Website Copywriting: The Practical Guide For Brand Owners

Website Copywriting Ultimate Guide

Your website is often the first point of contact between your business and potential customers.

But even the most beautiful and user-friendly website won’t convert visitors into customers without compelling copywriting. Fortunately, it’s a skill that can be easily learned.

By understanding your target audience and crafting copy that resonates with them, you can create a website that not only looks great but also drives results.

Website copywriting is the process of writing words that persuade visitors to take action, whether that’s making a purchase, filling out a form, or subscribing to your newsletter.

Beyond getting visitors to do something, great website copywriting is also about creating a connection with them, building trust, and creating a more compelling online presence that resonates with them. The aim is to make audiences feel they have met a kindred personality in your brand.

This Guide is part of a series of guides connected to “Content Marketing: The Practical Guide For Brand Owners.”

Contents ...

To find a special gift waiting for you on this page, click the button below to take a peek, before you read on … 

What is website copywriting? And why is it important to brands?

What is website copywriting? Why is it a different art?

The word “copywriting” originates from the advertising industry. It is supposed to suggest a “persuasive style of writing.”

Website copywriting is the process of creating written content for websites. The primary goal of website copywriting is to engage and persuade website visitors to take a specific action, such as making a purchase, filling out a form, or subscribing to a newsletter.

Every page on a website has its own goals to achieve

When we talk of websites, we have to begin thinking of them as a “bunch of disparate pages.” Every page on a website has its own mandates to fulfill.

Website copy can take many forms, including product descriptions, landing page copy, blog posts, and more. A skilled website copywriter will use language and persuasive techniques suitable to each page … to capture the attention of readers, highlight the benefits of the product or service being offered, and create a sense of urgency or excitement that leads readers to take action.

A website copywriter needs to understand many contexts

Effective website copywriting requires a deep understanding of target audiences and their needs and knowledge of search engine optimization (SEO) best practices. The website content has to be discoverable by search engines to help drive organic traffic to the site.

The website copywriter also needs a deep understanding of the market and competitors’ strengths  – plus a feel for the brand’s personality whose website is being created.

Finally, the web copywriter must understand all the devices on which the website will be read. 

The five-fold value of website copywriting for brands

The website is the online “base” of any brand. Would you do any less if you were building a brick-and-mortar headquarters for your brand? That’s how important a website is in the online world.

Website copywriting is vital to brands for several reasons.

  1. Engaging and persuading visitors: Well-written website copy can capture visitors’ attention and convince them to take action, such as purchasing or signing up for a service.

  2. Establishing credibility: Clear, concise, and informative website copy can help establish a brand’s credibility and build trust with potential customers.

  3. Improving search engine rankings: Search engines such as Google use complex algorithms to rank websites based on various factors, including the quality of the website copy. Effective website copywriting can improve a brand’s search engine rankings, making it easier for potential customers to find their website.

  4. Differentiating from competitors: A brand’s website copy can differentiate it from its competitors by highlighting unique selling points and creating a strong brand voice.

  5. Enhancing user experience: Well-organized and easy-to-read website copy can enhance the user experience, making visitors more likely to return to the site and make repeat purchases.

Effective website copywriting is essential to a brand’s digital marketing strategy, helping to drive traffic, build brand awareness, and increase conversions.

Two great quotes on website copywriting – from those who know

Brian Dean

"Writing for the internet is completely different than writing offline. First, people consume online content on LOTS of different devices. Second, “switching costs” online are super low: your readers are only one click away from Facebook, YouTube, or someone else’s blog. This means your copy needs to be insanely good. And the secret to grabbing hold of someone’s attention? Strong web copywriting."

George Chasiotis

"Web content can help you communicate your solutions in the best way possible to your target audience. It can help you talk to your potential customers in a language they understand and resonates with them. Make no mistake: great copy can change the way people feel about your product and give them the extra push they need to take the next step in forming a relationship with your business."

The 8 most important pages of a website for copywriting

Here is my list of 8 key pages of a website that demand top-notch copywriting. I’ve emphasized the points that work for me and get strong results for my brand and my clients’ brands. 
8 Kaye Pages For Website Copywriting
(Please use this infographic with credits intact.) 

1. Your Home Page and its variations and challenges

What should you plan as the objective of your Home Page?

The objective of a Home Page is to create a positive first impression. It is typically the most visited page on a website, so it should be designed with some clear objectives in mind.

