In today’s world the chance of people discovering your business online is the same, if not greater than, the chance of them finding your business in the person. Having a professional and branded presence online presence offers your business the opportunity to shape the impression and opinion of potential clients/customers, and can be the making or breaking point between gaining or losing their business.
Perfecting your business’ website and social media profiles so that they provide helpful (or interesting) information and meaningful content that speaks to visitors, will do most of the work for you when it comes to converting leads, or potential clients/customers into loyal, repeat clients/customers.
In terms of your business’ website, having this valuable information and meaningful content is accomplished through your web copy. Your web copy should be intriguing, inspiring, compelling and convincing. The online success of your business will be indicative of how successful your web copy is at accomplishing this. Learning how to write web copy is crucial to helping your business excel at online marketing and building the reputation your brand deserves.
Here are the 5 most essential tips to writing successful web copy
1. Everyone is scanning
When people visit a website very rarely are they going to sit down and take the time to read every word. Web copy should be straightforward and easy to digest. Most people visiting a website are looking to find something, and they are going to get that something from which ever website gives it to them in the fastest and simplest way. Keep in mind everyone visiting your site is going to be scanning it for a solution or answer. This means using short, clear paragraphs, introduced by headers, and subheaders that briefly explain exactly what each written section is going to address. Using bullets or numbered lists is a great way to include and highlight essential information without overwhelming visitors with intimidating blocks of text. Here are some questions to ask to help keep your web copy scanner friendly:
- Does your headline state what the next section of text is about?
- What is the sales message of your image caption?
- Do your sub headlines highlight your key points?
- Have you implemented bullet points, or numbered lists to reduce wordiness?
Make sure visitors will understand the most important information on each webpage just by glancing at it. By implementing each of the tips given above, your web copy will be more reader-friendly, and therefore perform better online.
2. Organize content so that the most relevant information is at the top
By top loading your web pages and blogs with the most relevant and important information, you create a better chance of getting your visitors hooked. To make your content top load heavy put the relevant and important information in the first few paragraphs. Ensure that all of the most critical details of your web page or article have been addressed in the upper portion of the page. Critical details are dependent on the topic you are discussing. This could mean benefits of your product or service, information about an upcoming event, or statistics and facts that drive home the point you are making.
3. Keep it simple and be direct
Alber Einstein once said, “Everything should be made as simple as possible, but no simpler.”
This is the exact approach to take when writing your web copy. By keeping it simple you are saving people time and giving them what they want. This will help hold their attention so that they don’t leave to go look somewhere else to find the answer or information they are searching for. Avoid trying to sound smart, or getting too creative. Trying to sound smart often doesn’t impress visitors, but instead makes them feel alienated. An excellent way to combat this, while also reenforcing your brand is to write your content the way that you would say it. This will make your content more authentically you and give your business a narrative voice. By avoiding a condescending tone, you are encouraging visitors to keep reading and engage with your content. Additionally, make sure your copy is easy-to-follow and stays on topic.
All of this said, don’t be afraid to be bold.
4. Visitors can arrive anywhere on your website
People do not interact with web content chronologically. This is true not only for your business’ website, but for your blogs and social media content as well. Due to this your web copy, and content overall, should not be organized so that it must be interacted with sequentially. Arrange all of your content and write all of your web copy so that it can be independent and stand up on its own in terms of its value and logic.
Most web visitors will not start reading at your home page. Visitors may arrive on your site through any of its web pages. With this in mind, make sure that every page clarifies where they have landed on your site and what your site and business is about. Additionally, each page should contain a call-to-action that directs visitors where they should go next. In terms of your website this could mean your home page, or perhaps your services page. Either way, it doesn’t hurt to have every page of your website link back to your home page.
It’s helpful to include a button or link guiding people where you want them to go next on every page. Each web page should also contain your name, or the name of your business, your business address, phone number and email.
