Why These 5 Examples Of Website Copywriting Work

Well-written website content will enable you to capture leads, engage and connect with your target audience, and have some loyal customers and clients. The ever-developing and widespread use of SEO and content marketing provides businesses a chance to stand out from among the crowd. However,  businesses and brands must understand that website copywriting can give them an advantage and edge over its competitors.

In a few sentences or paragraphs, you need to attract your customers or clients so they could avail of your products or services. A compelling and well-crafted copy can make customers click on the call to action button without hesitating.

Website Copywriting Basics

To refresh your memory, copy should have the following key elements:

• Validate benefits with features

The features are excellent to captivate the user’s attention. However, the benefits are powerful tactics that make the user want to know more about your products or services. It’s the benefits users are after. That being said, jot down the benefits and validate these with features. 

• Value

It’s better to add value to your copy. Ensure that you offer your target audience something they won’t be able to say NO to. Include excellent bundles, huge discounts, irresistible upsells, and more.

• Short and skimmable copy

Whether you’re writing copy for online or offline materials, remember that you’re vying for attention. There are many other promotional materials out there and you want yours to stick out like a sore thumb. And this is why you must prioritize succinctness when it comes to copywriting. This is so you can capture your audience’s attention in the first three to five seconds. 

You want to craft short sentences and emphasize words that are easily readable. That way, you don’t lose the interest of your potential lead.

Plus, don’t use difficult terms or jargon since you’re informing your reader. You’ll communicate with your audience better.

• Social proof

Another way to hook your target audience is to add social proof to your copy. Social proof such as testimonials, reviews, or ratings undeniably adds credibility to your offers. Plus, people will consider social proof as effective recommendations even from people they don’t know.

• Formatting

Use white space, bullets, and headings that would help the customer read faster and allow them to navigate the website easier. Here’s an example of a product description from ModCloth that has a great structure. The description uses bullet points to enumerate the dress’s features.

5 Successful Website Copy Examples

The five examples found below are some of the well-written website copywriting examples that you may take inspiration from.

The first three examples are more casual, conversational, and candid. The final two keep it professional yet engaging.

1. Cards Against Humanity

The website copywriting on Cards Against Humanity is an example of connecting with its target audience and staying true to its message and branding. For those who don’t know what Cards Against Humanity is, it’s a card game that enables players to be both creative and inappropriate at the same time. Their tagline, “a party game for horrible people” does capture one’s attention and invoke curiosity.

When you open their website, you’ll immediately see that Cards Against Humanity is non-apologetic and crass (in the best way). Their About Us is simple, clear, and straightforward. For you to get a better idea of the game, they direct you to a link where you can download their basic set for Free. Their best copy on the website is the Frequently Asked Questions (FAQ). On that section section named “Your Dumb Questions” would give its potential customers a reason to check out their responses.

If you share the same sense of humor with the Cards Against Humanity team, you might even consider purchasing any of their packs.

2. Velocity Partners

Velocity Partners is a B2B marketing agency focused on delivering solutions in content marketing, branding, and web development. Their website copywriting also incorporates humor. 

Also, most digital agencies tend to sound professional, which is not a bad thing. Velocity Partners wants to set itself apart to become more personable. The B2B personalized the pages of its team members, making it easier to connect with the people running Velocity Partners. Not only that, each team member has a link wherein you could send them an email if you have any inquiries.

Despite having big brands as their clients, their casual messaging and voice allow them to engage with their clients better. Up-and-coming brands or start-ups with a younger team can identify with them and could partner with them in the future. Finally, its call to action (CTA) messages “Opt into Our Crap” and “Join the Cult” make users want to engage with them more.

3. Firebox

Firebox is a UK-based store selling creative, and sometimes odd products. Most of its products are geared towards Star Wars, Harry Potter, and RuPaul’s Drag Race fans. They make their product copy entertaining because it details how a customer can benefit from using the products. Not only that, the product copy is also personalized to the product’s target audience.

Also, they’re not afraid to use profanity. If it helps connect with customers, then it may work for the brand. As an example, one of its most famous products is the Illumibowl, which lights your toilet bowl at night. 

They start with imagining the customer having loads of water to drink and needing to use the bathroom but it’s too dark. So what the Illumibowl provides is a light source that won’t injure the customer or create a mess while doing their business.

Also, their About Us page makes you scroll down to the bottom of their page by crafting messages to keep you amused. They’re honest by saying there’s nothing at the end of their About Us page. But it helps reinforce its brand to its customers and help customers navigate their website.

4. Shopify

The e-commerce website, Shopify is a trusted platform for online sellers. From start to finish, the CTA is in every part of the homepage as a potential user would scroll down. Copies found in their website are short and sweet. It doesn’t divert, and it ensures that the prospective seller is guided every step of the way.

Once their homepage loads you’ll see, “Build your Business” and below that is “You’ve got the Will, We’ve got the Way”. Below which you can enter your email address to start a 14-day trial as well. It’s for those who may need more time to test if Shopify is the right fit for them. Its simplicity makes it one of the best website copywriting examples because it aims to have its sellers list their items soon and give them an opportunity to grow from the start.

Additionally, their content is also skimmable, which is good for those who are speed-readers and have no time to waste.

5. Basecamp

Basecamp is a project management software (much like Asana and Trello), but it also incorporates messaging and updates as well. In one of their landing pages, they describe life before using Basecamp. For them it means clutter and stress. After using Basecamp, they emphasize organization and calmness. The use of pain points to provide solutions is a way to capture the attention of its prospective users.

On that landing page, they’ve also used social proof to entice prospective users. As with many websites, it’s important to add in testimonials or reviews from users to establish legitimacy and reputation.

Conclusion

More businesses and brands invest in effective website copywriting because of its impact in connecting and engaging with customers and clients better.

It’s good to know there’s no one way to write an effective copy on the website. It can spark creativity for copywriters and help establish a brand personality as well.

The five examples above demonstrate its ability to reinforce branding through message and tone while keeping it entertaining and informative.

So, don’t just settle for using SEO and mediocre writing techniques. Always keep your customers in mind as you write your copy. Who knows, they might find you reliable or interesting and eventually buy your products or avail your services.