The hot shot ad agency types will tell you it’s about something gimmicky, shocking or what’s hot today. They’re only partly right. There are many reasons people ‘get it’ – and plenty of obstacles that stop them getting it! Here are 7 tips that will help your copy to be read:

1. I don’t want to know what you do, I want to know what I get so write about what’s in it for ME (your reader).

2. If you give me lots to read I might not bother, keep paragraphs and sentences short and to the point.

3. When you start writing you MUST know why people buy you and tell your readers that’s what they get.

4. Most people don’t read online, they scan, so put easy-to-read devices like bullets and subheads to help them get your message – and whilst people tend to read more from paper, it’s a good way to draw their attention to the key points.

5. What do people REALLY want to know? Not lots of detail. Tell them what they want, not what you want to say.

6. What do you want people to do when they’ve read your message? Don’t forget a call to action.

7. Don’t make people work hard; tell them what to do and make it easy for them to do (i.e. make the words a link) or put the phone number right there (don’t expect them to search around for it).

There are many more reasons people stop reading – but just getting these right will make a real difference.

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Usability is about how easy your site is for people to get around, find what they want, get from a to b with the least effort.

Typical web users are lazy – and impatient! That means you and me too. I’m not trying to be insulting, but think about it:

When you’re waiting for a website to download, how many seconds is it before you start tapping your fingers in impatience and sighing a lot? What’s your opinion of that website’s usability?

When you’re faced with a website that you don’t get to work the first time you try something, how much effort are you prepared to put in to work out how the website owner wants you to behave? Do you think they’ve considered usability?

No, I didn’t think so!

So, what about your own website – how does it measure up for usability?

How much effort do people have to put into understand what the website will deliver?

How fast do they get your message?

Is the headline right where they’re looking?

Is the menu where they expect it to be?

Is the column width comfortable for reading?

Are the paragraphs short and easy to read?

Does it deliver the message that they want (not the one you think they should have)?

When you ask them to take action, how easy do you make it for them to do so? E.g. is the phone number right next to the ‘call us’ instruction? Is the explore our services now a link or do they have to scroll back up to the menu?

Usability affects every aspect of a website from the look, to the position, to the message and information on offer. Check yours out; poor usability sends your visitors running for an easier to use website – and they don’t come back!
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Most of us think of our online ‘presence’ as our website, but have you considered all the other places where web copy with your name and brand attached appears?

Your style, professionalism and expertise are all represented in every piece of web copy that you write. How well is your online presence integrated? Think about consistency in both your message and in how you appear.

And, if you’re not taking advantage of all these things – why not?!!
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Ted Nicholas (the guru of copywriting) says you should spend more time on your headline than on the rest of your copy, I’m not sure I totally agree, but it’s definitely the top of my list of things to get right!

If your headline does its job properly it will:

If it doesn’t work people will:

If it’s missing completely it’s as bad as not having a headline at all.

Remember that ‘Welcome’ is not a headline and neither is ‘Home page’. If your web designer is any good they will be able to arrange for the page the user is on to show up in a different colour on the menu so you don’t need to waste prime real estate telling people where they are!

How do you create a good headline?

Brainstorm as many headlines as you can without worrying about how readable they are. Then when you’ve run out of ideas review the lot and you’ll almost certainly have one or two – or two that can be amalgamated – that stand out and have energy and engagement.
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There are a number of things that are important about creating a website – and the order in which they’re addressed is equally important.

My recommendation is to get one person to project manage your site – ideally someone who really understands what all the elements do and how they work together. However, if you’re determined to do it yourself here’s my recipe for a website that works:

If everything is in place – hit the ‘go’ button!

A word of warning – this is not the end of the story. Websites need constant updates, checking to ensure no links become broken, fresh information, new content – that’s how they get on the search engine rankings, so a good content management system is a smart move.
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I’ve spent a lot of time working with people on their websites over the last week or so – and creating a website that works is so much easier when you start with the site map – or plan.

With one of my clients we established that there were six elements to co-ordinate – and in this particular instance they were all being carried out by different people; no wonder she was stressed! The elements were:

The come in roughly that order too, although some can be carried out concurrently – and SEO really runs right through from the copy onwards.

If the site map isn’t developed up front it makes writing the copy virtually impossible and SEO even harder as pages need to be optimised. The designer can’t create a template with the right menu buttons and the developer can’t build the site. It’s the key to a successful website that takes the visitor on a journey that keeps them interested and presents your products and/or services in the best possible light.

Every page must have purpose and also a call to action – if you just say lots of encouraging things and don’t ask for action, some visitors will leave!

Don’t leave it to your web designer to plan your site – that’s your job and nobody knows your business better than you (or, at least, they shouldn’t) – think about what you want people to do and plan your site with that in mind.

Two tips:
1. Don’t send anyone to your About page first; let them find out what you can deliver BEFORE you introduce yourself.

