A good website deserves a good copy. Your copy should be able to communicate the A to Z about you and what you do in very clear sentences and paragraphs. A good copy doesn’t have to be long nor to be short. A good copy needs to communicate. When writing a copy we aim at adding value and answering the WHO, WHAT, WHY, WHERE, WHEN & HOW. Needless to say, your website copy gives an impression about you and what you represent. Are you able to communicate clearly about who you are and what you do? Are you able to convince your website visitors that you are an expert in your field and fully understand what you do? Communication is the backbone of every relationship. At Clarity Media, we help you communicate clearly and boldly.
Website copy and layout are synonymous. The two should fit like a puzzle. Do not overwhelm your website visitors with jargon and lots of information. Instead, communicate, educate and entertain. Let’s take you through some of the best practices when writing a web copy:
A web copy needs to be seductive. Avoid simple grammatical mistakes through the use of tools such as Grammarly. Ensure that you use simple and short sentences that transition easily into the next sentence or paragraph. Your sentences should lead readers into the next sentence or paragraph without notable disconnect. Break your copy into very definitive headings, subheadings and paragraphs, numbering and bullets. A neat copy is a good copy. Finally, remember to proofread your copy and correct any mistakes before publishing it.
Your website visitors who are your potential clients don’t care much about how good you are. Neither do they care about how good the features of your good or services are. Your web visitors care about what you can do for them. Include stats, real case studies and benefits that come with what you offer. Putting too much importance on yourself is likely to be very counterproductive.
Every website owner wants traffic to their website. This mostly leads to the website copy being SEO oriented as opposed to being people-oriented. Remember that you are writing for people and not search engines. It really doesn’t matter if your website is on the 1st page of search engines but doesn’t provide real value to the visitors. People will simply bounce and find a copy that focuses on them and that communicates what they want to read or hear.
Search Engine Optimization (SEO) is invaluable to any serious website. In as much as you want to target real people, it is important to know what their interests are. You can achieve this by researching the keywords that they are likely to search for. There are tons of tools available to help you research the best keywords including Google Chrome Extensions, Google Keywords Planner and other premium tools such as Ahrefs.