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How to write unforgettable copy for your website

How to write unforgettable copy for your website

Fab Giovanetti

Website copy you may have seen before: “find your purpose!” “Take your business to the next level!” “Get the creativity flowing” …and so on!  

No offence if you’ve used one of those bad boys yourself, but everybody and their French Bulldog sound the same. Boo. So sounding like everybody else is lame and no-Bueno for your website for 2 reasons:

  1. It won’t help you to get noticed.
  2. Even if you do get noticed, it won’t help you to be memorable.

Plus, it takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave.

So you want to get noticed and be remembered and what’s the no-brainer solution for that? Writing with personality.

(Shocking… I know!)

But I am aware of the fact that that’s easier said than done, so here are my 2 top-notch, cutting-edge, transformational (see what I’m doing here?) tips on how you can bring out your own personality to stop holding back on your biggest, fanciest asset: YOU!

No-filters writing for better website copy

Stop filtering everything you say. Stop wanting to sound cool. And stop putting so much goddamn pressure on yourself. Take a deep breath… and just get real.

All the stuff that you’re thinking but not saying/writing? That’s the stuff we really wanna hear! That’s the stuff that everybody’s too scared to say. But that’s also the stuff that’s gonna allow you to truly, madly, deeply connect with your readers.

I do it all the time, I just insert myself in parenthesis, crack stupid jokes and say the things I’d say in a real-life conversation as well. I just don’t take myself too seriously. And it shows – in a good way!

Because as a result, you’ll be able to show people the real you. Without filters. Without borders. Without the pressure of having to fit into a friggin’ box. Just the uncensored, raw and absolutely 100% unique YOU. Hallelujah to that.

Specific always wins

So in my dictionary, specific is the enemy of Fluff, Vague, and General. And Fluff, Vague and General (also known as “FVG”) is the enemy of unique.

The FVG-writers out there are the ones that maybe have good content but their writing is so… (you’ve guessed it) FVG that nobody feels anything when they read itAnd that’s what’s being specific is really all about, making people feel something! Sorry for getting heated right there, but hey – emotion is THAT important. Pinky swear.

So in order to make people feel something, you gotta paint them a very picture.

You have to create the situation that creates the emotion you want to create.

Let’s look at an example:

  1. FVG: This green smoothie is super healthy for your skin.
  1. Specific: My delicious avocado-kale smoothie will not only create healthy explosions of deliciousness in your mouth… it will also put that extra glow that’s been missing after your club tour last weekend back onto your cheeks, make your skin feel softer than that toilet paper with the cuddly bear (and trust me – that one is ridiculously soft) and it will even reduce those irritatingly irritated red spots you couldn’t even get rid of with your mama’s special ointment.

Alright, I went a little crazy with this one and the toilet paper analogy wasn’t necessary, but I’m trying to make a point here: Which version makes you feel something? Which version stands out? And which one are you more likely to remember. (Hint: It’s #2!)

There you go. Being specific is ALWAYS more fun and will create better results for you and your audience.

Tell useful stories

Any time you engage in personal storytelling, it’s actually a two-way conversation. There are the writer and the reader.

It always helps to think about who your reader will be before you start to write. So go ahead and write down who you’re going to focus on when writing your story. Think about who needs your service or product the most.

Decide how you want to frame your story. There are a lot of ways to hook your reader’s attention when telling your narrative. It helps if you start with something surprising.

See Also

Think about something that occurred in your life that would catch your reader off guard. Try starting with something like..

Most people don’t know __________ about me.

Talk about the benefits.

Once you’ve chosen your hook then tell them how your story would benefit them. Begin with…

In life I’ve learned that __________. (Hint: Insert story about what you overcame to get where you are today).

Wrap up your story by sharing one actionable step that the reader can use in their own lives right away.

Reconnect with your voice

If you’re ever feeling stuck when writing your content the absolute best advice I can give is to try recording yourself instead of typing to reconnect with your voice

  1. Install the Google Drive app on your phone.
  2. Open up a new doc.
  3. Use voice recognition on your phone for quick and dirty transcription.

Now that you’ve got no excuses to get your story written and make more of an emotional connection online. Whatever you write, needs to be written through the lens of “how does this help the reader?” How does it give THEM something?


Looking for help building your brand online? Check out the Creative Impact Collective and get a business coach right in your pocket.

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