Powerful Website Copywriting Puts Visitors First

Website Copywriting starts with Describing Your Visitor

Before you ask a copywriter to rewrite your website think about the visitors you want to attract and engage.  How old are they? Are they men or women?  Upper or lower income?  Where do they live?  What challenges are they facing?  What are their dreams, hopes and fears?

Then bring your visitors to life.  Make them crystal clear by writing descriptions of them as if they were characters in a book.  Give them names, ages, families, histories, jobs, homes and more.

Once you have description, or persona,  to represent each of your market segments, make sure your website functions smoothly to meet their needs.  And you or your copywriter should use language and taps their emotions, addresses their concerns, objections and awakens their desire for your product.

Picture Your Audience

To make this easier, look through magazines for pictures of people who look like the audience you’re trying to attract.  Then stick a picture of one or two of these people on your monitor.  As you write, pretend you’re having a conversation with those people  This helps you to write in a conversational tone and to keep your audience in the forefront of your mind.

A copywriter writing a bowling alley’s website might use the picture on the right.

What’s the result of keeping your target audience in mind?  You end up creating copywriting that’s more engaging and persuasive.

Beyond the Website

And don’t stop with using personas and pictures to help with website and other copywriting.  Use them to help you plan and create  photography and graphics that your ideal audience can identify with.

The closer you get to your audience the more likely your website copywriting can can help you achieve your goals of stepping up lead acquisition, converting leads to prospects and closing sales.

If you need help with website copywriting, call Carolyn Frith Marketing now at 610-340-0622 for your free 30-minute, no-obligation consultation or email cfrith@carolynfrith.com.



  1. Emerson Denard says:

    Currently it sounds like Expression Engine is the
    preferred blogging platform out there right now. (from
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  2. I’m using WordPress. From my research half of the top bloggers are using WordPress, however, I have heard good things about Expression Engine. I’m very happy with WordPress though and how easy it is to use.

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