Website copy is the paragraph text of your website. The stuff you labor over and then people skim through. But how can you make it better? While I’m no expert, here are some quick tips to keep in mind when writing your website copy.
1. Write Like a Real Person
There’s nothing worse than getting bogged down with $10 words and 3-page sentences. Try to write like you’re talking to a friend. Use small words. Short sentences. And remember that most people skim with they read on the internet. Get to the point, and quickly.
2. Use Headlines
Let’s be honest, most people are cruising through articles at warp speed. Headlines are a quick way to get the most important information to them, as effectively as possible. Be concise. The meat of what you’re saying should be visibly accessible without having to read a single paragraph.
3. Give Something Away
I’m talking about value. Give your readers information that they can actually put to use. Value is what makes readers stick around to see what you’re going to write next. It also helps bring in the web traffic from Google.
4. It Should Make Sense Out of Context
People don’t read a website the same way they read a book. Expect that any given page on your site could be the first page someone reads. Does the website copy make sense? Will someone have enough information on this page to walk away with something valuable?
5. Write For Your Audience
Website copy is a powerful tool to pull in your target client. What you write should be a cross-section of what you know and what they need to know. In other words, if you’re trying to attract dog-trainers, don’t write about bike-riding. You might know a lot about bike-riding, but if the target audience for your site doesn’t care about that, there’s no point in writing about that.
6. Keep SEO Keywords in Mind
SEO: Search Engine Optimization. Simply put, write website copy keeping scan-ability and Google searches in mind. What phrases and keywords are people searching for? Is the page easy to read and understand? This may sound complicated, but plug-ins like Yoast can help a lot when figuring SEO out. A lot of the tips I’ve already mentioned can help a lot with SEO as well.
7. Add Links Where Needed
Google seems to like it when we link to other pages on our own site. Don’t spam your website copy with links, but definitely include them where it makes sense to. Have a contact page? Maybe include a call-to-action at the end of your page that leads people there?