Writing the copy

If you have a lot of answers to users’ questions, it’s a good idea to reuse content when you can. But sometimes you might need to rewrite it so it’s more focused on the specific question. This saves time because you don’t have to start from scratch.

However, there will be times when you don’t have an answer already written. That’s when you need to create new content. This shows why a copy-first approach has limits – it might not cover every question.

Some questions have complicated answers that depend on different things. These are called “it depends” questions, and they can be confusing. In such situations ask yourself, “what is the most common answer?” This should be front and centre in your copy.

By keeping these things in mind, you can create a knowledge base that helps users get the information they need.

Read this great articleStart with a question, not a message


A Complete Guide and Checklist

One of the hardest lessons of website copywriting is that just because you can write well for other mediums does not mean you can write well for the web.

In this guide, I attempt to outline why that is the case and how you will need to approach website copywriting differently.

If you find this guide useful and want to make it available to your team, clients or stakeholders, you are welcome to republish it. I only ask that you link back to this page if you do so.


  • Why Website Copywriting Is Different
  • Is Your Content Suitable for the Web?
  • Website Copywriting Considerations
  • Structuring Your Website Content
  • Ensuring People Understand and Remember Your Website Copy
  • Website Copywriting and SEO
  • Website Copywriting is An Enormous Undertaking.

We begin by looking at how writing website copy is different from writing business, academic or even offline marketing copy.

Check the full guide here: Website Copywriting: A Complete Guide and Checklist of Best Practice

7 ways to craft compelling web copy

A good copywriter knows how to write engaging, compelling copy. Copy that nudges users into taking action. They won’t only communicate information about your brand. They will make users want your brand.

Still not convinced? Still think you can sit down and knock out some decent web copy? Well here are seven things you will need to become expert at if you want to be a great website copywriter.


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