Unless you have a professional copywriter working with you on your web project, writing your website copy will probably be one of the most challenging aspects. Sure, you can sit down in front of a screen and force yourself to type some things out, but without using the right techniques, many of those words will be completely ineffective.
Without getting into all the fine details, here are a few of the most valuable tips I have for you. In many cases, this may be just enough to help you make your website copy powerful and effective.
Website Copy Tips
1. Do Your Research
Know who your audience is and know their pain points. Once you have identified these two things, make sure all of your content is speaking to them.
2. Use Short, Easy to Understand Sentences
It may feel like you are “dumbing down” your writing too much, but this is going to be one of the best ways to communicate with your busy/distracted audience. In my experience, if you feel like you are using sentences that are too short and too easy to understand, you probably haven’t made the short enough of easy enough to understand!
3. Avoid Industry or Technical Terms
Although there are many industry specific terms that you are using on a daily basis, don’t forget that your audience is likely not a professional in your industry. Stick to language that your audience would use on a daily basis. Describe your products and services in words that they will be comfortable with.
4. Don’t Write About YOU – Write About THEM!
It’s very tempting to want to tell your audience what YOU do, what makes YOU the right choice. Don’t do it! The focus should be on THEM. Instead of saying “WE are kitchen remodeling experts” try “Make YOUR kitchen beautiful”.
5. Use Headings and Bullets to Break Up the Text
Long blocks of text can be a quick way get your audience to run for the exits. Text on the web is much more digestible in smaller, more visually appealing chunks. Images can naturally help with this, but for those situations that require a good amount of text, find ways to break it into small sections with headings. Turn that list – currently in paragraph form – into bullet points.
6. Use Copy to Create a Powerful Call-to-Action
Don’t forget to make it clear to your audience what action you want them to take! Do you want them to buy? Be explicit about telling them “Buy Now!” There is nothing worse than reading great copy that has you convinced you are reading about something that is great, but not being asked to take action. If you take the time to write great copy, don’t miss the opportunity to capitalize on it.
Now… go write yourself some great website copy!