- Here's the reality, for the most part,
people don't read, they scan.
They'll jump from a headline to an image
and then scan a few bullet points.
And this means when it comes to the copy on your website,
less is more.
And with less words to work with,
it's important that you make each one count.
Writing engaging web copy starts with knowing your audience.
You're writing specifically for them and no one else.
So you need to deliver your information in a way
that meets their needs and you have to be mindful
of the fact that for whatever reason,
they're likely in a hurry to find that information.
Now, the goal is to write great copy,
not just great content, it's different.
And to illustrate, I'm going to use an example prepared
by a professional copywriter, Tom Albrighton.
So you might describe your software
as a multi-site networking and collaboration solution,
but copywriting, as Tom says,
would instead use the line,
"Work together, even when you're apart".
As you can see, copywriting adds to the experience.
It connects your customer to your brand, your purpose,
and it tugs on their emotions a little.
Now, if you want more of these examples,
you can find them on Tom's website, abccopywriting.com.
So as you approach your project, start by getting rid
of any long introductions and word heavy descriptions,
stick to clear, concise, and punctual copy,
use clever headings to your advantage
and break up your text with bullet points.
Now, one thing I see often is pages
that put their headline as about us, or contact us
for the page that you're on.
Save that heading space for something captivating
and attention grabbing, especially on your landing pages.
As you move into the content,
deliver the most important points of your story first
and then add the supporting details as you go.
This way, if a user stops reading early,
well, they've got a gist of what you're trying to say.
Now, before we get started, look at each page
of your website and answer these questions.
Who will read this copy?
Why are they reading this copy?
What should they feel when they read this page?
What am I trying to accomplish with this copy?
And what benefit and feature
do I really want them to understand?
Use these answers to build your first draft, save it,
and then write it again with half as many words.
Now, at some point you might decide it's a good idea
to hire a professional copywriter.
I cannot stress the importance of good copy enough.
This is a worthwhile investment
if you aren't able to spend the time
to refine your own copywriting skills.
You can utilize a copywriter to write slogans, add ideas,
entire websites, or very focused landing page copy.
Now, most work on a daily or half daily rate
and expect to pay anywhere from 600 to $800 per day.
Write with the approach of connecting your audience
to your business, convincing them to take the next steps
and then affirming that conversion.