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How to Write Captivating Website Copy

September 21, 2017

With hundreds of articles flooding our newsfeeds and smartphones daily, it is no wonder that people don’t engage with website copy as strongly as you would want them to.

In fact, it is common that people only read roughly a quarter of what is on your page, and that is only if you have something compelling enough that grabs them in the first 20 seconds of landing on it.

It is a harsh reality for any website copywriter, but there is a way to make sure your content gets the read it deserves.

Spice Up Your Copy

Readers tend to dart their attention across the page, grabbing information that jumps out at them. There are ways to combat this, allowing you to get your message across and grab your reader from the get-go.

1. Be conversational: Ensure that you make your copy easy to read and easy to engage with. People don’t need all the bells and whistles, so avoid the overuse of punctuation, jargon or acronyms. You can keep it professional and digestible at the same time.

2. Don’t get over-technical: Use shorter words and uncomplicated phrasings. It’s that simple.

3. Employ scannable text: One of the best ways to make sure your audience is getting the right information is by making your text easily scannable. Use headings, sub-headings, links and bold text to guide them through the content in a logical manner.

4. Make it picture perfect: Break up blocks of text with colourful infographics or images that relate to the content. This can add that pop of colour, flavour or emotion that your reader may be looking for.

5. Avoid over-advertising: Try to make sure your copy doesn’t sound like a written advertisement. Not only will it deter your audience, but it will lower the trust that your readers have in your business.

Testing Your Copy

There are a number of ways to test how your copy is being received by your audience.

A/B testing can be the most helpful way to understand how your website copy is generating conversions. Test different headings, meta-descriptions and copy lengths (if you can), and see which is the most effective with your audience.

A/B testing can also be used to further strategise your SEO or PPC campaigns, thereby helping you to evaluate the best way to reach and engage your target audience.

Lead with Writing

Content tends to fall behind other aspects of a website, which leads to less investment being made in one of the most important elements in your conversion cycle. Bad writing does cost you money in the end. Take the time to ensure that your audience will also feel compelled to spend their time on your copy.