Content is everything. And it takes time to get it right. Some clients task us with putting pen to paper on their behalf, whilst others prefer a DIY approach, often asking for a little guidance along the way.
Here’s our tips for writing punchy web copy:
Plan Ahead
To make life easier in the long run, invest some time upfront plotting out the purpose of each page. Consider the information you want to convey and the impression you would like to make, drafting a bullet point for each. Look for any natural groupings and overlaps etc to avoid duplication. You can then put your bullets into an order which flows for the reader, whilst prioritising your key messages.
Stick To Short Paragraphs
Your bullet points are the basis for your web page. Aim to make your written content easy on the eye with short paragraphs. Everyone is tight on time, so copy needs to be concise and simple to digest. Keep longer-form or more complex content for your blog where readers are looking for deeper insight.
Skimmable Titles
Create content which is simple to scan by writing headlines which neatly sum up the paragraph. This means that users can skim the page to ‘get the jist’ and can pause for more detail if something catches their eye.
Big On Personality
Easier said than done, admittedly, but the best copy has your personality threaded throughout. If your tone of voice is consistent and true to you as an organisation, then the copy becomes part of the brand experience. Check initial drafts against your brand values and tone of voice guidance to steer refinements.
Search Friendly
Search algorithms are sophisticated beasts these days so you don’t need to cram your copy with keywords. That said, if there’s certain search phrases which are important to your business then sprinkle them throughout your site. Take care not to go overboard or you’ll offend the search bots.
Avoid Jargon
Always think about your vocabulary. Sometimes technical terms are unavoidable but where possible, try to avoid jargon. This ensures that all visitors to your site feel welcome and can understand your copy.
Read Out Loud
Sounds a bit bonkers, but trust us, it works! It’s a great way to pick up on mistakes, from repeat words to grammatical errors. If you’re feeling shy, then use the ‘text to speech’ function so that your computer reads it out for you.
The Power Of Pictures
Needless to say, words aren’t everything! Investing in impactful images will make an enormous difference. The right images will reinforce your copy and make your content more memorable.
We hope these tips have inspired you to start writing your best web copy. And if you need a hand, come for a chat with one of our copywriters.