Writing good website copy is no simple task. Throwing words and phrases on web pages without thought can result in decreased traffic, bad SEO and an overall negative brand experience. At Motion Tactic, we’ve discovered that we can write successful copy for any website by following these steps below.


Write For Your Ideal Customer

An important thing to avoid when writing web copy is attempting to appeal to everyone. More results and engagement will be seen when copy is written with your target audience in mind. A good first step for writing great web copy is to think of your ideal customer: what is their persona? For example, one of our ideal personas at Motion Tactic is Joe Marketing, a marketing manager at a mid-level corporation. We have specific characteristics that we look for in Joe Marketing that make our copy relevant to Joe. However, Joe would not be as responsive to writing that was directed toward Bob Finance at a global organization. Discovering your ideal customer persona will help you come up with the right language and structure for your web copy. Your target audience will be more engaged and more likely to respond positively to your website because the copy was written specifically for them.

Follow The StoryBrand Framework

Once we come up with our customer personas, we then follow the StoryBrand BrandScript we create to find out what their goal is and how we can help them get there (you can check out Donald Miller’s “Building a StoryBrand” for yourself on storybrand.com). The model goes like this: A character (customer) has a villain (problem), then meets a guide (you) who helps them establish a plan and calls them to action, ending their story with success and avoiding failure. Watch movies or read books such as Star Wars and Hunger Games and you will see that this is the basic structure for almost any story. Your web copy needs to tell customers that you can be that guide that leads them to success.

The Motion Tactic BrandScript allows us to help our ideal client meet their goals for a website. Our character is Joe Marketing, who wants a website he and his company are proud of. His villain comes in three forms of problems: external, internal and philosophical. The external problem is simple: Joe needs a new website. It’s the internal and philosophical problems that really allow us to understand the main concerns of the client. Joe’s internal problem is that he feels embarrassed when a customer or prospect visits his site, making his philosophical problem the fact that his website is not growing his business like it should. Joe meets Motion Tactic, a guide who gives him a plan to invest in a custom, easy to manage website and calls him to action by encouraging him to get in touch. Motion Tactic helps Joe avoid the failure of losing business, and leads him to the success of a website that he can be proud of.

If you take a deeper look around our website, our copy is geared toward this BrandScript. Our writing is specifically tailored toward people who want to feel proud of their brand and are looking for a guide to help them. This gives us the best opportunity to reach and help our ideal clients.


After developing a BrandScript for our ideal customer, our final step is to wireframe. Specifically for new websites, wireframing is when you make decisions about the architecture of your website along with the placement of your copy. Your copy’s placement can be just as important as what it says. A message about who you are and what you do should be clear right away, and a primary and secondary call to action should be easy to see. For new and even existing sites that just want to refresh copy, insert writing generated from your BrandScript into strategic areas such as your about page, home page hero section, contact page and so on.

If you put in the time and effort to find your ideal customer, develop a BrandScript and create a wireframe, your web copy will resonate with your audience and your site will generate the results you are looking for. To learn more about StoryBrand and creating a BrandScript, visit www.storybrand.com.

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