  • Introduce your brand: Your Home Page should help visitors understand what your brand is all about.
  • Communicate your brand’s value proposition:  Explain how your brand is unique and how much more value it offers over competitors. 
  • Enable website navigation: Your header menus, submenus, and footer menus should be clear signposts directing visitors to other key pages on your website.
  • Aim to build trust: You can achieve this by showcasing your brand’s credibility through social proof elements like customer reviews, testimonials, and endorsements.
  • Encourage action: You can’t wait till people click three pages deep before you entice them to take some action, like signing up for a newsletter or filling out a contact form. The Home Page is where you must induce a person to get into action mode right away.
  • Establish a connection.  You must use engaging visuals, persuasive copy, and a clear brand voice to connect instantly with site visitors.

Ultimately, your Home Page is where you can –and should – encourage visitors to engage with your brand further.

What features should a website Home Page contain?

A website Home Page is the first thing visitors see when they arrive at your site, so it’s essential to make a strong impression and communicate your brand’s value proposition. I believe that a website’s Home Page should contain at least these 11 elements:

  1. Headline: A bold and attention-grabbing headline that communicates the main benefit of your product or service.
  2. Opener: A subheadline or opening paragraph that provides additional information about your brand or product.
  3. Navigation menu: A straightforward and easy-to-use navigation menu that directs visitors to other pages on your site.
  4. 4. Call-To-Action (CTA) buttons: Clear and prominent CTA buttons that encourage visitors to take a specific action, such as signing up for a newsletter or making a purchase.
  5. Branding elements: Elements such as your logo and color scheme must reinforce your brand identity and create a cohesive look and feel.
  6. Social proof: Testimonials, reviews, or social media posts must be added to demonstrate your brand’s credibility and to build trust with visitors.
  7. Product or service highlights: Your main products or services and their benefits must be showcased using high-quality images and persuasive copy.
  8. About section: A brief excerpt is needed that provides information about your brand (or you, as the brand owner), your mission, and your values.
  9. Contact information: Clear contact information, such as an email address or phone number, must be visible to make it easy for visitors to get in touch with you.
  10. Search bar: A search bar must be present to allow visitors to find the content they’re looking for quickly.
  11. Some blog post excerpts: At least 5-6 post excerpts must be highlighted to show a glimpse of your blog’s topic orientation.

Overall, a website Home Page should be well-organized, visually appealing, and easy to navigate – with clear calls to action that encourage visitors to explore your site further and take action.

Why the copy above the fold matters in a website Home Page

The copy “above the fold” on a website’s Home Page is the content visible on the screen without scrolling. This content is usually the first thing visitors see when they land on the page, and it’s important because it can significantly impact their first impression of the brand and their decision to stay or leave the website.

There are three reasons why you should pay special attention to this area.

  • Visitors to a website have short attention spans and are more likely to leave the page if they don’t find what they’re looking for quickly.
  • Search engines use algorithms to determine the relevance of a page to a search query, and the copy above the fold is one of the most critical factors in determining the significance of a page.
  • The copy above the fold can have a significant impact on conversions. By clearly communicating the brand’s value proposition and encouraging visitors to take action, the copy above the fold can help to increase conversions and generate leads or sales.

Here's a formula for a Home Page with massive authority

Alex Cattoni has come up with an outstanding video – and this one is dedicated to Home Pages, which have “authority” written all over them!

As Alex says, “Whether you’re writing copy for your own website, or sprucing up the Home Page for a client, you want to make sure to GET IT RIGHT because it’s where people go when they want to know more about you and what you do.  The goal of your homepage is to create trust, build authority and offer next steps! It’s your public image, which is why I like to refer to your website homepage as your PR page! It’s public relations at its finest…”

2. Your About Page and how to tell your brand story

What is the importance of an About Page on a website?

An About Page is one of a website’s most frequently visited pages, after the Home Page. Here are some reasons why an About Page is important:

  • It establishes trust: An About Page can help build trust between a website and its visitors by introducing the people behind the site, their credentials, and their expertise. This can help visitors feel more comfortable engaging with the site.
  • It humanizes the brand: An About Page can provide visitors with a more personal connection to the brand by learning about the story behind it.
  • It provides context: An About Page can provide context for the content on the site, explaining why it exists and what it aims to achieve. This can help visitors understand the site’s purpose and find the content they need more quickly.
  • It improves SEO: Including relevant keywords and links to other pages on the site can help improve the website’s search engine ranking.

Overall, an About Page is a powerful tool for building trust, establishing credibility, and connecting with visitors.

What should the About Page of a website contain?

Here are some key elements that your About Page should include:

  • Your brand’s mission and values: Explain the purpose of your website and the values that guide your operations.

  • Your brand’s story: Share your brand’s history (and your own story as the brand owner) … explain how you got started and any critical milestones along the way.

  • Your team members: Introduce the people in your team, including their roles, expertise, and experience. This helps visitors build a personal connection with your brand.

