Website copywriting requires a much different technique than other forms of marketing copy.  The bottom line? If your website does not grab attention within the first few seconds, a potential customer will move on to another site.  Additionally, appropriate keywords must be strategically placed throughout the text so as not to be “obvious”, but still effective for search engine optimization.  Below are a few tips to help check the effectiveness of your website copy:

Too wordy is too much

Effectively express the high points of your product/service in as few words as possible. Many people don’t have the time or energy to read through mounds of text.  They want to know immediately if your business is a potential fit for their needs.  A common mistake many businesses make is using their website to describe every detail about their product/service, forcing those who do stay on the site to comb through piles of information which may or may not be relevant to what they need.  Most professional website copywriters have mastered the art of being able to engage the customer by “saying more with less.”

Continually review keyword rankings and placement

You want a healthy ranking on search engines, and one way to help increase your ranking is to continually review the keywords pertinent to your business.  Be sure to strategically place top keywords throughout your text, while still making it flow naturally.  Remember, keyword rankings can vary over time, so checking them monthly is a good practice.

Freshen up your copy at least once a month

Keep your copy fresh – especially your HOME page.  This not only helps with search engine rankings, but it gives your customers a reason to keep coming back.  Maybe even include an aspect of your HOME page which changes more often, such as a helpful tip, featured client or new product profile.

Get feedback from your current customers

Don’t be afraid to ask you current customers what they think of your website.  Does the design and layout catch their eye?  Is the content easy to read and understand?  Do they find the information helpful?  Do they have any suggestions to share?

Most businesses today have a website presence.  Your goal is to make your website stand out amongst your competitors. Doing so can prompt visitors to learn more about your product/service so you and/or your sales team can capture the leads and convert them into long-term, loyal customers.

Gina Smith writes freelance articles for magazines, online outlets and publications on behalf of a number of companies, including Smith covers the latest topics in the business, golf, tourism, technology and entertainment industries.


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