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Sign into your account15 Quick Fixes for Your Website Copy
April 24 2012
You can argue about whether or not content is king until the cows come home, but at the end of the day, there's no denying the power of the written word. Put in the context of your website, this means: the copy on your website can have an immense impact on traffic, leads, sales, and much more. There's endless advice on how to punch-up your website copy to be found online, but I'm going to condense some of the most helpful points here.
1. Write a headline that will grab their attention! Start strong with a headline that offers a benefit to your reader. They should be able to see right away what the webpage is about, and understand quickly that it's a must-read.
2. Use techniques that allow readers to scan. This means using subheadings, bullets, numbered lists, short sentences and brief paragraphs.
3. Implement the "inverted pyramid." Never heard of this before? It's a writing technique that puts the most compelling, interesting, useful information first and saves the fluff for the end.
4. Read your copy out loud. You'll be surprised how many errors and awkward sentences you catch out loud that you miss with endless proofreading.
5. Include a call-to-action on every page. A call-to-action (CTA) is a phrase that encourages readers to take some sort of action. For a real estate website, this might be, "Learn more about [insert name of neighborhood here]" or "Find the perfect property for you" or "Meet our exceptional agents." A page without a CTA is a WASTED OPPORTUNITY.