  • Your credentials: Highlight any relevant certifications, awards, or other achievements that establish your personal credibility as the website owner.

  • Link to your contact form: Provide a way for visitors to contact you or the website through an email address or contact form.

  • Your social proof: Share any testimonials, reviews, or case studies demonstrating your brand’s impact.

Overall, an About Page should be informative, engaging, and authentic. It should help visitors understand what your website is about, why it matters, and why they should care.

Why is brand storytelling important on an About Page?

Telling your brand story on your About Page can make a compelling case for readers. They love to hear stories and will get inspired to see how you’ve climbed the ladder to success.

But, at the same time, attention spans are short, and no one likes to read an endless story with minutiae about every travail and tribulation you valiantly overcame on your way to the top. Brevity is an asset and not a fault in storytelling. 

Use storytelling powerfully on your About Page to make readers feel you, too, are “one of them.” You can show them how to succeed since you know their pains, empathize with them, and have the solutions to the success they seek.

Also, if you’ve noticed from literature, most great stories end with a moral. Why? Because the objective of the story is to explain the lessons learned.

Tell your story to your audiences to show them how you’ve learned something valuable you can pass on to them – and how you continue to learn and will continue to share that with them too. That is how you create a need in audiences to stay with you once they’ve befriended you.

See why some About Pages score so well and try these tips!

This video from Wes McDowell has all the reasons you need to pay great attention to copywriting your About Page. He also gives you 5 inspiring examples of About Pages done just right. 

He shows you why each one works so well. So follow his tips and insights. You’ll start to see how to create an About Page that hits all the right notes and turns more prospects into paying customers/clients.

3. Your Products & Services Pages to showcase offerings

How are your website's Products and Services Pages important?

Products and Service Pages are essential components of a website because these pages provide detailed information about your offerings. They can play a vital role in attracting and converting visitors into customers.

Here are some facets of Products and Service Pages to pay attention to:

  • Provide enough buying information: Products and Service Pages must provide detailed information about the features, benefits, pricing, and availability of your company’s offerings. This information can help visitors decide whether to purchase a product or service.
  • Provide reasons to solicit buyer trust: Detailed Products and Service Pages can help build trust with potential customers by demonstrating that a company knows its offerings and is committed to transparency.
  • Improve the SEO of your Products and Service Pages: These pages can improve a website’s search engine optimization (SEO) by targeting specific keywords and phrases that potential customers may be searching for.
  • Use your Products and Services Pages to support sales: Products and Services Pages can help sales by answering common questions, showcasing customer reviews, and highlighting special offers or promotions.

Even if your website does not do any e-commerce per se, it is vital to create solid Products and Services Pages to show the strength of your business.

Key copywriting tips for websites' Products and Services Pages

There are some techniques of copywriting that work well for Products and Services Pages:

  • Highlight the benefits: Rather than simply listing the features of your products or services, focus on their benefits. Help your customers understand how your products or services can improve their lives or solve their problems.
  • Use persuasive language: Use clear language to encourage your customers to act, such as “Get started today” or “Order now.” Use powerful words that evoke emotion, such as “amazing,” “game-changing,” or “unforgettable.”
  • Use customer-focused language: Use language that speaks directly to your customers and their needs. Use “you” instead of “we” to make your copy more personal and relatable.
  • Use social proof: Use customer reviews, testimonials, or case studies to provide social proof and demonstrate the value of your products or services.
  • Use clear and concise language: Use clear and concise language to make your copy easy to read and understand. Avoid using industry jargon or technical terms that your customers may not understand.
  • Use visuals: Use high-quality images and videos to showcase your products or services and provide additional information. Visuals can help customers better understand your offering and make your pages more engaging.

What are FOMO and OTO on Products and Services Pages?

FOMO (Fear Of Missing Out) and OTO (One Time Offer) are powerful marketing tactics that can increase conversions and sales on Products and Service Pages. 

FOMO is the feeling of anxiety or apprehension that people experience when they believe they may be missing out on something valuable or interesting. By creating a sense of urgency or scarcity, FOMO can motivate potential customers to take action quickly and make a purchase.

For example, a product page might include language such as “Only 3 left in stock” or “Sale ends tonight” to create a sense of urgency and encourage customers to act quickly.

An OTO is a special offer only available once – and is designed to encourage customers to make a more significant purchase or to add additional items to their order. For example, a Service Page might offer customers a discounted package deal if they purchase multiple services simultaneously. By presenting customers with an attractive offer at the point of purchase, OTOs can increase the overall value of each transaction and generate more revenue.

FOMO and OTO can be effective ways to boost conversions and sales  … but it’s essential to use these tactics ethically and transparently.

