People search for, read and digest information differently when online – your website content needs to reflect this. For starters, website visitors tend to skim content rather than reading it word-for-word. They’ll scan for keywords and make a quick decision about whether to continue beyond your homepage, so it’s essential that you present information in a way that makes them want to read on.
These simple tips will help you to optimise your content for online and ensure that your website visitors are becoming customers.
Get to the point, fast
Web writing should be simple and concise. Always aim to keep your word count to a minimum – read and reread your content to ensure that you’ve trimmed all the fat.
Include your most important information first. This is known as the ‘inverted pyramid’ method and means that you provide a broad summary of your business, products and services first before getting more specific. Focus on making your homepage content brief and providing useful headings and links to help your readers find the information they need.
Fight the fluff
Web writing is generally fairly informal. Use a conversational tone to connect with your audience and bring your products and services to life. Resist the temptation to write in marketing speak or jargon – readers are turned off by fluff and are far more likely to respond to your call to action if you focus on their needs without the hard sell.
Consider your formatting
Have you formatted your content so that it can be easily scanned? Write short, punchy paragraphs that focus on a single topic and separate them with white space.
You should also consider the use of headings, bullet points and lists – these elements make it easier for readers to skim your page.
Include a call to action on every page
A compelling call to action is an essential element of each page of your website. You’ve got a reader’s attention, now what do you want them to do?
Your call to action might be ‘contact us’, ‘get a quote’, ‘download our free whitepaper’ or something similar. Whatever it is, make sure you’re asking your visitors to take action.
Keep your content consistent
Your website should have a consistent look, feel and tone throughout. Be clear with your key messages and ensure these are used naturally throughout your site to drive home your value proposition.
When creating new content, ensure you review it against your existing content for consistency – your pages should present a unified tone and writing style to communicate your brand to readers.
If you’d like some help with creating a new website or improving an existing one, Words That Work Copywriting can help. Call us on 0401 202 085 or email email@example.com.