Where to Begin? Understanding How to Structure Website Copy

Content Goodies

Imagine walking into a bookstore where all the books are jumbled up in different sections. Picture mysteries mixed with memoirs, horrors next to romance – it’s utter chaos. 

You’d likely walk out, right? We don’t blame you. But that’s exactly how users feel about a poorly-structured website. 

Just like a well-organised bookstore invites you to browse and buy, a well-structured website guides visitors effortlessly to exactly what they need. 

Without this structure, visitors will get lost in a maze of information and likely rush to hit that back button on your site. 

And where do you think they’ll end up? Well, more often than not, they’ll check out what your competitors have to offer. 

Thankfully, you can avoid this disaster by creating a digital yellow brick road for your visitors to follow. By this, we simply mean laying out a clear, inviting path that leads visitors smoothly through your website. No detours, no dead ends.

Remember, success in the online world is a race against time. You’ve got just seconds to snag someone’s attention. Crisp, clear, and compelling copy is your golden ticket to turning a casual browser into your next big customer.

Whether it’s buying your awesome products or services, reaching out for a consultation, or subscribing to your newsletter, it’s all about gently guiding your visitor towards taking the action you want.

But hey, don’t sweat it if this all sounds a bit overwhelming! In this blog, we’ll to dive into the nitty-gritty of structuring your website copy. 

We’ll share tips, tricks, and everything else you need to know to make the process as straightforward and simple as possible.

Step #1: Understand your audience

Trust us when we say that getting a firm grasp on your audience will be a complete game changer for your website. 

By knowing who you’re talking to, you’re setting the stage for everything that follows, from your site’s design to the kind of content you’ll feature.

Here’s how to put this step into action: 

1. Find out who your audience is

Kick things off by diving into who your audience really is. What are their challenges, interests, and preferences? You can uncover this information through surveys, social media engagement, and analytical tools.

Now, armed with this intel, you’re set to craft content that hits home!

Whether it’s blog posts that tackle their burning questions, captivating videos, or infographics that break down complex ideas, your content isn’t just firing shots in the dark anymore; it’s a laser-focused conversation, engaging your audience at every step.

2. Use an effective communication tone and style

Figure out what type of language works best for your audience. If your customers are mostly young, a fun and laid-back way of speaking could be a hit. But if you’re talking to business professionals, they might prefer a more formal brand voice.

When you work your website’s language to match these preferences, you create a personalised experience for each visitor that passes your digital threshold.

 3. Design with the user in mind

Take a look at how your audience behaves online – the devices they use, their browsing habits, and the layouts they find most appealing. Tools like surveys, user testing, and analytics can help you get these insights.

With these insights, you’re ready to tailor your website like it’s made just for them. Aim for simplicity and ease of use, making sure it’s accessible to everyone, regardless of their device or abilities.

A truly user-friendly website goes beyond aesthetics. It creates a welcoming and inclusive online space for every visitor.

4. Optimise the customer journey (customer journey mapping)

Think of customer journey mapping like drawing a map of the route someone takes through your website.

This exercise helps strategically place informational content, persuasive messaging, and calls to action (CTAs) at points where they’re most likely to influence the visitor’s decision-making process.

5. Build trust and credibility

Consistency might just be the secret ingredient your website is missing. Keep giving your audience what they expect in terms of content and experiences, and you’ll build a reputation for being reliable and knowledgeable. 

And hey, don’t be shy about flaunting your shiny achievements. Customer reviews, industry awards or certificates, and content made just for your audience can really boost their trust and keep them more engaged with your site.

6. Inform SEO strategies

Tap into your audience’s online search habits to fine-tune your SEO strategy. This means identifying the keywords they regularly use in searches and weaving them into your website content. 

Along with keyword research, focus on turning your articles and blog posts into a goldmine of answers to their common questions and worries. 

This approach not only amps up your content’s usefulness but also ups the odds of your site making an appearance in search results for topics your audience really cares abou

Step #2 Pinpoint your website's mission

Next, let’s focus on the ‘why’ behind your website. This step is all about nailing down your site’s main mission. 

What’s the big idea, the main drive behind your online space?

It’s time to really hone in on what your website stands for! Here’s what to do: 

1. Define your main goal

First things first, what do you want your website to do? Are you looking to educate, sell products, or just get your message out there? 