Customers are more likely to purchase when they feel they are being treated fairly and honestly. You have to use these tactics in a way that is authentic and aligned with your brand values.

Creating hardworking Service Pages ... many tips in this video

Most people find it easier to write Product Pages than Service Pages. Products have specific features, so your copy must list them and explain their benefits attractively.

Service Pages are slightly different because consumers cannot physically see a service. They must rely on other factors of your argument to decide whether to try or buy your service. 

So what goes into the writing of intelligent conversion-driven Service Pages? Learn from this video by Christie Bilbrey.

4. Your Blog Page – why your blog and website must differ

Your Blog may sit on your website ... but it is entirely different

Most brand marketers don’t realize that a Blog and a website differ. Although a Blog can be a part of a website, the website is like a digital brochure (with the slow-changing company and product information), whereas a Blog is like a digital magazine (with fresh content all the time). 

How you use a blog is best exemplified by John Deere, the renowned agricultural implements marketing company. John Deere started a magazine for farmers called The Furrow to sell their products indirectly. Here they published helpful articles for farmers, not necessarily related to their products.

But because of liking the magazine’s content, farmers began noticing the publisher John Deere as a most trustworthy name in agricultural implements –and started buying their products.

This is how a Blog complements a website. The Blog must be full of fresh articles of value to a customer interested in your niche or product area. If you sell skincare products, your Blog can be like a magazine on beauty. If you sell running shoes, your Blog can be like a magazine on fitness.

Your Blog must aim to feed the reader with valuable and interesting articles without directly trying to sell your products. Indirectly, though, it will promote brand awareness, brand familiarity, brand trust, and brand sales.

What should Blog copywriting aim to achieve?

Blog copywriting should aim to engage and inform the reader while also meeting the marketing goals of the Blog owner. These goals include driving more website traffic, building brand awareness, or encouraging reader engagement.

To achieve these goals, Blog copywriting should:

  • Be engaging: Use an informal, conversational tone and write in a way that encourages the reader to keep reading.
  • Be informative: Provide the reader with helpful information, insights, or tips.
  • Be relevant: Write about topics valuable to the target audience and aligning with the Blog’s overall purpose.
  • Be optimized for search engines: Use keywords and meta descriptions to optimize the Blog for search engines and increase visibility.
  • Encourage reader engagement: Include Calls-To-Action encouraging readers to share, comment, or take action.
  • Be consistent: Publish Blog posts regularly to keep readers engaged and build a loyal audience.

How to write Blog posts that get your website a lot of traffic

Writing Blog posts that get your website a lot of traffic requires a combination of high-quality content, effective promotion, and search engine optimization (SEO) techniques. If you’re not familiar with SEO, you won’t know how to write Blog Posts that get loads of free traffic to your website from search engines like Google or Bing.

Hubspot has this wonderful video that shows you how to write SEO-driven Blog posts with ease. Just follow their process diligently, and you’ll be well on your way.

To find a special gift waiting for you on this page, click the button below to take a peek, before you read on … 

5. Your Contact Page – what to include, what to leave out

What you can include on the Contact Page of your website

A Contact Page is an integral part of a website that allows visitors to contact you or your company. Here are some elements that a Contact Page should typically contain:

  • Contact form: A contact form lets visitors easily send you a message without opening their email client. It typically includes fields for the visitor’s name, email address, subject, and message.
  • Email address: Some visitors may prefer to contact you directly via email. Ensure to include an email address visitors can use to contact you.
  • Phone number: If you have a phone number that visitors can use to contact you, include it on your Contact Page.
  • Physical address: If you have a physical location, include your address so visitors can find you. This is particularly important if you have a brick-and-mortar store or office.
  • Social media links: If you have social media accounts that visitors can follow or use to contact you, include links to those accounts.
  • Map: If you have a physical location, consider including a map to help visitors find you more easily.
  • Business hours: If you have set business hours, include them on your Contact Page so that visitors know when they can reach you.
  • FAQ section: Consider including a frequently asked questions (FAQ) section to help visitors find the necessary information without contacting you directly.

Overall, the goal of a Contact Page should be to make it easy for visitors to get in touch with you or your company in a way that is convenient for them.

What you should not include on your website's Contact Page

There are certain elements that you should avoid including on a Contact Page:

  • Personal information: Do not include your home address, personal phone number, or personal email address. This information should be kept private and not shared on a public website.
  • Too many fields: While collecting important information from visitors, you do not want to overwhelm them with too many fields. Stick to the essentials, such as name, email address, subject, and message.
  • CAPTCHA codes: While CAPTCHA codes can help prevent spam, they can also be frustrating for visitors to fill out. If you include CAPTCHA, ensure it is hidden or easy to read – and does not make it difficult for visitors to contact you.
  • Confusing navigation: Make sure that your Contact Page is easy to find and that visitors can navigate to it quickly. Do not bury it deep within your website or make it difficult for visitors to see.
  • Unprofessional language: Make sure that the language on your Contact Page is professional and easy to understand. Avoid using slang, inappropriate language, or anything seen as unprofessional.

