Your business website is your shop window when it comes to digital marketing. That’s why it matters.
But before you learn about UX designs, technical SEO and robots txt. Think about the words on the page.
Almost every business has a website, right? But not every website attracts traffic or converts visitors into customers.
The copy on your website needs to be relevant and valuable so it can engage the visitor long enough for them to remember your business. You don’t want them to leave the page after a few minutes of browsing.
Wouldn’t you like to enjoy a high-volume of traffic to your business blog? Here are some tips on how to create valuable, search-friendly copy that turns browsers into customers.
1. Word counts matter
Depending on what you are writing, the amount of words on a page matter. If you’re writing a blog, you should aim for 300-600 words for bite-sized information. If your topic is a little more technical and the audience is quite niche, you can get away with a lengthier post. Over time, analyse the traffic to your website and see which ones perform better.
Word counts matter even more on landing pages. When writing copy for your business web pages, you have to be ruthless. Digital readers don’t have time for waffle. They want to see value.
Copywriting tip: Get all your words on the page and then edit without sympathy. There is no room for words that don’t have a vital role in the sentence. Get to point. Sharpish.
2. Create a brand personality or style guide
Whatever sector your business falls into, whether it is the property sector, the retail sector, food sector or beauty sector – any sector. But your faced with thousands of competitors in your industry, both locally and nationally. So why write everything in the same tone of voice everyone else employs? You need to be different and that is why it’s important to define your brand personality.
3. Break up the writing
Use paragraphs, sub-headings and bullet points. Blogs work particularly well with numbers too, e.g. Top Ten, or 5 must-knows.
When there are too many words on the page all bunched up together, you already know it will be hard to read. Your visitors are less likely to absorb a single word. So don’t cramp in a load of SEO keywords in the hope your business website will appear at the top of all search engines. It doesn’t work that way.
Copywriting tip: Don’t be afraid of white space.
4. Use emotive language and stories to get your point across
Sales copy and marketing adverts are more memorable when they tell a story. Think about it for a moment. Think of the John Lewis advert at Christmas. Or the Dove’s ‘Choose beautiful’ advertising campaign. You can’t always do this with copywriting, but when done effectively, the sales copy works exceptionally well to leave a lasting impression.
5. Avoid sloppy copy – no
smelling spelling mistakes aloud allowed
This one’s a no brainer, right? You’ll be surprised at the number of businesses that have spelling errors on their websites.
Do you proofread your copy? If your website visitors notice any spelling errors, you will be perceived as being sloppy. We all know there are competitors in every field and you don’t want to lose custom due to some badly written copy on your website.
Want to discuss your brand’s copywriting needs? Contact me for a chat on your business requirements.