5 Keys to Website Copy that Works

April 12, 2017 / Danielle Dean

More often than not, your website is the first introduction between potential clients and your business, so it’s important to make a great first impression. But, how do you create copy that catches the attention of potential clients? For strong, attention grabbing website copy that works, follow the five tips below and start writing!

1. Identify Your Audience

Before you start writing it’s important to first identify who you’re writing for. Once you determine who it is you’re writing for, put your imagination to work and create a persona to match. The goal is to write as if you were having a face-to-face conversation with your customer. Try not to be too salesy, and instead write how you talk. When you write this way your business will come off as charming and likable, rather than pushy.

2. Keep It Simple

In the digital world, it’s rare for readers to read every word of every paragraph. Instead, readers are skimming the content to find exactly what they’re looking for, and if they don’t find it fast enough they’re going to click the back button.

To keep this from happening, you’ll want to concentrate on keeping sentences and paragraphs short. Think of it this way: if your paragraph is more than five lines, it’s too long. Keep your website content concise, and if you want to take a deeper dive into a subject, consider creating a blog post. A blog is a great way to support your content, boost your SEO, and answer your customer’s questions. Then, when your blog post is finished, you can link to it from your concise website content.

3. Break It Up

Make skimming easier for readers by including catchy subheadings, bullet points, numbered lists, and infographics. As mentioned above, people have short attention spans, so use this information to your advantage. Breaking up the content will also help search engines crawl your site for keywords and better understand what your website is about.

4. Prove It

Use statistics, case studies, awards, and testimonials to back your claims and add legitimacy to your website. Just remember to always cite your sources. Avoid using words like best, greatest, and #1, unless your business has received recognition or an award to support it. If not, it’s best to avoid those terms since they’re so overused.

5. Edit, Edit, Edit

Always reread and edit your writing before publishing anything! If time allows, close your document and wait to edit it the next day – you’ll be surprised what you find. Once you’ve read it over a time or two, ask a co-worker or friend to read it over it as well (remember to ask them to use track changes).

For website copy that works, keep these five tips in mind. If you come down with a serious case of writer’s block and need the help of a professional writer, contact 2060 Digital.

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