Writing the text/content/copy for your website is another challenge for many of my clients. Here are some key tips on how to write amazing web copy…
Make it Google-friendly (SEO Optimisation)
Try not to stress too much about this. Google likes high quality content that provides value to visitors (one way they determine this by how long someone stays on your page).
It is important however to have a few relevant keywords in the copy, and also having at the relevant keyword(s) within the title of the page.
Describe how you came up with your offering, describe yourself, the company, how it’s helped your previous clients and anything else you can think of!
This will instantly start to build a connection with the reader and make them want to know more and buy more!
Keep it simple!
I know, I know, this is contradictory to number 2! But to make content engaging it needs to be relatively simple – as well as descriptive and creative.
Being over-creative with your copy will likely just confuse and bore the readers.
Needlessly long words and industry jargon is a sure fire way to scare people off reading any further.
Speak it! Don’t “write” it!
Write as if you were speaking to your reader over a coffee!
By this I mean don’t use complex sentences that you learned in English classes. It’s OK to use broken sentences. Take these sentences from Apple’s website for example:
It doesn’t seem possible. (…). But it is.
It’s our thinnest display ever. And it’s the first of its kind.
And that’s just for starters.
It’s also OK to use slang! Using spoken slang that connects to your target audience is another great way to connect to them.
Address the Problem
Don’t forget to get to the point! People are coming to your website for one thing only – to see if you can help them!
Your copy needs to show people that your offerings can and will help them. Address the reason they are coming to you website, and propose the solution to their problem clearly!
Research by Nielsen Norman on how people read websites found that 79 percent of test users always scanned any new page they came across. And only 16 percent read word-by-word!!
Annoying eh? All of that work and people might not even read it! This is why we need to make it as easy as possible to find the exact information they are looking for!
Sub-headers to the rescue! They break up long pieces of text and allow people to jump the the precise point they need to. Lovely!
Write for your audience
Last but most certainly not least – is write for your audience!
Make sure you understand who your target audience is before writing any copy. And write (speak) to them in a way they can connect and relate to.
It can help massively to create customer personas to define your audience and visualise your customer when writing.
I hope this helps the (sometimes daunting) task of preparing and writing your web copy! If you need help with this, take a look at our consultancy packages! Otherwise, go get writing!