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Why Structure Is More Important Than Creativity in Website Copy

Reading Time: 2 minutes
playing cards used to build a house of cards

Take a moment to consider your website. When a potential customer looks you up online, what are they looking for? Believe it or not, they’re not looking for an award-winning novel. Whether they’re looking for your business hours or more information about your services, they simply want to know more about you—no extra creativity required.

What Is Structure in Website Copywriting?

The truth is this: you don’t have to be a great writer to create a website that converts visitors into customers. Instead, you simply need to understand how to properly structure your copy for success.

So what do we mean by “structure”?

According to Merriam-Webster, structure is defined as

a manner of construction or an organization of parts.

Your copy’s structure is the organization of your content into clear, easy to read pieces. Your website should have a structure that makes it easy for your visitors to get the information they need—fast.

Structure enhances the readability of your copy, making it easy to scan and understand.

Did you know that over 75% of adults can read at a 5th-grade level? But, only about 15% can read at a high school level. What does this mean for your copy?

If your website copy isn’t simple enough for the majority to understand, you’re missing out. Sometimes, overthought creativity can add unnecessary fluff, resulting in reading difficulty. Structure is one of the best ways to enhance the readability of your content, appealing to a larger group of potential customers.

Simple Ways to Add Structure to Your Copy

If you’re ready to take a look at your website copy’s structure, there are a few simple things you can do right now.

  • Use your headings. Headings help break-up your copy, making it easier to scan. Remember to use your power words to make headings enticing to your reader while remaining on-point with the content that follows.
  • Use short paragraphs and sentences. Big blocks of text are not only difficult to read, but they frustrate a reader who’s looking for specific information. Break paragraphs up into 3-4 sentences. For those sentences, use no more than 15-20 words.
  • Use call-out boxes. Call-out boxes are boxes of text you can use to showcase important information. You can use these for calls to action, contact information, business hours or other information your audience may look for immediately.
  • Don’t forget your CTAs. Make sure your calls to action are large and in charge in your copy. You can use a heading or a call-out box to draw attention to them throughout your website.
  • Keep it consistent. Your copy structure should be consistent across your website, on each page. This helps your reader navigate your website easier.

You Don’t Have to Be a Writer to Create Compelling Copy

It’s true. A little bit of structure goes a long way when creating copy for your website. Add in your unique voice and you have a winning combination. Not sure how to use your voice and structure to create copy that works? We can help. Go ahead and send us a message.

Erin Larson