Your website is your main marketing tool so make sure it has the best possible chance of succeeding and bringing you what you want which is more leads and more customers.
• Get Straight to the Point
• Keep it Short
• Talk Directly to the Customer
• Use Keywords
• Focus on the Benefits
• Use Headings
• Incorporate Calls to Action
• Proofread It
• Allow Yourself Time
• Keep it Updated
A Few Seconds to Grab a Reader's Attention
You have only a few seconds to grab your reader's attention and some surveys suggest this could be as little as 3-5 seconds. It's therefore imperative that you get straight to the point. Is it really necessary to "Welcome" people to your website if they have already landed on it?
Keep Sentences Short and Avoid Waffling
Write in short, snappy sentences. Avoid long narratives and never waffle! Paragraphs should be short and certainly no more than 4 - 5 lines. A dense block of writing will have visitors changing channels in the "blink of an eye"!
"You" Rather Than "I"
Use an informal, conversational tone that’s easy to read. Treat the article as a conversation as though you are talking to the "end-user". It's important to use "You, Your" and not "I, Me".
Don't Be Sesquipedalian (A Tendency to Overuse Long Words)
Long words have to be scrapped. You want readers to understand what you are saying without having to resort to a dictionary. It may go against the grain but this is the way to get results,
Use keywords sparingly and scatter them through the article. Do your research beforehand - there are many sites that can help you with keywords including Google Adwords and Wordtracker.
Benefits, Not Features
Always focus on the "benefits" of your business and not the features. Many business owners who write their own blogs tend to emphasise "How it's done" and this should be avoided at all costs. It's benefits that sell! This is such a key area and your reader needs to know what they will get if they buy your product. If they are uncertain, you've lost them!
Headings re so important and are the way of directing your reader who is still scanning the article. Your potential new customer can now easily read the part that is the main interest to them.
Call To Action
Your "Call to Action" is what it all boils down to and this is the crescendo. Do you want interested parties to call, email, sign up to your newsletter etc.? Ask the reader to do what you want and make it clear and easy to do it!
Proofread Your Content
Your copy needs to be completely free of errors such as spelling mistakes and grammatical howlers. It's also easy to miss out words although checking your own copy is difficult and a professional proofreader could be a good investment.
It Can Take Days to Write
Writing concise clear content takes time and actually takes more time to write than long-winded copy. A lot of thought has to go into what is included and what is left out!
Update It Regularly!
If you are struggling with your website copy and would like some help, you need to call Writing and Blogging based in Heathfield in East Sussex on 07742 321513. We have many delighted clients in Tunbridge Wells, Uckfield, Hailsham, Eastbourne and Lewes. Check out our website on www.writingandblogging.co.uk