How to Write Good Copy for Your Website
No modern business can do without a Web presence. For some businesses, their financial health depends on having a Website that is easy to use, attracts customers and promotes their goods and services effectively. Writing good copy for a Website could make the difference for financial survival. Good Web copy must be optimized so that search engines will rank the pages highly, ensuring that customers land on your page to read the copy. Web content specialists ensure that copy is both readable and optimized, a tricky balance that is essential for a successful Web site.
- Difficulty:
- Moderate
Instructions
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1
Make a list of all potential keywords that are related to the content of your Website. Evaluate the words to ensure they are relevant to the content of your site. Test each set of keywords to be sure that your site truly provides that information and that your site warrants the traffic from people looking for those keywords.
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2
Research your keywords using such tools as Google AdWords. Determine the amount of traffic each phrase generates and how many sites already exist that return those keywords.
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3
Write a headline for your page that identifies your key message. Incorporate, if possible, one of your high return keyword phrases. Put the headline in bold and identify it as a header in your software. Keep the header limited to around eight words or less.
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4
Create copy that reads naturally and incorporates three to five of your keywords. Do not repeat the keywords too many times, as search engines may flag your page as a fraud or gimmick. Write in a voice that is consistent with your company image and the tone you want your page to have. Stick with this tone whether it is professional, confidential, sassy or informative.
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5
Drive your readers to perform an action, whether it is to buy your product, call a legislator or play a game. Design your copy so that it tells the readers why they should do the action that your site is about.
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Add strong, short subheads to your copy using title tags and important keywords. Intersperse these throughout your copy to make it easier to scan and help readers quickly focus on what they want to know.
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7
Edit your copy carefully. Ensure there are no grammatical errors and that all words are spelled correctly. Tighten your copy so that you say much using as few words as possible. Eliminate unnecessary adjectives, prepositions and articles, especially in your headers and subheads.
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Tips & Warnings
Keep your copy short. Readers take only seconds to decide whether your page answers their question. Deliver that answer quickly and concisely.
Avoid jargon and hype. Build your credibility with straightforward copy.
Provide hyperlinks that lead to more information within your site.
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References
Resources
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