2. Find out what people really want before you try to give them what you think they should have!

Good luck!
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If you are the company owner you’re probably the worst person to write your website copy – you simply know too much!

Most of us are so passionate about what we do (or why are you doing it?) that we want to tell our readers EVERYTHING. The trouble is that they simply don’t want to know.

When people arrive on your website they are there for a reason – they’re either looking for information or trying to find a specific product or service and probably comparing offerings. All they are interested in is:

That means that every word on your site needs to address those two questions.

Here are 7 key things to avoid:

1. Don’t start with ‘Welcome’ or the page name – start with a big bold headline that tells them the site is will address their needs.

2. Don’t use the home page to tell them how wonderful you are, how long you’ve been in business and all your qualifications and experience. The home page should be about your visitor and what they’re looking for.

3. Don’t assume that they’ll arrive on your home page – every page should stand alone; strong headline; content that supports that and outlines clearly what it’s about.

4. Don’t imagine that people will rush to your testimonials page and read them all avidly. Scatter your testimonials throughout the site on relevant pages.

5. Don’t put too much information on the pages – people don’t read it anyway; they just scan for key bits of information. Put key words in bold (but not too many); use bullet lists (no more than 5 to a list); keep paragraphs short and the page should not be more than 2 screens to scroll down. Aim for 200-250 words max.

6. Don’t forget to put page titles that go in the blue bar at the top – or get your web designer to do it; it helps people to know what the page is about – especially the bots!

7. Don’t write a dry fact based About page – give it some energy! Quotes from the founder, MD, CEO, Owner, that bring their passion, beliefs and values to life – you might find that real people are the deciding factor in whether someone ‘buys’ your organisation or a competitors!

Over to you!
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I make no apologies for revisiting this subject – it’s important!

I keep visiting websites that start their home page with ‘We are … a family company/expert carpet fitters/a long established company/dedicated to our customers/etc. etc. What’s wrong with that?

I don’t want to know that!

We’re all proud of our background and expertise, but if someone has just found your website they are probably looking for something – you need to tell them that they’ve found the right place. If they already know you – they probably know all that already!

Why have you got a website? Is it simply because everyone else has one? I hope not. If you’ve invested in having one designed and created, then you need to make it work for you – and pay your investment back, then start making a profit. Why would you do something that doesn’t help you to make a profit?

Understanding what you want the website to do is the first step. Understanding what people are looking for when they arrive there is the second step.

Know what their issues/problems/challenges are – and make sure that the message they get right away (that’s your headline) tells them there’s a good chance your website will deliver what they want!

If you think they’re going to read their way through your website to find out what they want to know – you’ll be disappointed. When you’re looking for information online, how long do you hang about if you can’t see something relevant right away?

I rest my case! Decide what you want it to do and then make every word work towards that end.
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Having just broken my arm – and it’s my right one (yes, I’m right-handed), I’m discovering how many things we do on autopilot. We learn habits that are hard wired into our subconscious and help us to operate with the minimum of fuss.

Are all these good habits? Not necessarily, we learn to do lots of things that are not the best way, just the easiest, because that’s how we’ve always done it. Having to look at how you do something is a great opportunity to review, revise and create a more streamlined or efficient way of doing things.

I’ve already realised that I have things in my kitchen that I don’t use and are actually in the way. Moving them out has created more work space and easier access to the things I do use.

What’s this got to do with websites and web copy?

How many of you have a website that you haven’t changed for ages? Have you actually read your site recently – is it still fresh and up to date, or does some of it need cleaning up? Does some of the information need putting away and a new page putting in its place. Or do you need a change of structure to allow people easier access to the areas they really want to get at?

If you had to start from scratch would your site have the same information as it has currently? I bet it wouldn’t!

Start reviewing and bring your site up to date – oh yes, you’ll find the search engines will start to notice you exist if you start changing things regularly too!
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I watched most of this series of the Apprentice – and I like Sir Alan Sugar’s irascible approach; it’s definitely good TV. I always wonder about the candidates though, they seem to be lacking in one area – and one that I think is critical – customer service.

Yes, they go for the sales – but at the expense of good quality and an interest in the long term customer relationship. I was surprised that cutting corners, serving up sub-standard food, chocolate that tasted bad and selling cheap and cheerful, but quality-free, items seemed to be the order of the day throughout.

If I wrote websites that way, I would never get a referral or recommendation – and certainly no testimonials.

Sales is a process of communication and relationship management – a quick sale is a one-off. People won’t buy again if they think you’ve flogged them sub-standard goods.

The statistics have proven again and again that it costs far less to keep an existing customer than it does to find a new one – so the profit margins in one-off sales will need to be high to compensate for all that effort.

I know it’s a TV programme and it IS a one-off – but if I’d been on the receiving end of that approach I would have been less than happy.

I’d rather keep the customers I’ve got and let them bring me their associates, suppliers and their customers because they know they get good quality and good service, than keep finding new customers again and again.
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