How to write good web copy

It is important to understand there is no fixed way (or golden ticket) way of writing web copy and short and sweet is not always best. YOUR copy will need to cater for YOUR audience, not every business is the same and not every website visitor has the same knowledge or expectation level!

We have put together some guidelines to help you contruct copy for your website:

1. Know your audience
What is it your audience needs/or wants to know? Tailor the content to match and make sure you answer there question/worries.

2. We can’t all be a genius
When you are writing your copy make sure that it caters for the lowest common denominator. The person who knows nothing and needs a lot of reassurance and guidance. At the same time make sure if it is an expert reading it they can quickly get what they need (normally the best solution and price). Don’t get caught up in acronyms and technical jargon, keep it easy to understand, just because you use certain words to describe your business doesn’t mean everyone else does. Ask someone to read through your copy that knows nothing about what your business does – see if it makes sense to them.

3. Break it up
Break up your copy, provide logical sections – must people don’t spend to long on any one page so provide them with a overview or summary so that they at least know the basics about your company’s solutions/services. Then offer additional information should they require it, the further they venture into your site the more information you can provide them as they are obviously more interested in what you have to offer.

4. What do you want them to do?
Make sure each page has a point, do you want them to call you? Email you? Make sure you use strong call to actions on every page to help guide customers, keep it simple and clear.

5. Don’t get distracted
Make sure that both your copy and imagery doesn’t distract from the goal of the page. If you are trying to get the visitor to pick up the phone and call you, then make sure that the call to action is prominent and not hidden away in the copy or under images.

6. Keep some cards close to your chest
Don’t give everything away, keep back some information. Don’t give out to much information that potential customers don’t need to talk to you again or go away thinking that they can do it on their own!

7. Keep in touch
Make sure that your contact details are easy to find and ideally on every page, you don’t know which page will be the one that makes the customer decide to contact you. Most people still like the personal touch and like to speak to someone on the phone, make it easy for them to do so.

8. Think about Google
Make sure that your copy works for the search engines and contains the right keywords for your business. However, make sure that it is still engaging for the site visitor as well as the search engines.

9. Throw away the sleeping pills
Make your copy engaging and relevant. Read it to yourself and friends, see if they stay awake and understand what it is all about.