Many businesses often opt to write their own content to keep costs down, and we’re fine with that.
But there are a few guidelines you can follow to make sure your getting the best out your content.
First of all you need to remember that no one goes to a website to trawl through loads of information, only to find that the website can’t provide what they wanted in the first place – so keep it short, sharp and concise. Don’t include too much technical jargon, especially if you’re a B2C company. Make text into bite-sized chunks, break it up into headlines and sub-headlines. If you can, change paragraphs into bullet points.
Always keep your most important information at the top and make it as visible as possible. Be aware that web design and web copy should work hand in hand to contribute to your user experience.
Whilst we’re talking about making important information easy to access, don’t try and make your copy clever or funny. Use easy, and common words so that your copy is simple and straightforward to read.
Address your visitors in the second person, use words like ‘you’, ‘we’, ‘us’. ‘we’re’. It’s always nice to feel included when you’re reading a website and often using these terms will help the customer feel welcomed to your site.
Know your visitors can arrive at any page on your site. Unlike a book, where you expect the reader to start at the beginning and work their way consequentially through the book. A visitor could land on any page of your site, not just the home page. Try and discuss one key topic for each page, include links to relevant pages on your website and if possible external sites. Keep key words and phrases on your page that people are looking for.
So, if you take anything away about copywriting; make sure to be clear, concise and bold!