When you enter a website, the first thing you usually notice is the design – the colors, the images, the call-to-action buttons, etc., but in order to find out what the website (and company) is really about, you have to read. And while great design is captivating, great content is what turns your visitor into a customer.
In order to succeed in your website copywriting, keep these things in mind:
1. Short is sweet
While you don’t want to try to explain your products or services in just a few sentences, you also don’t want to bore your visitor to death with 18 paragraphs of content. As Internet users advance, we become less and less tolerant of long-winded explanations and details. We want our information now, which is why you should keep your content to a minimum. Thoroughly explain what you’re offering, but make it short and sweet – your visitors will be more likely to read through all of it.
2. Write globally
You may be headquartered in the United States, but websites are global, which means people in other countries could just as easily be reading your website as your neighbor down the street. Keep this in mind when you write and try not to use a lot of slang native only to your country. Also times and calculations are understandable to anyone.
3. Use the “inverted pyramid” technique
When a reader is interested in a product or service that a company offers, they want to know exactly what they’re going to get. Writing in an “inverted pyramid” style means starting with your most important information and then expanding on it throughout the rest of the content. This will capture more visitors’ attentions and will immediately hit home what you’re trying to sell.
I can’t stress this enough: make sure that you proofread everything you write. Everything. If you have any sort of grammatical, punctuational, or spelling error in your content, you’ll immediately decrease your credibility as a company. Think about it: would you really buy something from a company that doesn’t know the difference between “their” and “there”?
5. Write like a journalist
In addition to keeping your content short and sweet, think like a journalist and keep your paragraphs short and sweet as well. Stick to one idea per paragraph – this way it’s easy for your visitors to read through and understand. Cramming three or four ideas into one paragraph can get messy and you could lose your reader’s attention.
At Prager, we know how to write great content. Contact us today and we’ll get started on our professional website copywriting.