Yellow Jersey Web Design

Writing web copy can be tricky. It is very different than any other form of business writing or marketing. On the web people have less tolerance for a lot of text, they generally skim through it. Yet, at the same time studies show the majority of people online are researching and looking for information, so your web copy needs to have some substance to it- to meet this need.

Then there is the added complication of search engine optimization. Your text is one of your primary tools to improve your search engine rankings, but how do you write text that’s full of searchable keywords but still interesting and enticing to your web visitors? After all why drive people to your website if you cannot impress them once they get there?

Its all about balance.

Below are a few basic tips to guide you in your quest for excellent web copy. Watch this space for more tips in the coming months.

• Watch your length,

  The trick with website content is to create enough content to make your site look full, provide information your web visitors will be looking for and create enough relevant content to be searchable. At the same time you must not create reams of text. A long page full of text is very off-putting, so be careful not to waffle and try to strike a balance between meaty and punchy.

• Keep it clear

  Readers don’t read online material in the same way they do printed material. They scan. Studies show that online readers read about 20- 28% of text on a webpage. One idea per paragraph works well. Bullet points and short paragraphs are also effective.

• Treat every page as a landing page

  People can arrive at your website on any page, not just the home page, so every page needs to have engaging content.

• Keep your tone light and vivid

  Droning, boring text will drive people away from your website very quickly.

• Keep everything customer-centric.

  Continually ask yourself: would visitors to my site be interested in this?

• Don’t exaggerate

  It’s is very important to come across as a trustworthy site/business.

• Use your copy as a marketing tool

  Keep in mind that your website copy is one of the key elements for search engines to find your site. So the more relevant copy the better, and make sure you are using keywords that are optimized for search engines to find you. A word of caution – never keyword stuff your text. You will drive away human visitors, but you will also drive away the search engines. Search engines have sophisticated tools that spot this sort of thing. Your site can be banned if you try any underhanded methods to improve your rankings.

So start with a plan, lay it all out and then have fun with it. Keep in mind that a website is never “done”. You should always be tweaking, updating and testing what works and what doesn’t.

Happy writing!