With so many web pages and only so many hours in the day; potential customers will spend only seconds looking at your site before moving on – so how can you make those seconds count?

Your readers will be looking for web copy which is easy to scan, signposting key messages quickly and clearly. We’ve frequently discussed the importance of using clear and concise language on this blog and it comes into play again here. Potential customers need to be able to understand what you are saying or selling instantly; hence jargon-free, simple, effective prose is required.

For each page of web copy, you should be looking to front-load your content by putting your key message at the top of the copy, rather than reserving it for the conclusion; as is more common across traditional media.  This enables readers to decide instantly if they are on the right page or not and captures their attention. Sub-headings can have a similar effect by clearly signposting the site’s content and allowing users to find their target quicker and easier.

Once you have your content, there are several formatting steps you can take to achieve maximum impact, such as emboldening key messages. This instantly draws the eye of the reader to what you want to say. This will naturally happen on links, so make sure that your linking text says something you want to be read, not just ‘click here’.

By applying these simple steps you can be sure you’re web copy is more likely to turn a roving eye into a ready customer.

Talk to Write My Site if you would like to explore business blogging, article PR or SEO copywriting. All work is covered by our Quality Guarantee to ensure you’re 100% satisfied with your content.

If you’re looking to get your site picked up by the major search engines, then your copy needs to help attract their attention. The process of creating your content with the search engines in mind is called SEO copywriting.

The easiest place to start is with the title of your page or article. Search engines will initially look here, as this is the quickest and easiest way to judge content. Therefore, you need to know your target keywords and ensure these are incorporated.

As with most elements of web copy, conciseness is a virtue. The perfect title is 72 characters or less as this length enables search engines to display its entirety in their results, encouraging potential clients to click through.

Search engines are also very friendly towards unique content which is frequently updated. This means you shouldn’t duplicate your SEO copywriting across pages and create a regular update scheme for your site, such as a blog. Size also matters. Search engines are more likely to find individual pages if the copy is a substantial length – try to ensure all your pages have at least 200 words of text.

Throughout your content, it helps to have your keyword repeated a limited number of times. However, search engines also look at the number of times you’ve used your keywords in your SEO copywriting. While keyword density is a hotly debated topic, you should steer clear of excessive repetition. The search engines are wise to it, and it’s off-putting for readers too.

Talk to Write My Site if you would like to explore business blogging, article marketing or web content. All work is covered by our Quality Guarantee to ensure you’re 100% satisfied with your content.

Great websites are those which reflect the personalities of the people and business they represent. They don’t rely solely on facts and figures to get their point across, but dabble in emotion and anecdote. Such web content works because it creates a story for your business, reaching out to customers on a very human level and catching their interest.

Your web content needs to be compelling and memorable, and storyboarding your website can help you achieve this. We all remember the fairy tales we were told as children, but very few of us could re-sit a Science GCSE today – the facts have long since slipped away from our memories.

So how can storytelling work on your website? Anecdotes, either from yourself or as a testimonial, can provide a great structure for contextualising your content, creating an engaging story which will remain with your customer long after they log off.

Content that captures should reach clients on an emotional level, evoking a strong response through the images it creates in their minds and the concepts it expresses. Literary techniques such as analogy and metaphor are crucial here to help create a visceral content which doesn’t require pictures for the customer to see what you’re talking about.

An understanding of creative writing can be helpful here, but the real crunch test is when you read it back. How do you react? What images do the content conjure in your mind’s eye? Is this the kind of image you want to be projecting to your client? If the answer to the final question is Yes, then you’ve nailed your web content.



Talk to Write My Site if you would like to explore business blogging, article marketing or web content. All work is covered by our Quality Guarantee to ensure you’re 100% satisfied with your content.