You know your business needs a new website, and now, writing website copy is on the top of your to do list. You know what your business is about, and what you offer, so how hard can it be? Writing website copy can become quite the task, it will take time, and require multiple revisions, but you can do it!
Check out the following tips for writing website copy.
Keep your website copy short and sweet
Make sure you provide your viewers with the information they need, but do it in a concise manner. Attention spans are becoming shorter and people are more likely to remain on your website if your content is easy to read and provides them with key facts fast.
A couple tips when writing your web copy:
- use lists (bullets or numbers)
- keeps paragraphs short
- use headings
- be clear and direct
Website copy should be able to stand alone
What does this mean? Basically, you need to write knowing that a viewer may only read one blurb on your page and skip the next two or three and continue reading then. Getting information from a website is different than reading a book, we don’t read every page or every paragraph, sometimes even sentences are skipped. Make an attempt to ensure that every piece of copy can be understood easily and delivers one key point.
Keep your target audience in mind when writing website copy
Write for your audience. Provide information they seek. Be clear and get to the point, quick! Know who you are writing for and write accordingly. If you are a Photographer writing website copy for your website directed toward brides and grooms, don’t write about ISO, aperture priority and shutter speed. Instead, write about your experience, tips for posing, engagement photography sessions, etc. – topics that your audience will understand and information they want to know.
Ask yourself these questions before writing website copy:
- Who is my target audience?
- What are the reasons they are coming to my website?
…do they want to see my work?
…do they want to learn more about my services?
…do they want rate information?
…do they want to request an estimate?
…do they want to see my client list?
Once you’ve come up with answers to these questions, make sure your web copy provides your audience with these details.
Your web copy should help establish credibility and gain trust
Be truthful, informative and back up what you have to say. This one doesn’t need much explaining, just remember that honesty goes a long way.
Tips to enhance credibility and gain trust via your web copy:
- Your audience wants to know who is behind your company, include an “about” section or page
- Include your contact information
- Be open, and invite your audience to connect with you. Providing contact details is step one, enhance that with a comment section on a blog, provide your social media links,etc.
- Refresh often, this means updating your content
- Share customer testimonials
Writing website copy and search engine optimization (SEO)
You hear it left and right, writing website copy needs to include keywords in order to rank well in search engines. We definitely recommend doing some keyword phrase research and then basing your copy on a select number of keywords. However, it is important to understand that your rankings within search engines are a result of more than just your copy. When writing your website copy, include keywords, but don’t write for the search engines. Write for your audience, make sure that your website is providing your viewers with the information they seek. SEO takes time, it requires work on your website and off of it as well (link building) and is dependent on many other factors. Most websites will require ongoing SEO services to help achieve a better rank, which is when you may want to hire a professional.