By avoiding these common mistakes, you can ensure that your Contact Page is practical and user-friendly.

Why you shouldn't allow "requests for quotes" from your Contact Page

Depending on your business and industry, consider other options, such as a dedicated quote request form or a direct phone or email contact for quote requests.

A contact form on a Contact Page can feel impersonal to visitors, who may prefer to speak directly with a sales or customer service representative when requesting a quote. Using a contact form may also make your business seem less approachable or less interested in personal interactions.

Further, a prospective customer needs to feel special – and sometimes, asking them to use the general contact form for requesting quotes feels like they are being put in the general queue instead of being given a special status.

10 examples of Contact Pages with the "wow" factor

Typically Contact Pages tend to look pretty ordinary, even when the rest of the website is well-dressed. This is probably because you may believe there’s not much to add on a Contact Page that can be very exciting. But think again.

For inspiration, look at these ten examples that Kori Ashton has put together in this video. She explains how each example has something extra. Even those Contact Pages with less content can have brevity of a different appeal!

6. Your Testimonials Page must underscore your credibility

How to get polished content for your Testimonials Page

Creating the Testimonials Page for your website can have many advantages and challenges. For one thing, you have to write less yourself. But there can be a problem with testimonials from customers who may have great things to say but not a polished way of writing it. 

I am always asked if marketers can “polish” the testimonials given by clients if the ideas are untouched and only the language is smartened. It would be a tad akin to cheating if you did that, so I would not advise that route.

There is an in-between solution that could work, though. There are tools online called “testimonial generators.” You could ask your clients to use these tools to input their ideas of what they want to say and have the generators turn out some smart-sounding versions of their testimonials that pass the grade for language and style. 

While these testimonial generators may not be as personalized or authentic as those written personally by customers, they can still provide valuable social proof for your business.

(Don’t tell your clients to use these tools to improve their language … say it may help them string testimonials with speed as busy people.)

Other ways to get crisp testimonials would be to use social media reviews. For instance, informal and short Twitter testimonials never sound wrong because that is the style of language on social media. 

Seven best practices for your Testimonials Page on your website

Your Testimonials Page is a great way to build trust with potential customers and showcase the positive experiences of previous customers. Here are some best practices:

  • Feature a mix of testimonials: It’s important to have a variety of testimonials from different types of customers, including those who have used your product or service in different ways. This can help to appeal to a broader audience and show the versatility of your offerings.
  • Use real names and photos: Using real names and photos of your customers can help to add credibility and authenticity to the testimonials. Ensure to get the customers’ permission before using their names and photos.
  • Include specific details: Testimonials that include specific information about the customer’s experience are more compelling than vague ones. Ask customers to include specific examples of how your product or service helped them solve a problem or achieve a goal.
  • Use a variety of formats: Testimonials don’t have to be limited to just text. You can also include videos, audio clips, or social media posts. Using a variety of formats can help to keep the page interesting and engaging.
  • Keep it organized: Make sure the page is easy to navigate and arranged logically. You could group testimonials by product or service or by the type of customer (e.g., small business owners, individual customers, etc.).
  • Include a Call-To-Action: After reading the testimonials, visitors to your website should know what the next step is. Include a call to action that encourages them to take action, such as signing up for a free trial or contacting your sales team.
  • Update regularly: Keep your testimonials page updated by adding new testimonials regularly. This can help show that your business constantly provides value to customers.

What not to do on your Testimonials Page ... be careful

Some things just should not be done on your Testimonials Page. Here’s a quick list:

  • Don’t fabricate testimonials: Do not create fake testimonials, which will harm your credibility and reputation. It’s important to have authentic testimonials that represent genuine customer experiences.
  • Don’t cherry-pick testimonials: Avoid only selecting the most positive testimonials to display on your page. This can come across as disingenuous and may even harm your credibility. Instead, aim to include a mix of positive and constructive feedback.
  • Don’t make testimonials challenging to read: Ensure that the font size, color, and style are easy to read. Avoid using small fonts or light colors that are difficult to read. Testimonials should be presented in a clear and easily digestible way.
  • Don’t leave out customer information: When displaying testimonials, include the customer’s name, picture, and relevant information about their experience with your product or service. This adds credibility to your testimonials and demonstrates that they are genuine.
  • Don’t overwhelm visitors: Avoid overcrowding your testimonials page with too many testimonials. Stick to a manageable number of testimonials representing a range of customer experiences and ensure the page is easy to navigate.

