Website copy is important- so important that even if you’re marketing and selling a great product or service, it can all be ruined if your website’s copy is not up to par. Website copy is your text; the content that describes the products and services that you’re marketing and any other written information that you put on your website. Of course all websites have copy, not just ones that are marketing products and services, but it’s important for any type of website to have good copy.
The problem though is that not everyone is a great content writer. Even those who have experience writing for print publications can have a difficult time transitioning to writing for the web. Writing copy for a website is its own skill set so it’s important to pay attention to your website copy to see if it could be hindering your marketing efforts or sales conversions.
In order to get you and your website copy headed in the right direction, here are 5 tips to writing better copy:
1. Don’t Pay Attention to Technical Details
Of course the website copy that you end up publishing needs to be punctuated properly, have correct spelling and all of the other technical details. However, sometimes people spend so much time worrying about the technical details of writing that it can hinder their creativeness. When you’re writing copy for your website, you can try just simply writing a draft while not paying attention to the technical stuff. This lets your creativeness flow better and then when you’re all done, you can go back and proofread it and then make any technical changes that you need to.
2. Write on Everyone’s Reading Level
Not everyone who visits your website or who may be interested in your products or services is going to be 20, 0r 30, or 70…you get the idea. You need to write in a manner that’s easy for everyone to understand without dumbing it down too much. If the visitors of your website can’t read your copy because it’s on too high of a reading level or if visitors feel like they are being treated like a child through your words then they might not be back.
3. Make a Point
Make a point and make it quick. One of the most frustrating things that an Internet user can come in contact with is an article or piece of content that doesn’t have a point. The point should also be in the upper half of the copy, not shoved all the way down to the bottom.
4. No Fillers
Another frustration is when a reader feels as though they are just reading fluff so that the writer or website owner could take up white space on the website. It’s understandable that you don’t want to leave a lot of blank areas on your website, but you also don’t want to just put in filler text that has no relevance, no point or ends up making the article or piece of content drag on for too long.
Don’t be boring and dull. While your website copy doesn’t have to be jumping for joy all of the time, you should still write in a manner that engages the readers so that they want to continue reading and so that they want to come back to your website in the future. Engaging can mean asking questions, inspiring people to post their own comments, feelings etc.
Take a look at your current copy on your website and see if there are any areas that you can make improvements. You don’t want to start editing pages, posts and other copy that has been published because that could interfere with SEO but if you notice that your copy is lacking in certain areas then you know how to improve it going forward.