Understanding this driving force is key to creating a website that resonates with your target audience and achieves your desired goals.

2. Use a layout that makes sense

Align your website’s design with your goal. Selling products? Make sure your ‘buy now’ button stands out. For a blog or informational site, prioritise easy access to your articles.

3. Get the tone just right

Your website’s vibe should match what you’re about. If you’re selling luxury items, a touch of elegance in your words can go a long way. Keep the tone light and friendly if you’re all about fun DIY projects.

4. Create content that hits home

From your text to your images and videos, every aspect of your website should reinforce your mission. 

Your content should be informative, engaging, and relevant to your target audience. Use images, videos, and infographics to break up text, enhance understanding, and add visual appeal.

5. Keep it consistent

Make sure your website’s mission shines through on every page, not just the homepage. Think of it as a common thread that ties everything together.

6. Watch, learn, and adapt

Once your website is live, don’t just sit back and wait for visitors to come. Gather user feedback, track analytics, and observe how visitors interact with your site.

Use this valuable information to pinpoint areas for improvement and make important changes that boost the user experience and achieve your website’s goals.

Remember, your website reflects your brand’s heart and soul. Take a moment to truly understand your essence, and let that shine through every aspect of your site.

By doing so, you’ll craft an online space that resonates deeply with your visitors, leaving a memorable impression and fostering a genuine connection.

Step #3: Get to know the basics of web copy structure

Now, let’s dive into the heart of the matter and explore the core elements that form the backbone of compelling web copy structure. 

These elements make sure that your message is not only seen but also appeals to your audience, ultimately driving engagement and action.

1. Headlines and subheadings 

Think of your website’s headlines and subheadings as signposts for your audience. They’re there to guide your readers, clearly signalling what’s in store in each section. 

This clarity isn’t just great for readability – it’s also a secret weapon for SEO. Well-crafted headers help bump up your site in search rankings, making sure more eyes land on your content.

4. Short paragraphs 

Online readers have a shorter attention span than ever before. A mere 8.25 seconds, to be precise. 

The secret is to break your content into short, easy-to-read paragraphs. This approach keeps the reader’s interest alive and encourages them to browse your site more.

3. Bullets and numbered lists 

Along with short paragraphs, lists are perfect for helping readers skim, providing a quick and clear summary of your key points.

They’re ideal for breaking down complex information into bite-sized, easily digestible points.


4. Simple and straightforward sentence structures 

Finally, the trick is to keep your sentences simple and to the point. Opt for sentence structures that are direct and uncomplicated. This approach keeps your message crystal clear and easily understood by everyone.

By weaving all these features together, your website copy becomes easier to read and more helpful and informative. It’s all about hitting that sweet spot where approachability meets professionalism.

Step #4: Create a standout homepage

Creating an engaging homepage is an absolute must, because it sets the tone for your website’s entire experience. 

A well-crafted homepage grabs attention, clearly communicates what you’re all about, and effortlessly guides visitors to keep exploring. 

Here are some tips to help you create an unforgettable homepage: 

1. Use a captivating headline

Your homepage’s headline is the grand opening act. It needs to be striking and sum up what your business stands for. 

Think of something impactful like ‘Transforming Your Digital Experience with Innovative Web Solutions’.

2. Establish relevance

Under your headline, add a tagline that showcases the value or benefit you provide. Something like ‘Boosting Your Online Presence, Fueling Business Growth’ can be really effective.

3. Clarify what you have to offer

In a nutshell, tell visitors what you do. Keep it simple and steer clear of jargon. For example, ‘Expert in Cutting-Edge Web Design and Development Services’.

4. Speak directly to your audience

Make it crystal clear who your services are designed for. This helps visitors instantly recognise if they’ve landed in the right place. 

A line like, ‘Perfectly Crafted for Small Businesses and Entrepreneurs’, will do the trick.

5. Inviting actions

Cap off your homepage with strong calls to action (CTAs). Encourage visitors to dive deeper with prompts like ‘Learn More’, ‘Get Started’, or ‘View Our Portfolio’. This nudges them further into their journey with your company.

By focusing on these key elements, you can turn your homepage into a powerful gateway that warmly welcomes visitors and edges them gently towards engagement with your brand.

Step #5: Focus on the rest of your sitemap

Now that you’ve set up a great homepage, let’s talk about organising the rest of your website’s content. Think of each page as its own space, each zooming in on a different part of your work. 

