Improving the copy on your website
Posted on 14th January 2017 at 16:57
Nearly all businesses now have a website to promote their products and services. A website is something purchasers expect to find, so just having one is no longer an advantage in itself.
To attract new customers as well as keeping your existing clients, your website needs to send out the right messages. This article gives some pointers about what you might think about.
The overriding consideration is to meet your customers' needs. Website copy is the ‘meat’ of all business websites, but you've got to tell people what you can do for them, rather than simply how great you are. Rambling statements about you are far less valuable than explaining how you really help your clients or customers.
If your copy is talking about your customers as it should do, then all of a sudden there are more words like “You” and “Your” and less "I" and "We".
If you know your customers, then you can anticipate their questions.
Put yourself in your customers' shoes, and have a Q & A page on your site that answers the questions that prospective customers ask all of the time! In providing answers, take care not to use industry jargon. Q & A is great way to show people that you understand their current situation and that you have the answer for them.
People don’t read websites like books.
Visitors to your site will tend to scan the text rather than read pages word for word. Avoid lengthy paragraphs or if you need them, break up paragraphs with headings, subheadings and lists. Another trick is to not be afraid to repeat information on different pages. Visitors to your site can arrive at any page so try and make sure that each page can stand alone.
Content is King.
Google loves sites that are regularly changing and updating. Add new items and remove old ones, particularly if they are date sensitive. You might be too busy to write new material or perhaps it’s not your ‘bag’. Don’t worry there are plenty of people who can help while you focus on what you’re good at.
If you have a page on your site that you know ranks particularly well, you are probably better leaving it as it is. You could lose your ranking if you fiddle too much.
Write and think about keywords at the same time.
The words you use will influence your site’s search engine optimisation (SEO). Keywords that describe what you do and where you are can help improve your SEO. There’s a balance between shoe-horning in too many keywords and just enough so that your copy still flows and reads naturally. It’s a bit of a skill but don’t get overly hung up on it.
Checking your own copy is a fool’s game.
Everyone gets word-blind to their own writing. Ask someone with decent proof reading skills and a command of basic grammar to review your site and correct simple errors from creating a negative impression. The devil as they say is in the detail.
If you would like any help or advice on improving the copy on your website, feel free to contact us
Tagged as: Websites
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