Consider adding case studies as part of your Testimonials Page

Using case studies can effectively provide more in-depth information about how your product or service has helped customers achieve their goals.

Using case studies can help build credibility and trust with potential customers because it shows that your product or service has been successful in real-world situations.

When creating a case study, including the customer’s name, company, and relevant details about their experience with your product or service. Use concrete examples and data to demonstrate the results they achieved, and make sure the case study is well-written and easy to understand. You can also use visuals, such as graphs or charts, to help illustrate the results.

Case studies can be a powerful form of social proof because they demonstrate that others have had a positive experience with your product or service.

Are testimonials and reviews the same thing? Not quite ...

This video below from Boast explains how testimonials differ from reviews and how you could use both to burnish your brand’s credibility. 

Among other differences, testimonials are usually presented in a more polished, curated format than reviews. Testimonials may include customer quotes or longer-form stories about their experience, while reviews are typically shorter and more focused on specific aspects of the product or service.

7. Your FAQ Page needs to keep incrementing its content

What is the importance of an FAQ Page to a website?

An FAQ (Frequently Asked Questions) Page is essential to any website. Here are some reasons why:

  • Provides answers to common questions: An FAQ Page is an excellent resource to help visitors find answers to common questions. This can save time for both the visitor and the website owner, as visitors may be able to find the information they need without having to contact the website owner.
  • Improves user experience: Users with easy access to information are more likely to have a positive experience on your website. An FAQ Page can help visitors quickly and easily find the information they need, which can improve their experience on your site.
  • Increases trust and credibility: A website with an FAQ Page that provides accurate and helpful information can help build trust and credibility with visitors. This can be especially important for e-commerce sites, where visitors may have questions about products, shipping, or returns.
  • Reduces customer support inquiries: A website can reduce the number of customer support inquiries by providing answers to common questions on an FAQ Page. This can save the website owner time and resources, leading to faster response times for more complex inquiries.

An FAQ Page is a vital website component that can improve user experience, build trust and credibility, and reduce customer support inquiries.

What are the best practices for writing an FAQ Page?

You have to follow some best practices for creating an effective and user-friendly FAQ page:

  • Organize your content: Group your questions by topic or category to make it easier for users to find the necessary information. You could also consider using a search bar to help users find specific questions.

  • Use clear and concise language: Write your questions and answers in simple, easy-to-understand language. Avoid using technical jargon or complicated terminology that users may not understand.

  • Answer the most important questions first: Include the most important questions and answers at the top of your FAQ page. This will help users find the information they need quickly and easily.

  • Keep your answers up-to-date: Regularly review your FAQ page and update your answers as necessary. This will help to ensure that your information is accurate and relevant.

  • Use visuals: Consider using images, videos, or infographics to help illustrate your answers. This can be especially helpful for answering questions about products or processes.

  • Make it mobile-friendly: Ensure your FAQ page is optimized for mobile devices. This will ensure users can easily access your information from their smartphones or tablets.

  • Provide a way to contact customer support: While an FAQ page can help to reduce customer support inquiries, it’s essential to provide users with a way to contact customer support if they can’t find the information they need.

What if your FAQ Page is growing very fast?

Your FAQ page may grow as new questions arise, so keeping it open to incrementation is good. But you should also aim to keep it concise and easy to navigate.

As technology evolves, some questions in your FAQ Page may become irrelevant while others may have to be added. Pruning your FAQ Page to keep up with the times is very vital. A dated FAQ Page is a brand credibility eroder.

Ultimately, the size of your FAQ page will depend on the nature of your website and the types of questions your visitors are asking. Regularly reviewing and updating your FAQ page can ensure that it remains a helpful and informative resource for your users.

Classic mistakes on FAQ Pages that you should avoid

Here are some common mistakes to avoid when creating an FAQ Page:

  • Overwhelming users with too much information: While providing comprehensive answers to common questions is important, keeping your answers concise and easy to understand is also essential. Avoid overwhelming users with too much information or technical jargon.

  • Ignoring user feedback: If users are consistently asking the same questions or having trouble finding the information they need, it’s important to listen to their feedback and make changes to your FAQ Page as necessary.

  • Not keeping your content up-to-date: If your answers become outdated or inaccurate, users may lose trust in your website. Regularly review and update your FAQ Page to ensure your information is accurate and relevant.

Why every website needs an FAQ Page for brand trust

It sounds like an elementary question, but many marketers (especially those not in e-commerce) ask why they should have an FAQ Page. GoDaddy has the answer in this video: it’s to build brand trust.