These pages should speak directly to your audience’s needs and interests, making sure every bit of your website is doing its job perfectly.

The best websites include the following pages: 

1. Products or services pages

Each product or service you offer deserves its own spotlight. Create individual pages for them. This makes your site more Google-friendly and helps visitors find just what they need. 

On each page, talk about what makes your service unique – its benefits, features, and what sets it apart.

2. Online store (if you have one)

Offering direct sales? Make each product or service page a winner. Include great photos, all the details, and what makes each product unique. Aim for an easy shopping experience, from finding out about the product to clicking ‘buy’.

3. Blog

Keep a blog that’s always brimming with new, exciting posts. Make sure each blog post is informative and ties in with your products or services. 

It’s a great space to show off your know-how, offer tips, and chat about the latest trends.

4. Landing pages

Landing pages are like the sharpshooters of your website with each of these web pages crafted for a specific purpose. The mission of each landing page is clear: to get visitors to follow through on one key action, be it signing up, making a purchase, or downloading something.

They’re the go-to pages for any special promotions or campaigns, designed to turn curious visitors into leads or customers efficiently, without any distractions.

5. About page

Your About page is where your brand’s story and history shine. Dive deeper into not just what you do but why you do it. 

Share your journey, core values, and what sets you apart from the crowd. This is your big chance to really connect with your audience.

6. Contact page

Make getting in touch a breeze. Your contact page should be easy to find and use, with all the details like forms, email, or phone numbers front and centre.

7. FAQs

Your FAQ section is a time-saver for both you and your visitors. Answering common queries upfront can reduce repetitive inquiries and help visitors quickly find essential information.

Plus, it’s a fantastic opportunity to write copy filled with SEO-friendly keywords.

8. Privacy policy and terms of service

More than just legal must-haves, these pages show you’re open and honest about how you use customer data and what the rules are on your site. They help visitors feel secure and informed.

9. Portfolio or gallery

Use this space to show your work visually if you’re in a creative or project-focused field. It’s an effective way to demonstrate what you can do and impress potential clients with your past projects.

10. Careers page

This page is your chance to shine a spotlight on what makes your company a great workplace. As you share job openings, you also have the opportunity to paint a picture of your company culture, values, and what sets you apart as an employer. 

Share insights into your team’s experiences, growth opportunities, and the perks of working with you.

By thoughtfully setting up the above pages, your website won’t just inform and engage; it’ll guide your visitors smoothly toward whatever action you want them to take.

Step #6: Create a seamless journey on each page

When creating your website, don’t just dump information on your visitors in any old way. Instead, guide them through your content with a logical flow. 

This smooth journey makes your website not only informative but also an enjoyable experience.

To achieve this seamless flow and win over new visitors, follow these straightforward tips:

1. Balance personality with facts 

Sure, your content needs to be informative, but don’t forget to make it enjoyable, too! 

Work in some interesting real-life stories, case studies, or examples. This approach helps your audience connect more deeply with your content and stay entertained. 

2. Create purposeful CTAs

As you know, each page should nudge your reader toward a specific action. Make sure to include CTAs that are clear, persuasive, and hard to resist throughout the body copy on each web page.

3. Incorporate images and videos

Images and videos do a lot more than just make your site look good. They help chop up large chunks of text, making everything easier to process.

Plus, you can use them to simplify complex ideas or give a real-life glimpse of your products.

4. Include whitespace 

Whitespace is like a nice pause in a good conversation. It gives your readers a moment to breathe and digest what they’ve just read.

Giving your content room to breathe makes it easier for your audience to focus on what’s important without feeling overwhelmed.

Step #9 Optimise your website for mobile

Ever found yourself squinting at a website on your phone, pinching and zooming to read text that’s too small? It’s annoying, to say the least!

Well, that’s exactly what we want to avoid with your website. To make sure your website is easy to read and navigate on any device, from desktops to tablets to smartphones, you’ll need to take the following steps:

1. Include a responsive design

Responsive design is key to making your website look great and function well on any device, whether it’s a phone, tablet, or desktop.

It’s about using smart layouts and flexible images that automatically adjust to the screen size. This way, your website content rearranges itself seamlessly to fit beautifully on any screen.

