Copywriting
The content you put on your website is crucial to the results that your site will achieve for your business. People come to your website because they want to find out about what you do and get the right information. While a great design is essential to catch people's attention, get across your company brand and image and make your site easy to navigate, the words you put on your site are what will really help to sell your product or service. On a website the words have to
work on several different levels:
Sales
The words you use will essentially be acting as your ‘salesperson’ online. Your copy must know who your customer is and use the right tone and language to communicate effectively with
them. Think of all the questions a potential customer that calls you on the phone or comes into your store might have. Your website copy must attempt to guess what these questions or concerns might be then answer them. The copy must also lead your customer easily through the site with appropriate calls to action at certain points.
Information
Your copy must get across effectively the information your customers are most likely coming to your site to get. Do your customers want your contact details? Opening hours? Prices, or
something else? Work out where to put things to make your site easy for your customers.
Search Engines
Search engines such as google and yahoo partially rank websites on the words that are written
on them. For example if you are a florist then keywords for you might be ‘flower delivery.’ You need to find the right keywords that are relevant to your particular business (see our SEO page for information on how to do this). Including these words on the site in key places and at the right density or repetition can help your site to rank higher in search engines and therefore for people to find you in the online world.
Layout
Once you have the right copy to put on your site how you actually place it on the website
page also matters. People read websites a bit differently from other forms of text such as books. You need to lay the text on the page in such a way that it will be easy to read, so people can find what they are looking for and you get your point across effectively. When laying out your copy you need to thing about:
Spacing between sentence and paragraphs. Try to avoid big chunks of text as this is difficult for people to read. Break paragraphs into three or four sentences depending on sentence length, font size etc.
How much text is put on each page. For search engines you need to aim to have at least 300-500 words of text on each page including your targeted keywords.
Bullet points. These can be a good way to break up text, get the information across and make the page easy to read.
What key parts of the text should be bold or underlined for maximum impact. You can bold or underline certain words in the text to draw attention to them.
Proofreading
How many times have you gone onto a website and noticed a spelling or grammar mistake? How did it make you feel? Did the business come across as professional? Did you perhaps even start to have doubts about using them?
Creating trust with your potential customers is crucial and one part of this is ensuring you are putting across a professional image and not giving them any reason to doubt you. Making sure your website is correct and professional creates trust. You have taken the time to care about the image you are putting across. Correct copy is also easier to read and gets your point across better. After all you don’t want your customers spending more time focusing on your spelling mistakes than finding out about your products or services!
Well-written website copy can get you the business you want and more than pay for itself many times over.
Achieving the right balance between words for SEO, sales and marketing, brand and ease of use requires professional skill. That’s why investing in some good copywriting can make a big difference to your site and the results you get. If you would like more information on our copywriting service please contact us
Download our basic copywriting guideline template here
work on several different levels:
Sales
The words you use will essentially be acting as your ‘salesperson’ online. Your copy must know who your customer is and use the right tone and language to communicate effectively with
them. Think of all the questions a potential customer that calls you on the phone or comes into your store might have. Your website copy must attempt to guess what these questions or concerns might be then answer them. The copy must also lead your customer easily through the site with appropriate calls to action at certain points.
Information
Your copy must get across effectively the information your customers are most likely coming to your site to get. Do your customers want your contact details? Opening hours? Prices, or
something else? Work out where to put things to make your site easy for your customers.
Search Engines
Search engines such as google and yahoo partially rank websites on the words that are written
on them. For example if you are a florist then keywords for you might be ‘flower delivery.’ You need to find the right keywords that are relevant to your particular business (see our SEO page for information on how to do this). Including these words on the site in key places and at the right density or repetition can help your site to rank higher in search engines and therefore for people to find you in the online world.
Layout
Once you have the right copy to put on your site how you actually place it on the website
page also matters. People read websites a bit differently from other forms of text such as books. You need to lay the text on the page in such a way that it will be easy to read, so people can find what they are looking for and you get your point across effectively. When laying out your copy you need to thing about:
Spacing between sentence and paragraphs. Try to avoid big chunks of text as this is difficult for people to read. Break paragraphs into three or four sentences depending on sentence length, font size etc.
How much text is put on each page. For search engines you need to aim to have at least 300-500 words of text on each page including your targeted keywords.
Bullet points. These can be a good way to break up text, get the information across and make the page easy to read.
What key parts of the text should be bold or underlined for maximum impact. You can bold or underline certain words in the text to draw attention to them.
Proofreading
How many times have you gone onto a website and noticed a spelling or grammar mistake? How did it make you feel? Did the business come across as professional? Did you perhaps even start to have doubts about using them?
Creating trust with your potential customers is crucial and one part of this is ensuring you are putting across a professional image and not giving them any reason to doubt you. Making sure your website is correct and professional creates trust. You have taken the time to care about the image you are putting across. Correct copy is also easier to read and gets your point across better. After all you don’t want your customers spending more time focusing on your spelling mistakes than finding out about your products or services!
Well-written website copy can get you the business you want and more than pay for itself many times over.
Achieving the right balance between words for SEO, sales and marketing, brand and ease of use requires professional skill. That’s why investing in some good copywriting can make a big difference to your site and the results you get. If you would like more information on our copywriting service please contact us
Download our basic copywriting guideline template here