• People don’t read copy on websites in the same way they read in print. In fact, according to eye-tracking studies, 79% of website users don’t read word for word but scan web pages for bits of interest. Furthermore it takes 20% longer to read a web page than a printed page. So, web users like lists and bullet points, but don’t like large chunks of text or scrolling pages. In fact, they will click away to your competitors’ sites quicker than you can say world-wide-web, if you don’t get what you say and how you say it right online.

• The words you use on your website, as well being clear and compelling enough to encourage your visitors to take the desired action, have the power to give your site a high (or low) rank position in the search engines. Your website copy must therefore be written in a way that appeals to search engines as well as visitors.

• Great or improved web copy will bring you more qualified and targeted web traffic from search engines, more sales (by converting visitors into customers) and improved credibility online.

So it’s no good simply using your offline brochure text for the web.

Web copy must:

• Attract interest and encourage action. You want visitors to do something now, be it register, buy, read or subscribe.
• Be ‘optimised’ for search engines. (i.e. have the right balance of key words and terms to ensure high page ranking while still compelling visitors to take action)
• Build credibility. You want your web visitors to trust you - right?

So, you need web copy that is:

• Focused on the right audience and purpose
• Readable, ‘scannable’, actionable
• Clear, persuasive and engaging

Which will help you to:

• Boost your response rates
• Achieve a high search engine ranking
• Increase your targeted website traffic

WebCopywriter.co.uk can help you achieve the above results from well-crafted copy. Call 01962 775 447

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