Even if your website is currently getting lots of traffic, there’s no time to sit back and relax.
For your site to continue to rank well in search engine results, you need to keep it updated and be posting regular content. That’s why having a blog is key!
You also need to stay on top of the latest proven methods when it comes to creating website copy that will bring leads that convert. To make things easier for you, we’ve incorporated the most recent website copywriting best practices below.
Know Your Audience
How do you create great copy without knowing who you’re targeting?
Simply put, you can’t.
It’s super important to first complete market research so that you can come up with a buyer persona.
Determine who your target audience is, their demographics, their pain points and more.
Only then can you craft website copy that will be relatable to the reader. This helps influence them to take action on your website!
Keep it Interesting
In only a matter of seconds, your website’s visitors will decide whether to stay around on your site or not.
To stop them from exiting and going elsewhere, you need to keep your copy interesting.
Pay attention to your headlines and make them compelling so that readers want more. And don’t forget about the importance of your graphics selection!
Above all, you need to write in a way that will captivate your audience, leaving them eager to read the following line of text.
Make it Readable
Think about what you want when you visit websites:
- You want answers to your problems using information that’s clearly and concisely presented
- You want to be able to quickly find the information you need without reading a page in its entirety
- You don’t want to think too hard – you want the information to be presented to you in an easy-to-follow format
When your customers have to start searching your website for information, they will quickly become frustrated.
That frustration will soon lead to an exit from your website.
Avoid that from happening by using the following tips throughout your web copy:
- Bold text for headings and keywords to keep readers’ eyes moving down the page
- Captivating headlines, bullets and numbered lists to break up content
- Short sentences (average sentence length should be 16 words)
- A clean look. Experiment with colours, fonts and graphics to find what works the best with your audience.
Keep Search Engine Optimization (SEO) in Mind
You can’t afford to have poor content on your site.
But even if you have the best content, it won’t produce results if it’s not search engine optimized.
You need to complete some keyword research, but avoid keyword stuffing. Most importantly, always ensure that your copy is high quality!
Don’t forget about including effective call-to-actions (CTAs) throughout your copy. Encouraging readers to share your information on social media, sign up for your email list or download an e-book are some effective CTA examples.
Website copywriting can’t be learned overnight. To be honest, it requires lifetime learning. There are always new ways of writing better, of ranking higher in Google and of increasing customer conversions.