6 Steps to Wizard Website Copy

What do you look for in a website? Something eye-catching? Something interesting? Something that is going to give you the answers you are looking for?

So why do so many businesses get to the eye-catching bit and then stop?

The way to get visitors and keep them is with great copy. That is where you need to be a bit savvy. Yes you can probably write, and yes you know your business better than anyone. But that is exactly why you should get a website copywriter in to write the content for you.

A copywriter is trained to write to your reader. You may think that is easy; if it were, every website you came across would be like that, but very few are.

How do you make it easy to read and interesting? Here are 6 steps to help you reach this goal.

1. Plenty of white space

Break up your text into bite size chunks. Short paragraphs will make it appear easier on the eye and more readable.

2. Simple language

Keep your language simple. People will be put off by fancy words and long sentences. Don't forget to use the magic words.

3. Benefits

Ask yourself what it is that your customer wants. What is it about your product that will make their life easier? Answer that in your first paragraph and you'll have them hooked.

4. Titles and subtitles

Break down your text and give it headings. That way, your reader can see at a glance what your page is about.

5. Keywords

You would have done your keyword research but don't over stuff your copy. Concentrate on 2 or 3 main keywords per page. Use them in the titles and then once or twice in the body text. Remember you are writing for your reader first and the search engines second.

6. Call to action

Once you have your reader don't leave them wandering what to do next. Make your call to action as clear and simple as possible.

Take a look at your website. Could it be improved? Never make the mistake of thinking about the services of a website copywriter as an expense. Instead, think of it as an investment. Any money spent will be recouped many times over.

No, I'm not talking about investing in state of the art technology - just a simple way to engage with your reader.

A lot of websites out there contain stiff and overly corporate copy that is very uninteresting. Obsessed with being seen as uber professional, they lose sight of who they are writing for (i.e. the reader) and instead insist on creating something that is impenetrable, boring and incredibly uninviting.

Does it impress?

Nope.

If you want something to spend their valuable time reading your website you've got to make it worth their while.

Your copy should speak to them, resonate with them and convince them that you're the company that will solve their problem.

Be their friend

How do you talk to your friends?

Do you talk at them, or do you talk to them? I'm guessing it's the latter because that's what we do - we chat.

Creating conversational copy on your website will make it more inviting and accessible to your readers. You'll be giving your business a distinctive voice - something your readers can relate to.

When they read it will be like conversing with an old friend which means they'll hang around a bit longer because you're talking to them and not at them.

How do I write chatty copy?

It's quite simple really, all you have to do is:

1. Find out who your market are and use their vocabulary
2. Use short, clear sentences to get your message across
3. Bin your thesaurus and use language everyone understands
4. Read your copy out loud to check it makes sense, has rhythm and doesn't contain any errors
5. Use real language, not something that a 19th century novelist would use

All you have to do is write as talk - go over the conversation you would have with the customer if you were stood in front of them and write it down. Of course, spoken language is very different to written so you'll have to make a few adjustments, but taking a more conversational approach will win you admirers - and customers.