Writing Web Copy that Works

Great web design makes an immediate first impression, but it’s your content that grabs attention.

And you literally have seconds to make an impact, or they will head right back to their search results. So how do you convince prospects that your site is worthy of their valuable time? You make a connection – quickly.

Keep these tips in mind when writing copy for a website:

  1. Be brief! This is the most piece of advice we can offer. Give visitors the information they want in as few words as possible.
  2. Know your audience.You know the demographics of your customers. (If you don’t, take the time to figure this out!) What do they want to hear? Don’t tell them how wonderful you are. Write your web copy from their perspective. Using “you” instead of “we” helps them identify with your messages.
  3. Clearly define the main goal of your website and have all the copy reflect that goal. Are you trying to sell products? Generate leads? Provide information or education to enhance your customer service? Keep all of your content focused on your main business objective.
  4. Tell your customers how you can solve their problems. Visitors are coming to your site because they have a question or a need. Give them facts. Tell them how you’re better than all the others. Avoid flowery generalities. Anecdotes, if kept brief, can also help you make personal connections.
  5. Speak to your customers in their language. You know your business inside and out. Visitors to your website probably don’t. They may not be familiar with all of the acronyms, industry terms or tech-talk that you use within your organization. Keep it simple and easy to understand. If your customers all refer to a product or service in layman’s terms, bow to the masses. This is also important when prospects are searching for your products.
  6. Organize your thoughts on each page. Use a top-down approach with content. Start with a summary and follow with the most important information. Few visitors will read long excerpts to the end. Scattered information will also prompt quick clicks on the back button, so pay attention to the flow of your thoughts.
  7. Use descriptive headings to summarize ideas and break up your copy. Research shows that web readers scan pages for relevant information. They are much more likely to read parts of one paragraph than an entire page of text.
  8. Bulleted lists and bolding key words can be effective and make it easy to scan a page for content of interest.
  9. Spell-check your copy and have others proof it before you publish. You can have great content, but if you have spelling errors or use bad grammar, you instantly lose credibility.
  10. Internal links to related pages can be powerful tools for encouraging visitors to go deeper into your website. Just make them relevant and don’t overuse them. Two sentences with four links not only dilutes effectiveness, it can cause frustration.
  11. Using key phrases several times on a page is important for search engine optimization. But be careful. Overuse or misplacement of key phrases only serves to annoy readers. Copy should flow seamlessly with effective SEO writing.

You can have millions of visitors to your website, but if you don’t connect with them instantly and present solutions to their problems, they will leave. Follow these tips and you will have your best chance at converting visitors into customers.

At Top Draw, we can’t emphasize enough the importance of good content. Our mission, in building websites, is to arm our clients with online marketing tools that will help them achieve their business goals. That’s why we offer professional copywriting services and encourage an investment in this critical web asset.

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