Getting this set up is easier than you might think. Tools like Bootstrap or WordPress provide ready-made themes for creating a responsive website. These tools are simple for anyone to use – tech expert or not – and help guarantee your site is mobile-friendly.

2. Optimise for speed

A fast-loading website is a must for keeping your audience engaged. Slow-loading pages can turn visitors away quickly.

To speed up your site, optimise your images, use browser caching effectively, and keep an eye on heavy scripts.

Google’s PageSpeed Insights is an excellent tool for analysing your site’s speed and getting specific suggestions for enhancements.

3. Focus on streamlined navigation

On mobile devices, users prefer navigation that’s straightforward and easy to use. Overly complex menus can be off-putting on smaller screens.

Aim for a clean, simple menu. Make sure dropdown menus are user-friendly and key information is easily accessible. A minimalist approach often works best on mobile, making navigation a breeze for your website visitors.

Step #10: Test and refine your copy

Your website isn’t just a set-it-and-forget-it tool; it’s a dynamic space that should grow and adapt with your audience.

Think of it as a work in progress. Continuous improvement to your web content and structure through testing and feedback is key to keeping your content relevant and engaging.

Here are some helpful tips: 

1. Embrace A/B testing

Like trying on two outfits to see which looks best, A/B testing involves comparing different versions of your website pages. 

Small tweaks in wording or design can make a big difference in how your audience interacts with your content.

2. Value your visitors’ input

Your audience is your best critic. Regularly seek their opinions and suggestions. Think of their feedback as constructive criticism, helping you make small changes that can make a big difference. 

3. Monitor user behaviour

Use analytics tools to track how visitors interact with your site. Are they spending more time on certain pages? Do some CTAs get more clicks? 

This data is a treasure trove of insights, helping you fine-tune your content strategy.

4. Stay informed about industry trends

Keep an eye on the latest trends in your industry and in digital marketing. Incorporating fresh ideas and techniques can keep your website ahead of the curve.

5. Focus on accessibility 

Regularly audit your site for accessibility to make sure all visitors, regardless of ability, can access and engage with your content.

Also, If you have (or are planning to have) an international audience, now is the perfect time to think about translating your content and adapting it to different cultural contexts.

6. Expand your reach 

Regularly explore new platforms and channels to promote your content, like emerging social media platforms or podcasting.

Partnering with other businesses or influencers is also a good way to broaden your reach and bring fresh perspectives to your content.

7. Remember search engine optimisation (SEO)

As the world shifts and new buzzwords emerge, keeping your keyword game on point is crucial. Regularly sprinkle in fresh, trending keywords to keep your content moving with the times.

8. Foster community engagement 

Consider adding features like forums or comment sections where visitors can engage with your content and with each other.

Encourage your audience to contribute content like testimonials or guest blog posts. This not only diversifies your content but also strengthens community ties.

Don’t forget your website is an ongoing project. Keep testing, adapting, and listening to your audience. Their insights and your tweaks will keep your site fresh, engaging, and ahead of the game. Remember, every small change can make a big difference!

Key takeaway

To sum things up, remember that structuring your website copy is like laying out a welcome mat for your visitors. Just as a jumbled bookstore drives customers away, a cluttered website can do the very same.

But get the structure right, and you’ll paved a clear path for your visitors to follow, leading them exactly where you want them to go -– whether buying a product, signing up for a service, or just engaging with your content.

The key takeaways? Know your audience like the back of your hand, clearly define your site’s purpose, and nail that web copy structure with punchy headlines, snappy paragraphs, and bullet points that hit the mark.

Think of writing web copy like having a conversation with your visitor. You’ve got the floor, so make it enjoyable, make it easy to follow, and most importantly, make it matter. 

Get this right, and you’re not just sharing information but creating connections that could become your next big opportunity.

Struggling with website copy and structure?

If crafting compelling, structured content for you or you or your clients feels like a puzzle, welcome to your solution. 

At Content Goodies, we’re excited to offer our premier copywriting accelerator pack – your toolkit for mastering website content creation like a pro.

Our package isn’t just about writing great content; it’s about engineering the perfect flow of your web copy. With access to the same website copywriting templates that have driven success for over 400 websites, you’ll learn how to blend persuasive, engaging copy with a layout that converts.

Interested in a game-changing solution for high-quality, structured content? Purchase our accelerator package right here and start transforming your website today.


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