5 Steps to Writing Concise and Clear Website Copy (With Examples)
In copywriting, clarity and concision are the keys to excellent readability and user experience. Don't let people mistake your website for a novel! I know it's easy to write too much; you're so close to your business that it's difficult to be objective and stay focused on your main message. So you overthink it, put everything on your website, and then hope for the best.
To grab your audience’s attention and encourage them to stay, quality, clear copy is key. But don’t be intimidated by this - You don’t have to be a great writer to create persuasive web copy.
What is “Concise” and “Clear” Copy?
Most people think concise means "short." It doesn't. Shortness deals with length, not content. Conciseness deals with length AND content. It's about being brief and comprehensive.
Clarity is communicating effectively. Clarity comes from having a carefully defined purpose, logical organization, well-constructed sentences, and precise word choice.
Most therapists write too much on their websites. I posted about it last week: Therapists, Stop Rambling on Your Website. In that article, I described five writing mistakes that result in too much text. Why is this a problem? Because an overly wordy website will:
Distract your readers. They don't care about all those details.
Send negative user engagement signals to Google.
Force people to dig for your value proposition. (News flash: They probably won’t dig - they’ll leave your site.)
The basic rule for persuasive website copy is to say everything relevant in as few words as possible. Here are five ways to accomplish that:
Five essential steps to ensure your website copy shines, along with examples to guide you through the process.
Step 1: Stick To Your Main Message
Focus on conveying your core message effectively. Your website's primary goal is to convert visitors into clients by showcasing your expertise and solutions to their needs.
Example:
Original: "Welcome to my website! I offer a wide range of therapeutic services, including individual counseling, couples therapy, and group workshops."
Revised: "I specialize in helping individuals, couples, and groups navigate life's challenges and achieve personal growth through tailored therapy sessions."
Step 2: Say What You Mean
Be precise and intentional with your language. Use online tools like Grammarly to help identify and correct any unclear or convoluted sentences.
Example:
Original: "Our therapy sessions provide clients with a space to explore their emotions and delve into their subconscious to uncover hidden truths."
Revised: "Our therapy sessions offer a safe environment for clients to explore emotions and gain insights into their subconscious thoughts and behaviors."
Step 3: Don't Overstate What You Mean
Avoid redundancy and unnecessary repetition. Wordtune can assist in rephrasing sentences to convey your message concisely without sacrificing clarity.
Example:
Original: "Our approach to therapy is unique and innovative, setting us apart from other providers in the field."
Revised: "We offer a unique and innovative therapy approach, distinguishing us from other providers."
Step 4: Support the Topic Sentence
Ensure coherence and relevance within each paragraph. Utilize AI tools to analyze sentence structures and maintain logical flow throughout your copy.
Example:
Topic Sentence: "Our therapy approach combines evidence-based techniques with a compassionate and client-centered approach."
Supporting Sentences:
"We integrate proven methods such as cognitive-behavioral therapy and mindfulness practices."
"Our therapists prioritize empathy and understanding, fostering a supportive environment for clients."
"Through personalized treatment plans, we empower clients to overcome challenges and achieve their goals."
Step 5: Eliminate the Fluff
Trim excess words and phrases to keep your copy streamlined. Leverage online writing tools to identify and remove filler words, resulting in more impactful and engaging content.
Example:
Original: "We believe that everyone deserves to live a fulfilling and meaningful life, and our mission is to empower individuals to unlock their full potential."
Revised: "Our mission is to empower individuals to unlock their full potential and live fulfilling lives."
Utilizing resources like Grammarly, Wordtune, and AI-powered writing assistants can significantly enhance your writing process, helping you create compelling website copy that resonates with your audience and drives conversions. Remember, clarity and conciseness are the cornerstones of effective communication in the digital age.
By implementing these steps and leveraging online writing tools, you can elevate your website copywriting skills and create a compelling online presence that captivates your audience and drives results.
