WEB COPY TIPS
Web Copy Tips Every Brand Needs
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.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.