Modern website design trends emphasise the need for high-quality images and video, but that doesn’t mean you can afford to neglect your copy. In fact, it’s never been more important for your copy to sparkle, if it’s intended to match the brilliance of your design.
The problem is most designers aren’t copywriters. And while many website owners believe they’re capable of writing their own copy, it’s not simply a case of knowing your business or your product inside out. A professional copywriter adds value to your business in ways you’ve never imagined.
Copywriting also requires a completely different skill set. It’s more than simply ensuring that your grammar and punctuation is perfect—it’s about capturing the personality of your brand and conveying that to your customers. It’s a skill you can learn and we’ve got five tips to get you started:
- Keep it short and sweet
When you write, put yourself in your reader’s shoes. Wading through complicated sentences and endless paragraphs isn’t easy at the best of times. It’s even harder on a laptop, tablet or smartphone. Cut your sentences in half and press the enter button after you’ve written three sentences.
That doesn’t mean you can’t write an in-depth 3000-word blog post. But it does mean that you should do everything you can to make it easy to read.
- Don’t stress about punctuation
While it’s still important to ensure that your copy follows the rules of good writing, there’s no need to fret about dangling participles and the correct use of semi-colons. Stick to the basic rules you know how to use and write as naturally as possible.
- Practice, practice, practice
If you want to improve your writing, you need to get into the habit of writing every day. It’s like exercising a muscle; with regular practice, you’ll see an improvement in the work you produce.
This is a good habit to develop if you want to establish a blog for your business. And starting a blog could be the smartest marketing decision you make. According to a recent infographic by inboundsystems, B2B and B2C companies that blog generate 67% – 88% more leads per month. However, you will need to blog consistently to get the most from your blog.
- Don’t be shy
If you want your writing to stand out, you need to add a dash of personality. This is what most inexperienced writers struggle with. But you’ll find it much easier if you remember to write naturally.
You can use humour and opinion to evoke a reaction from your readers. Of course, you should steer clear of being offensive or divisive. Your aim should be to get your readers to engage with your content. This can be accomplished by simply asking your readers what they think about your topic or what they’d like to add to the discussion.
And don’t forget to respond to readers who take the time to leave a comment or ask a question. This will give you the chance to start building a community and turn readers into brand ambassadors for your business.
- Get feedback from someone you trust
When you first start writing, you’ll want to give your work to a trusted friend, family member or colleague to read through before you publish it. Not only can they serve as your personal proofreader (spotting the odd typo or glaring spelling mistake), they’ll also be able to give you constructive criticism on your writing style.
You may even prefer to ask someone who isn’t familiar with your industry to read through your work. Remember that most of your customers or clients may not be familiar with terms or jargon that is obvious to you. The words you use should be simple enough for anyone to understand.
It may take some time and effort, but with practice, you’ll become a confident, capable writer. And you’ll be able to apply your newfound skill to other areas of your business. Many of the rules required for creating winning web copy or captivating product descriptions can be applied to your business emails and newsletters.
The words you choose for your website have the power to convert curious visitors to real, paying customers, so choose them wisely. But, if you don’t have the time to work on your writing, you can always outsource it to a professional copywriter.
After recognising that many of our customers need access to a professional copywriter, Web Changes created a Digital Marketing division. Our in-house copywriter is able to assist you with all your copywriting needs such as web copy, blogs and newsletters. You can now contact us for assistance with all your copywriting requirements.