Great web copy has only one end goal: conversion. Conversion means different things on different websites. If you sell products on your site, the conversion is a sale. If you get leads through your site, the conversion is someone leaving their real contact information or calling you on the phone. Getting to conversion can be a multifaceted process, so the copy you have on every page of your website needs to be geared towards a specific task. It could be to give all the details of a product. It could be selling a product or service by talking about its benefits. It could be to help people feel good about your company and what you do. Your web copy may have to perform any of these tasks in addition to many others. For all web copies, one thing is certain: if it’s misspelled, it won’t do its job well. Here are some basic rules to follow to make sure your web copy gives your business the right image and does the job you want it to do.
1. Check spelling and grammar. Run a spell checker on each copy you want to put on your website. Then have at least two other people read it. Ask them to look for clarity, proper use, and anything that just doesn’t look right. Whether it deserves it or not, nothing will delegitimize your website in the minds of your potential customers like spelling and grammar errors.
Get to know Dictionary.reference.com/styleguide. Mark it and consult it frequently. It can help you overcome the difficulties of proper use. For example, in the first paragraph of this article, penultimate sentence, you will see the word “is” and the word “your”. Do you know the difference? Search it.
2. Write a strong copy. Use lots of action verbs and write with an active voice, rather than a passive voice.
For. Passive voice: “This herb can be used to aid in digestion or to freshen the breath.”
B. Active voice: “Use this herb to aid digestion or to freshen your breath.”
3. Use a lot of text, but set it up in an easy-to-read way. It’s easy to make the mistake of including too little copy. Many people assume that their prospects will already know a lot about the product on the page. When you write a description of a product, for example, it is better to put too much copy than too little. That’s because people who don’t want all the details can flip through the copy that doesn’t really interest them. But many people shop online because they like to read all the details. If your site is missing those details, your prospects will search for a site that does.
That said, it is important not to use large blocks of solid text. They seem overwhelming. However, if you break up that block of text into short paragraphs, it is much more attractive to read. Also, use visual bookmarks like bold paragraph headings and bullets. These features make it quick and easy for skimmers to get the information they want. They also help organize your copy in a meaningful format.
Four. Make sure your copy is easy to see. If you use graphics as the background on your web pages, make sure your copy doesn’t disappear where the color of the copy and the color of the background graphic become too similar. If your copy is hard to see, your prospects may not bother to read it.
5. Use keywords correctly. Keywords are important for search engine optimization (SEO). The mistake that many webmasters make is that they will try to write the original copy of a web page around the keywords they have chosen. What they end up reads disjointedly and doesn’t sell well at all.
Start by writing great copy that compels your potential clients to take action. Then go through it with your list of relevant keywords and find where you can include them in the copy without damaging its meaning or strength.
6. Use the “15 second rule” on your home page. A new visitor to your website should understand what your site is about in 15 seconds or less. If they can’t, the chances of them bouncing back from your site increase exponentially. The first step is to tell them what your site is about. The second step is to interest them in your sales proposal or products, that is, to bring them closer to your website. If you take those steps out of order or skip one, your conversion rate will always be low.
7. Talk to a wide range of readers. It’s okay to use some technical language when appropriate, but always follow up with a brief explanation in parentheses. That way newbies don’t feel lost.
8. Explain the benefits. It is not enough to list the characteristics of a product or service. You need to explain why that feature is good for the client, or what negative thing could happen if the feature is missing.
9. Tell them what to do. Don’t just say why your product or service is great. Tell your readers what to do next. It’s called a “call to action” and every good ad has one. Examples: “Add this item to your cart”. “Call us today.” “Give us your contact information.”
10. Know your market. It helps to know what the competition is saying. That way, you know how to talk to your prospects. A great tool to use is Google Alerts. It’s free and will let you know every time someone says something about the keywords you enter. You will know when a new competition arises. You will know when someone comments on your site or on the products you sell. Knowing what your potential customers are seeing on other websites will help you know what you could tell them to buy from you, not someone else. ###
