It’s often that business owners take their website copy for granted. It’s something that’s so simple and is usually added at the inception of a business’ website, never to be edited again unless information changes. However, is website copy something that should be ignored like this?
Not necessarily. If you’ve already got some killer copy, it’s likely you won’t have to adjust it often. If your copy is time sensitive, it’s imperative that you edit it in order to keep your site up-to-date and refreshed (otherwise, browsers may assume that you’re slacking off or no longer up and running). Good website copy doesn’t necessarily have to be maintained regularly.
However, this only applies if you’ve already got the best website copy out there — and it’s very likely that you don’t. Let’s take a look at a few ways your website copy could be spruced up.
NOTE: Here’s a caveat to not having to update your website copy: when Google changes how they measure SEO, it’s important to see if your copy needs adjusting. Depending on the changes, keywords may need to be readjusted, or other edits may be necessary.
No, not making the words on your site neon yellow. Highlighting in this context means drawing the consumer’s eye to important information or something you really want them to pay attention to. For example, look at this list:
- Our product can make you feel better, longer.
- Using our product can increase your lifespan.
- Watch wrinkles disappear after only three weeks of use.
The bolder text draws your eye into the important idea on each line. What’s the product in question? No idea! But you do know what it can do for you and the big promises are highlighted to ensure you’re paying attention.
The point of highlighting is to cater to the attention span of a modern day Internet audience. These are the kinds of people who click on “50 Celebrities You Didn’t Know Were Dead” just to read the names in the subheadings — they skim. Thus, you have to do some of that work for them to draw them in.
Calls to Action
Many assume that CTAs (calls to action) are only needed during sales pitches or within content or visual marketing. That’s not the case — if you can use a CTA to potentially garner a lead, do it.
This opportunity exists within every page of your website. About Me? CTA. FAQ? CTA. No matter what page you’re on, a CTA is possible.
Don’t think of these CTAs as actual sales pitches (“Buy our product by clicking this link!”), but instead more like redirects. If you can sell something fluidly on a page of site copy, then good! But don’t forget that simply helping navigate people to useful areas of your site can help you with SEO. This article from HubSpot should give you all the information you need on what the perfect CTA needs.
Your website content shouldn’t just be talking into the ether. Examine the following two examples and see which sounds more engaging:
“Our customers should know that they’re in good hands. Myrtle Trading Co. is the pride of Atlanta; helping community members and long-distance partners since 1945.”
“When you partner with us at Myrtle Trading Co., you automatically know you’re in good hands. We pride ourselves on having excellent customer service and aim to make every member of our consumer family happy — near or far.”
The first quotation is very dry. It reads like a Wikipedia entry, whereas the second example is using a more personal tense. Words like “we” and “you” shift the focus from talking about something to talking to someone.
These are edits that are of interest to you in a business sense. Remember — scan your copy for errors, like misleading information, hard to understand sentences or typos. You may not notice some copy errors the first time around, but make sure you stay vigilant. You want your business to succeed, and your copy is here to help.
Looking for more marketing ideas? Learn why you should add questions to your marketing content.