When crafting website copy, there are so many ways to infuse your personality into your copy – you can tell a rich, multifaceted story, use your own personal style + voice, and really show the reader who you are and why you‘re different from everyone else out there.

Today though, I’m going to be talking about my favorite way to do that… 

Ready?

It’s eyebrow copy!

(Okay, maybe not my favorite but still damn-essential)

What the heck is that?

So glad you asked.

Eyebrow copy is that little bit of copy that sits right over a headline. 

A few examples from my website look like this → 

What does it do?

Eyebrow copy infuses personality, rounds out your informational messaging with fun and flair, builds your brand voice and personality, and makes a human connection so people are entertained more.

You can also use it to add context to what you’re saying or clarify who you’re talking to 👇🏽

Something eyebrow copy doesn’t do?

Start a “half-sentence” that’s continued by the headline.

Why, you may be wondering?

Because of the skimmers. You know one, love one, may even be one. 

Eyebrow copy introduces an emotion, sets a scene, and preps for the mic drop moment, but the headline should still make sense, even if you don’t read the eyebrow copy 

So for those that read all the way through, eyebrow copy gives added commentary and story.

And the skimmers? Well they still benefit just as much from the meat of your headlines and proceeding copy. 

So when you next sit down to look at your website copy and headlines, try to create a story or add a little flair around them.

Something I always tell my copy clients is read it out loud. Once, then twice, then a third time. It should not only sound like you, but it should flow.

Now read it without the eyebrow copy. Does it still make sense? Is the messaging still clear and straightforward? If not, don’t sweat it! I like to create a long list of contenders, plug and play, and do that until you find the perfect fit.

Crafting quality, powerful copy is like putting together a jigsaw puzzle. Even if you have all the pieces, it takes time, trial and error, maybe even a few tantrums, to put it all together. 

And if tackling that project sounds like something you want to outsource, we’re ready to treat you to expertly crafted conversion copy for emails, sales pages and websites!

Here at the KC Copy Studio, we have years of experience crafting personalized, effective copy that will win over your ideal client (even if she IS a skimmer).