5. Use visuals along with your web page copy
Just as important, if not more important than the actual content of your web copy is its visual appeal and the implementation of visual content alongside it. One aspect of visual content is the formatting of your web copy. As you are writing your web copy it is vital to keep in mind how your web page is going to look. Your web page’s visual appeal is directly correlated to its readability. It can also affect whether visitors can quickly figure out what the web page is about and if they are intrigued to want to learn more. Tips for increasing your web copy’s visual appeal:
- When you can, replace words with photographs or videos
- Add credibility and use a large font size to emphasize quotes from customers or experts
- Break long headlines into a smaller headline with a sub headline
This brings us to the other aspect of visual content, which is the use of images, graphics and videos. This can include stock photos, infographics, screenshots, memes, and other visual aids. Visual content helps break up large bricks of text that can scare off visitors. Visuals offer them a break and make your content seem more approachable. When adding visuals however, make sure they are compelling or attractive, and are relevant to the content being discussed in the web copy. Use visuals to help portray the tone you are going for, or illustrate the point you are trying to make. That said, most importantly make sure your web pages are clutter free and full of white space.
It is key to ensure that it is as easy as possible for your website visitors to find what they need. As long as your web copy accomplishes this as simply and directly as possible, it will be successful. Don’t try to appeal to everyone. Cator your web copy and content to the audience, or ideal customer/client you are trying to get. Having clear web copy about what you offer or provide is going to help you be found and stand out from the competition. Using compelling web copy is going to help your business and brand online – both now and in the future! Need great web copy? Perhaps you’re struggling to edit what you already have so that it is just right? We can help – Click here to contact us now!
Need a solution to your social media content creation and scheduling woes, but you don’t want to break the bank?
Empty Desk Solutions is now offering an entire year of social media content written, designed, and PUBLISHED for your business or non-profit!
We’ve managed over 150 clients’ social media channels and one thing keeps coming up — Everyone wants social media content consistently! But you know what else keeps coming up? All the things! Like the operation of running your own business or organization. Here are just some of the reasons why we created this brand new offer for you:
☞ Time: Creating content takes time, and you don’t have any more time than the rest of us.
☞ Value: You know that top-of-mind branding is key in today’s social media crazed world, but you don’t want to spend insane amounts of money to achieve it.
☞ Cost: You know that content services can cost thousands of dollars per month but can’t afford that.
☞ Effort: You know that you would love to ‘set it and forget it’ with your social media content, (i.e. you don’t want to log in every day to post something and spend countless hours surfing for ideas of content to post).
☞ Professional: You want high quality posts and should leave it to a professional, but sometimes large agency rates are just not affordable for smaller marketing budgets.
☞ Tools: You know you need the right tools to make it happen, but they are expensive! (Hint: We pay over $1000/month in tools ALONE to do what we do. Save that cost!)
☞ Peace of mind: Approve all of your content in one big batch. Afterwards our team will schedule it out over the course of the next 365 days!
Interested and want to learn more?
Brittany Hardy ⎜ Owner
Brittany Hardy is the Owner of Empty Desk Solutions, a boutique marketing company located in Port Moody B.C.
Brittany is passionate about helping small businesses achieve their growth goals with marketing solutions that are both effective and affordable.
After many years of working in retail management, Brittany went on to become the Marketing Manager for Dominion Lending, Canada’s largest mortgage company. Brittany then decided it was time to pursue a life-long goal of creating her own business. Inherently, Brittany likes to help people and decided there was no better way to do this than to use her creative talent to lift up others who want to do the same thing.
The mother of three young children, Brittany believes in balancing work and home life and continues to find new ways to support and employ other mothers who want to start their own businesses or stay at home with their children.
Social media marketing continues to evolve, and Brittany and her team are passionate about helping small businesses navigate how they can benefit from these networks.
Brittany has been a finalist for the Women of Worth awards, the Tri-Cities Business Excellence awards, and has most recently been featured in Small Business BC and the Huffington Post.