10 Tips for Great Web Copy

Super-cool plug-ins, the latest CSS3 wizardry and a streamlined mobile site are all well and good, but without killer content, your “web copy”, your site is wasted.

Here are the top 10 tips to create powerful, persuasive web copy that will bring true value to your reader.

1. Understand your goal:
You need a plan and every word you write should support that plan. Powerful, persuasive copy is vital to your cause.  Unless it is supporting your marketing plan, it’s just wasted effort.

2. Inspire a response:
Know the response you want, and keep it in mind.   If, after reading, your readers aren’t inspired to DO some kind of action, your copy is useless.

3. Keep it simple:
Do keep verbs active not passive.  Don’t use three words where one will do.  Do use everyday vocabulary. Don’t use complicated sentences. Do avoid unnecessary jargon. Do use short, easily digestible sentences. Finally, Do use correct punctuation and spelling.

4. Write for your audience:
A big mistake when writing copy is talking about “us” instead of “you”.  You have about 3 seconds to hook your reader and to present your product or service, or show them how they can be cleverer/wiser/healthier or wealthier, etc.  Be informal and chatty where appropriate.  Be respectful and honest. And if you can throw in a bit of humour without being cheesy, you are on to a winning formula.

5. Short and sweet:
We manage our lives in lightning-speed-micro-chunks, so get your point across quickly and clearly.  Aim for around 200-300 words per article.  Naturally, some articles will be longer, so have a “read more” link for readers who want to carry on reading.

6. Write with confidence:
Be proud of your products or services!  You need to show your reader your passion for what you do.  If you are not passionate about it, how can your reader be.  Lacklustre copy leaves your reader cold, so make sure your copy sings with confidence.

7. Show off your USP:
Why should your reader contact, shop, browse, book, or reserve with you?   Demonstrate your individuality with tangible evidence.  It’s a cynical age.  Shout your distinctions from the rooftop, but make sure you can back it up.

8. Empathise:
Showing that you recognise your customers pain demonstrates an understanding of their issues.  It builds a sense of trust and helps your reader walk a little further down the path to purchasing your product or service.

9. Be their best solution:
After demonstrating your understanding of the issues,  you need to offer the customer the solution to their problem and compel them to continue reading.  It’s the best way to convince them that you really do have a solution to their problem.

10. Edit:
And edit, and edit again.  First drafts often contain nuggets of greatness, but there’s plenty of “fluff” to strip away!  If you find editing hard, give it to someone else.  They can be more objective than you.  A cheaper option, if you are on a tight budget, is to write your draft copy with all the salient points, and then pay a copy-editor to polish it.

To get cost-effective, powerful and professional copy for your website, contact us by clicking here.