Your web audience and the dynamics of the Internet require targeted copy writing for maximum results!

Website copy (text) is what meets the eye and much, much more… 

Your website might look impressive and lavish, yet be totally ineffective in meeting your real business needs.  In contrast, some websites that may not look so pretty, can still be fairly effective by following some essential web copy rules, along with providing value-content. (*This does depend on your industry however; some markets may expect higher-end visuals).

This is the POWER OF WORDS…and phrases too.  Words and phrases, aside from their communicative power, in a website are critical for search engines… for customers to find you!

Today, along with good Website Feng Shui (website flow, feel and function), you need to create a website with copy that communicates key points fast.  Copy is also best when it’s designed for improved search engine optimization, visibility, networking, and PR capacities.

Readers have even less patience for web copy than print.  They peruse it faster and are willing to click off your site within seconds.  On average, they give you no more than 10 SECONDS (that’s a conservative number).

For real impact and success, it’s wise to be on top of your website and it’s content. On-going tweaking and updating are instrumental for keeping up with the dynamics of the web.  Developing changes are occurring, impacted by everything from new Internet tools, social media networking, mobile devices, new priorities/interests, and a variety of developing consumer habits.

At Web Marketing Therapy (WMT), we suggest you review these critical questions to evaluate the effectiveness of your website copy.  Ask those unfamiliar (or at least less familiar) with your website to give you feedback.

Here are 9 key questions, providing guidelines for evaluating the strength of your website copy (text):

1. Are your paragraphs clear and short for “at-a-glance-communication”? –Keep it scannable.  Remember, white space is your friend.

2. Do words with impact and purpose stand out to your readers? –Key defining messages with authenticity and motivating impact are critical. Know your customers’ pain-points, needs, interests, desires, etc.  Avoid too many descriptive words that everyone uses (great, leading, improved, etc.)  Find words that best define and express your distinction.

3. Is the copy on each web page well-organized, succinct, and logical for your readers to follow? –It’s ineffective to breakup subjects between pages.  Web users will lose interest or often become lost, which creates a sense of distrust.

4. Are relevant words and phrases included in your copy to improve your “search” capacities? –Are you using words and phrasing that people are likely to use in “a search.”  If you don’t know how your customers search for your type of product or service, do some research.

5. Does your copy/content connect with articles or news (written by others or your company)? –This is important for improving your search visibility.  You can make it happen (i.e.: Ezine articles, blog posts, blog collaborations/interviews, etc., etc.)

6. For a larger international audience, are you avoiding the use of too many different words that have the same meaning, in addition to words with double meaning?? –-Use basic clarifying language.

7. Are your company’s greatest assets presented in your copy(text) and/or headings? –Also, if you have good video, testimonials, free-bees, samples, be sure to incorporated them (without it being visually cluttered).

8. Do you have “calls to action” that are written simply and placed in key spots.  –People want to know how they can act.  That information needs to be located in website “sweet spots” –where the eye most easily hits.

9. Is your copy correct in spelling and grammar? –Spelling and grammar errors are a very poor reflection of your company. Never, ever skip proofing. Use “spell-check,” hire a proof-reader and even better, a professional copy writer.  Also, keep exclamation points in your website to a minimum. Otherwise, it feels odd to readers and looses impact.

Using authentic, powerful words, communicated with fresh creativity and valuable connections is: “what meets the eye… the mind and the emotions.” Words have tremendous influence in capturing customer attention, interest and trust. 

Even though pictures can say a lot, words are still where much of the action is!