You can boost traffic to your website, reader engagement, and promote conversions by making a few simple adjustments to your web copy today.
By applying these 3 basic web copywriting tips, you’ll boost the chances of your web content working in your favour, which will lead to more traffic, more leads, and more sales. And all in the space of a few minutes’ work!
1. Add a headline to the beginning of every page
Headlines are incredibly important.
Research has consistently shown that around four times as many people will read your headline than will read the body copy on the page.
That’s a lot of power for just a few words!
So harness this power by including a headline on each and every page of your site.
The headline’s job is to capture the reader’s interest and to get them to keep reading.
Headlines let readers know what’s to come in very few words, giving them a reason to read on. Imagine picking up a newspaper and reading a news story that didn’t have a headline? It simply wouldn’t happen, and online readers need headlines for exactly the same reason. Your headline will also be the first thing that an online reader finds in Google search. You have the opportunity to put essential keywords that are meaningful to your target audience into your headline. Do your keyword research and don’t miss this golden opportunity for gaining online traffic.
For blog posts, your headline will also show in news aggregators such as Feedly and can be posted on social media sites too. A catchy headline that sparks interest with a niche audience has the potential to blow up on social media. Try to create something that doesn’t tell the whole story but creates enough interest to generate a click.
When you’re creating your headline, make sure that you look at what your competitors are doing and try to differentiate yourself with your headline copy. Unique, attention-grabbing copy is what’s going to get those readers clicking on (and reading) your page instead of your competitors’.
Pro Tip: Make sure your headline includes a big benefit or outcome for the reader. It mustn’t be about you or your company, but more about what’s in it for your customer. How does the product or service mentioned on the page help them?!
2. Add a call to action at the end of every page
It’s amazing how many websites aren’t doing this for a quick win on almost every page of their site…
We assume people will know what to do when they’re on our site, but we all suffer from the curse of knowledge when it comes to our own business.
People don’t know what to do next. They get confused. And when they get confused, they do nothing, which in the online world means they go back to Facebook to look at funny cat photos!
So, you need to tell them what to do by including a “call to action” at the end of every page.
Your website should have a logical flow. What will the person be thinking about when they get to the end of a particular page? Will they be deciding how to make an enquiry? Will they be wanting to see your client success stories to make sure you’re the real deal?
Put yourself in your visitor’s shoes and give them a clear call to action at the end of each page. This might be something like “click here to get in touch”, or “view our full product list”.
If you don’t do this then the person gets to the end of the page and is at a loose end. They are just as likely to close the browser and go and do something else rather than hunt around for what to do next on your site.
Pro Tip: Keep the number of call to action options to a minimum. Ideally you’ll have one or two logical “next steps” for each page. Any more than this and you risk once again confusing the reader with too many choices, which will lead to them making no decision at all.
3. Keep the content simple
When people come to your website they don’t want to read pages and pages of content about you.
They want the most important information, and they want it fast.
For this reason, you’ll see much better results if you make the text brain-dead simple. Use bullet points to break up any text that’s longer than a paragraph or two. Use the “inverted pyramid” structure, placing important info at the top of the page and then expanding on it as you go along.
And keep enough white space on the page so that your readers don’t feel intimidated by reams of text.
The golden rule of effective website copywriting is to communicate your message in the least number of words. Read over your text to check for fluff and filler, and cut anything unnecessary out. Be ruthless. This will simplify your message and increase conversions.
What do these three tips have in common?
Are you starting to see a pattern here?
All these tips are about putting the user first – not your business.
Too many businesses make the mistake of saying what they want to say, and taking the visitor where they want them to go.
To keep your bounce rate low, your time on site high, and to build a relationship with new visitors to your site, you need to put them first and think about how they’ll be consuming the information on your site – not what you hope they’ll do.