Luke Netti
In today’s issue, I want to talk about website copy. As a web designer, I see many mistakes in this area.
The primary reason for this issue is that it’s hard for you to write about yourself. You don’t want to miss anything so you end up saying too much.
This creates a problem. The more confusion you create for your customers the less likely they are to stay on your website.
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It’s been tested, users only read about 20% of the copy on your website. That’s not a lot. Would you rather guide your user to your most important content or let them decide what to read?
It’s no secret that the attention span is short. The website is not the place to put all the information about your business. Your ideal customer is there to have their problem solved. You must present your copy in a way that situates you as the solution.
This is impossible to do when the good stuff is hidden inside too much website copy.
If you want to succeed with your business website, you must cut down on the website copy. A good rule of thumb is always to cut more than you think. This leaves only the best stuff. The copy that will truly drive your user to take action.
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The good news is, there is an easy fix. Your goal is to create easy to read copy. There are a few tips I will show you to ensure your copy is easy to read and understand.
Tip #1: Format your copy
The words are only a small portion of the website copy. Formatting plays a critical role. Don’t write long paragraphs on your website. You want to make sure you use lots of bullet points, small paragraphs, and break up the sections.
A block of text will not get read.
Tip #2: Tell a story
Everyone loves a good story. Without generating an interesting enough point, no one will care to read the next section of your website. You have to keep the reader engaged. This is done by planning out your copy so it flows nicely as you read through the page.
Tip #3: Less is more
Be ruthless when it comes to editing copy for your website. You need to only have the most essential copy on there.
Some good questions to ask yourself are:
These tips will take your copy to the next level. You will see increased conversions when your ideal client better understands how you can help solve their problem.
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To recap:
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