If people don't get what you do, how you do it better than everyone else and how you can solve their most pressing problems, they'll click on. It's only a matter of seconds. If they have to squint to read your content, there are long, bulky, time-consuming paragraphs, or there are copious grammatical errors: CLICK! Your copy must be succinct, easy to read and engaging if you want to avoid losing your prospects forever. Here is what you can do to keep them sticking around and coming back for more.
Get Clear on Your Keywords
Contrary to what you may have been told, having a healthy dose of keywords in your content still has bearing on your SEO results. However, keyword stuffing and writing just for search engines is not to your advantage - never was, really.
You don't want your website content to sound awkward when you read it aloud because you're forcing an excess of keywords into the copy, but you do want to be cognizant of your keywords, using them where it's appropriate to do so. Besides helping you with SEO, doing the research and developing a good keyword list can really help give you a sense of direction when you go to write your web content.
Make Your Home Page A Priority
Your home page is the most important page on your website. I've seen way too many websites that have little to no copy on the home page. This is the page that Google looks at the most.
If your readers don't understand what you do or what your value is, they will click away from your website. Many companies put all the juicy stuff about their company on the about us page, but most people will never go to that page, especially if they haven't been given a good reason to do so on the home page.
Include Calls to Action
If you ultimately want visitors to your site to contact you for a free consultation, sign up for your newsletter or shop your online store, make sure you've stated it in your copy and made it easy for them to do so my linking to where you want them to go. If you want them to sign up for your newsletter, offer an enticing freebie in exchange for their contact information.
Note that people see offers for free consultations all the time, so it may be more compelling if you call it something different, something that describes what they can expect to get out of their free session.
Focus on Benefits
Listing features can help to sell your product or service, but making people understand the benefits is what really gets the sale. You may think the benefits are obvious, but assume they're not. The best way to show benefits is to solve a problem - or five - for your prospective client. Set up the problem by creating a story that evokes their stressor, then quickly explain how you alleviate it. If your prospect breathes a sigh of relief after reading your website content, new business is likely to come easily.
It's Not About You
It's about your current or prospective client. Use "you," rather than "we," or "I." I see a lot of websites that focus solely on talking about how wonderful the company is. Your website is not about your company, it's about what your company can do to make your prospect's life easier or better.
Define Your Unique Value
If you're a web designer or hairstylist, it's likely you have a lot of competition. You need to be able to clearly define what it is that sets you apart. Answer the question your prospective client is milling over: Why would they want to go to you versus someone else?
If you're going to make a claim, make sure you can back it up. So many companies say they offer quality products and leave it at that. If you have a testimonial from a client explaining how your product lasted longer and was easier to use than all the other products out there, that speaks volumes. Show, don't tell. Just saying you have quality products means nothing if you can't explain why or how it's quality. Don't be afraid to use the word "because." And again, don't assume anything is obvious.
You don't want to talk to visitors to your website like they're stupid, but you do want to talk to them like they're busy. They're more than likely scanning your site, so you want to make sure things are quick and easy to understand. Sometimes that means listing a benefit in a couple places, or explaining a little bit more than you're used to.
More Helpful Tips On How To Write Effective Website Content
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By Sabrina Gaffney
From blogging to bios, freelance website copywriter Sabrina Gaffney, a.k.a the Cagey Copywriter, offers a powerful profusion of web copywriting tips that bring in the moola! Connect on LinkedIn.