It's the cornerstone of all internet communication and too often gets over looked or only thought about in the final stages of a web projects life cycle. At Bam Creative we talk about user interfaces, visual design, content management systems, coding, metadata and other various facets of a web project whilst leaving a crucial detail, content, in the hands of our clients. Smart clients will enlist the help of a good copywriter.
Copywriting refers to the use of written copy to promote a business or entity (Instantshift). I think the latter half of that sentence is the main reason potential clients engage us, to promote their business in the web space. It goes without saying, great copy is equally as important as all other parts that go into a well-crafted website.
"Content precedes design. Design in the absence of content is not design, it's decoration." Jeffrey Zeldman
Let's take a moment to assess the effectiveness of your website copy and if you're yet to write it then get ready to take notes!
- Make a statement
- Be clear and concise
- Provide a call to action
- Focus on the user
- Consistency and Credibility
Make a statement
Use your opening line to be bold. Do what it takes to elicit desire in what you offer, a visitors inquisitiveness will ensure they stick around long enough to engage with your business.
Be clear and concise
Don't lose visitors in a sea of poorly written content. Get to the point, they'll want to or they will go elsewhere. Choose your words carefully; they will define the first few stages of interaction with your company.
Provide a call to action
So far you have a great headline and carefully written copy, but then what? Without a clear next step all the hard work will be in vein. Visitors should know where to go next to get in contact or find out more.
Focus on the user
It's their interaction and business that you're ultimately after. Ensure that your content reflects that and change all the instances of "we" to "you".
Along with being concise and clear, steer clear of the use of colloquialism's and common vernacular as it gives the impression that your business is unprofessional. This will speak volumes to your client and your ability to back up your product or service.
Consistency and Credibility
One gains a potential client, the other keeps them. Be sure to reflect both in the promotion of your product or service.
By sticking to the simple guidelines outlined above, you can ensure your website will position itself to do its job, promote and deliver content.