Yes, it’s a common blunder. Even some proficient web content writers do this.
Be honest in answering to this – who do you contemplate while writing the web copy? Do you portray a prospective client understanding the text? Do you imagine about the element that insists him or her to tap on the site? That’s something majority of the web writers do. The writers consider their readers like people who just like to recite, rather who just like to read the printed text. This is wrong. Not justified. And the reason is simple – website copy is way more different from a print version copy. “Web copy is a scanner. Or skimmed at.” But how you persuade the visitors with the copy? Let me explain in the tips discussed below.
1. Avoid Being Super Creative or Clever
When it comes to web copywriting, hardly any reader hangs on for every word available. The reader lacks time. They are in a hurry because rather than figuring out what you do, they will check out some other websites.
Clever phrasing needs people to take a break to analyze. And making people taking breaks while reading does not work on the web because web readers are there to hunt – don’t have time to contemplate. Make your copy as if you are 12-year old because this will make it easy to follow.
2. Work on Making a Visual Impression
Web design and web copy should go hand-in-hand. In website copywriting services, you cannot go on writing your own favorite words; neither can you frame your own sentences. Make it a point that the visual appeal of the website impacts readability of the text. It also influences the decision whether web visitors can quickly reach where the reader wants to be.
Some pro tips to enhance the visual appeal of the web copy:
- Use fonts of different sizes
- Swap text with videos or photographs
- Focus on the quotes of clients
- Break long paragraphs into bullet points
3. Let the Headline Speak on Your Behalf
Make headlines catchy enough to tell the visitors what they will get from the site. A business might have the best offering in terms of product, services or app in the market. But until and unless they make it clear to the readers through headline, people will leave soon.
Reports are available that shows web visitors leave pages within 10-20 seconds. But pages having value proposition holds the attention of the users for longer. Thus, it is indispensable to make things clear in the headline and to suggest what information readers are more likely to get.
Do not treat readers like academics who like to read complex and challenging texts. Do not consider visitors as lawyers poring over the small print. Avoid being wordy and showing up the rick vocabulary stock. Keep it simple and make it simple.