Here’s what they say: “Proactively providing information on an FAQ page easily helps you build trust with your customers. If you’re positive and transparent in your FAQ answers, your customers get a good sense of how you’re going to behave in the rest of your business. By publishing these answers where anyone can see them – yes, even your competitors – you demonstrate that you have nothing to hide. Beyond the trust factor, you also establish your brand as an authority in your industry.”

8. Your Mandatory Pages – they need careful legal scrutiny

The five mandatory Policy Pages your website must have

Specific laws control websites. They have to display some statutorily required pages. From country to country, there could be marginal additions or deletions from the structure of these statutory pages, but their presence is important – both from a legal standpoint and to enhance brand trust.

There are many templates for these pages available online from legal professionals that you can customize …  but still, you should get vetted by your legal advisers in your geography.

The four most critical mandatory pages include these:

  • Your Privacy Policy: This is a must-have if you have any form on your site, such as a Contact Form or comments forms below blog posts. This Privacy Policy Page is intended to tell site visitors what you do with the personal information they provide you.
  • Your Terms of Use Policy: This Policy must cover all the broad legal areas that define the rights and obligations of you (the site owner) and the person using your site (your visitor). If you sell products via e-commerce or have an affiliate program, you may like to append your store/purchase terms and conditions on the Terms of Use Page. (For example, your Refunds Policy may be imperative to include.) 
  • Your Disclosure Policy: This mandatory page is intended to tell the visitor the truth if you earn any affiliate income from recommending products or services as part of your site content. It’s important to be honest to say (in legal words) that you are an affiliate for all these products, and you would like to disclose that you do earn a small income from recommending these products, but that does not in any way sway your opinion given to readers in all good faith.
  • Your Disclaimer Policy: This page must show a legal disclaimer that prevents people from suing you if they don’t get the exact results from following the advice you said they might get. No one’s recommendation of any method can be taken as the only factor for success. Readers must understand that several factors may affect success, and by following what you say, they cannot expect identical good results as your case studies may show.

Let’s look at some best practices for all these four mandatory pages.

Best practices for your Privacy Policy Page

When creating a Privacy Policy Page, it’s important to be thorough and transparent about how you collect, use, and protect user data.

Here are some things to be careful about:

  • Be specific about the data you collect: Specify the types of data you collect, such as personal information (name, email address, etc.), browsing history, or location data.
  • Describe how you use user data: Explain how you use the data you collect, such as for marketing purposes, to improve your website or service, or for analytics purposes.
  • Provide information about data sharing: If you share user data with third parties, disclose this in your Privacy Policy Page. Also, specify the types of third parties you share data with and why.
  • Include information about data security: Describe the security measures you have in place to protect user data from unauthorized access, such as encryption, firewalls, or access controls.
  • Explain user rights: Users have the right to access, correct, or delete their personal data. Explain how users can exercise these rights and who they should contact if they have concerns.
  • Update your policy regularly: Your Privacy Policy Page should reflect any changes in how you collect or use user data. Be sure to update your policy regularly to ensure it’s accurate and current.
  • Comply with applicable laws: Be sure to comply with applicable privacy laws, such as the GDPR or CCPA, if they apply to your business or website. Your privacy policy should reflect these laws and any obligations they impose on you.

Always remember to give a link to your Privacy Policy Page from any form on your website.

Best practices for your Terms Of Use Page

When creating a Terms Of Use Page for your website or application, it’s important to establish clear rules and guidelines for how users can interact with your service.

Here are some best practices to keep in mind:

  • Specify acceptable use: Describe what users can and cannot do with your service. For example, you may prohibit users from sharing copyrighted content or engaging in illegal activities.
  • Explain your liability: Specify your liability limitations and disclaimer of warranties, as well as any indemnification obligations you may have.
  • Include a termination clause: Specify when and how you can terminate a user’s access to your service and any consequences that may result from such termination.
  • Explain user rights and responsibilities: Clearly state the rights and responsibilities of your users, such as the responsibility to keep their login credentials confidential.
  • Address dispute resolution: Specify how disputes will be resolved, such as through arbitration or litigation.
  • Specify governing law and jurisdiction: Clearly state the governing law and jurisdiction that will apply to any disputes that may arise.
  • Update your Terms Of Use Page regularly: Your terms of use should reflect any changes in how your service operates. Be sure to update your terms of use regularly to ensure that they are accurate and up to date.
  • Comply with applicable laws: Be sure to comply with applicable laws and regulations, such as the GDPR or CCPA, if they apply to your business or website. Your terms of use should reflect these laws and any obligations they impose on you.

Remember, it’s better to include everything your legal advisor tells you to, rather than to dismiss something because the page is rambling. The more you cover, the safer you are.

