Web copy is often the difference between visitors and leads, and leads and customers. It plays an integral role for consumers at every stage of the buying cycle, from awareness to decision making and advocacy. To become a copywriter, working at speed and having a talent for prose may not be enough. Here are some hard facts that you need to know.
1) Be clear
Keep it Simple and Short. Be logical with examples, facts and figures. If you wouldn’t use a phrase in a personal conversation with a customer, then don’t use it in your web copy. Clarity is the key to mutual understanding between you and your customers.
2) Keep it focused
How do you want your readers to feel? Who will read the copy? What you like is irrelevant. Keep it customer focused!
3) Make Benefits, Not Features
What do we want to achieve with this copy? Potential customers don’t want to know how your product is built, they want to know how this product can “uniquely” change their lives.
4) Don’t overlook microcopy
Microcopy is the text that doesn’t seem to come up in conversation very often. It may be the label on a form field, a tiny piece of instructional text, or even the words on a button. But it’s little details like these that can make or break the user experience on your website.
5) Be concise
Every single word used in your web copy should add value for the reader and act as a critical part of your argument or purpose. Cut out excessive language whenever possible and aim for an average sentence length of about 16 words.
6) Craft a compelling call to action
Don’t betray your web copy by leaving its reader without a clue for what to do next. The call to action (CTA) is one of the most important aspects of web copywriting and, as such, it can be one of the most difficult to master.
7) Revise and optimize
Experiment with changing fonts, colors, and graphic placements within your web copy to learn how to most effectively drive people to your desired action. Revision and optimization should be a regular practice for your copywriters. Web copywriting is a talent that few possess, but that doesn’t mean it can’t be taught