Your website’s copywriting says a lot more about you than you might realize. It not only tells users what you’re all about, but it also helps a user decide whether or not they want to become your customer. And, if you don’t have high-quality copywriting on your site you’re probably not telling them much good stuff about you. Copywriting is one of the most essential elements to creating an effective marketing campaign. This art isn’t something just anyone can do either—it’s all about delivering the right words with the right impact that makes a reader jump into action.
There’s a reason companies fight for good copywriters. They’re experts at taking words and making a story. They can dig deep within a reader, make intensive statements and generate profitable results.
Write a Headline That Snaps
Internet readers don’t have time to read everything; therefore they skim the first thing they see to decide whether or not your content is worthy of their time. So, if your headlines are boring, they’ll move on. Your headlines need to pop and make the reader wonder what text lies beneath them. Subheads are equally important because readers tend to skim these first before reading on as well. Take a look at your headlines and see how compelling they are. Do you just provide boring or cliché titles that don’t say much? Or do you use bold statements and intriguing sentences that make someone stop and want to read more about them?
Sometimes just giving a quick face lift to your headlines will help encourage readers to stay on your site, but snazzy headlines are just one of many components for achieving high-quality copy.
Write for the Search Engines
Let’s face it; SEO is king. If you have excellent copy but zero Search Engine Optimization, you’ve wasted a lot of money and time on useless content. SEO can be tricky, especially if you’re not a seasoned copywriter. SEO copywriting requires you to not only write a compelling web page or blog that attracts human readers, but also to use keywords (sometimes difficult keywords) naturally in the content to attract search engines too. Search engines aren’t easily fooled either. These sophisticated algorithms can detect poorly written content that stuffs keywords and they’ll ignore it. You need an equal balance of keywords and quality content if you want them to give you a second look.
So How Do I Revamp My Copy?
If you’ve taken a quick look and realized your copy needs some work, don’t worry, you still have plenty of ways to fix it. If you’re not a natural writer, consider hiring a professional copywriting service. These companies employ copywriters who have skill with the words and talent to integrate keywords so that you’re search engine and human-friendly.
Make a Reader-Friendly Website
Websites with pages and pages of text are boring. Internet users will skip over them in a heartbeat. Less is always more in copy and with today’s impatient readers using the web even more to find their next service or product, you don’t want to be that website everyone clicks over.
- Keep headings to 8 words or less
- Keep sentences short, about 15 to 20 words
- Limit your paragraphs to about 40 to 70 words
- Use a page word count of 250 or more
Skip the fancy phrases and pretentious talk—no one likes it. You won’t impress readers with an outlandish vocabulary; instead you’ll turn them away. Communicate and keep it simple enough for every reader (regardless of age or education) to understand.
Quit Being a Robot
Readers want personality and they want to feel as though YOU are speaking to them—not a machine. Write up your content in a way that is conversational and engaging. Ask yourself who your typical reader or target customer is and write to their standards, not your own. After all, it’s the reader who buys from you, not yourself.
Give the Reader a Step to Take
If you just end your content with nothing, the reader will do nothing. Don’t expect the reader to assume what you want because they don’t know. Instead, end your content with a call-to-action that tells the reader to do something. According to the Content Marketing Institute, 70 percent of websites don’t have a call-to-action, which means those readers have nowhere to go or don’t know what to do once they’ve spent the time reading all of the content. Add a statement, such as telling readers to call, visit more pages or even “Like” you on Facebook. Any action is better than no action.
Sell Your Product/Service Benefits — Not Specifications
People are easily lost on specifications and features. Instead of writing a list of features about your products or services, write about how the product/service will benefit the reader. Benefits tell readers what they’ll gain directly and how it will make them happier, more-efficient, wealthier, etc. People want to hear how something will improve their life, so give it to them.
Edit, Edit and Then Edit Once More
You might right awesome content, but if you have poor grammar or misspelled words, you won’t have much credibility. And, not all spell checkers catch these blunders. There are a lot of words that are misspelled and never noticed by you or your spell checker, but a reader might notice. For a list of the most common misspelled words, visit here.
It doesn’t matter what you’re selling or what you’re promoting, if you have poor copywriting you won’t be successful. Copywriting drives results (good or bad). If you notice your website is doing poorly or you’re not getting a high conversion rate, it might be time to take a look at the first impression you’re leaving on your visitors: your copy.