What Should Your Website Copywriter Understand?
A website copywriter is not your average writer. That's because they have to know more than the proper way to put convincing words together. They need a knowledge of
How do you write to capture the attention of your website's visitor who can desert your site with the click of a mouse? They understand that this means letting them know where they are as soon as they touch down on your page and why it's worth staying there—how their life is going to be better if they spend a little bit of time reading your content.
How do you make the copy simple to scan? That implies a lot of white space, bullet points and sub-heads that move you right through the page.
How can you keep website visitors engaged? It's definitely not with corporate speak—internal lingo and words so long the visitor stumbles over them as they rush for the exit. It's straightforward language that paints a picture. It's not with a lot of talk about how glorious the company or organization is. There shouldn't be many references to 'we ' and 'us', It should all be about 'you', the reader. After all , that's who they are concerned about.
How can they convert your visitor to a client, or a qualified lead? This means they have the power to persuade and then follow up by asking for the sale. In other words, if you need conversions, each page should end with a robust call to action.
How can they attract the search engines? They have to drizzle in all the right keywords in all the right places and add header and alt tags. They should provide you with the page title which will appear on Google and the description that will follow it. Both of these should include the keywords the page is optimized for. But these are not just for the search engines. They also must persuade the Internet browser to click that link and come to your site.
So ask some questions and find out if your website copywriter knows enough to maximize your website for engagement and conversion.
How do you write to capture the attention of your website's visitor who can desert your site with the click of a mouse? They understand that this means letting them know where they are as soon as they touch down on your page and why it's worth staying there—how their life is going to be better if they spend a little bit of time reading your content.
How do you make the copy simple to scan? That implies a lot of white space, bullet points and sub-heads that move you right through the page.
How can you keep website visitors engaged? It's definitely not with corporate speak—internal lingo and words so long the visitor stumbles over them as they rush for the exit. It's straightforward language that paints a picture. It's not with a lot of talk about how glorious the company or organization is. There shouldn't be many references to 'we ' and 'us', It should all be about 'you', the reader. After all , that's who they are concerned about.
How can they convert your visitor to a client, or a qualified lead? This means they have the power to persuade and then follow up by asking for the sale. In other words, if you need conversions, each page should end with a robust call to action.
How can they attract the search engines? They have to drizzle in all the right keywords in all the right places and add header and alt tags. They should provide you with the page title which will appear on Google and the description that will follow it. Both of these should include the keywords the page is optimized for. But these are not just for the search engines. They also must persuade the Internet browser to click that link and come to your site.
So ask some questions and find out if your website copywriter knows enough to maximize your website for engagement and conversion.
About the Author:
Created by Carolyn Frith of Carolyn Frith Marketing, LLC who specializes in website copywriting, copywriting for SEO and search engine optimization services.