The internet has now become one of the first ports of call for customers looking to learn more about a business. Therefore, as with any good marketing material, your website copy should make a strong first impression and be aimed at driving enquiries and sales.
As Walt Disney once said, “always leave them wanting more”. Your website copy should be concise and provide enough information to hook your audience. Many companies make the mistake of attempting to answer every possible question on their pages, which can lead to text-heavy clunky sites.
So you’ve got to be focused. Once you have your website structure, make a list of key points for each page. The list should only be 3 or 4 items long. Stick to this list and ensure that pages don’t openly duplicate text across the site. You’ll also need to bear in mind your keywords and ensure these are scattered throughout with the necessary frequency to attract search engines.
As with your blog content, you will need to decide on your tone. This will be largely dictated by your corporate identity and demographic.
Regardless of your demographic, you should be aiming to galvanize them into finding out more. Calls to action are a frequent, and crucial, part of any website design. Make it very clear what you want the user to do: if you’re an ecommerce retailer you’ll need lots of prominent ‘Buy Now’ buttons. If you sell professional services and you want the website to act as a lead generator, you’ll need to make every effort to capture your visitors’ ID, via contact forms, newsletter sign-up boxes, or free information products in exchange for contact details. The psychology of many web users is to ‘look and not touch’. Converting your traffic to sales has to be the primary aim of your web content, so make sure you give you visitors clear incentives to leave their contact details with you.