“56% of consumers say they are more likely to trust a brand if its content feels authentic and transparent.”
5. Benefits, Not Just Features
As a designer, I know the importance of showcasing what you offer, but clients care more about the benefits and transformations.
When designing your site, I help you highlight not just the features of your services but the benefits and transformations clients will experience by working with you. We’ll focus on painting a clear picture of how your services or products will change their business or life.
6. Speak Their Language
Your ideal clients have a way of talking about their problems, dreams, and goals.
As part of my design process, I encourage clients to reflect on past conversations and testimonials. Together, we’ll pull out key phrases that resonate with your audience and integrate them seamlessly into your web design and copy, creating a cohesive message that truly connects, making them feel seen and understood.
7. Keep It Conversational and Engaging
Your website should feel inviting, not awkward or stiff.
In design and content, we focus on creating a welcoming vibe that feels like a conversation, not a lecture. Whether we’re approaching your homepage or refining your About page copy, the goal is to keep things approachable, engaging, and true to your brand voice. Here’s a blog post I wrote about why finding your brand voice is more important than ever.
For example, if your tone is friendly, approachable, and a tad playful, stick with that. Inject a bit of humour, ask rhetorical questions, and don’t be afraid to break up your sentences for flow like in a real conversation. The goal is to create a relaxed vibe that puts clients at ease like they’re already working with you.
A note on AI: Don’t shy away from using it to brainstorm ideas, but remember, AI can’t capture your personality, unique stories, passion, or style. That’s your magic. Your brand’s essence.
Bonus Tip: I always recommend reading your words aloud, yes really! When your words flow naturally, they’re more likely to connect with your audience- and I can help you make sure the visuals match that tone.
8. Lead with Your Values and Mission
Your website should reflect what you stand for.
If you’re rebranding or updating your site, I’ll ensure that your visuals and messaging align with your values and mission.
For example, whether you’re focusing on authenticity, sustainability, or a holistic approach, these elements should shine through in your copy and design.
Your dream clients are drawn to brands that align with their values, so don’t be shy about sharing yours.
9. Strong Calls to Action, Always
A well-designed website guides users effortlessly, and strong calls to action (CTAs) are key.
I help clients craft clear, bold CTAs that align with the design and lead users to the next step, whether it’s booking a call, signing up for a newsletter, or exploring your services. Let’s keep it simple and direct—no fluff.
Bonus Tip: Be on the lookout for website copy that moves you (or the opposite!) and keep a file. Think of adverts, blogs, brands, products or services that catch your eye. This file will come in handy for whenever you need some inspiration, or what not to do!
10. Test, Tweak, and Refine
Your website and copy aren’t set in stone.
As your business grows and evolves, so should your messaging and design. I offer support to keep your site aligned with where you are now. Whether you need to update your visuals or refine your copy, I can help you stay current and effective.
Bonus Tip: Use tools such as Google Docs, Notion to draft your copy-this way, you’ll always have a backup if needed.
Wrapping It Up
Key Takeaways
Authentic web copy that reflects your personality is crucial for connecting with your ideal clients.
When it comes to copywriting, focus on clarity and the value you provide, rather than striving for perfection or just listing features.
Your website should tell your unique story and lead with your values to attract like-minded clients.
Whether you’re rebranding, writing blog posts, or need a new website, authentic copywriting paired with strategic web design is the key to attracting the best-fit clients. The right words and visuals create a seamless experience for your people that looks, sounds and feels like you.
Need a hand? From web audits to full rebrands, I’m here to help you create a website that truly reflects your brand—without the overwhelm. ☕💻
Thanks 🌟 for being here, and if you’d like more tips, tools, and tricks [without the overwhelm], to help YOU grow your small business, I’d love to have you join my twice-monthly HeartBiz 💌 Letter.
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5-Step Web Design Checklist PDF
Uncover Your Unique Selling Proposition USP
Ideal Customer editable Canva Template
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