By Drew McCullough

Writing website copy is an art and a science. As a copywriter, your goal is to produce engaging content that invites readers to spend time on the page, provides a return on their time investment and encourages action — while making search engines take note as well. We have a few ideas on how you can write website copy that makes readers take notice, think and act.

1. Go Deeper Than “Target Audience”

Understanding your audience isn’t just about identifying broad categories like “families” or “patients.” Strong website copy is built on clear insight into what different users need, want, fear and expect at each stage of their visit. Instead of a single persona, think in layered audience mindsets.

Best Practices & Tips:

• Segment by intent. A first-time visitor browsing casually needs a different message than a return user ready to convert.
• Prioritize primary vs. secondary audiences. Not everyone deserves equal weight — clarify who your content should serve first.
• Write with context in mind. A physician reading your research page expects data-rich, no-fluff language. A patient reading your “What to Expect” section needs warmth and clarity.

2. Write for Format, Not Just Message

Even great writing can fall flat if it ignores how people actually read on the web — which is rarely word-for-word. Effective website copy is shaped as much by space and structure as it is by voice.

Best Practices & Tips:

• Start with structure. Use wireframes or page templates to understand the purpose, hierarchy and layout of each section before you write a single sentence. Do you have 20 characters or 3 paragraphs in a component?
• Define the goal of each block. Is it to inform? Drive a click? Build trust? Let the goal dictate the length and tone.
• Keep the scroll in mind. Most users skim. Break up content with scannable headers, bullets, short paragraphs, and purposeful white space.

3. Balance the Needs of Readers & Robots

Yes, you’re writing for humans — but your copy also needs to perform in an algorithm-driven world. Search engines still rely on keywords, structure and metadata to understand content. And increasingly, so do AI-powered tools that surface and summarize your site.

Best Practices & Tips:

• Assign a clear keyword per page. Focus each page around a specific phrase or question your audience is actually searching. It should appear in the page title, meta description, H1, body copy, image names and alt text — but never feel forced.
• Customize meta content. Each page should have a distinct title tag and meta description that reflect its unique purpose and entice clicks.
• Write with AI surfacing in mind. Tools like ChatGPT and search engine snippets pull structured, clear content. Use direct answers, semantic keywords, and bullet points where relevant.

4. Use Headings to Frame & Guide

Headlines and subheads do heavy lifting. They guide readers, help with SEO and set expectations for what’s coming next. They also pull users into your copy in our quick-to-scroll, always-scrolling online world.

Best Practices & Tips:

• Write them last. After your content is solid, go back and sharpen headings for clarity and flow.
• Use them as signposts. They should summarize, not tease. Help scanners get what they need quickly.
• Build structure. Headings create a rhythm. H1 is your opening move, H2s outline main ideas and H3s break things down even further.
• Sneak in keywords. Smart use of keywords in headers helps with both search and skimming.

5. Balance Brand Voice & Page Type

Consistency matters, but so does context. Your homepage, product page and blog post don’t all need to sound the same — but they should all feel like you. Start with your brand voice. Is it bold and confident? Warm and reassuring? Every line should reinforce it.

Best Practices & Tips:

• Adapt by context. A careers page might use more inclusive, welcoming language; a legal page should be plainspoken and direct.
• Avoid the default “we.” Focus less on what you do, and more on what the user gets.
• Be real. If it sounds robotic or overwritten, rewrite it. Great web copy is conversational, not formal. Being “dynamic, passionate and innovative” says nothing.

6. Encourage Action with Clear CTAs

If you don’t tell readers what you want them to do, they’ll decide the action for themselves. And often, it will be to leave your site — and maybe move on to a competitor’s website. When writing copy for your website, be sure to include calls to action (CTAs) in various places throughout your site to inspire your audience to take action.

Best Practices & Tips:

• Match the CTA to the page goal. Don’t just default to “Learn More.” Invite the exact next step, whether that’s booking a call, exploring a resource, or joining a list.
• Use action-first language. Start with verbs. Think “Download the Guide,” “Start Your Application,” or “Find a Local Provider” — not vague prompts like “Click Here.”
• Create a sense of momentum. Use supporting copy to answer objections or build urgency (e.g., “Spots fill quickly,” “Takes 2 minutes to sign up”).