Good website copy is critical if you want to maximize your business’ online presence. SEO tells people that you’re there, and design attracts visitors to take a peek, but copy keeps them on your website and converts visitors into customers.

Here some effective tips on how to create compelling copy that attracts visitors and increases your search rankings.

DO use your keywords responsibly

Before you sit down to writing your web copy, consider which keywords you want to highlight. Write with these keywords in mind. Include them every so often, but only when it makes sense for them to be there. Don’t sacrifice readability for keywords. Too many might flag your site as keyword spam and get you a negative rating.

DO write a powerful heading

The heading serves a dual purpose. First, it catches the reader’s attention right from the start and encourages them to read on. These headings also show up in search results, and can prompt people to click through to your site if it’s interesting enough.

Second, a descriptive heading performs well in search engines that crawl the Internet looking for certain phrases and keywords. If your heading uses those terms, then there’s a good chance your page will show up in the results.

DO write attractive copy

Your copy should be organized and readable. Organize your text into subheads so that the reader has an easier time finding the information that he needs. Keep your sentences and paragraphs short for easier and faster reading.

Acknowledge the reader’s importance. Use the word “you” as often as you can and establish a connection. Use examples and terminology that your reader can relate to. Don’t lose them with complicated jargon.

If you’re selling something on your website, then focus on the benefits. Customers are interested in what’s good for them, and features don’t automatically express that. Features should only be used to emphasize the benefits that customers will receive.

DO back up your statements

If you are going to make any claims on your website, make sure that you have the ability to back them up. Don’t make wild claims about your product’s benefits and features that the real thing can’t actually accomplish. This kind of bait-and-switch angers customers, and will probably get you reported. Besides which, customers have heard the words “Satisfaction Guaranteed!” so many times that it’s practically meaningless.

DO use your CTAs

All of your website’s copy should have some purpose. If you want to inform, then encourage your readers to learn more by clicking a link, following your blog or signing up for updates. If you want to sell, then give a contact number or go to the shopping portion of your website.

Your Calls To Action should be direct and easy to follow. Don’t complicate matters by asking them to jump through hoops. The easier it is for the customer to get what they want (more info, a place to shop, an interesting whitepaper), the higher the chance they’ll do it.

Posted by Mash Bonigala

Mash is a Brand Differentiator & Strategist, Film Maker, Traveller, Author and Zen Practitioner. He loves mindfulness, branding, online marketing and startup business challenges.

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