In the competitive digital marketplace, your website has to do more than just look good to attract clients and customers. Your web pages need to have compelling content and copy – words that tell a story about how your business makes the lives of people like just like happier, easier, and better.
Your website copy is the best chance you have to make that impression on your potential customers – don’t let it go to waste. Here are a few rules to make your website content shine.
Keep it Short
The attention span of the average web surfer is pretty low. And it’s scattered too – it’s rare that people read web pages top to bottom like they would a book. And it makes sense when you think about it. It’s incredibly rare that a user is searching for information about your product. They’re searching for a solution to their problem. They don’t have enough interest to slog through paragraphs extolling the greatness of your offering.
They just want to know – will this help me avoid pain, or bring me pleasure, or fill an emotional need? And that’s exactly what your website copy should cover. The rest is just filler that will cause your users to quickly leave the page when they can’t quickly find the information they want, written in a style that draws them in.
Your website copy should be easily scannable, with a flow of information directed by text size and smart use of graphic features to draw your visitors through your content even if they don’t read every word (because they probably won’t). Can they get the main points of your page if they just jump around for 10 seconds? Then your page is working well.
Keep it Conversational
You want your visitors to feel like you’re a trusted source of information. The best way to do that is avoiding writing that confuses your reader: like using too much jargon, technical terms, or vague corporate-speak. The goal of writing website copy is to appeal to your readers by sounding straightforward and trustworthy.
How conversational should your tone be? It depends on what kind of product or service you’re selling. Adjust your tone to your target buyer persona. If you’re in the business of selling funny t-shirts to moms, you can be pretty casual. If you’re a B2B firm providing sales consulting services, you can use a more professional tone. But whatever your audience, it needs to be clear and flow naturally, and sound like you’re talking directly to the customer (because after all, you are).
Keep it Direct
Don’t try to play coy with information, especially pricing. It makes you seem untrustworthy – like you’re hiding something. There are certainly businesses where publishing a price list doesn’t make sense, especially for a services firm. But for most businesses, more information upfront is better.
Be direct about your product benefits too. “Saves you $200 a year” is better than “cost-effective.” Bullet points can lay out benefits in a form that’s easy for your visitor to scan. Make sure those points are filled with concrete information. Consumers these days are bombarded with claims that are too good to be true, and they have pretty good noses for overinflated hype. Only promise what you deliver.
Keep it Effective
The primary goal of your web content is to draw in your visitors and convince them to act on your call to action – buy a product, book a service, become a customer. But your visitors won’t get to your site at all without an effective marketing strategy.
Every piece of online content you create, including your website copy, should be optimized for search engines. It’s possible to write for both search engines and human beings, but you might need an expert to get it right. Then add in your blog posts you write as part of your content marketing. Those need to be SEO friendly, and they should link back to your main web pages to give you additional search engine credibility.
Don’t forget to share all this great content on your social media channels. Social shares are a factor in search engine rankings so you don’t want to miss out on that additional ranking boost.
Use Industry Experts
When you need a technical skill, you call in a technical expert. It can be tempting to just leave your website content to the graphic design firm handling your website rebuild and call it a day. After all, if it has enough buttons and an attractive color scheme, the purchases will follow, right? But bringing in copywriting industry experts will pay off in the long run for your business. And neglecting your web copy will actually cost you money in lost sales.
If you’re looking for website copy that does more than just describe what you do and how you do it, call the experts at ContentFirst.Marketing. We have the knowledge, the expertise, and the professional copywriters who know just how to make your website content work for you.