Best practices for your Disclosure Page

A Disclosure Page is a crucial part of any website that provides transparency to your visitors about any potential conflicts of interest, affiliations, or sponsorships that might influence the content or recommendations you make on your website.

Here are some best practices to follow:

  • Provide complete information: Your Disclosure Page should cover all the important information, including the types of relationships you have with third-party companies, any affiliate programs you are part of, any sponsorships or paid endorsements, and any other conflicts of interest that may influence the content on your site.
  • Be transparent: Be transparent about your relationships with any third-party companies and how they might influence your content. Disclose any financial relationships you have with advertisers or sponsors, including any compensation you may receive for featuring their products or services.
  • Update your Disclosure Page regularly: Make sure to update your Disclosure Page regularly to reflect any changes in your affiliations or sponsorships.
  • Use simple and clear graphics: Use graphics (if required) that are easy to understand and not ambiguous, to clearly show your relationships with third-party companies.
  • Follow relevant laws and regulations: Ensure that your Disclosure Page complies with applicable laws and regulations, such as the US Federal Trade Commission’s guidelines on endorsements and testimonials (or whatever else applies in your case).

Best practices for your Disclaimer Page

A Disclaimer Page is an integral part of any website that can help protect you from legal liability and clarify the terms and conditions of using your site.

Here are some practices to follow:

  • Clearly state the purpose of the disclaimer: Make it clear why you have a Disclaimer Page and what it covers. For example, you may want to disclaim liability for the accuracy or completeness of the information on your site or for any damages that may result from the use of your site.
  • Be specific: Clearly state what you are disclaiming and what you are not disclaiming. For example, if you are disclaiming liability for any errors or omissions on your site, make it clear that you are not disclaiming liability for any intentional or willful misconduct.
  • Be transparent: Be transparent about any limitations of your liability, such as a cap on damages, and make sure your visitors understand the risks of using your site.
  • Update your disclaimer page regularly: Make sure to update your Disclaimer Page regularly to reflect any site changes or new legal requirements.
  • Follow relevant laws and regulations: Make sure that your Disclaimer Page complies with applicable laws and regulations … for example, the Electronic Communications and Transactions Act (ECTA) operates in South Africa; or the Children’s Online Privacy Protection Act (COPPA) operates in the United States.

Every website needs to understand GDPR and its importance

GDPR stands for General Data Protection Regulation. It is a European Union (EU) regulation that took effect on May 25, 2018. It establishes a framework for data protection that applies to all individuals within the EU and European Economic Area (EEA), as well as to organizations that process the personal data of these individuals, regardless of where they are located.

If you do any kind of business online, you are bound to have customers from the European Union, so understanding the concepts behind GDPR and how to ensure you follow its mandates is crucial. Here’s a quick explainer video from Encryption Consulting you’ll find mighty useful.

Pro tips to take away in summary ...

1. Your website is often the first point of contact between your business and potential customers. But without compelling copy, nothing can save a website, not even eye-catching web design.

2. Great website copywriting is about creating a connection with your target audiences, building trust, and creating a more effective online presence that resonates with them. Many types of pages will reside on your website, and each needs a different angle of writing and some best practices to be followed.

3. Feel free to use my 8-way breakup of website pages and my recommendations on how they must be written. It’s a battle-tested plan I have used to grow my own entrepreneurial venture and my clients’ businesses.

When planning your website copywriting, remember there’s got to be a perfect balance between formality and informality. You want to sound friendly and trustworthy simultaneously, so neither extreme – being too casual or straitlaced – will work. Follow the unique imperatives of the different pages on your site, but keep the tone you have chosen “on-brand” and steady.

BONUS: How to get help with your branding and content marketing

Branding and content marketing are tough because they require a deep understanding of the target audience, a commitment to delivering high-quality content consistently, and ongoing optimization to remain effective. This is where an expert hand can be invaluable.

With cutting-edge knowledge of the latest industry trends and best practices, an expert can help provide the guidance and support needed to achieve the desired results.

Rather than slog at it yourself and spend time and money on trial-and-error, make it simple … let me help you.
Let’s have a free, no-obligations Zoom chat. We can locate the potential to power up your branding and content marketing. Let me know your goals and budgets, and I will offer you some readily implementable suggestions. 
If we’re a good fit for each other, you could consider outsourcing your branding and content marketing projects to me. I am confident I can take your business to an enviable position. 
Click the button below to book a free 30-45 minute online ZOOM meeting; we’ll take it from there!
Shobha Ponnappa

"I am committed to elevating my clients' branding and content marketing to a dominant position because I believe that a strong and distinctive brand identity, coupled with high-quality content, can be a game-changer for businesses. I've done it over and over for 40+ years and 125+ clients."

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