What Is Good Web Copy? Structure, Tone, and Readability Best Practice

Your website is often the first interaction a potential customer has with your business. It’s your digital shopfront, your online brochure, and your 24/7 salesperson all rolled into one. But without the right words, even the most beautifully designed website can fail to connect with its audience. This is where good web copy comes in.

This guide will walk you through the essentials of crafting effective web copy. We'll explore what it is and why it matters, breaking down the key elements of structure, tone, and readability. You'll get actionable tips and simple strategies to help you turn your website into a powerful tool for business growth.

First, Some Key Definitions

Before we dive into the "how-to," let's clarify some common terms you'll encounter.

• Web Copy: This is the written content on your website designed to persuade visitors to take a specific action. It's different from UX Copy (User Experience Copy), which focuses on guiding users through a website or app (think button labels or error messages).

• Information Architecture (IA): The way content is organised and structured across your website. Good IA helps users find what they need easily.

• Tone of Voice: This is not what you say, but how you say it. It’s the personality and character your brand expresses through its words.

• Readability: How easy it is for someone to read and understand your text.

• Scannability: How easily a reader can skim your page to find the specific information they are looking for.

• Call to Action (CTA): A prompt that tells the user what to do next, like "Buy Now," "Contact Us," or "Learn More."

• Microcopy: Small pieces of text that guide users, such as button labels, hints in forms, or error messages.

• Above the Fold: The content a user sees on their screen without having to scroll down. This is your prime digital real estate.

• F-Pattern & Z-Pattern: These describe how users typically scan a webpage. The F-pattern involves reading across the top, then down the left side, with shorter horizontal scans. The Z-pattern follows the shape of the letter Z.

• Plain English: Writing that is clear, direct, and easy for the intended audience to understand the first time they read it.

Part 1: Structure – Building a Solid Foundation to Draft Good Web Copy

Great copy needs a great structure. A well-organised page guides your visitor, answers their questions logically, and directs them towards your goal.

Define Each Page's Purpose

Before writing a single word, ask: "What is the number one thing I want a visitor to do on this page?" Is it to buy a product? Fill out a contact form? Download a guide? Every element on the page should support this single goal. This clarity prevents a confusing user journey where visitors feel lost.

Headings and Hierarchy

Headings act as signposts. They break up text and allow users to scan for relevant information. Use a logical hierarchy:

• H1 (Heading 1): Your main page title. You should only have one per page.

• H2 (Heading 2): For major sections of your content.

• H3 (Heading 3): For subsections within your H2s.

This structure is not just for users; search engines like Google also use it to understand your content's importance and relevance.

Placing Your Call to Action (CTA)

Your CTA is the most important piece of copy on the page. It must be clear, compelling, and easy to find. Place it where the user is most likely to be ready to act—often after you have explained a key benefit or at the end of a section. For longer pages, consider using multiple CTAs.

Basic SEO for Structure

Search Engine Optimisation (SEO) helps your pages get found on Google. From a structural perspective, focus on these basics:

• Keywords: Identify the main term someone would search for to find your page. Include this keyword naturally in your H1 title, the first paragraph, and a few subheadings.

• Meta Title & Description: The meta title is the blue link you see in search results, and the description is the short text beneath it. They should be concise, include your keyword, and entice users to click.

• Alt Text: This is a short, written description of an image. It helps visually impaired users who use screen readers and also tells search engines what the image is about.

Part 2: Tone – Finding Your Brand's Voice

Tone of voice gives your brand personality. It builds trust and helps you connect with your ideal customers on an emotional level. For good web copy, follow these guidelines:

Establish Your Brand Voice

Are you professional and authoritative, or friendly and informal? Are you witty and playful, or reassuring and serious? Define 3-4 core characteristics of your brand's personality (e.g., "Knowledgeable, Supportive, Direct"). Use these as a guide for all your writing.

Write with Empathy

Put yourself in your audience's shoes. What are their problems, fears, and goals? Address their needs directly. Show them you understand their world. This builds trust far more effectively than simply listing your product's features.

Jargon: Our synergistic B2B solutions leverage bleeding-edge paradigms to facilitate scalable growth.Plain English: We help businesses like yours grow by providing simple, effective tools and support.

Be Consistent

Your tone should be consistent across your entire website, from the homepage to your contact form. Inconsistency can feel jarring and unprofessional, damaging the trust you’re trying to build. A simple style guide can help ensure everyone writing for your brand stays on the same page. The team here at Puzzle Creative uses one to ensure all our client communications feel cohesive.

Use Inclusive Language

Ensure your language is welcoming to everyone. Avoid gendered terms where neutral ones will do (e.g., use "business owner" instead of "businessman"). Steer clear of stereotypes and assumptions about your audience.

Part 3: Readability – Making Your Copy Easy to Digest

People don't read websites; they scan them. Your job is to make your content as easy to consume as possible, especially on mobile devices where screens are small.

The Golden Rules of Readability

• Use Short Sentences and Paragraphs: Aim for paragraphs of no more than 3-4 lines. This creates white space, which makes the page feel less intimidating.

• Active Voice: Use the active voice ("You will save time") instead of the passive voice ("Time will be saved by you"). It’s more direct and engaging.

• Use Bullet Points and Lists: They are perfect for breaking up complex information and making key points scannable.

• Format for Mobile: Most web traffic is now mobile. Preview your pages on a phone. Is the text large enough? Are buttons easy to tap? Is there enough space between elements?

Quick Accessibility Checklist

Making your site accessible means making it usable for people with disabilities. This benefits all users.

• Colour Contrast: Ensure there is enough contrast between your text colour and background colour.

• Font Size: Use a font size that is easy to read, typically at least 16px for body text.

• Descriptive Links: Use link text that describes where the link goes (e.g., "Read our case studies") instead of "Click here."

• ARIA (Accessible Rich Internet Applications): For more complex elements like custom menus, ARIA roles can provide extra context for screen reader users, though for most simple content, standard HTML is sufficient.

Improve a Page in Under an Hour: A Simple Process

Feeling overwhelmed? Pick one important page on your site and follow these steps.

1. (10 mins) Define the Goal: Write down the single most important action you want a visitor to take on that page.

2. (15 mins) Read Aloud: Read the entire page out loud. Does it sound natural? Is it boring? Where do you stumble? This is a great way to spot awkward phrasing and overly long sentences.

3. (20 mins) Cut and Clarify: Be ruthless. Cut any jargon, clichés, or sentences that don't directly support the page's goal. Simplify complex ideas. Shorten paragraphs to 3-4 lines max.

4. (10 mins) Strengthen the CTA: Rewrite your main call to action to be more specific and benefit-driven. Check that it stands out visually.

5. (5 mins) Check Headings: Do your headings accurately summarise the text that follows? Are they in a logical H1 > H2 > H3 order?

Bringing It All Together

Good web copy isn't about using fancy words or complex literary techniques. It's about clarity, empathy, and purpose. By focusing on a logical structure, a consistent tone, and excellent readability, you can create a website that not only looks good but also works hard for your business.

Start by reviewing your own website with fresh eyes. Use the checklists and tips in this guide to identify areas for improvement. A few small changes can make a big difference in how effectively you connect with your audience and turn visitors into loyal customers.

At Puzzle Creative, we help businesses build strong brand foundations. If you're looking to create a powerful communication strategy, our team is here to support you.