Why Is Effective Web Copy Important To Your Website?

The quality of the copy on your website can impact how visitors view you, your website, and your business. Although it may seem easy, copywriting for print and the web is a specialized profession that requires years of practice to perfect.   Professionally written web copy can help you present your business in a way that will leave customers with a lasting and positive impression of your website and your business.

Guidelines for Web Copy

One of the most important things to remember when writing web copy is that web users do not read websites the same way that they read newspapers, textbooks, or magazines. 

Why Web Users are Different:

1. Web users skim pages.  This means that web users rarely read websites word by word, but rather, they skim them for text that grabs their attention.
2. Web users are on the move.  Web users move quickly.  In fact, if they don’t see something on your site that interests them, they’ll leave in just a few seconds. 
3. Web users want short copy. Web readers are looking for well-written short paragraphs that give them the answers they need.
4. Web users are savvy consumers.   Web users don’t go for fluff. If you cannot provide real evidence to back up your claims, then skip it.

How to Write Effective Web Copy:

Provide Instant Answers

When visiting your site, web users want instant answers to their questions about your product, or service.  The copy on your webpage should answer the following questions in a direct and uncluttered way.

1. What is this website about?
2. How do I do this?
3. How will I benefit?
4. Where do I click next?

If you think a first time visitor to your site would have difficulties getting answers to these questions within the first few seconds of entering your site, then you should consider a professional rewrite and/or redesign of your site.

Short is Good

The shorter the web copy on your site, the better.   Notoriously hurried web users are looking for quick and reliable information.   Unless your visitors are expecting something lengthy such as an article or report, keep your copy as short as possible. 

Short and Simple is Even Better

Web users look for conversational tones that are easy to understand.  Use simple words and fairly short sentences in your web copy.  Do not introduce more than one or two ideas per page. 

Separate Long Copy

If you must include long copy to describe your product or service, it is important to separate this copy from the other pages of your site, by providing a link to it from other pages.  Never place long copy in places where your visitors do not expect it.

Long Copy Must be Organized

Similar to how they read short copy, web users also skim long copy for items of interest.   It is especially important when using long web copy to organize the material by incorporating headlines, sub-headers, and bulleted lists wherever possible. 

Give Life to Your Words

While it is important to be clear and concise, maintaining the interest of your web visitors will require lively words that invoke action.  Write in a conversational and friendly tone. Sometimes it is helpful to have a friend read your web copy and then ask them for an honest critique.

Skip the Hype

Web users are savvy consumers that don’t buy hype.  It is important not go overboard with sales copy or patronize your web visitors. 

Know Your Audience

Your web copy should be written specifically for your target audience.  Trying to target everyone will dilute the message of your web copy and cause it to be less effective. 

In the special case where you are targeting two specific groups, your website should be designed to quickly separate the two groups into different areas of the site that are written especially for each group.