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It is important that the writing quality and structure of your content is as good as it can be, and these tips will help make it stand out. 

What is Web Copy?

Website copy is the main body of text on your website. Its main purpose is to grab the reader’s attention and sell whatever it is you are trying to sell. What you put in your web copy and how you make it look matters. You need to engage viewers before they click away from your page. Well-written content that’s optimised for the web rises to the top of search results and holds readers’ attention. Things such as:

  • Headings
  • Keywords
  • Structure

are all important to consider when it comes to writing your website copy.

Structuring your Web Copy

In terms of structuring, it is a good idea to put the important content, the things you really need to say, first. Web readers have short attention spans, and they will make their minds up about your website in mere seconds.

By putting the important content first, you are giving your potential customers exactly what they want – most people tend to click onto a website to find information or accomplish a task. If you provide this for them as soon as they arrive, then chances are you will keep them on your page longer and they are more likely to turn into a customer.

Subheadings are another important element of good structure. We are all the same, we like to skim read information. No one wants to read reams and reams of words, especially when they are all the same size. Your headings need to get to the point, offering your website traffic a snippet of the important parts. Spell it out for them! Your headings should show your potential customers that they are in the right place, providing them with the encouragement to read on.

It is also a good idea to break your web copy up into small digestible paragraphs. Other ways of making your page easier to read include using:

  • Bullet points and numbers.
  • Bold fonts for important words and phrases.
  • Short. Simple. Sentences.

Still reading?

Good that means we’ve got your attention.

Rhetorical questions hook readers. If you can structure your web copy to make your audience feel that you are talking to them and them only, they are more likely to stay on your page. That leads onto the next point…

Know your audience

Who are the types of people coming to your website and what are they trying to find out? If you can answer these questions, then you can provide your web traffic with exactly what they want. The key to customer service is anticipating what the customer needs. With good web copy you can be one step ahead of your traffic to provide them with the best quality of customer service in a few well-structured paragraphs.

It is important to consider both your primary and secondary audiences. Your primary audience is the decision maker and buyer, the secondary audience are those who will influence the primary audience to buy. Make sure your website is interesting and accessible to both. Always consider how these audiences will find you online and what will make them stay on your page.

Ensure your writing is clear

Website visitors are not here for novels, they want advice which is to the point and clear. This means using short sentences and easily digestible words that everyone knows the meaning of. Online readability tools can be useful to check that your writing for the web is easy to read. Other handy tips when it comes to the way you write include:

  • Focus on using nouns and verbs.
  • Go easy on adverbs and adjectives.
  • Consider whether younger audiences would be able to understand what you’ve written. 
  • Use active voice; urge your web traffic to act!
  • Use specific examples, try not to be too general.

The advice in this article will help you improve the way you write and structure your content. If you need any more advice, please contact EngineRoom and we’ll be happy to provide you with further tools to make your web content stand out.