Copywriting to make your website shine

Web copywriting

El copywriting para web es fundamental para vender, ya que “por arte de magia” convertirá un producto en atractivo y necesario. It probably goes without saying that you do need a worthwhile product. But a copywriter can do the rest.

Si tienes un negocio, debes tener una web. Y si tienes una web, debe transmitir calidad, profesionalidad y, al mismo tiempo, diferenciarte de la competencia. ¿Pero cómo conseguir todo esto? La fórmula es fácil: diseño bonito + tecnología + copywriting para web. No te servirá de nada tener una web a la última en cuanto diseño y con una tecnología puntera si los textos no impactan en el lector. Nuestro potencial cliente debe pensar “¡esto es justo lo que necesito!” y hacer clic en el carrito de la compra o en el formulario para solicitar el servicio.

A estas alturas te preguntarás qué es y en qué consiste este misterioso concepto de copywriting para web. We can help with that!

What exactly is web copywriting?

Tal y como explicamos en otro artículo de nuestro blog, qué es el copywriting , en general podría resumirse como una técnica de escritura creativa que ayuda a vender más. Pero si queremos profundizar un poco más, el copywriting es un concepto que involucra cualquier tipo de redacción creativa que inspire a la acción, ya sea de carácter publicitario, comercial o marketing de contenidos.

Copywriting motivates the reader to take a specific action, whether it's to buy or download something, or set up a subscription, etc. Whereas traditional writing has the function of reporting or communicating, copywriting uses calls to action and other strategies to optimise content.

Copywriting is about creating attractive texts to stir up emotions, engage and convince the reader or capture a customer: ultimately, it's text that sells. As you well know, over the course of a day we all see and read hundreds of sentences, thousands of words... everything is online and standing out equals mission impossible. Unless that is, browsers find distinctive website content that will attract their attention and compel them to keep reading. Copywriting for websites will get you the coveted WOW! effect.

Why should you use a copywriting service for your website?

Web copywriting helps you:

  • Persuade your future customers to respond to your CTAs: buy your products or services, register for a newsletter, sign up for a course, follow your company on social media, etc.
  • Stand out from the competition with a more persuasive and convincing message, so they will choose you over your competitors!
  • Homogenise the tone of your messages and make sure it is fresh and attractive. Your website will sound natural and inviting, as though you were talking directly to your potential customer.
  • Convey your messages accurately, highlighting what interests your audience and your potential customers.

Sections of a website where copywriting is essential

Después de haber colaborado con varios clientes redactando sus páginas web y/o e-commerce, nos hemos dado cuenta de que hay secciones que deben contar con servicios de copywriting para web. Let's take a look:


Your homepage is one of the most important elements of your website. It's the main gateway to your website, and where your potential customers will get their first impression of your company. So before you get down to business and design your homepage, you need to define your aims and the type of customers you want to attract. Next, you need to carefully create your content for this important section of your site, never losing sight of your potential customers. It's about more than striking design. You need to craft text that captures your reader's attention, keeping them on your site before they get distracted and move on to another.

About us

The 'About us' page of your website or online store should contain all the information people need about your brand or organisation. It tells browsers about your company: how it came about, your team members, etc.

Being on a website or online store can really bring out your inner private detective, and this is where we go to find out more... Who makes the products? Can I trust them? How do I pay? And a whole load of other factors that come into play when we're making purchasing decisions. None of us have much time. You'll probably just take a quick look at the homepage, and try to work out who's behind the website. Is it a large company or small-scale artisan business? This is where the added value of this section comes in.

As you can see, the role of your 'About us' page is clear: it's your cover letter, and it's one of the most-visited pages of all websites. Which is why it needs to have compelling content that lures in the reader and generates trust, professionalism and seriousness.

Copywriting for online stores

If you want to have an online store, you cannot have poor quality product descriptions which are short, and plagiarised, and that do not focus on the product's benefits or work to generate confidence in the buyer. Your ecommerce product descriptions should include various elements:

Product title

It's the first thing browsers see, so it needs to be suitably descriptive. It is important to include as many details as possible, as many only stores have many similar products.

The power of images

The more images you have of the product, the better your conversion rate will be. Remember that the user cannot physically see the product.

Short description

It generally goes under the product name and will be about 2 or 3 lines long. This provides general information on what this product is like, its main characteristics, and what makes it differ from other products.

Detailed features

This part is usually drawn up with bullet points in the form of a list. It is important that all the product details and technical characteristics appear.

Extended description

This is where web copy comes into its own, as it's what will convince the user to purchase your product. It is not a list of technical details, but rather of the advantages and benefits that this product brings to the customer. People are emotional and often feel inspired by a product far beyond the technical characteristics that they may not always understand. The long description shows us how the product can solve our problem or answer to our needs.

The landing page

The ultimate goal of your landing page is to capture leads, enticing browsers to take a concrete action. So you should never neglect the wording. Your words should seduce, engage and enamour your readers. It should draw them in, let them know that you have exactly what they've been searching for! And finally, it should compel them to take your chosen action (buy, leave details, etc.). Creating attractive, SEO-optimised landing pages is a sure-fire route to success.

Creative writing for blogs

Having a website blog will give you a number of advantages. If you want to connect with your audience, become a leading voice and generate leads, a blog is the way to go! But it's not easy, and you need to update it regularly (ideally 1 or 2 posts per week). To make your blog attractive, and sure to stand out from the rest, you need to write it with web copywriting conventions in mind. It'll give your blog an irresistible allure, both for your future customers and the 'Google Gods'. If you use the right words - and the right keywords - you'll hit on the winning formula that'll put you on the search engine's first results page.

In short, if you want to generate compelling content with added value, you should use a website copywriting service. Are you ready to create irresistible content? Contact us and we'll get to work!

Avatar photo

Escrito por ATLS

Empresa de traducción y marketing digital - ATLS.
See profile on LinkedIn