Most visitors of a website are seeking a solution to a problem, and they’re doing so quickly.
On average, people spend 15 seconds reading during a website visit. That’s 15 seconds to get your most potent, effective copy out front. Make it count and consider these suggestions when drafting your company’s next round of website copy.
Emphasize benefits over features
Make the benefits of your product or service clear. When creating copy, illustrate to potential customers how their life can be made easier by choosing your business. Dedicate less space to the minute aspects of a service or product and more room to showing people what’s in it for them — features tell, benefits sell.
But don’t force them. Including keywords in a blog post or landing page is a basic step toward boosting SEO. However, littering copy with repeated words makes for an annoying, clunky read. The extra “fat” of too many keywords can also slow down a visitor from finding the service or product they seek.
Determine a house style
Developing a brand voice helps maintain consistency and contributes to building a company’s identity. Create a house style that copywriters can adhere to. For instance, most journalists write in accordance with the AP (Associated Press) Stylebook, a 600-plus-page, constantly updated resource. Other publications or industries may rely on the Chicago Manual of Style or different guidelines. Determine your company’s style preference and stick to it.
Write in the active tense when describing services, products, missions, values, etc. (“DOJO Creative offers website solutions”), while avoiding passive tense (“Website solutions are offered by DOJO Creative”).
Check it twice
First impressions of a site can hinge on clear, accurate copy. Proofread all material and enlist a second set of eyes, if available; everyone needs an editor. Several spelling and grammar correction programs are available to assist.
Understand any knowledge gaps
Don’t assume audiences hold the same understanding of a topic as you or your staff. Try to anticipate knowledge gaps between your business and readers when choosing the topics and language of website copy. Include helpful definitions or references to limit confusion.
Break it up
Large chunks of text are difficult to read through, especially as so much of our online experience occurs on mobile devices. Break up copy in digestible bits to avoid burdening readers, focusing on essential information — get to the point. Remember, most visitors are seeking a solution to a problem and want to exert minimal effort in their search.
DOJO Creative is a web, print, branding and digital marketing company capable of creating website copy, helping clients stand out from the crowd.