Along with design and imagery, copy is very important to the success of your website. Want to know what makes great website copy? Here are some top tips for writing engaging copy that converts.

Who is going to read it?

Considering your audience while writing copy is the most important thing you can do. If you are writing to a broad audience you don’t want to lose people with technical jargon and abbreviations. If you are talking to a niche highly technical crowd this type of language may be appropriate. You want your target market to feel at home on your website and that they are being understood. 

Have a structure

Web visitors tend to skim read so have a structure that makes the most of this. By highlighting important information and using structured headings your audience will be able to find out what they need to know with minimal effort. This also helps search engines understand what your site is about. 

Focus on them

Instead of focusing on what you offer, show how you are solving a problem for your potential client. This gives a deeper connection and creates an easier conversion. Try to use “you” more than “we” so they know that they are the focus and you are on the same page.

Make it easy for the reader

Use clear signposting to direct the user through their journey. Make your CTAs (Call to actions) easy to understand and concise. Eg ”Book a call”. Consider what action you would ideally like the reader to take and then make that the obvious next step. If you don’t have the budget for user testing or a UX (user experience) expert try following the user experience yourself and reflect on whether your intended journey is obvious enough. Read our blog about improving your user experience to find out more.

Consider but don't write for SEO (Search engine optimization)

Using your keywords within your website copy, particularly in headings is important, but don’t be tempted to forget someone will actually be reading this. Search engines need to be able to pick up what your site is about, however increasingly algorithms will actually mark down pages which are seen to be “keyword stuffing”. 

Writing copy is just one of the many tasks that need to be done to create an amazing website to showcase your fantastic company. Good Looking Design can help you through the entire process, going from an initial idea to a full brand identity with a beautiful website to match. If you and your company could benefit from working with our UX experts feel free to “Book a call”.