Why it is important to write good web copy. Your web copy makes a massive impact on the success of your website. It's how you communicate with customers online. Without interesting and well structured content your website is likely to under achieve. It's the text on your site that helps to sell your products or service, and the quality and accessibly of the information on your site that gives visitors a reason to come back. This article provides some tips that you can use to help improve the web copy that you write. Tip 1 - Find out about your audience Build a picture of your target audience. Find out how old they are, what their interests are, what other websites they like to visit and anything else that helps build up a profile of your audience. You can find a wealth of information by reading magazines that target a similar audience to your website. They are likely to have researched this audience and tailored their content based on this research. If your site is selling a product or service, you should pay particular attention to adverts in the magazines as they will show how other companies are targeting this group. This information will be valuable both when writing content and when deciding on what content to have on your site. Tip 2 - Give them relevant information This stems from tip 1. Through knowing your target audience you can decide what information is relevant to them. You can use the information that you gathered about your target audience to help generate a list of content and features to have on your website. At the end of the day, you want your website's content to appeal to your target audience because they are the people you want to visit the site. Tip 3 - Write for your audience. When it comes to writing style it is important to pitch it just right. This is not as easy as it sounds and if you get it wrong you can end up either confusing or patronising your audience. Keeping your writing style friendly and not overly formal is a good approach for most websites. In your writing, give users all the facts and avoid marketing jargon this approach is good for building users trust in your site and your organisation. This in turn will mean they are more likely to purchase from you or return to your site for more information. Tip 4 - Get feedback from your audience Wherever possible speak to your audience and use feedback to improve the content currently on your site. You can also gather information on what content the audience would like to see on your site. By doing this you can improve the content already on your site and get good ideas for new content that will encourage new visitors. Tip 5 - Make your text scanable You should consider the text on your web site as part of the interface. People use the text in headings subheadings and the navigation to decide if your site contains the information they need, and how to find it. This is important when writing for the web because people tend to read online content differently from offline content. They are less likely to read the entire contents of your site, but instead skip to sections they find particularly relevant. It is therefore important to make your content easy to scan. You can do this by: Using meaningful heading and subheadings Using bold, italics and colour to highlight important information Using bulleted lists when introducing a series of related items.
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