A website that has beautiful pictures, great layout and a good font selection will certainly attract attention. But if the content is poorly written, the attention will be for the wrong reasons. It is, therefore, important that you always focus on saying the right thing.
Make it personal
Speak to your customer. You may have thousands of visitors to your website but each visitor is an individual. So ensure that the content and word choice maintain a one-to-one conversation between your prospective customer and you.
Less is more
Keep your selling short and simple. Avoid complicating things for your visitors. They are likely to be easily distracted with many things that compete for their attention. You might want to consider testing your content on a platform with a word limit to create your descriptions. If it goes beyond that limit, edit it down. But don’t forget to keep the meaning of what you are trying to say.
The honesty test
You might want to test your content with your team before publishing it. You could get your colleagues to read and comment. Even better, test your content on your spouse, children, best friend, online friends or just anyone you think is able to represent the type of visitor you hope to attract to your content. Get them to give you feedback about how the content made them feel, the impression they got and how it can be improved.
Copywriting is a delicate process and saying the right thing can make a difference to the success or failure of your website, and eventually, your business.