One of the most overlooked components of a website is your website copy. Have you noticed that as well? In this video segment I will point out 10 fundamental ways to improve the effectiveness of your web copy.
And for those of you who would prefer to read, here’s the transcript:
Is your website killing your business?
Hi I’m Dean Mercado of Online Marketing Muscle and one of the most overlooked aspects of any website is its copy.
So many times we’re seeing people clean up the imagery, put beautiful pictures all that kind of cool stuff making it look like razzle dazzle but then you read the copy and it’s like ugh, pain, horrible, agonizing. Right so is it killing your business? Well maybe. Let’s take a look at ten things, ten foundational items that can improve the effectiveness of your copy immediately.
Number one, when you’re writing copy, use a conversational tone. Don’t talk at me, don’t speak, don’t make it such that I’m watching a documentary or listening to a documentary. Conversational tone, make me feel like you’re engaging me. Bring me in as opposed to talking to me in the third person. Very powerful, very important.
Number two, make the content relevant. If I’m on a page about this particular topic, stay on topic. Keep the copy relevant. Don’t meander off in fifty different directions. You’ll lose me. Alright, very very short attention spans on people these days so, relevant content. That will also help you rank better in the search engines, by the way, a little side note.
Third, storytelling. Stories are great. They really get the emotional juices moving and going. Just make sure that your stories have a point and that you’re not going on for years, get to the point alright. But stories are powerful, powerful, powerful.
Dove tailing off of that, don’t be afraid to polarize people. Not everybody’s going to love you, I hate to be the one to bring that to you, not everybody’s going to love you. It’s okay if some don’t. It’s okay even if some hate you, it’s alright. But when you polarize, you’re also going to create a rabid following fan kind of thing, you going to get fans, right, they’re going to resonate with you and they get more passionate about you. So that’s okay, don’t be afraid to polarize. Very important.
Another big point, number five. Write for skimming. On the internet we don’t read like we do in a novel. We skim first, we jump section, section, section, and then if we remember a section that kind of resonated with us, we’ll go back and read the details of that section. So headlines, sub-headlines, copy. Headlines, sub-headlines, copy. That kind of an approach, sub-headlines, copy. So maybe you got headline, sub-headline, two paragraphs, sub-headline another two paragraphs that kind of a thing. Very very good, the eyes move around the page a little bit easier. Very powerful approach. White space, this really dove-tails where I was going with that.
So number six is white space. You don’t have to cram 10,000 pounds of into your copy. Make sure that there is enough white space on the page. If there’s a little white space, don’t cram something in there if you don’t have to. It makes it cluttered, it makes it difficult on the eyes and things like this make it where we don’t understand why we don’t like the company or the web page. But sometimes it’s just that it’s too cluttered. Think about that alright.
Fonts. Number seven, fonts. Don’t go crazy using ten different fonts on your webpage. Two to three fonts max. Font styles that is. Don’t go crazy with too many different font sizes and colors either. You don’t need to make a rainbow spectrum on every single page. Keep it simple when it comes to fonts and it makes it easier for people.
Imagery, number eight is imagery. Imagery is important. Charts, graphs, pictures, that support the content. Images that have nothing to do with what the page is about, get rid of them. They need to support and add value to the overall page, but very, very powerful and important to the overall copy and the effectiveness of the copy.
Number nine, calls to action. Lead me, tell me what you want me to do next. What should I do? I just read the copy, now what? Calls to action are one of the most over-looked aspects of every page on a website. Tell them what’s next, what you expect them to do. Very important. It could be as simple as call me at this number. That’s one of the most fundamental basic calls to action. There are more robust ones like hey for more information on this topic, here’s a special report. Fill in your information and boom all yours. So calls to action, very important.
And lastly, number ten, make it easy for me to share the content. So if I want to share it out on Twitter, Facebook, Google+, wherever I want to share your content, that’s great. Let me share it. Because that might send you more traffic. And it definitely expands and builds on your brand across the internet. So those are ten points.
Now there’s probably a lot more we can talk about there and you’re probably already brimming and brewing with more on your own. Let me know what you think. Tell me a few more. Let’s add to this. Maybe we could come up with a whole robust list, who cares, who knows. But anyway, take these ten things to heart, see what you can do with them and see if you can improve on some of your web pages and make the experience that your visitor has with your website that much better. For Dean Mercado, Online Marketing Muscle
Here’s to your success!