Website Copy February 22, 2023 5 min read

5 Traits of a Great Website Copywriter ✍️

So you're working with a website copywriter on your latest project. Thing is: Not all of them are created equally. Here's what sets a "holy-cr*ap-you're-amazing" writer apart from a "meh" one.

TL;DR Key Takeaways

Great copywriters ask WHY your benefits matter to customers, not just what they are. They ditch generic "Learn more" for brand-aligned calls to action and craft engaging headlines that take users on a journey instead of boring "About Us" placeholders. From newsletter boxes to final design tweaks, they care about every piece of the puzzle.

📑 Table of contents

1 Deep benefit questioning 2 Unique CTAs 3 Engaging headlines 4 Brand-experience alignment 5 Attention to detail 6 FAQs

We've been in the copywriting field for quite some time now. So we can tell which website copywriters will end up in the Website Copywriting Hall of Fame. Is that a thing? Because if not, it should be. 🏆

🔍

Deep Questioning

Goes beyond surface-level benefits

✨

Unique CTAs

Creates brand-aligned calls to action

🎭

Engaging Headlines

Takes users on a journey

🎯

Brand Alignment

Matches website to customer experience

💎

Detail-Oriented

Cares about every puzzle piece

1 They ask WHY your benefits matter

Your website copywriter doesn't just ask what your benefits are. They ask: Why is that a benefit? What value does your customer stand to gain from your benefits?

We take a similar approach at Laurel Leaf. Understanding the deeper "why" behind features transforms generic copy into compelling narratives that resonate with your audience.

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Pro tip

A great copywriter will keep asking "so what?" until they uncover the real emotional benefit your customers care about.

2 They strive for unique CTAs

"Learn more" or "Contact us" don't cut it anymore. In an increasingly competitive landscape, it's all about bringing your personality and brand to the surface. Especially in the CTAs.

Generic CTA 😴	Brand-Aligned CTA 🔥
Learn More	Show Me the Magic
Contact Us	Let's Start Your Story
Get Started	Claim Your Spot
Submit	Send It My Way

3 No more boring headlines

And for the love of God: No more headlines that say "About Us" or "How We Can Help."

A great website copywriter is there to take the user on a journey through the words. Not present an awkward slide deck where half the viewers are asleep.

🎯 Instead of "Our Services," try something like "Here's How We Make Your Life Easier" — it immediately tells visitors what's in it for them.

4 They align website with customer experience

When you've been in the website copywriting game long enough, you know that a website is an introduction to your brand. If your website doesn't align with your customer's lived experience of your product, there's a problem.

A great website copywriter will make sure to fix that — by making sure customers know what to expect from the second they land on your homepage.

🤝

Promise consistency

What you promise on the website matches what customers actually get

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Tone alignment

The voice on the website matches your team's actual communication style

5 They care about the little details

It's hard to pick just five things that make a great website copywriter. But if we had to pick, it's looking out for the little details.

✓

Customizing your newsletter signup box — not just "Subscribe" but something that reflects your brand

✓

Making sure all the copy is consistent — same voice, same terminology, same energy throughout

✓

Adding final tweaks after design integration — because copy often needs adjustment once it's in context

An excellent website copywriter cares about all the puzzle pieces. And wants to put your professionalism first.

✅ Key Takeaways

☐ Look for a copywriter who asks "why" — not just "what" — about your benefits
☐ Reject generic CTAs — your brand personality should shine through
☐ Demand headlines that tell a story, not just label sections
☐ Ensure your website copy matches the actual customer experience
☐ Hire someone who sweats the small stuff — it all adds up

Hopefully this post has helped you decipher whether your website copywriter's up to snuff. 🎉

Frequently Asked Questions

What should I look for when hiring a website copywriter?

Look for a copywriter who asks deep questions about your benefits and customer value, creates unique CTAs instead of generic ones, writes engaging headlines instead of boring placeholders, ensures website copy aligns with customer experience, and pays attention to small details throughout the entire project.

How do I know if my website copywriter is doing a good job?

A great website copywriter will go beyond surface-level work. They'll dig into why your benefits matter to customers, craft CTAs that reflect your brand personality, write headlines that take users on a journey, and ensure consistency across all copy. They'll also care about the small details like newsletter signup boxes and final tweaks after design integration.

Why are generic CTAs like "Learn More" not effective anymore?

In an increasingly competitive landscape, generic CTAs like "Learn More" or "Contact Us" fail to differentiate your brand. Great copywriters create CTAs that bring your personality and brand to the surface, making your website more memorable and engaging for visitors.

Need website copy that actually converts? ✍️

We craft website copy that digs deep into your value props, creates memorable CTAs, and sweats all the little details.

Explore Our Website Copy Services

Defne Gencler

Founder at Laurel Leaf

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