Good copy for your website is equally as important as good design. Copy is what draws customers in, informs them, and ultimately, it’s what convinces them to buy your products. Don’t believe us, check out last week’s blog about the importance of good web copy.
Now that we’ve convinced you of the virtue of good copy, you’re probably wondering, “How do I get it.” If you are not a professional copywriter the best thing to do would be to consult with one. However, even if you consult with a professional you may not know what to expect. That’s why the MIBS, Inc. team has compiled his list of copywriting tips, to help you make the most of your website.
The 7 Keys of Copywriting:
Before publishing anything on your website it is always best to consult with a professional copywriter. However, we understand that not every company can afford to hire someone to write all their content. So, whether you’re attempting to write the copy yourself or hiring a professional, here is a list of things to consider.
1. Know What User’s Want:
Just like you want to keep user experience at the forefront when designing your website’s layout, you also want to keep it in mind when writing web copy. Work with a professional to research what your audience is looking for, then write copy that meets their needs and answers their questions. A big part of this is knowing what keywords your audience is using.
2. Use the Right Keywords
Again, it will probably be most helpful to you to work with a professional to do some keyword research. This will help you understand what words potential customers are using to search for products like yours. Then you can use these words in your copy to help enhance Search Engine Optimization (SEO) for your website.
3. Use the “Inverted Pyramid”
There are many journalism technics that do not transfer well to writing web copy. However, the journalism model of the inverted pyramid is great for copywriting. This model follows the rule that all the content that is most important to your audience should be first. Then additional details can follow. Using different type styles and formatting helps create a visual type hierarchy that represents the content hierarchy.
4. Consider Grammar
Grammar plays an important role in all writing. But with writing web copy you need to be particularly aware of what pronouns you use and what voice you use. Using personal pronouns like “you” to address the audience, and “we” to talk about the organization helps create cleaner sentences. It also makes your content more approachable.
Using the active voice is another way to make your content more personal and less stuffy to the reader. In the active voice the subject of the sentence performs the actions of the verb. For example, passive voice says “these products are sold by us,” but active voice says, “we sell these products.”
5. Keep It Short
We all know the acronym K-I-S-S, “Keep It Simple Stupid.” And, most of us probably agree with Dwight from The Office, “great advice, hurts my feelings every time.” But when it comes to writing, it really is great advice.
People who are reading online want something fast, simple, and scannable. Write short sentences and short paragraphs. Use headings and subheadings to make it easier for people to skim through and find what they’re looking for.
6. Use Images
Visual reinforcement of your content helps keep things interesting for your audience. So, feel free to use pictures, videos, diagrams, etc. Just make sure they actually fit with the content, and work to reinforce the text on your page.
7. Link Properly
Provide links to all relevant information on your page. Yes, link to your own website, but also link to relevant outside sources. If you reference something you think your reader may want to know more about, provide a link to it. Don’t make them go searching for it, because they probably won’t.
There are so many factors that contribute to good web copy. For more information about web copy, web design, or SEO contact a MIBS expert today.