Writing Content for your Website
Writing Website Copy: Cover These 10 Points!
Where to Start!?! Check your content using the 10 points below…
Tip: I start with a list of topics/phrases I want to cover. Then I organize them in order of presentation. Next is sometimes an outline. All before I actually write out the paragraphs. Proof read your work, then lay it out on your page so it’s pretty!
Thank you Daniel Levis, copywriter based in Toronto, Canada, for your insight for this article.
1 – Do you have a compelling headline? Your headline is the ad for the ad: Does it compel someone to keep reading?
Suggestion: write 25 headlines before writing the body of the piece. Then pick half a dozen that you think will work and test them. The best of the rest can be used as sub headings throughout the piece to propel readership, and draw people who simply skim content back into the copy as they move down the page.
2 – Are Your Headings Pleasing to the Eye? Just as images should enhance a page, the layout of text should also be enticing and easy to read.
Keyword rich, succinct, if you have a long headline, consider breaking it up into additional lines. Try a main heading and then sub-heading. Encasing some headlines in quotation marks will help grab more attention. Using similar heading placement, color and usage on all your pages build consistency in your site.
3 – Is Your Main Header Provocative and Interesting? Are you enticing your reader to read further?
You are looking to build enough momentum and interest to convey the points necessary to generate a greater desire for a product than simply it’s price. Generally speaking, the higher the cost of the product, the more words required. People want to know what you can do for them.
4 – Does Your Copy Create Excitement and Enthusiasm?
Demonstrate your personal belief in what you are promoting. Is it upbeat, positive, and full of inspired energy? Is there a sense of WOW? Write in “yesses”!
5 – Make Your Page Text Pretty! Just as your headings should be pleasing, your body content should be well organized and laid out in easy-to-read fashion.
Remember simple is best. Keep sentences short. Use a plain 10-point to 12-point font. Paragraphs no more than a few lines. Words that are comfortable and specific to the audience you are targeting. Inject subheads to break up text. Highlight important points.
6 – Are You Speaking to Your Reader?
Project your voice, your business personality to each reader. Use lots of “You” and “Yours”. Visualize yourself, or the character you are personifying, writing a personal letter to your perfect prospect. It is more enticing than writing to a crowd.
7 – Are You Inspiring Your Reader’s Imagination? You must trigger mental images with your writing.
When you evoke emotion, you create desire. When you have desire, you have suggestibility. When you have suggestibility, you can direct action. In your content, use storytelling, metaphor, similes, verbs, adjectives. Be specific – specific testimonials and convincing guarantees worked into your content are essential.
8 – IS YOUR OFFER IRRESISTIBLE?
People are greedy, and they don’t part with their money easily. Pile bonuses on top of your reasons why they should part with their hard earned money in exchange for their immediate action.
9 – Do You Have a Fantastic P.S.?
For some reason, the P.S. (post script) at the bottom of a sales letter gets read a lot. In your newsletters, this translates to an actual P.S. On your website, it can be a headline at the end of a page that summarizes and calls for the reader to act.
10 – Where Would This Article Be Without Our Call to Action
What do you want the reader to do after reading your carefully crafted content? Be sure to ask your readers and make this EASY to do! Phone number, email address, contact form, ‘Read More’ button,’Buy Now’ button) – something to make your reader continue within your website!