The single largest delay in getting new websites launched for our clients is getting the content from them. They know their business and should be able to provide the messaging, right?
The fact is content/copy writing for the web seems to be a big challenge for clients. Sometimes they are just too close to their business and struggle. If you are unable to employ the services of a copy writer then here is a crash course with some things to keep in mind.
- Get straight to the point: users on the web skim rather than read full paragraphs. So emphasize the unique products/services you offer that are of value to potential clients keeping the most important text near the top. (Think inverted pyramid)
- Link to other pages/products/services: so your visitor can get more detail on the things they want more detail on.
- Use the W.I.C. Rule: (Would I care if I were them?): use short and concise sentences and/or bullets, subheadings and space, keeping it easy to read. People only read 28% of what's in a website.
- Use pictures to help paint your message: but remember it is the text that the search engines feed on. “A picture is worth a thousand words” – this works well on the web when used in conjunction with corresponding text. Satisfy the hungry search engines and your visitor at the same time.
- Use your title/headlines effectively: use SEO key search strings in your headings where possible, but try to keep it reading naturally.
- Use FAQs: if you’ve answered questions repeatedly for your customers go ahead and answer them on your website. It will help to tell your visitor if you are the right fit and probably save you some time when they do contact you.
- Commerce Sites: products need beautiful images, end of story! Using images in different shapes and sizes with different coloured back grounds can turn a professional website design into a disorganized array. You wouldn’t set up a bricks and mortar store like that, so make sure your on-line store conveys the same window dressing. Ultimate DIY Guide to Beautiful Product Photograhy here
- Don’t Underline: on the web, underlined words have become the standard for links, so don’t confuse your visitors with underlining. Use Bold or Italics instead.
- Use Video: to tell a story, perhaps an issue you solved for a client. Visitors might recognize you as a good fit for their needs. Add captions or a video transcript to ensure it’s accessible for all visitors.
- Need something to guide you in creating your story? We’ve got that too. Content Creator Questionnaire