In a world where 74% of visitors to your website pay attention to spelling and grammar, and 59% will avoid doing business with a company who misses the mark, it’s not hard to understand why quality website copy is important.

However, writing copy is about much more than dotting I’s and crossing T’s, it involves big-picture thinking that covers everything from branding to web design.

To get a grip on writing better copy for your web page, take a look at these five keys.

1. Keywords, keywords, keywords

Think of a keyword as a small flag your web page can raise to get noticed by search engines. Choosing the right keywords and inserting them strategically into the body of your web page not only focuses your content, but also makes it more searchable to those who could use your product or services most.

2. Show, don’t tell

Statistics show that only 20% of your readers will read past your headline, and when faced with an intimidating wall of text, that number drops drastically. The best way to ensure that your message gets across loud and clear is to make sure your copy is full of eye-catching images, and headlines that draw curiosity.

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3. Brand yourself with writing

Just like every square inch of a brick-and-mortar storefront should be used effectively, each and every word of your website copy should be an effective branding tool. Even About pages or Bio pages should be given careful attention – if a visitor is checking them out, chances are they have already started to invest time into learning about your business and your brand.

4. Less is more

It is a mistake to ask your readers to process too much content at once. A great sales pitch should be short, sweet, and to the point. One great strategy is to pair some light, conversion-driven text with an eye-catching video. This offers multiple ways for visitors to engage, and does double-duty on the SEO front. Take a look at some of the advantages of video marketing here.

5. Know your audience and write directly to them

Finally, not all readers are created equal, and the only way to really reach out is to find ways to speak directly to their needs. The good news is that nobody knows your customers and clients better than you, and so making a real connection is just a matter of translating your past experience into a winning story.

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