Website and Blog Copywriting: the rated one, and the shortest thing I’ve written
4.7 out of 5 from 5 ratings on Amazon.in Published 10 September 2024 27 pages, Kindle Free to read on Kindle Unlimited
Your copy isn’t boring. It’s written for everyone, which is the same thing.
Most website copy fails in a specific, fixable way. It describes a thing instead of speaking to a person, and the reader leaves without ever being addressed.
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4.7 out of 5
From 5 ratings on Amazon.in. It’s a small sample, and it’s the only rated book on this shelf.
Wait, what?
Twenty-seven pages on copywriting?
Yes, and it’s the highest-rated thing I’ve published.
This was written as a primer, and it does one job: it gets someone who writes web copy by instinct to write it deliberately instead. Audience, structure, keywords, and the call to action, in the order you’d apply them.
It’s short and it’s rated 4.7 out of 5 from five ratings, which is a small sample and the only real reader feedback anything on this shelf has. I’d rather show you the number and the sample size than just the number.
Did you know most homepage copy never names who it’s for?
It describes the product and hopes the reader self-identifies.
Why writing for everyone reads as writing for nobody
Broad copy is a hedge. It avoids excluding anyone, and in doing so it stops speaking directly to the person who would have bought.
How web copy usually gets written
- Describe the thing. Features and specifications, with no line addressed to a reader.
- Hedge the audience. Written broadly to avoid excluding anyone, which excludes everyone equally.
- Keywords bolted on. Optimization applied after the fact, so it reads like it was applied after the fact.
- One call to action, at the bottom. Placed where a reader who already left will never see it.
- Long because long feels thorough. Length used as a proxy for value.
- No revision pass. First draft published, with the throat-clearing paragraph still at the top.
This guide
- Audience first. Work out who you’re talking to before you decide what to say.
- Structure that carries. How a page should move a reader, section by section.
- Keywords woven in. Optimization as part of the writing rather than a pass afterwards.
- Calls to action that fit. What to ask for, where, and how to phrase it without pressure.
- Named mistakes. The specific errors that cost conversions, listed so you can check against them.
- Blog copy as well. Posts that resonate, not just landing pages.
A primer,
in the order you’d actually apply it
Twenty-seven pages covering the decisions that determine whether a page converts, with practical examples throughout.
Audience
- Working out who you’re writing for
- Tailoring a message to a real reader
- Speaking to needs rather than features
Website copy
- Writing effective website copy
- Structure that moves a reader
- Clarity over cleverness
Blog copy
- Posts that resonate
- Openings that hold
- Writing for return readers
SEO
- Keyword optimization inside the writing
- Ranking without writing for machines
- Titles and headings that work twice
Conversion
- Writing for conversions
- Compelling calls to action
- Turning visitors into followers or customers
Mistakes
- Common copywriting mistakes
- What quietly costs you readers
- What to check before publishing
Writing copy that converts is not a dark art. And most of what people buy first, they don’t need.
Four things people acquire before fixing the actual writing.
You don’t need a copywriting course
The decisions that matter fit in a short guide. A course sells you a curriculum around them.
You don’t need to be a natural writer
Audience, structure, and a clear ask are mechanical. Charm is optional and mostly overrated on a landing page.
You don’t need to choose between SEO and readability
The keyword chapter is about weaving optimization into the writing rather than trading one against the other.
You don’t need to be pushy to convert
The call-to-action section is about clarity and placement. Pressure tactics are a different, worse strategy.
You will be able to:
- Define the specific reader a page is for before writing a line of it
- Structure a page so it moves someone from arriving to acting
- Work keywords into copy without the writing announcing that you did
- Write a call to action that’s clear about what happens next
- Rewrite a page that describes a product into one that addresses a person
- Check a draft against the named mistakes before you publish it
Buy from Amazon.comAmazon.in
27 pages
Kindle. Free to read on Kindle Unlimited.
Here is my promise
Five things a short primer can honestly change, and it’s written as a primer.
Your copy addresses somebody
Audience work first, so the page speaks to a specific reader instead of hedging across all of them.
Pages get a shape
Structure that moves a reader from arriving to acting, rather than a wall of description.
SEO stops fighting the writing
Keyword optimization woven into the copy, so the page reads well and still ranks.
The ask becomes clear
Calls to action that state what happens next, placed where a reader is actually still present.
You get a pre-publish check
A named list of the common mistakes, so revision is a checklist rather than a vague reread.
How to actually use it
Twenty-seven pages. The value is in applying it to a page you already have.
Read it in one sitting
It’s short enough that stopping halfway costs you the thread.
You leave with: the decisions laid out in order.Pick your worst page
Take the page with traffic and no conversions. That’s where the guide pays for itself fastest.
You leave with: one page worth fixing.Rewrite for one reader
Define who it’s for, then rewrite the whole thing addressed to that person.
You leave with: copy that speaks to somebody.Check against the mistakes
Run the finished draft past the common-mistakes list before publishing.
You leave with: a revision pass you can repeat.Read it in an hour and
rewrite the page that’s been quietly losing you readers
Website and Blog Copywriting
For bloggers, small business owners, and content marketers writing their own website and blog copy.
27
pages · Kindle · free to read on Kindle Unlimited · published 10 September 2024
What you get:
- 27 pages covering audience, website copy, blog copy, SEO, conversion, and mistakes
- Practical tips and relatable examples throughout
- Keyword optimization treated as part of writing, not as a separate pass
- Kindle edition, free to read on Kindle Unlimited
- Part of the Copywriting and Marketing Wisdom series
Buy from Amazon.comAmazon.in
Payment and delivery happen on Amazon. These are affiliate links, so I earn a small commission at no extra cost to you. Amazon shows the current price before you buy.
What I’m not going to claim
This is the shortest thing on this shelf at 27 pages, and it’s a primer. If you write copy professionally, you already know what’s in it. It’s aimed at the person writing their own site copy for the first or second time.
It’s also the oldest, published on 10 September 2024, and it’s co-written with Siddharth Sharma rather than written alone. The fundamentals in it haven’t dated, but it predates the AI search shift, and there’s nothing in here about writing for that.
The 4.7 out of 5 is real and it comes from five ratings on Amazon.in. Five is a small sample. I’m showing you the sample size because a rating without one is close to meaningless, and every other book on this shelf has no ratings at all.
Who am I, and why should you trust me on this?
I spent years writing web copy that described what I’d built and wondered why nobody responded to it. The fix, when it finally landed, was embarrassingly simple: decide who the page is for and write to that person. This guide is that lesson, compressed.
I’ve published 2,100+ articles since 2008 and worked with 850+ clients across 90+ notable brands. Most of the copy decisions in here were made repeatedly on client work before they got written down.
This one is co-written with Siddharth Sharma. If you want the fuller strategic picture rather than the writing mechanics, Marketing Essentials for Bloggers covers positioning, topic strategy, and conversion at 270 pages.
Buy from Amazon.comAmazon.in
27 pages
Kindle · published 10 September 2024
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