There are some blogs and websites out there that stand out for their awesome content, catchy headlines and creative personality. We all strive to be like them, but it’s hard to crack open the code and know just how to offer your readers that same genius website copywriting. While there are literally hundreds of steps you need to take to offer SEO-dominating content, there are a few essentials that you need to know now if you plan on boosting your content for the future.
11 Website Copywriting Secrets (That We Will Tell)
1. Quit Being So Complex
Why is your website so complex? It’s unlikely your readers are that complex. Using abstract statements, hidden meanings, and confusing your audience with irrelevant fluff isn’t going to keep them coming back. People like it simple. In fact some of the best website copywriting is ridiculously simple. When you’re writing your core message to your audience, convey your message, but do so without your readers needing a thesaurus to figure out what you’re saying.
2. Show Your Readers, Don’t Just Tell Them
You must show your readers through dialogue, pictures and facts. No matter how great your opinion is or how knowledgeable you are, you still need to show your readers there’s salt to what you’re spouting off.
Write personal stories and share your experiences with readers. Use case studies (if applicable) to show how others see a product or service you’re writing about.
And, use credible statistics—don’t just pull numbers from thin air.
3. Be Super, Not Superlative
There’s nothing more distracting that sentence fluff. Superlatives and adjectives don’t drive as much punch as you would think, instead, they distract the readers from your core message. Use facts, images and figures to add that extra “something” to what you’re saying.
4. Write About What You Know, Only What You Know
Great website copywriting is written that way because it is well researched and thoroughly thought out. Even the best writers have to research. You’ll get a stronger message and teach your readers more if you write from expertise.
5. Take the Imaginative Road
The Internet is teaming with sites that don’t offer much creativity. In fact most are drowned in facts and boring language, which makes the average Internet user click through to find something else. When you’re thinking up your copy, be imaginative and step out-of-the-box. Look at your competitors sites and avoid doing the same thing they’re doing. Offer your readers something out of the ordinary and something creative. According to the Custom Content Council, 61 percent of consumers buy from companies that showcase personality and uniqueness above the competition.
6. Be Organized and Think Ahead of Today’s Post
There will be days your creativity isn’t there or you can’t come up with something brilliant and that’s okay. If, however, you’re not organized those days are going to hurt your content strategy. Awesome website copywriting starts with organization. Create a content calendar that outlines what topics and days you’ll post those topics. When you’re feeling creative, write more than one post a day—tackle those topics—and get ahead. That way, if you have a slow writing day you’re not hurting your content or your readers.
7. Quit Using the Exclamation Points! No One Likes to be Yelled At
A well-written sentence doesn’t need an exclamation point to deliver a powerful message. In fact, using too many exclamation points can ruin the message you’re trying to say and it’s downright obnoxious.
Website copywriting is all about using the right words and understanding when exclamation points and punctuation matters. Punctuation should enhance a message, but it shouldn’t be the boat that delivers the message.
8. Deliver the Unsayable
A website copywriting professional is hired to say what cannot be said. They speak to the reader, articulate and deliver a message that was otherwise undeliverable. If your website copywriting doesn’t deliver the right message, it won’t be as powerful. In fact, according to Social Media Today, one of the top five reasons people follow companies and brands on social media is because they write entertaining content.
9. Don’t Skimp on Quality
Whether you’re writing the content or hiring out, quality matters. Low-quality content not only discourages readers from continuing on, but it can impact your search engine ranks too. High quality website copywriting is free from errors (including grammar and spelling) and offers readers quality information. In addition, it isn’t copied. Copied text (that copied/pasted from other websites) can damage your website’s rank.
10. Compare Yourself to the Rest
Good website copywriting is honest, even when it means comparing yourself to the rest. If you’re going to compare your company, product or service to the competition, you need to be honest. Naturally you want to mention the differences that put you ahead of the competition, but don’t short change the competition or make up negatives they really don’t have—that tells the reader they can’t trust what you have to say.
11. Edit or Hire Someone to Edit for You
Poorly-edited website copy can be the death of your website. No one wants to read things that don’t make sense or that is riddled with typos. Sloppy content just puts your website and company in a negative light. If you’re not the best editor, hire someone or ask a friend for assistance.
Website copywriting is certainly a skill, but not an impossible feat. There’s nothing wrong with trying to write your own content and plenty of website owners write their own content. As long as you follow these tips, you just might have the best content on the virtual block.