Simplicity
Make your web content sound simple. Try not to use difficult and confusing words. The visitors should get your message immediately. They are not going to make much effort to understand if you are being too academic. They would simply click away and you may lose a potential sale.
Your Website Copy must APPEAR easy to read before your visitors start reading it. Use an easy to read layout for your web content. Bullet points are very effective. People scan rather than read online.
Conversational
Use a consistent style of writing throughout your website. Getting the right tone is treading a fine line. Too formal, and the website seems cold and inhuman. Too informal, and the site can seem frenetic, erratic and pushy. Write in a friendly and interesting manner. Don’t sound boring and impersonal. Your visitors should enjoy reading your web content and get hooked into it.
Make website copy sound informative and professional to your customer at one time, and entertaining and friendly at another.
Bad: Our Company is very efficient, reliable and affordable and we have been around for years. We also have a very impressive portfolio of clients that we have previously worked for. We are definitely the best choice.
Better: Let us spoil you with our exceptionally friendly and personal customer service!
Included with every new site design:
- Keyword phrase research and implementation.
- Our 13 years of web wisdom and creative marketing expertise.
- A baker’s dozen of delicious homemade cookies – YUM!
People don’t like to feel they are reading a textbook. They like being talked to. Write in a conversational style as if you are talking to your customer.
Create Action
Your website copy is totally useless if it cannot put your customer to action. After all, you are trying to sell something, right? Give them an irresistible call for action.
Include frequent invitations to contact you by e-mail, and make it really easy for people to do so. And answer every email within 24 hours. A brief response today is worth far more than 1000 words three weeks later.
Include real names and real photos of real people. Include your real address in an obvious place and on every page. This will help make the “human connection” with an otherwise flat electronic screen.
Search Engine Friendly
Web content or copy must be search engine friendly or you will not attract your ideal clients. Develop 3-5 word keyword phrases and write your copy around those. Think about conversations you’ve had with your clients and write answers to their questions.
Tags: copywriting, effective web design, website content, website marketing
