What is one of the main reasons visitors click away from your business website without reading a word of copy?
Some questions to consider:
- Is your web copy set out in chunky blocks?
- Do bullet points separate information?
- Are key messages clear to visitors?
When clients ask me to rewrite their web copy, one of the things I initially review is how copy is shaped.
Crowded, cluttered websites switch people off. And worse, if your key selling points are buried in a sea of copy, they won’t be spotted anyway…
One of the problems is that (much like school text books) when you see a wall of text without distinctive features, your eyes blur over and you tend to skip it.
You might have the best service on the planet and loads of reasons to buy, but if your web copy ‘looks’ impenetrable, people won’t read it.
So what do you do?
Ways to ‘hook’ an audience
The best copy has signposts pointing to your sales message:
- Short paragraphs of two to three sentences
- Bullet points to flag up key benefits
- Headline bursting with benefits
- Subheadings
- Bold text (use sparingly)
- Appropriate images that tell a story
Every landing page should be a framework that guides readers to contacting you. Use white space to ensure important information isn’t lost…
Key messages:
- Structure your page intelligently
- Draw attention to key selling points
- Spend time crafting attention-grabbing headers
Talking of which, in the next post you’ll discover how powerful headings can literally transform your business website – and how weak, meaningless ones can damage it. Oh – and if you want to understand H1 tags, don’t miss it!
In the meantime, if you’d like me to look at your website copy to check whether it ticks all the boxes, contact me. A pair of professional eyes really does make all the difference…
