While most people might have differing ideas on what constitutes good website copy, there are a few things that most will adhere to. Not the subject itself but how it?s written to show off your website to the best advantage.
Whatever it?s for copy has to be attractive for the person reading it. This means in their case easy to read and understand. Here are a few tips on making your copy effective for both you and them;
As already mentioned it has to be easy to read. People online tend to scan rather than read every word. It has to be presented in a way that allows them to do that. At the same time it should be easy for them to be able to move from one section to another without getting lost.
Short paragraphs are the order of the day here. Along with snappy sentences that don?t wander all around the houses. One idea for each paragraph won?t overload them with too much information, and will let them digest that point before going on to the next.
Accept the fact that customers aren?t interested in you. They simply don?t give the proverbial for ?I? or ?we?. The only reason they’re there is for what they can get out of it. Speak to them directly using ?you? and they?re more likely to sit up and take notice.
This is why you should cut out the jargon and language suitable for use only in a boardroom. It?s tiresome for those reading it and means nothing to them. Once their eyes start glazing over with boredom you?ve lost them.
You don?t have to treat them like idiots even if they are. But everyone appreciates clear instructions. Your ?call to action? shouldn?t be falling on deaf ears. Let them know where to go next and what to do when they get there. (In the nicest possible way of course.)
Everyone appreciates helpful and friendly staff. Those willing to give advice without the pressure of contributing to their own commission fund. You should be providing the same service. If you?re seen as someone only interested in making a quick profit they?ll back off.
Maybe the best advice is to write the sort of website content you like to read yourself. Chances are it?s not that much different to anyone else?s.