Writing Copy for a Website: How Your Website’s Identity Dictate What You Write

  • By: Kriselle Gueco
  • Nov 17, 2016
  • 1


“Tell me who your friends are and I’ll tell you who you are,” says a proverb. But in websites, due to the impersonal nature of the Internet, we don’t focus on our friends; we tell who we are.

Writing without a clear sense of identity for a specific website is a long shot in the dark. Every word published in your page is meant to persuade page visitors into availing your service, increasing your sales, gaining more patrons, or supporting your cause. If it’s not doing it’s job, there might be a problem in either your identity or the way you carry it through your copies.

Who Am I?

Everything rises and falls on your website’s identity, and by identity we mean the page’s purpose, vision, and passion. In the realm of the Internet where almost everything exists already, why choose to coexist? What is it that drives you to publish and maintain your website?

Do not make it to a point that even you are confused of what your site is all about. It can be easy to get lost in an array of possibilities all while trying to please everyone, but it is not your website’s job to cover everything under the sun. There may be plenty of fish in the sea, but not all swim the same direction, so you might as well catch those geared towards your own flow, eh?

Tell me who you are and I’ll tell you who to write for (Target Market)

Part of your website’s identity is the target market you wish to attract. Think of it as those who are on the other side of the line — your web visitor, customer, reader, patron, you name it. Having a clear understanding of your website’s identity makes it easy for you to point out who your target market is, and, more often than not, your site will attract those who are interested in your service or expertise.

Before you get too excited to come up with ideas for copy, first you must abandon your own pair of shoes and put on your target market’s footwear. Who is this person? What does he or she like/dislike? What kind of content will he or she enjoy? What does he or she need?

Now don’t forever be immersed solely on your target’s life — go back to your own identity and study how you can effectively communicate with your audience all while still keeping your own website’s branding intact.

Tell me who you are and I’ll tell you what copy to write (Type)

Not all types of written content work for all sites. However as Techwalla discusses, there are two widely-used types of web copy that does the job for most websites: static and dynamic. Dynamic copy lures in people to your website (e.g. blog posts) while static copy provides the basics about your website (e.g. tutorials, about page). Despite the difference between the two, none of which should be boring.

Now, let’s say that you do know what your page is about and who your target market is, the next problem you’re going to encounter is what to actually tell them. All kinds of content are available online, and the challenge lies in you offering something the world hasn’t seen yet. And nope, copying from another copy is not the way to go.

In writing statics, consider first the pages you want to publish. Will you opt for a tagline? An about page? How-to’s and FAQs? Again, your website and target market’s fused identities will dictate what you will be needing.

As for dynamic copies, this is the part where you are expected to be more niched. For example: in writing for blogs, think of topics that align with the brand of your website, put a different twist to it and target the interests of potential readers.

Tell me who you are and I’ll tell you how to write your copy (Tone & Style)

Finally, down to the actual writing: your website’s identity as well as your understanding of the target market dictate the linguistics of the copy. Think of what vibe do you want to give off to your page visitors and apply that to a style that will suit with what is needed. Talking to millennials? Speak with GIFs. Talking to techies? Speak with codes… or not. Talking to the aunt age group? Speak with eloquence.

Choose a topic you have passion for and give it a special twist, something that has been done before. The twist can be in the style of writing and how the content is provided. Make it interesting and have an option on it. That is how you will attract your target audience.

As it turns out, content do have power, and it’s the same thing with your website’s copy. It can even help you define new products and services as your content interacts with your audience.

However, keep in mind that words can be a slur sometimes when used carelessly. I challenge you to be careful enough to know your website’s identity and have careful ears to understand who your target market is. Ask yourself these basics and never forget your answers. Don’t be lost in the stream of websites — stand your ground and know who you are, and for sure you’ll find yourself having a way with words.


Kriselle Marian H. Gueco is a professional copywriter at Montgomery Fitch + Associates and columnist at Light Media blog.

One Comment

  1. Adam W.

    Great Article! thank for sharing the article with us.


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