Tips on Writing Effective Web Copy

Is your web copy working for you, or could it do a better job? Be honest. Are you getting the traffic conversion rate you were looking for or is it lacking? These tips on writing effective web copy could turn things around for you, so make sure you read them all.

One of the most common things you’ll find if you start looking at websites, is that they come in all different sizes, designs, shapes, colors, and fonts. So what does that say? Well, it says that there isn’t one way that works. However, if you look a little closer, you will see that there is some common elements on those that are successful. So let’s have a look.

1. A welcoming approach – you want your visitors to feel welcome when they land on your home page. Be up front – say “Welcome to ….”
2. Establish credibility – your page(s) need to establish that you are an excellent resource for the products/services that you offer. Tell them what it is you do and what you offer. “Your source for…”
3. Help your visitor get orientated – tell your visitor about your site, what they can find where, and always remember to answer the #1 question going through their head, “What’s in it for me?”
4. Easy navigation – nothing will have a visitor hitting the back button faster than a navigation system that is hard to follow or understand. So make sure when you are creating your website to keep it easy.
5. Contact information – It is important for your contact information to be readily available. If you don’t share your contact information there are legal ramifications, but it is also difficult for visitors to build any trust if they don’t know who you are or how to contact you.
6. Easy process for contact – make it easy for the visitor to email you, or access live help. Yes, they can phone, but many people prefer email.
7. Privacy statement – make sure that your visitors know what your privacy statement is. You can use a standardized one if there is nothing complicated about what you do. There are also programs available online that for a fee will help you create your privacy statement. People want to know that you are not selling their information and so you need to tell them what your policies are.
8. Copyright – too often this is completely forgotten. But to protect yourself it should really be on your home page. “Copyright (c) [insert year] [Insert Name of Your Business]. All Rights Reserved.”

There you have it. If you are creating web copy for a client make sure that you utilize these simple tips to create copy that’s more appealing and engaging.

To your speaking & writing success

Fran Watson