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How to write great website copy your customers will want to read

Posted by on in Muritai Group Blog
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Have you ever tried to find some information online?

Just when you thought you’d found the right website, you’ve suddenly realised it’s a waste of time because the website copy was full of meaningless rubbish.

Imagine if that website was yours. Would it grab or attract potential clients to your business? Probably not!

Your website must do more than just present information. It needs to grab your readers, hold their attention and reinforce your brand.

Creating good web copy and content is the answer. These tips will help you write attractive copy that’s easy to read and engaging.

1.      Avoid jargon or confusing English

If someone text HTH to you, would you know what they mean? It actually means 'hope this helps'. The point is that you need to use language that your customers understand. Websites that are full of jargon are boring and hard for people to understand. Think like a human and write for humans.

2.      Keep your sentences short

An 8 word sentence is easy to understand. A sensible average is 16 words. Any sentence of 32 words or more is hard to understand. This is because most people tend to forget what happened at the start of the sentence by the time they get to the end. So make it easy for your readers and keep sentences short.

3.      Speak to your reader

Use the words you, your and yours in your copy versus ‘me’ words such as I, us, our, ours and we. The ratio should be at least 2:1, preferably 3:1.Using the word ‘you’ makes your copy personal. It sounds like you’re having a conversation with your readers and helps them feel involved in your story.

4.      Avoid using metaphors or similes that are over-used

People get used to them and stop taking them in.  So say something fresh or different. Some examples include using ‘newest’ rather than ‘cutting edge’ or ‘state of the art. Use ‘in the end’ instead of ‘at the end of the day’ or ‘test thoroughly’ rather than ‘put it to the acid test’.

5.      Use relevant keywords in your website content

Search engines like Google use those keywords to help people find your website. The easier it is for people to find you, the more business you will get.

6.      Show your readers how your solutions help

Case studies and testimonials help your readers understand how you can help them. They also give you and your business credibility and help establish your reputation.

7.      Think outside the box.

Your website content can be more than words. A video, a photo gallery or even an interesting graphic design helps to draw attention to your website. Great web copy engages, connects and sells. Poor web copy and content drives your customers and prospects away to someone else’s website.

These tips are quick to implement and are sure to work. Use them to help you write web copy that's interesting, informative and search engine friendly.


Lee Retimana is the Chief Marketer and Brand Strategist at Muritai Group. With 25 plus years in sales and marketing across a diverse range of industries including IT, manufacturing, health and business services, Lee saw a huge gap in the market for providing small business owners with strong and actionable marketing advice. With a focus on fresh thinking; Lee challenges her team at Muritai Group to use their experience and expertise to challenge ineffective marketing with creative ideas, strategic thinking, and common sense to deliver marketing that works. Lee says "We are experts at finding customers and keeping them. We know how to craft the right messages to get you noticed, make you relevant, interesting and ultimately loved! Our whole business approach links every single marketing tactic to your business objectives and is how we develop a marketing strategy that works – so your business can thrive". Give Lee a call (021 321 747) or email (lee@muritai.com) to see where her fresh approach can take your business.


A Fresh Approach to Marketing