If you manage a small business, you know about the importance of SEO when putting together your website content. Well-chosen keywords help drive search engine traffic to your site. But what happens once users get to your site? How can you communicate to them efficiently and turn visitors into sales or leads?
Useful, effective website content is almost invisible. It gives users the information they need quickly and points them in the right direction. Check out five tips for writing website copy that’s easy for your visitors to read.
1. Remember that your visitors aren’t reading. Your users are quickly scanning your page to pull out the information they need. They need fast answers to their questions:
- How can your product or service solve my problem?
- What are your hours?
- How much do your product cost?
Keep it easy on your users’ eyes with the help of smart formatting that breaks up your content into easily digestible bite-size pieces. Big paragraphs and long, complicated sentences need not apply Break up long sections into short paragraphs or bulleted lists. Use bold text sparingly to attract attention to key phrases. These small changes can help get information across quickly.
2. Make your call to action crystal clear. We’ve talked before in our blog about the importance of a call to action (or CTA). What do you want your users to do once they get to your website? Contact us, subscribe to our newsletter, download a free trial: all of those are calls to action. Buttons and other design elements point the way, but make sure your content works with them and that every word you choose supports your CTA.
3. Keep it short and sweet. Succinct, simply written copy is the key to effective website content. Again, your visitors aren’t there for a long read. Use simple sentences and lists to get your point across. Give your visitors the answers they need quickly, without a lot of sifting through irrelevant text. Do you have a subject you’d like to treat in-depth? Your blog might be a better place for a longer, more detailed article.
4. Speak directly to your visitors. As you can see by this very blog post, web content writing naturally lends itself to the second person. You’re connecting to your visitors, helping them solve a problem, or educating them directly. It may seem informal if you’re used to a more formal business writing style, but for most small businesses, a more personal approach helps form connections.
5. Keep it active. This goes along with the “short and sweet” element of web writing, as well as use of the second person. Passive voice can sound cold, formal, and unexciting. Active voice is just that: active! Which sample is easier to read and makes you want to learn more?
- “The product is used to build a better widget by many companies.”
- “Use our product to build a better widget.”
The difference is small but crucial: the second sentence involves the reader and shows how your product helps. The other doesn’t.
Writing for websites is a specific skill that takes practice to develop. You might be concerned about the time it takes to write well. Or you might not be sure about your call to action. Outside marketing experts and skilled writers can help you polish your website copy until it shines. More importantly, they can give you an overall marketing strategy to guide your content. BlueTreeDigital helps companies write and edit content that does the job, and helps you focus on an overall strategy. Contact us to see how we can help.