Basic website copywriting for SMEs
Here’s how to write the right kind of content for your website.
When we talk about web design, it's easy to focus on aesthetics—after all, that's what grabs attention at first glance. But the words on your site are just as crucial. They are the voice of your brand, and they have the power to convert visitors into customers.
Let’s focus on what really matters: your message.
Your website is your digital megaphone, and every word should serve a purpose, whether it’s to inform, entertain, persuade, or a mix of all three.
Your written content should reflect your brand's personality. If you're a law firm, your language might be formal and professional. If you're the kids’ party company from our example, your style would be fun, lively, and inclusive.
Consider your audience carefully. What questions do they have? What words resonate with them? Spend time in the places they do - online forums, social media groups - and listen to their conversations. Your website’s copy should speak their language, using their words to offer solutions.
Understanding Copy Hierarchy
Not all content on your website holds the same weight. Organise your content with a clear hierarchy in mind:
HEADINGS should deliver your main message in one powerful line.
SUB-HEADINGS expand on that message in a sentence or two - think of them as engaging bullet points.
WEBSITE COPY dives deeper, but keep it concise. Short paragraphs that get straight to the point are key.
BLOG POSTS are your playground for long-form content. Here you can explore, educate, and engage with your audience in more depth.
Some useful tips to help you:
Be concise. Quality over quantity always wins.
No fluff allowed. Keep your copy lean and meaningful.
Speak your audience’s language. Mirror the words and phrases they use.
Address your ideal customer directly. Make it personal and relevant.
Stay focused on your website's goals. Every sentence should serve your broader mission.
Respect the hierarchy of your site’s text. Structure is your friend.
In blog posts, be valuable. Every word should offer something to your reader.
Remember, writing for the web is about creating a pathway for your visitors. Every word is a stepping stone leading them to where you want them to go - towards subscription, purchase, or sharing.
But if words aren't your forte, or you'd rather spend your time on other aspects of your business, we’re here to help. Curious to see how? Click below and let's start the conversation.
Licorne Agency was founded with one goal in mind:
To offer fully managed web and branding solutions that let SMEs focus on what they do best—running their business.
If you want us to look after your website or branding, please get in touch.