There’s a lot that goes into creating a new website, from the site map, to the design, to the development features, and one of the most overlooked aspects is writing the copy. Unlike visuals, it’s your copy that gets you ranked higher on search engines. Not only that, but good copy gives your business personality, brand clarity, and can increase your conversion rate. Here are four tips to writing great website copy:
Answer the who, what, how, and why.
First thing’s first, every piece of copy on your website should have a purpose and every single word should mean something. To help you achieve that, you should start out by answering the who, what, how, and why of your business.
The ‘who’ is your audience. Who do you want to attract to your brand? Who do you wish to serve?
The ‘what’ is the problem your business solves. What do you hope to achieve for your clients and customers?
The ‘how’ is your process. How will achieve your ‘what’?
The ‘why’ is the reasoning for why you do the work you do. It’s always a good idea to share with potential clients how your business was founded when you write your ‘why.’
Don’t be salesy.
Sometimes when people sit down to write their website’s copy, they focus on saying things that make them sound ‘good’ or write out promises that aren’t realistic in order to prove their worth. Your copy shouldn’t sound salesy. It should make potential clients and customers who are the right fit for you feel connected to your brand. It should get to the heart of your business’ mission and values.
Write in short paragraphs.
People’s attention spans are shorter so you want to want to keep your copy short and simple. Don’t make things complicated by using big words. We also advise your paragraphs be four sentences long, if possible. Having shorter paragraphs will read well on all types of devices.
Utilize Google’s Keyword Tool to select your keywords.
When creating a new website, you want to make sure it’s optimized for search engines. One way to do that is to have the right keywords in the copy. You can find out what people are searching when they’re looking for your type of business and/or service by using Google’s Keyword Planner.
Need help writing your website content? At Sperling Interactive, we not only have the writers on staff who can do it, but we have the SEO expertise as well.