Most marketers and consumers can identify poor web copy when they spot it. Why? Because poor web copy doesn’t read smoothly, generate emotional thoughts, draw attention, or make clear calls to action—it feels thrown together without a purpose—and that’s just bad marketing. And yet, web copywriting is a strategy that sometimes falls by the wayside, seen as a mere afterthought to the design and functionality of a website.
The ten tips below will help you step up your web copy game and increase conversions.
10 Quick Tips About Web Copywriting
Make the copy about them
As easy as this seems, many companies fail to reflect this practice in their web copy. Instead of saying “We do web design” try something like “Update your website with an attractive new design.”
Always be believable
Make sure that your web story does not sound too good to be true. Your goal is to offer something that is remarkable, but you should also see to it that what you have is something real and attainable.
Make use of testimonials
When your customers love your products, it is important to gather testimonials. Instead of showcasing the testimonials in a separate space, you can mention their testimonials as part of your story.
If you’re starting a new business or upgrading an existing site, I strongly recommend using Go Left Marketing. – Robin Blair, Owner of A Loving Leash
Research your target market
You need to understand who your prospects are, what problems they have and how your content is going to help them solve those problems. Your target market should be considered in your web copywriting plan.
Always keep your promises
In creating offerings, make sure on what you deliver. Make sure to follow-through offers like free gifts and limited promotions.
Break up the page with subheads and bullets
According to HubSpot, a study from the Nielsen Norman Group found that 79% of readers skim, while only 16% read every word on a page. Breaking up your page with subheads and bullets will make it easier for those 79% to digest the copy.
Be clear and concise
First, clarity is the key to mutual understanding between you and your clients. Also, choose words that can add value to the reader and avoid unnecessary adjectives. Cut out excessive language whenever possible.
Make a compelling call to action
It is one of the most important aspects of copywriting and it can be one of the most difficult to master. Always leave the reader clear steps on what to do next.
Be aware of the competition
Be aware of what others are using, what benefits and features they claim, and what kind of call-to-action strategy they use.
Continuously revise and optimize
Once you finalize your web copy, don’t just “set it and forget it”. Make sure you are continuously updating your site’s copy to reflect current trends in your industry. This will help keep your site up-to-date and lets Google know you are all about keeping a current site; which they love.
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