Writing Quality Website Copy
It’s a sad fact that not everybody can afford to hire a professional copywriter for every element of their website, or even any of it. In these circumstances it can be difficult to know exactly where to begin to ensure your content is the best it can be. The best web content will be fully optimised for search engines, interesting to your target audience and easy to digest. Here are some tips to keep in mind when producing content for your company website or blog, to ensure it’s the best it can be.
The Value of Subheadings
Subheadings can be used to break up the text into manageable blocks, therefore giving you more chance of keeping readers on the page. Nobody wants to read a big fat block of text. Equally, keeping paragraphs to six lines maximum is also recommended.
Web content is scan-read which means the more sections you include the more readers will digest. Subheadings can also be used for SEO purposes, keeping your keywords in mind at all times.
Think in Inverted Pyramids
This may sound odd but every piece of content you write should resemble an inverted pyramid. There’s no point spending ages introducing a topic with fluffy, meaningless filler text – you need to get straight to the point immediately. The sooner you use your keywords appropriately, the better chance you have of pleasing Google.
Most business sites are visited by potential customers for information not quirkiness or entertainment so you need to stick to the facts on your main pages to get across your business, services and other essential information.
If your first paragraph doesn’t sum up the page in full or provide at least one key point, you need to mix up your text and ensure that it does.
Do Not Ramble
Short sentences are the way to go. The rule of thumb is to never go over 20 words. The average web-user likes short, to the point, information. Long winding sentences and beautifully crafted prose is not going to score you any points here.
A good way of cutting down sentence length is to look for instances where you use the conjunction ‘which’. Most sentences containing this word can be split in half therefore making the text easier to read. For example:
‘Our company writes articles about online copywriting, which we publish on marketing leading blogs’
can be changed into two shorter sentences as so:
‘Our company writes articles about online copywriting. We publish them on market leading blogs’
It may seem like a small change but it makes a big difference to scan-reading customers.
Use Numbered or Bulleted Lists
You can break up your text further by making use of bulleted or numbered lists. Don’t include all your points in a fat chunk of text, split them into bullet points and then they can be digested with ease. If each point on your list needs more description bullet them and then include a small paragraph below which still allows the text to be broken up in a user-friendly way.
Don’t forget SEO
Your web content production is about much more than the text on the page. You should utilise title tags and meta-descriptions to enhance your website’s SEO.
The title tag of your web page appears in its source code and this is the link which appears when your page shows up in search engine results. You need your titles to sum up what you’re writing about as well as containing your key words.
The meta-description of your page also needs to be descriptive and inviting. If your meta-description is relevant to somebody’s search it will also appear on the search engine results page and should be a short snapshot of what your web page or blog post contains.
These are just some basic points to get your web content up to scratch. This barely brushes the surface of what can be done to create quality copy but by following these basic tips you should be starting on the right track.