7 Tips To Improve Your Website Copy

Whether you’re writing content for a plumber’s website or an e-commerce store, the words and content structure you choose has a significant impact on the customer journey.

In this blog post, we take a look at 7 tips you can use to improve the quality of your website copy.

1. Avoid Fluff

A sure way to lose a potential customer is to fill your website content with fluff. Get your message across using the least amount of words possible to avoid a reader getting bored and leaving your website. 

After writing a section of content, go back through and look for words that could be removed without impacting the objective of the sentence.

Example: "At our company, we pride ourselves on delivering the very best products that are crafted with care, attention to detail, and a commitment to excellence, ensuring that every single one of our customers is always completely satisfied with their purchase."

Edit: "At Our Company, we create high-quality products with a focus on customer satisfaction."

2. Keep It Simple

Where possible, always use the simplest terminology to describe a product or service. If a reader can’t understand the website content, they won’t become a customer. It’s important to understand the target audience and tailor the content towards them.

If a potential customer visits the website, sees the specific problem they have and then the solution the business offers, they are more likely to convert than someone struggling to work through confusing and long-winded content. 

Example: "At our company, we provide a comprehensive array of state-of-the-art solutions that are designed to synergistically integrate with your business processes, ensuring an optimised workflow and maximised operational efficiency."

Edit: "At our company, we implement solutions that will streamline your business processes and improve operational efficiency."

3. Sell The Benefits/Outcomes

One of the best ways to convert website visitors into customers is to sell the benefits or outcomes. Tell the reader what they are going to get by working with the business rather than highlighting how good the business is.

Good Example: “At our company, we help businesses get more leads, increase revenue and work fewer hours.” 

Bad Example: “At our company, we use industry-leading equipment to deliver optimal outcomes.

Note: Tell the customer what they are going to get (more leads, more revenue) vs optimal outcomes.

4. Use Bullet Points

Bullet points are great for presenting information in a clean and concise way. It allows you to include more information without losing a reader.

Good Example: “At our company, we provide a range of services, including:

• Web design
• Copywriting
• SEO
• Graphic design
• Branding
• Social media management

Bad Example: "At our company, we provide a range of services, including web design, copywriting, SEO, graphic design, branding and social media management." 

Note: Most website visitors will skim-read the content, so having important information like services presented in bullet points ensures the content gets more views. 

5. Create Compelling Call To Actions

Don’t just tell a potential customer to give you a call or send you an email. Sell the benefits associated with working together.

Good Example: “Ready to get more leads? Get in touch today!”

Bad Example: “To get started, give us a call or send us an email.”

Notes: People are more likely to enquire if you sell them on the benefits/outcomes. 

6. Balancing SEO

Striking the right balance between SEO and content is crucial for both how your website performs and converts. While having keywords in all the heading tags is crucial for your website to rank, it can also sound generic and repetitive if done wrong. Including the relevant keywords in the most natural way possible is the goal.

Good Example:

H1: More Than Just Car Servicing In Brisbane

H2 Reliable Car Repairs in Brisbane

H2: Need A Logbook Service in Brisbane?

Bad Example

H1: Car Servicing Brisbane

H2: Car Repairs Brisbane

H2: Logbook Servicing Brisbane

Notes: Adding a word or two around the keywords makes a major difference to how the website content is perceived. Don’t be afraid to use questions or get creative with your heading tags as long as they still include the keyword/location.

7. The Information Pyramid 

Because most website visitors only skim the content or read the first few lines, it’s crucial to put the most important information first. Ensure the first section of content on every page includes the main keyword, business name and location.

Aim to highlight the problems that most likely brought a potential customer to your website and then explain how your business can fix those problems. A website visitor is generally only looking to see that you offer the service they need and have social proof (reviews) to show you do a good job.

Good Example: Is your car due for a service? Has it started making a strange noise? At our company, we provide car servicing in Brisbane and have the equipment and expertise to diagnose and fix all types of issues. Whether you drive your car for work or leisure, having it serviced every six months will ensure it remains in good condition.

Bad Example: Whether you drive your car for work or leisure, having it serviced every six months will ensure it remains in good condition. Cars experience wear and tear from frequent use and require regular upkeep to ensure they perform optimally. At our company, we provide car servicing in Brisbane and will have you back behind the wheel in no time.

Note: The most important part of this section of content is the fact they service cars in Brisbane so that information should be as high as possible. By including questions at the start, you are also highlighting the customer's problem, which you can then solve in the next sentence.

Conclusion

When it comes to writing website content, it’s important to keep it simple and get to the point as soon as possible. Avoiding fluff, tailoring your content towards the target market and selling the benefits will ensure your content ticks every box.

If you need help with website copywriting, get in touch with On The Move Marketing.