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How do you write web copy that appeals to different segments?

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Writing web copy that appeals to different personas and segments requires understanding who your target audience is, what their needs are, and how they interact with your website. In this article, you'll learn how to conduct web copy research and analysis, how to create buyer personas and customer journeys, and how to tailor your web copy to match each segment's tone, style, and message.

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Jason Hewett

Writer | SEO | Copywriting

1 Web copy research and analysis

Before you start writing, do some homework. Web copy research and analysis involves collecting and evaluating data about your audience, competitors, and website performance. You can use tools like Google Analytics, Google Search Console, and SEMrush to find out who visits your website, what keywords they use, what pages they view, and how they behave. Tools like BuzzSumo, Ahrefs, and Moz can also help analyze your competitors' web copy, their ranking, and their social media presence. This will help you identify gaps, opportunities, and best practices for your web copy.

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Linze Kay Lucas

??Toptal vetted SEO? ?????? Chaotic - Good INFJ-A ????????Jack of All Trades??, Master of Some???????????
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While studying internal and external search landscapes is critical in content curation, I always request that clients provide access to their customer service inquiries. Repetitive queries should be addressed on the client's site with or without search volume or competitor attention. (Also, mine social media comments for common customer queries that may not yet be covered by competitors or may not yet report keyword data. ) If you have more advanced analysis tools, you can even extract "keywords" based on language structures that appear repetitively in customer communications. 'Originality' and 'helpful' content are addressed in Google's Quality Rater Guidelines, and sometimes the best resource for content curation is your customer base.

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2 Buyer personas and customer journeys

Once you have a clear picture of your audience, segment it into different groups based on their characteristics and needs. These groups are called buyer personas, and they represent your ideal customers. You can create buyer personas by using data from your web copy research, as well as surveys, interviews, and feedback from existing customers. Give each persona a name, description, photo, and set of attributes, including demographics, psychographics, pain points, and preferences. Then, map out the customer journey for each persona, which is the process they go through from becoming aware of your website to becoming loyal customers. Identify the stages, actions, emotions, and touchpoints of each journey, and how your web copy can influence them.

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3 Web copy tone and style

After you have created your buyer personas and customer journeys, decide how to communicate with each segment. Your web copy tone and style are the way you express your personality, values, and message to your audience. They affect how your audience perceives, trusts, and relates to you. Your web copy tone and style should match your brand identity and your audience's expectations. Hemingway, Grammarly, and CoSchedule are useful tools to check and improve your web copy readability and grammar. You can also use tools like LingoJam, Textio, and Expresso to experiment with different web copy tones and styles, such as formal, casual, or humorous.

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Jason Hewett

Writer | SEO | Copywriting
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I don't think Hemmingway and other tools can effectively measure the vibe of writing on behalf of its intended audience. Imagine if a tool were to measure the tone and style of the Mona Lisa--depending on your audience, she might be perceived as mysterious, plain, beautiful, a symbol of wealth, but the tools are trained to interpret it with a bias that doesn't necessarily reflect your specific audience.

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Lee Ann Owens

Technical project manager and web lead. I tranform ideas into live solutions.
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While online tools abound, nothing takes the place of thorough editing and proofreading done by experts familiar with your brand. Double-check your copy to ensure your brand is represented in its best light word by word.

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4 Web copy message and structure

Craft your web copy message and structure for each segment. Web copy message refers to the main idea or benefit you want to convey to your audience. It should be clear and compelling. Your web copy structure is the way you organize and present your web copy message. This should be logical and scannable. Tools like AnswerThePublic, HubSpot, and Portent can generate web copy ideas, headlines, and subheadings based on your keywords and topics. Yoast, WordCounter, and Headline Analyzer can also assist in optimizing your web copy length, keywords, and headlines for SEO.

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Jason Hewett

Writer | SEO | Copywriting
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These tools can help create great parameters, but they do not necessarily align with Google's vision for optimal length. That's partially because Google is constantly refining what it considers optimal at a speed those independent parties can't keep up with, and also because human behavior and preferences change at a pace Google's algorithm can't keep up with. Optimizing is an art, not a science.

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Lee Ann Owens

Technical project manager and web lead. I tranform ideas into live solutions.
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Take a good last look at everything before sharing it with the world. If time permits, put your project aside for a day then review with fresh eyes. You might be surprised at what you see.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you write web copy that appeals to different segments?

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1 Web copy research and analysis

2 Buyer personas and customer journeys

3 Web copy tone and style

4 Web copy message and structure

5 Here’s what else to consider

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