Web copy and content are very similar. Think tomatoes. You say tomayto, I say tomahto. What is the distinction, though? What I’m writing right now is web content, a blog post with (hopefully) creative and useful text for my readers, and most importantly, search engine placement. Without content, most search engines would be unable to match terms to a website. Web copy, on the other hand, is used to guide people through sites, selling products and services, providing vital information and converting visitors into customers.
In short: Do you want to write compelling articles? Web content. Do you want to expand your reach? Web copy.
While content is important, copy is the core text that people will read once they visit your website. If your site doesn’t grab and hold someone’s attention, they will click their mouse and go elsewhere. To avoid that from happening, I’ve listed three main steps to writing copy that will bring more traffic to your site and increase your conversion rate. How-to’s for writing effective web copy:
Keep paragraphs short and sweet
In relation to meeting somebody new, well-written copy can boost trust, convey mannerism and promote a topic of conversation. You don’t want to ramble on and on, you want to keep it short and sweet, avoiding long paragraphs at all costs. Your main focus should be to ignite visitors’ interest and use straightforward and simple language for the greatest impact.
Divide your text When you write copy for your website, you want to make sure it’s organized and concise, further holding visitors’ attention. An effective way to do so is by constructing a layout with headings, subheadings and bullet points that breaks up information for easy scanning. There have been many instances where I’ve left websites because the copy isn’t divided into decent-sized paragraphs as well as interesting categories and lists. Nobody has time for that.
Create a call-to-action
A call-to-action is the most important part, the reason why you’re writing copy in the first place. You want to turn visitors into customers. After you’ve guided them through your website, the next step is providing a button or link that leads to a call-to-action. This could be a form to collect information, an opt-in for your newsletter subscription, your contact page, or in our case, a sign-up page to HealingRadiusPro’s free 30-day trial. Other examples of calls-to-action are:
Make an appointment
Subscribe to our blog
Get in touch with us
Order now to receive a free gift
We hope these tips come in handy for powerful and effective copy that increases your conversion rate. Happy writing!
Allison Barfield is a content writer for Span Enterprises and has been writing since she first learned to hold a pencil, shortly after birth. After graduating from the University of South Carolina in 2013 with a B.A. in media arts she fell in love with marketing. She's been copy writing and managing multiple blogs ever since.