5 Simple Ways to Boost Your Web Copy

Any copywriter or marketer will tell you, great web copy is sure to increase online interaction and conversion.

The key is to make a strong first impression. Did you know, eye tracking studies have revealed that people spend just 5.59 seconds on average absorbing a site’s written content? That gives you just a few heartbeats to impress. 

Does this negate my opening statement? Surely a few seconds of attention isn’t worth you agonising over words on a page.

Putting it into a wider context, Tony Haile, CEO of big business data analytics company, Chartbeat, reported that 55% of people spend less than 15 seconds on a site in general. 

So the point is, you have a very small window of opportunity to grab attention using all the tools at your disposal. From great web design, to powerful copy. 

With that in mind, here are a few essential copywriting tips to consider.

1. Embrace simplicity
 

Remember, you need to demand attention. That doesn’t mean being boastful, or conceited. But say what you mean and make an impact. 

Even bigger companies can get web tongue-tied. Because you know the intricacies of your business, it doesn’t mean your audience will understand your industry’s or workplace’s way of talking.

So avoid jargon. Never try to sound clever when describing what you do. And make sure the language is straightforward. 

People essentially skim-read websites. To pique interest keep the copy short and sentences snappy. Get to the point quickly, and communicate just the salient facts.  

2. Write for your audience
 

You don’t want to make your audience work hard for a reward. This isn’t a collection of the finest prose. It’s a sales tool. 

Longer copy, if completely necessary, should always be broken up with subheadings. It needs to flow, and each section should add value. 

A good copywriter will always ask their client about their audience, and talk about tone of voice. This is because choice of language can have a monumental impact.

For example, a website geared for the construction industry, with an audience focussed on trade and pricing, would have a different tone to that of a luxury travel company, looking to inspire and seduce their reader.  

3. Use keywords wisely
 

They don’t work in isolation, but weaving keywords into your copy can have a big impact on the overall success of a site.

First, identify your keywords. This can be done through free resources like Google AdWords. 

When it comes to writing the copy, most people today understand that keyword stuffing is a big no-no. Search engines have become increasingly sophisticated over the years. This means that badly written content simply won’t make the grade. 

In the past there’s been a real focus on specific keyword density and usage. Today, what happens off page can really effect rankings as search engines reward sites for things like social media links, mobile friendly functionality, and meta descriptions. 

This doesn’t mean that keywords are a waste of time. But don’t purely design your copy around them. Use them effectively, and contextually.   

4. Shout about features and benefits
 

Your website is about you. Right? 

Wrong. It’s all about your audience. Although you’re there to give the reader a window into your business, the goal is to make it relevant to them.

Think about your audience at every step of the way. Make sure your offering is clear. Outlining your features and benefits is a must. But always frame them in a way that adds value, solves a problem, or attracts the reader. 

To put it bluntly, your website isn’t a lengthy explanation on how great you are. It should centre on what you can give your audience. 

5. Keep your content fresh
 

So you’ve grappled with keywords. Got obsessed with your audience, and pondered their reactions to your site like an overzealous suitor. 

You’ve even gone against your natural inclinations and stripped out the usual jargon bandied around with colleagues day to day. As a result, your website is clear, concise, and ready to go. 

End of story? Not in the least. There’s always a risk of leaving a website to stagnate after the launch. 

So my final piece of advice is this. Always review your site on a regular basis. Make sure it still says what it needs to, to the people it’s targeted for. 

Work on your content. Whether that’s with blogs, or articles, to make sure there’s always something new to discover. That way, your readers will keep coming back, and it will do wonders for your SEO.