Let’s be real – your website is often the first impression someone has of your business, and we all know how crucial first impressions are. Having a website isn’t just a ‘nice-to-have’, it’s a necessity. But here’s the catch: anyone can slap together a website. To have one that truly reflects what you do, tells your story and converts visitors into customers? Now that’s a whole different game.
So, how do you make sure your website copy works for you? Let’s break it down with our must-know do’s and don’ts.
The do’s of website copy
1. Plan each page with purpose
Every page on your website should have a specific role. Think of it as a map for your visitors, each page should guide them on their journey. Plan out what you want each page to achieve and make sure it’s working towards your goals.
2. Keep it simple and straightforward
Visitors don’t have time to sift through long blocks of text. Your website copy should be clear, concise and easy to digest. State your value in a way that’s easy for anyone to understand. If people can’t quickly figure out what you offer, you risk losing them in seconds.
3. Have a clear Call to Action (CTA)
It’s essential to tell people what to do next. A clear CTA should be on every page. Whether it’s “Buy Now,” “Contact Us,” or “Learn More,” make sure your visitors know exactly what to do next. If visitors have to scroll too far to find the CTA, it’s in the wrong place.
4. Tell your story
For some businesses, storytelling can be integrated throughout the site, but for others, the About Us page is the ideal place to connect on a deeper level. This page allows you to showcase the human side of your brand such as your history, your mission and your purpose. By sharing your story, you strengthen your connection with your audience and set yourself apart from the competition
5. Speak to your reader
A website may serve your business, but your visitors are reading it from their perspective. Focus on what benefits them and speak directly to their needs. Use language that makes them feel understood and show how you can solve their problems.
The don’ts of website copy
1. Don’t overload with too many pages
Less is more. Don’t overwhelm visitors with an endless list of pages. Group related information together and keep it simple. Guide your visitors through your content without unnecessary clicks.
2. Don’t assume people know what you do
This one’s crucial (and a pet peeve of mine). You’d be surprised how many websites fail to clearly state what they actually do. Within the first few lines tell them exactly what you do, why it matters, and how it benefits them.
3. Don’t be repetitive
If you find yourself repeating the same information on multiple pages, chances are you haven’t planned your website properly. Avoid duplicate content, as it confuses your visitors and could even hurt your SEO. If you need to reference something, link to it rather than repeating it.
4. Don’t use too much industry jargon
While you may be an expert in your field, your audience might not be. Avoid heavy industry jargon and keep your language simple and accessible, ensuring your message resonates with a broad audience.
5. Don’t overkill with personality
Your brand’s personality should shine through in your copy, but don’t go overboard. A little humour, warmth or style can help connect with your audience, but too much personality can be distracting. Keep it in check so the message stays clear and doesn’t overshadow the content.
Need help with your website copy? We’ve got you covered. Whether it’s crafting a compelling story or fine-tuning your messaging, let’s work together to make your website standout.
Get in touch today: [email protected]
Shreen Cherrett