Website copywriting - Linking you to your customers
If eyes are windows to the soul, then your website is a window to your business. For many businesses, their website has become a virtual shop floor designed to showcase their wares and attract new customers. The perceptions someone has of your business can often be formed purely by the click of a mouse – without even having left the couch. So, just as in the real world you keep your shelves neatly stacked, products accurately labeled and staff behaving professionally, it is critical your site portrays the image you want – there is nothing worse for your business’s image than a website riddled with spelling mistakes. I’ll never forget the time I visited the website of a business I was considering working for. The wording was scant and bland, and to emphasise a point they highlighted an important word in large font and capital letters – it was misspelled. This business may have been great at what it did, but its website suggested otherwise. Scannable copyWhen people visit a website they want information fast. Did you know the average website visitor only reads 20% of the words? Also, if they aren’t engaged within five seconds they’re likely to tune out? It’s true. For these reasons it is imperative the copy on your page is scannable, to enable readers to find what they’re looking for quickly. Here are some tips for scannable copy:
- Create a Visual Hierarchy. Do this by highlighting important words with colour or different fonts. An example could be: "We provide a professional Editing Service to our clients.” If your visitor is looking for editing services, they’ll find the relevant information easily. Unless you know what you’re doing, I recommend you employ a good web designer.
- Keep Copy Concise. Writing for the web is different to writing for print. The amount of words required is much less. However, pages with too few words often don’t come up in first result searches, so aim for at least 250. Stick to one idea per paragraph and break down each paragraph into an Introduction, Body and Conclusion.
- Bullet Points. Using bullets points is an effective way to break information into bite-sized chunks, increasing scannability.
- Can I trust these people?
- Why do you do what you do?
- Who is behind this company?
- What kind of people will I be buying from?
- What does this company stand for?