Copywriting 101

Great website copy isn't writing.

It's guiding people toward action.

Go deeper than "Target Audience"

— Copywriting 101

Know Your Audience

 Not just who they are.  

Also what they:  

  • Need
  • Want
  • Fear
  • Expect

Best practices & tips

Think Beyond Personas

 

Think in mindsets

  Different visitors. Different intentions.

 

Segment by Intent

🔍 Browsing

🤔 Evaluating

✅ Ready to convert 

 

Not Everyone Is Equal

  Prioritize:  

  1. Primary audience
  2. Secondary audience

 

Context Changes Everything

Research page:

📊 Data  

 

Patient guide:

❤️ Clarity

Write for Format, Not Just Message

— Copywriting 101

  

People Don't Read

Write for format, not just message.  

 

People scan.

Best practices & tips

Start With Structure

  Before writing:  

  • Wireframes
  • Layout
  • Hierarchy

  Do you have:   📏 20 characters?   or   📄 3 paragraphs? 

 

Every Block Needs One Job

  • Inform
  • Convert
  • Build trust
  • Educate
  • ...
  • Tone
  • Detail level
  • Length
  • ...

 

Design for Scanning

Use:

✅ Headings  

✅ Lists

✅ Short paragraphs

✅ White space

Scannable headers, bullets, short paragraphs, and purposeful white space.

Balance the Needs of Readers & Robots

— Copywriting 101

Audience: Readers + Robots

Write for humans, help algorithms.

Best practices & tips

 

One Page = One Topic

 

  • One page or section =
  • One keyword =
  • One focus.

 

Place Keywords Naturally

  Use them in:  

  • Title
  • Meta description
  • H1
  • Body copy
  • Alt text
  • ...

 

Metadata Matters

 Often the first thing people see → SEO

 

Write for AI Discovery

  AI likes:  

✅ Clear answers  

✅ Structure

✅ Bullet points

✅ Context

Use Headings to Frame & Guide

— Copywriting 101

 

Headings Are Signposts

  Help readers answer:  

"Am I in the right place?"   

 

Write Headings Last

Content first.  

Headlines second.

 

Build a Hierarchy:

 

H1

 

H2

 

H3

H4 5 6

 

Use Keywords in Headings

 Helpful for:

👤 Readers

🤖 Search

Balance Brand Voice & Page Type

— Copywriting 101

Brand Voice Matters

  Be consistent but stay flexible. 

 

Adapt to Context

  Careers:

😊 Welcoming

Legal:

📋 Direct  

Product:

💡Persuasive 

 

Stop Talking About Yourself

  Less:  

"We provide..."  

  More:  

"You can..."  

 

Sound Human

  Avoid words as:

❌ Dynamic

❌ Innovative  

❌ Passionate

Great Copy Feels Natural

Conversation > Corporation

Encourage Action with Clear CTAs

— Copywriting 101

If you don't guide users, they'll leave.

 

Match CTA to Goal

  Examples:

📞 Book a Call

📥 Download a Guide

✅ Start an Application

Read more

 

Action Starts with Verbs

 

  • Download
  • Book
  • Start
  • Compare
  • Explore
  • ...

 

Create momentum using microcopy.

  Reduce hesitation = Increase confidence.

"Takes 2 minutes" or "Limited spots available." 

Recap

— Copywriting 101

Website Copywriting Checklist

✅ Understand audience intent

✅ Write for scanning

✅ Use strong headings

✅ Optimize for search

✅ Maintain brand voice

✅ Add clear CTAs

 

Key Takeaway

 

Great website copy isn't writing. It's guidance.