The days of print directories have come and gone. Think about it, when last did you use a physical copy of Yellow Pages to find a plumber, electrician or doctor? It’s probably been a few years. These days, if you’re looking for something, you go online.
That’s why your website is so important. And how your website is written should be at the top of your list of concerns. Here are some things to keep in mind when it comes to writing website copy.
Don’t try to please everyone
If you try to please everyone, you’re not going to please anyone. As with most things in marketing, it’s all about your target market. You’re speaking from the brand to the consumer. You want to craft the message and information with a style and tone that will appeal to your ideal customer. Basically, don’t use millennial terminology if you’re selling to your great aunt.
Keep it short and cut the fluff
Keep it short and to the point. If you really want to go in-depth, let them choose to read more at the click of a button. Don’t take the scenic route. It’s highly unlikely that people are visiting your site to read a pretty story. This is neither the time nor the place to explore your literary ambitions. You can be witty (in fact, that can be a plus, depending on the brand), but be quick about it. There’s no time to stop and smell the roses.
Information up front
Tell people what they want to know right away. Having to hunt around a website for the information you need is frustrating and will likely leave your consumer with a bitter taste in their mouth. If you want to go into detail, that’s perfectly fine. But give the reader the option to opt out once they’ve found what they’re looking for. Put the most valuable and commonly sought after information right at the beginning and all the extras can follow.
Writing website copy isn’t easy. That’s why it’s always a good idea to hire professionals (like us). But if you want to know what works and what doesn’t, start by keeping an eye out for the above.