But oh no, you’re completely stuck! You don’t know how to write scintillating website copy that will get readers clicking on your order button. Never fear though, because My Freelance Copywriter is here to guide you along the path to online riches with a short selection of website copywriting tips…
1. Make your copy easy to read
When a visitor lands on your website, it’s absolutely crucial that you keep them there. So you need to avoid anything that might put people off and give them an excuse to leave! As a result, try to avoid using long streams of unbroken text, which can look like hard work to get through.
Instead, use short paragraphs, bullet points, sub-headings, testimonials and images to break up the text and provide the reader with an easier and more enjoyable read. By breaking up the copy and giving them different options, your readers will be able to dip into your copy and read the bits most relevant to what they’re looking for.
2. Focus on the customer
Many websites I see fall into the trap of talking about THEMSELVES! It’s an easy thing to do, but it’s a big turn-off for readers. They want to know what you can do for THEM, and how your product or service will benefit THEM. They’re not really interested in how long you’ve been operating for, how many staff you have, how many awards you’ve won and what your children’s names are!
Keep all of this information to a minimum, and if you really think it’s worth including, reserve it for the “About Us” section, rather than putting it on the home page. And never forget to answer the reader’s number one question at all times: “what’s in it for me?”
3. Limit the jargon
Many businesses that employ their own staff to handle their website copywriting requirements often end up with jargon-filled pages, full of business speak and self-important language! It’s easy to forget that the potential customer may not be an expert in your industry, and may not fully understand the terms that you use every day. Ensure that your copywriting speaks to your readers in a clear, concise and easy to understand language.
4. Make yourself BIGGER!
Many sole traders use the word “I” when describing their company and the services it provides. This can often give the impression of a tiny, one-man-band operation run from the basement or a spare bedroom in a person’s house!
Many potential customers will naturally prefer to use the services of a larger, seemingly more professional organization. Consequently, it can be a good ploy to use words such as “we”, “our” and “team” to give the impression of being larger than you really are. Simple changes like this can result in a sole trader being taken far more seriously, and bring in a lot more custom.
5. Proofread your copy
Last, but by no means least, always make sure that you check your copy for basic errors before putting it up online. A poorly written website with spelling errors DOESN’T look professional, and you will lose custom if you ignore this fact.
If you’re not much of a writer, it might be worth hiring a professional freelance copywriter to produce the content for you, and they’ll also be able to help with your SEO copywriting strategy, too. Although it will cost a little bit of money, the orders you’ll receive as a result will more than make up for it!
Nick Cobb – Website Copywriter