Writing Content for Your Website
“Copywriting probably did make me a commercial writer. Nobody wants to read advertising copy, so you have to keep it punchy; you almost have trick them into reading it. You have to make every sentence work.” – Liane Moriarty
Your website is the cornerstone of you marketing efforts. How you present yourself online is effectively your shop front and so the importance of writing content in an engaging way becomes more and more important. As you are not there to do the talking when someone visits your website the quality of the content is crucial to how effectively it engages the reader.
If you are going to have a go at writing content for your website, here are the main things to bear in mind:
- Make it obvious – You will not hold your reader’s interest for long. They will exit your website very quickly if they land on your site and can’t fathom what you do. When writing content, use an introductory headline to pinpoint what you do which will encourage them to read on.
- Write for your reader – The temptation is to try and prove your worth and expertise with long-winded, technical explanations full to busting with industry speak and acronyms. This is often a mistake which turns the reader off. When you are writing content think about your ideal customer and write for them.
- Benefits – when writing for the reader, consider how the customer is advantaged by what you sell. Explain all the features and how these form benefits to them. When you are writing content you should explain what you do differently that give you the edge over your competitors.
- Brevity is key – lengthy, nuance-stuffed pages are not necessary on a website. Leave this for your blog pages and further reading articles and put links to them for people who do want to drill down into more information. Use catchy, explanatory headlines and fairly short paragraphs. The headlines will draw the reader in and they will stay engaged longer with shorter paragraphs.
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- Calls to action – Don’t forget your website is there to engage and to capture information as well as give it out. Don’t forget to include calls to action on all pages such as an enquiry form or a free download in exchange for an email address.
- Keep in clean – Don’t use multiple font styles, font sizes or a mix of colours in your content, it makes it very hard to read. 1 font, 3 sizes (2 headings and one body content) and 2 colours is a good benchmark to use.
- Check your work – Have someone you trust proof read and sense check your content. Don’t do it yourself as your brain will always translate what it expects to see instead of what is actually there. Writing content with grammar and spelling mistakes will dent your credibility.
Don’t get bogged down in the technicalities of what you do – write in a conversational style to engage your readers. Consider using professional copy writers and proof readers to create a consistent ‘voice’ for your website – they’ll also remember to add in the calls-to-action.