6 Secrets to Writing Successful Web-Site Copy
Your Web-site marketing should attract prospects to your site and lead them to make decisions that result in the sale of your products or services. The information you provide on your site, and its organization and design will help accomplish this task.
Your site should offer concise, easy-to-read copy that addresses your customers’ needs. If you can’t write it yourself, hire a professional to help. Content is one of the main tools search engines use to rate your site. According to Google™, a top search engine, one of the keys to a high ranking on major search engines and directories is to "create a useful, information-rich site.” If your site has well-written content, search engines will be able to find it and direct potential customers there. Here are six tips to writing effective Web-site copy.
1. Research keywords and phrases.
These are important words or phrases that describe your products or service. Search engines use these words to match Web surfers with sites containing the information they seek. (See Industry Online, November 2003.) Brainstorm specific keywords or phrases related to your site and industry. Check out competitors’ sites for ideas, and ask employees and customers for suggestions. Then integrate the words and phrases into your Web-site copy. Avoid haphazardly adding keywords and phrases within the text, however, because you’ll reduce your copy’s clarity.
2. Create effective headlines.
Once visitors reach your site, you don’t want to lose them. Create clear, concise headlines targeting your customers’ needs to capture their attention and compel them to read more. Use colors, and font styles and sizes that are eye-catching and easy to read.
3. Keep it simple.
Internet users are in a hurry and want quick, efficient information. Your site’s copy should contain simple language, easy-to-grasp concepts and short, concise sentences that can be scanned quickly. As a rule of thumb, keep your copy between 250 and 500 words. Proofread your text to ensure everything flows smoothly, is clear and accurate, and has no grammatical errors.
4. Make your customers’ decision-making process easy.
Lay the groundwork for a sale by writing content that focuses on satisfying your customers’ needs. Help them identify problems they want solved, and explain how your products or service offers solutions. Also include information about your company, such as experience, reliability, skill, speed and honesty. All of these are paramount in potential customers’ minds. Your site must answer your customers’ questions and give them peace of mind before they’ll make a purchase.
5. Ask visitors for their business.
Have a specific call to action on your site, and list the steps you want visitors to take. That way, they’ll know exactly what they have to do and how to do it. Encourage them to take immediate action by offering special deals, bonuses or discounts if they order within a certain time period. Some users will want more information, so be sure they can easily access links to additional pages on your site and to contact information. Make it simple for prospects to contact you. Include your company name, physical and mailing addresses, e-mail address, local and toll-free telephone numbers, and ordering information on every page.
6. Keep your site current.
Change your site’s design and copy as needed to help customers navigate your site. Find ways to enhance the sound, readability, look and efficiency. Update and add new content regularly to stimulate search engines and encourage return visits. Visitors are unlikely to make a purchase based on their first visit to your site. They’ll check out other sites, and make comparisons. Make your copy your No. 1 salesperson, and watch prospects turn into customers.
Your site should offer concise, easy-to-read copy that addresses your customers’ needs. If you can’t write it yourself, hire a professional to help. Content is one of the main tools search engines use to rate your site. According to Google™, a top search engine, one of the keys to a high ranking on major search engines and directories is to "create a useful, information-rich site.” If your site has well-written content, search engines will be able to find it and direct potential customers there. Here are six tips to writing effective Web-site copy.
1. Research keywords and phrases.
These are important words or phrases that describe your products or service. Search engines use these words to match Web surfers with sites containing the information they seek. (See Industry Online, November 2003.) Brainstorm specific keywords or phrases related to your site and industry. Check out competitors’ sites for ideas, and ask employees and customers for suggestions. Then integrate the words and phrases into your Web-site copy. Avoid haphazardly adding keywords and phrases within the text, however, because you’ll reduce your copy’s clarity.
2. Create effective headlines.
Once visitors reach your site, you don’t want to lose them. Create clear, concise headlines targeting your customers’ needs to capture their attention and compel them to read more. Use colors, and font styles and sizes that are eye-catching and easy to read.
3. Keep it simple.
Internet users are in a hurry and want quick, efficient information. Your site’s copy should contain simple language, easy-to-grasp concepts and short, concise sentences that can be scanned quickly. As a rule of thumb, keep your copy between 250 and 500 words. Proofread your text to ensure everything flows smoothly, is clear and accurate, and has no grammatical errors.
4. Make your customers’ decision-making process easy.
Lay the groundwork for a sale by writing content that focuses on satisfying your customers’ needs. Help them identify problems they want solved, and explain how your products or service offers solutions. Also include information about your company, such as experience, reliability, skill, speed and honesty. All of these are paramount in potential customers’ minds. Your site must answer your customers’ questions and give them peace of mind before they’ll make a purchase.
5. Ask visitors for their business.
Have a specific call to action on your site, and list the steps you want visitors to take. That way, they’ll know exactly what they have to do and how to do it. Encourage them to take immediate action by offering special deals, bonuses or discounts if they order within a certain time period. Some users will want more information, so be sure they can easily access links to additional pages on your site and to contact information. Make it simple for prospects to contact you. Include your company name, physical and mailing addresses, e-mail address, local and toll-free telephone numbers, and ordering information on every page.
6. Keep your site current.
Change your site’s design and copy as needed to help customers navigate your site. Find ways to enhance the sound, readability, look and efficiency. Update and add new content regularly to stimulate search engines and encourage return visits. Visitors are unlikely to make a purchase based on their first visit to your site. They’ll check out other sites, and make comparisons. Make your copy your No. 1 salesperson, and watch prospects turn into customers.
