WEB COPY TIPS
With so many websites vying for your customer’s attention, it’s not enough to purchase a domain name and call it a day. To attract visitors to your site (and keep them there) brands need to master the art of web copy.
The content you publish on your website needs to be engaging, visually appealing, and informative. However, it’s different from the copy you’re accustomed to reading on blogs. Here are some web copy tips to keep in mind.
Unlike news articles and other types of content you see online, web copy needs to be short and sweet. Stick to paragraphs that are no more than 4-5 sentences long. The sentences themselves should be brief as well, cutting out any fluff or unnecessary jargon.
The main idea is to stay away from dense paragraphs that make a page look tedious to read. If your visitor thinks they’ll need to slog through extraneous information in order to find a solution to their problem, they’ll look elsewhere. Aim to have as much white space as possible.
The average website visitor will be scanning your page to see if it contains the information they need. Keep all of your must-know information at the top of the page. This information should answer a question – think Who, What, When, Where, Why, and How.
From there, you can begin including other information that is still relevant to the reader and adds context to the main idea of your page. For example, if you are writing web copy about your newest product, start with its star qualities. Then you can go on to talk about other helpful information that might not be as relevant to a casual browser, such as tech specs or optional add-ons.
You’ve likely heard a lot about SEO optimization and its importance for attracting visitors to your page. For each page that you’re writing copy for, identify one or two keywords that you want to rank for. Use each around four to five times per page, trying to weave them in to sound as natural as possible. Avoid keyword stuffing, i.e. filling your content with keywords for the sheer purpose of attracting search engines. This will make your writing seem inauthentic and immediately turn readers off.
Remember the previous tip about readers not wanting to navigate blocks of text? Break your copy up so it’s easy to read by taking advantage of formatting. Use headings and sub-headers to help break up the monotony of long pieces and clue them in to the location of the information they’re looking for.
Bullet points are also your friend. They make it easy for website visitors to scan your web copy to find vital information they’re looking for. They also make text look more visually appealing and let you call out specific features, services or benefits of your service or product.