Want your web copy to stand out from the crowd? Then it’s time to make your words work harder. For no matter how good a website looks, it’s the content which drives people to visit.
For some even the thought of writing web copy is enough to bring on a cold sweat. But by making sure you cover the areas below, you should end up with a word-busting formula which ticks all the magic boxes.
What Are You Trying To Say?
This is obvious, right? Well as long as you’ve done your research, you’ll be fine. Do you have a good idea of what your visitors want to see when they look at your website? Are you covering every area of your business? Do you want a brochure site and/or a very clear call to action? Work out exactly what you need to cover before you start typing and you’ll have a ready-made writing plan.
Length is always an issue.
Don’t make your reader trawl through lots and lots of text – they simply won’t get to the end of it. Reading from a computer screen is a completely different experience than say reading a newspaper or book. People scan web pages looking for the information which is the most relevant to them. As a general rule you should be aiming for anything between 250-300 to 500 words on each page. Once you get above that people’s attention starts to dwindle.
Experiment with your Text.
Text which jumps off the screen is far more likely to make an impact on the reader. Think about changing the size of your text of highlighting different sections by using different fonts or italics. Avoid underlining or changing the colour on plain text, as this can look like a link to another page.
Do you know what your visitors would tap into Google to get straight to your site? Then that’s what’s got to feature on your pages. A lot has been written about the power of keywords but essentially you need to know the buzzwords which are most relevant to your site and will draw in visitors. It’s not just a case of listing them either – there needs to be a coherent and consistent message for keywords to do their job in style.
It’s easy to forget that many website visitors are looking for the very basics. Things like phone numbers, addresses and email contacts as well as directions or even car parking facilities. Make sure this type of information is easy accessible so that they can contact you quickly and efficiently. Nobody likes having to trawl through pages and pages of content just to find out your contact details.
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