How to Write Website Copy That Will Keep ‘em Reading…Part Two
Part two. Now that you know what to write, here’s how to write it…
The second step is to talk in a friendly yet authoritative tone. You’re the expert, but you’re also a nice person who cares about your customers.
• Write in terms of “you.” For example, “On cold winter nights, you’ll be toasty warm underneath our European Goose Down Comforter.”
• If appropriate, use industry lingo, but don’t overdo it!
• Use words so search engines – and therefore your customers – can find you.
Don’t be clever. Brainstorm common phrases your customers use to describe your product or service. (These are the phrases prospects will type into Google, Yahoo, and other search engines to find you.)
Weave these common words and phrases into your titles, headlines, and copy.
If you’re not sure what words are best, check out Google’s free keyword service for ideas.
• Unless you’re a nationally known brand, use keywords and phrases from above rather than your company name in title tags.
• Use short sentences and brief paragraphs. Here are guidelines:
Titles and headings – Try to keep them under 8 words.
Sentences – 20 words max.
Paragraphs – 35 – 75 words.
Pages – 250 words max.
• Break up text with highlighted titles and sub-titles.
• Use bulleted lists to call attention to important information.
• White space is key. Keep lots of it on every page.
• Use hypertext links to lead visitors further into your website.
A properly crafted website will have user-friendly navigation, visual appeal, and customer-focused information. Use the tips above to write website copy that will engage visitors and, when they’re ready, convert visitors into customers. Win-win. That’s what we’re shooting for…
If you missed it, read How to Write Website Copy That Will Keep ‘em Reading…Part One
