Mosaic - the Integrated Marketing Agency

10 top tips for writing captivating website text

by Gemma Rawlinson
Person typing on macbook keyboard

As I’m sure you know it’s important to fill your company’s website with interesting and relevant content to show potential clients and customers what you’re all about.

We all know how to string a sentence together (endless English lessons at school helped with that) but whether you’re a freelance copywriter, an internal website copywriter for your company or are just curious, we want to show you how to write great copy for the web so here are our top 10 tips.


1. Start as you mean to go on

Who wants to read an entire document to find the key information? Answer, no one. So when writing website copy make sure you get the important information in the first few paragraphs of your copy for web.

Have you ever heard of the inverted pyramid? This is the method you should follow when copywriting. Before you start, plan your structure, to make it simple, here are the basics…

  • Who? What? When? Where? Why? How?

In the first paragraph of your website copy include the most important information following the above structure. This way the reader will know exactly what you are writing about and can decide if it’s worth them reading on, which hopefully it is.

  • Additional information
  • The second part of your website copy should include any other vital details that you would deem important to your story. You can include some key quotes here too, if relevant.
  • Background information
    The final section of your copy should include some information about your company, what you do and include a call to action so the reader knows where to go for more information.

2. Write strategically

There’s no point in writing content for your website if the only people who read it are those that happen to stumble onto that page by chance, so make it easy to find.


It’s all about search engine optimisation (SEO) to help drive visitors to your website, and hopefully create some new business leads (hurrah!).

  • Writing content for SEO is important to help your website appear higher up in the Google rankings. So before you start writing, sit down with your SEO expert (psst if you don’t have one we can help) and create a list of key words that you should include in your piece to attract more visitors.
  • Writing these words into web content will help your site to become more discoverable so hopefully more people will visit.

3. Keep it simple

When writing copy for your website, avoid jargon! You might know what your sector-specific phrases mean, but not everyone will!


  • Write in simple English and avoid too much technical information, which will be alien to the average Joe. This will make your website content accessible to a broader audience.
  • Present the facts in a simple way using short paragraphs, bullet points and sub headings. These will signpost the different points you are addressing and should the reader want to skip to a relevant section they can.

4. Make it conversational

There’s nothing more boring than reading a piece of web content that just broadcasts information at you. The ‘we do this’ ‘we do that’ style of writing, doesn’t go down well, so make it conversational.


  • Know your audience, this will help you to establish the voice of your piece.
  • Imagine you are chatting to a friend over lunch and think about how you would describe the topic to them.
  • Keep your writing light and friendly.

5. Link to it

When writing content for your website make sure you include links in your copy and hyperlink them.


  • Linking to relevant websites, especially your own, is advantageous for SEO as it allows Google to crawl your site and will help improve discoverability.

6. Who’s it by?

There’s no good writing content for your website, such as a blog, if no-one knows who’s written it.  Include the author’s name, contact details and the date it was published. If available you could link to the author’s biography.


  • Readers will know that the article was written by an actual person, which is especially important if the author has credentials or status.
  • Those reading the content can contact the author if they want to know more, this could result in more leads, and who doesn’t like that?

7. Write a catchy headline for your website copy

The headline of your website copy is the first thing the reader will see and is normally what you would use when posting the piece on social media. This needs to be catchy to help draw the reader in to look at your piece.


  • Having worked for a magazine in the past and now writing web content for my clients, I always write the headline last.
  • Once all the content is fresh in your mind you can make the headline really relevant and catchy to grab the attention of possible readers.

8. Read your work out loud

Talking to yourself might seem a bit mad but in my experience it really helps. So once you’ve finished writing your website copy, take some time and read it aloud.


  • Reading out loud will help you to check the piece is conversational enough.
  • It will help you discover words that you may not normally use and stand out as being odd.

9. Craft a call to action.

Once you have written your amazing piece of website copy it is important to let the reader know where to go for more.


  • This makes it easy for the reader to contact you to find out more.
  • If there is no call to action you could end up losing out on new business, and how annoying would that be?

10. Share it

Now you’ve written a brilliant piece of copy you need to get it out into the big wide world of web.


  • I think this is pretty obvious, but you need to make sure people are able to see your literary work of art.
  • Be proud of your content, so share, share, share on social media and relevant forums.
  • Once you’ve written your piece why not share it with us on Twitter Facebook and LinkedIn?  The Mozzers would love to see what you have to say!

I hope these tips give you a push in the right direction. Here at Mosaic we love writing website copy for our clients, so you would like our help with integrated marketing just give the team a call on 01206 841933 to see how we can help, or take a look at look at our brochures for more information on what we offer.

by Gemma Rawlinson

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