Whether you are new to web writing or simply want to step up your game, here are tips on creating the best content. Good copy keeps your website working hard.
Technology has created a world that runs 24/7. Businesses that want to keep up with that world obviously need a website. But what you may not have realized is that employing better web copy creates a website that can act as a salesperson that is always on the job, promoting your company even when you are unavailable.
A long time ago, in a world far, far away, there existed a bathroom cleaning company that decided to capitalize on the idea that they could help people do less work. The tag line was “We work hard, so you don’t have to.” Web copy may not offer scrubbing soap bubbles to tackle your to-do list, but crafting high-quality content can greatly improve the impact of your website. So what can you do to ensure that the words you write are working their hardest for you? Read on for a list of best practices you should be incorporating in your website copywriting.
Who are you talking to?
You need to know the audience for your website. This means creating a buyer persona [LINK TO POST: difference between buyer personas and stereotypes] that is built on an understanding of who your user is, what their preferences are and how you can best serve their needs. It also means speaking in a language that appeals to them. So if it is humor, strive for content that makes them laugh. If you are a business based in technology, your content must reflect common jargon and terminology.
Bold face, hot type.
Do your headlines work hard enough? According to a Media Insight Project study, only 41% of Americans read beyond the headline of a news story. Consider that for your website content. If your headlines aren’t enticing users further into your web writing, then you are losing people. Headlines should be scannable, include keywords and, of course, capture readers’ attention.
Don’t worry. Be happy.
Positivity matters in your web writing. Skip the negative language whenever possible so that your site’s tone doesn’t turn people off. If your content is positive it helps to create trust with your users. It also places your product in their mind as a solution to their concern or issue.
It’s not me, it’s you.
The copy on your website needs to be focused on your audience, so make sure that you are writing content that focuses on them. This can mean both relating to their experiences and interests, as well as simply saying “you” in the copy.
Kill the fluff.
Conversation is an art. Your web copy is creating a dialogue with your consumer. Does it answer their question? Provide the information they need? If not, it’s time for some rewrites. As Brad Pitt advised in Ocean’s Eleven, “Don’t use seven words when four will do.” Vast quantities of bad content won’t sway your consumer, but well-thought out, well-curated copy will.
