Have you recently had a new website built for your business? Or have plans to update your existing site? While it’s important to ensure your website both looks great and functions well, it’s equally as important that the copy is up to scratch.
What do we mean by “up to scratch”? The copy on your website needs to achieve a few different things. This blog will explore what your copy needs to do and a few tips on how to do this.
What is the Purpose of Copy for a Website
The main purpose of the copy is to be informative as well as engaging for its intended reader. Often, potential customers will visit your website without ever having picked up the phone to speak to you. That’s why it’s crucial that your web copy says everything you need it to say.
Another important objective is for the copy to convert prospects into customers. To do this it must be clear, and interesting and answer any questions the reader might have.
It’s also vital to ensure your copy is optimised for search engines. This means that search engines, like Google, can easily determine what your website is about and therefore boost your websites rankings to be shown to people who are searching for your key terms.
(More about this later!)
Things to Consider when Writing Copy
The first thing to think about when writing copy is who your intended reader is. Think about what it is they will want to know, and what their needs and expectations are.
You also need to make sure you’re communicating all the above in a way your audience will understand. Don’t use jargon or terminology that will likely confuse the reader.
Secondly, while there may be a ton of information you want your reader to know, it’s unlikely they will read every single word written on your website. That’s why you need to highlight the key information, make it easy to find and format your copy so that your reader can scan over the text.
Thirdly, think about your businesses tone of voice and how (if it were a person) it would communicate with your target audience. This includes the vocabulary and punctuation you use.
Top Tip: Create a word bank of key words you want to use, or words you think match your tone of voice. You can use this to refer to as you are writing.
How to Structure your Website Copy
As we mentioned above, you need to make your copy scannable. Meaning that someone reading can easily scan over the text and pick out the key bits of information, or at least find the bits they want to read about in more detail.
The key question though is “How do I do this?”.
Creating a structure to your copy is how you will achieve text that is easy to read, scannable and still tells the reader everything they need to know.
Use headlines to draw your reader to the key bits of information and utilise subheadings to breakdown what is likely to be a larger section of text. Keep paragraphs short and make use of features like bullet point lists and font types e.g. Bold, Italics, Underlined, and CAPITAL LETTERS.
Good Website Copy isn’t Just Words
That’s right, writing great copy doesn’t just mean using words. By using visual elements, it not only helps break up your text more, but it also actually makes your copy more memorable.
If you’re referring to a service you offer, insert photos of your work. Talking about a statistic, pop in a graph or chart. Stock images are also a great way to add a visual to your website copy.
Don’t Forget SEO
SEO or search engine optimisation (you can find out more about what this is by reading our blog post “What is SEO and Why is it so Important for Businesses?”) is also critical when writing copy for your website.
Before you even begin writing you should conduct keyword research, this will determine what keywords and phrases you should be including when you write. You should include these keywords in these places:
- Headlines and Titles
- In the body of text (but not too much)
- Meta Description
- Alt Tags
- Image file names
Finally, How to Write Good Copy
You could follow all the steps above but still be none the wiser on how to actually write good copy. Writing copy might seem simple enough, and while we do have some advice on how to do this, it is also important to think about whether you may need a professional copywriter.
That said, here are our top pieces of advice for writing good copy.
1. Target Audience
Thinking about who you are talking to is the key starting point, who they are, what they want to know and why they should care.
2. Tone of Voice
Write your copy the way you would speak to a customer. The more authentic you sound online, the more your audience is likely to trust you.
3. Use Varying Sentences
Change up your sentence starters, be careful that you aren’t saying the same thing but 100 different ways. Read back every sentence and think does it answer the question “Why should my reader care”.
4. Position Yourself as the Expert
You should be the expert in what you are selling or the service you are providing so, make sure your copy reflects that knowledge. Be confident, specific and avoid unnecessary jargon.
5. Use Positive, Simple Language
Keep it simple and to the point. Don’t use 20 words to tell your reader something when it can be done in 10. The key here is to keep your copy conversational but cut the fluff.
If you would like further advice on writing copy for your website or would like to understand more about copywriting services and how they can help you, contact our Marketing Team and Dynamic today on 01452 534 860. We can’t wait to hear from you.