On your marks, get set, go!
When someone visits your website you only have a moment to let
them know that they’ve reached the right place
- Balance is key. When writing for a website you need to bear in mind that you have two audiences to satisfy at the same time:-
- The website visitor (your potential or existing customers)
- The search engines
It is important to get the visitor to the site. It is equally important that your visitors see a great message once they have arrived. Don’t put search engines before well written text.
- Usual rules apply. Although writing for websites is different to writing off-line, many of the general rules of copywriting still apply. For instance: know your audience, talk about them, not you. Benefits, not features. Set objectives. Tell your visitors what you want them to do.
- Visitors don’t read, they scan. Keep it simple. Use white space, short paragraphs, headings and bullet points.
- Key words and phrases. Your copy is one of your search engine optimisation (SEO) tools, i.e. one way you can help the search engines to find your site. Key words and phrases are the terms your customers are searching on in order to find your product or service. When visitors reach your site and start scanning it, it is these key words and phrases they are looking for.
- Research your keywords using a tool such as Google Keyword Estimator.
- Use the Keywords or phrase in the title and then two or three times throughout the page.
- Ensure your web developer includes the same phrases in the relevant ‘behind the scenes’ places.
- Don’t spoil effective copy by hijacking it with keywords. It still needs to be readable, fluent and clear, not stilted and confusing.
- Refresh, Re-write, Review. Your website content should not be static. Update it regularly. Use Google Analytics to see which pages work and which don’t. Give visitors a reason to return.
- Take my hand. Lead your visitor from one page to the next. Use internal links. Guide them through your site. Think layers. The deeper into the site your visitors get, the more detailed information they expect to find.
- Why am I here? What is the purpose of your website? In most cases, it is to capture something. If you have an e-commerce site, you want to capture the sale. If you’re not selling on line, you should aim to capture email addresses so that you can start to build a relationship with potential customers. Offer a free report, newsletter or a product sample in exchange for an email address and permission to contact them. Give them loads of ways to interact with the site and register their email address. Then keep in touch. Make it easy for your visitors to do what you want them to do.
- . . . and they’re off! “Web users are impatient, task-focused and extremely disloyal: if they can’t find what they’re looking for easily, they’re off” says online expert, Catherine Tool. Bear this in mind when writing your copy. Start off by keeping it simple and to the point and explaining the benefits, then lead them deeper into the website to add the details.
“That’s all great, but I just haven’t got time”
If this sounds like you, Fill the Gap Marketing Ltd can help. We provide professional copywriting services from £50 – leaving you free to concentrate on your core business.
We work in partnership with specialists who advise on Search Engine Optimisation, pay per click advertising campaigns and social media marketing. All potentially great ways to drive traffic to your website.
Contact us for a complimentary consultation or website review. We can help you to grow your business profitably.