Writing for your website is different than writing for your printed brochure. Your website must be written in order to attract visitors, keep them on your site and sell them your products, services and ideas. Here are a few simple tips to ensure that your website content is working for you:
1. KEEP IT SIMPLE AND GET TO THE POINT.
Your content should get to the point asap! Content should be easy to understand using shorter common words and phrases. Cut out unnecessary information and avoid long paragraphs and sentences. You have 10-20 seconds to impress your visitor or they will leave. Put conclusions at the beginning.
2. WRITE ATTENTION-GRABBING HEADLINES
It was reported that on average, 80% people will read headline copy, but only 20% will read the rest. This is why your headline is so powerful and determines the effectiveness of the page. Use the inverted pyramid writing style to make sure the important information is at the top of your page. Make sure you use simple, concise and key-word rich headings that will inspire your visitor to keep reading down to your call to action. Which leads us to our next point…
3. EACH PAGE SHOULD HAVE A ‘CALL TO ACTION’
Each page that that your visitor reads should have a clear ‘call to action’. What do you want them to do from there? Remember that the purpose of your website is to encourage visitors to interact with your company. Are you making it easy for them to do so?
4. FIND THE RIGHT TONE OF VOICE
Consider how you speak to your visitors through your tone of voice. Making them feel welcome and speaking to them in a conversational tone is a good way to help you communicate your brand and stand out from your. It’s important that your tone of voice is consistent throughout all of your branding, as well as your website.
5. FORMAT YOUR TEXT WELL
In an eye-tracking study it shows that website visitors look longer at bulleted lists and text formatting like bold and italics. We suggest you look at ways you can break your content up into bulleted points that make your page easier and faster to read. Try highlighting important information in bold and italics to make it stand out from the rest of the text.
SOME OTHER KEY POINTS:
ALWAYS proofread your work. There is nothing worse than typos and spelling errors on websites and this will send people away from your website.
Make links part of your copy – links are another way that readers scan pages. They stand out from the body text and can give more information as to what he page is about.