Copywriting for websites goes along with the notion that you must ‘write original, quality content intended for human eyes’. What you need to remember are:
1. Your customers are humans, not search engines
2. You want to attract targeted traffic and customers who are actually looking for your products and services to your website : not just any traffic. It is better to have a higher conversion rate of visitor to customer than just a higher volume of traffic.
3. Any SEO copywriting which delivers traffic in an artificial way will only benefit your site temporarily; once the search engines find out they are likely to penalize your domain(s).
So what are some good practices of website copywriting?
- In the first run, please ignore keyword analysis– When you’re writing, do just that and write. Only after completion should you then check the keywords from the search engines to ensure you have captured all the ones you’re targeting at. This way the text will be written more naturally and is likely to appeal more to your target audience.
- Speak in your own tone– Avoid technical jargon and overly complicated language when writing for online readers. You should speak naturally and make conversation with your audience.
- Put yourself in the customer’s shoes– It is advisable to write in second person because if you talk too much in terms of ‘I’ or ‘We’, it can make the text sound spammy. Sometimes is unavoidable when you talk about your company’s past achievements and your services. Nonetheless you should try to minimize the use of first person as much as you can.
- Ensure your content has purpose/relevancy– Start by making your point and explain the purpose of the page. Website content should be kept short and your text should be useful and/or informative to give it value. Otherwise, why would anyone take their time to read it? Think of the questions that your target audience might have and try to answer them throughout the article.
- Break up the text– Reading large bulks and paragraphs can be tricky, especially when reading on a smart phone/ tablet. Use titles, bullet points, headings, subheadings and plenty of white space to break things up. Also make use of bold, italics and pictures to break up text and make it more comprehensive. Sometimes readers can get overwhelmed by the amount of text on a page if it isn’t broken up properly.
- Internal linking– Link to other pages on your site which might be relevant to the reader, and include any relevant media or resources as outbound links related to your topic.
- Engagement– Engage with your audience and make them want to share your content. You should ensure that you have social share buttons active. If possible, include a comment section and encourage readers to leave their thoughts.
- Conversion– Include “call to action” buttons in relevant places. It is important to tell your visitors exactly what you want them to do next; include the relevant information for them to do so. This can be to fill in a form, buy a product or sign up for something. You don’t want your articles to sound too salesy. So don’t go too hard on the call to action. You might want to showcase your USP (Unique Selling Point) and consider what sets you apart from the competition.
- Proofread– Let the text sit for a few hours (or days if possible) then read it again before you publish it. You could let another person read your text, or print your work and read it on paper rather than on a screen. Your text will be error free.
- Free Resources– Be generous with the information and resources you’re giving away for free. Having relevant freebies will attract qualified leads at a later date that you can direct to the commercial part of your website.
Writing text for your website can be a time consuming task, but the upside is that you only need to do the basic stuff once.
If you need to write content for your whole site, create a list of all of the pages, you need and work your way up from the pages that you find easiest to write about. You’ll feel you’ve progressed rather than being stuck on one page.
Don’t be afraid to outsource your work to a copywriter to assist you with this task. Get in touch with us to discuss your next development plans and needs.