Writing Effective Copy for the Web

In today’s digital age, a business website is usually the first point of call for all prospective customers. That said, your web copy has the power to make or break your online presence. Think about it for a moment. What is the first impression that your prospective customers get?

Do you provide them with useful, succinct information?

Is it welcoming?

Easy to read?

Or does it contain lots of jargon, or waffle for days...?

What are the most important points to consider?

1. What are your S.E.O (search engine optimisation) keywords?

These are words that people will enter into search engines such as Google in order to find you. These keywords work hard to guide search engines and your readers to understand the content of your website. Although paid for search optimization will help customers to find you too, getting the keywords featured with your copy is essential (and free too!).

To help with researching of keywords, you can use a tool such as Google’s AdWords Keyword Planner

Try not to overuse keywords, you still want your copy to read well. A good way to monitor your search efforts is through the Yoast SEO plugin on WordPress.

2. Know your audience

If you know your audience, you’re more likely to give them what they want. You don't want to be speaking jargon to someone when plain English will do just fine. Don't speak down to them either or try to sound too smart.

3. People Scan Read web copy

Bare this in mind, because you literally have seconds to impress your reader. If they can't see what they want straight away, they'll be back clicking in the blink of an eye. Use lists, short paragraphs and bullet points.

4. Do your research

What is it that you are selling or writing about? Take a look at the competition and see what they are doing well, or pitfalls to avoid.

5. Make sure the call to action is clear

What do you want you reader to do next? Call, message, subscribe? Make sure this is clearly signposted. (FOLLOW ME BY CLICKING THE LINKS AT THE BOTTOM)

6. Make sure the text is easy to read

Some people struggle to read smaller fonts, or fonts on coloured backgrounds. Keep it simple and try not to do anything too fancy that is less legible.

7. Is it pleasing to the eye?

Sometimes, plain old black and white text can get a bit *yawns* ...

Add some nice relevant artwork (or something crazy that will raise a smile).

8. Test your copy

Engage a proofreader or ask customers directly for feedback.

9. Try and solve a problem

Ok, your reader has stumbled upon your page because they have a ‘need’ to fill. Does your page bridge the gap and provide a solution? Or are they going to settle for your competition who has a better website with clear sign postings and copy?

10. Hire a professional if required

There are always people to offer professional assistance. Check out my copywriting services.