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Web copywriting tips

Web copywriting tips

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What goes into writing copy for a website? Surely it’s quite simple? Actually, there’s more to it than you might think.

That’s why I decided to have a chat with Jade Anderson from Jade A Copywriting, who writes website copy for a living. In this interview, Jade spills the beans and shares her best web copywriting tips. Watch the video, or read the show notes just below.

Show notes


  • Minal introduces the topic: The importance of resonating content on websites and guest, Jade Anderson, a web copywriting expert.

Background and Journey

  • Jade shares her journey from digital marketing, toggling between analytics and web content, to discovering her passion for copywriting.
  • The transition to full-time copywriting in December 2021 after the pandemic and her relocation to Manchester.

Challenges of Starting a Business

  • Minal reflects on the unique challenges of beginning a business in uncertain times like 2020.
  • Jade acknowledges these hurdles, while also expressing gratitude for her business’s thriving.

Professional Collaboration

  • Minal cites Jade’s work for her email marketing planner page as an example of Jade’s expertise.

Writing for Websites

  • Importance of understanding one’s target audience.
  • Techniques like speaking in the second person, addressing customer pain points, and showcasing solutions.

Common Mistakes in Web Writing

  • Perspective: Avoid the business-centric view and prioritize the visitor’s perspective.
  • Solo entrepreneurs should opt for “I” instead of “we”.
  • Emphasis on focusing on solutions for visitors.

Best Language for Web Writing

  • Simple, accessible language is key.
  • Jade shares insights from an NHS project about the average reading age for UK adults.
  • Importance of using audience-specific language for relatability.

Nuances of Writing for the Web

  1. Personal Authenticity in Content
    • Genuine, authentic content connects better.
    • Being truly oneself in email communications.
  2. Addressing Jargon in Content
    • Be cautious with industry-specific jargon and acronyms.
    • Spell out acronyms, offer definitions, and get external feedback.
  3. Challenges in Marketing Language
    • Need to simplify complex marketing terminology.
    • Resonate with the target audience.
  4. Balancing Information
    • Be concise, strategic, and focus on formatting.
    • Highlight unique selling points.
  5. Sustainability Communication
    • Emphasis on sustainability if it’s integral to the business.
  6. Engaging Website Visitors
    • Importance of “above the fold” and making business offerings clear from the start.

Enhancing Website for a Personal Touch

  • Essentials for creating a personal, human-sounding website.
  • Discusses the pitfalls of jargon, content organization, SEO strategies, and the significance of tone in branding.

Importance of Copywriting

  • Minal’s experience working with Jade.
  • Discussion on copywriting affordability and DIY tips.

Content Creation Tips

  • Start with mapping, bullet points, and an info dump.
  • Embrace the “less is more” philosophy.


  • Power of social proof and the impact of positive feedback.

Website Structure

  • Essential pages and the benefits of an FAQ section.
  • Potential for repurposing FAQ content.

Role of Images

  • Enhancing user experience with images.
  • Emphasizing the personal touch with the owner’s images.

Website Content Best Practices

  • Emphasis on bullet points, testing content structures, and observing impacts.

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