Internet marketers will never agree on how much copy should be included on a website. And yet getting the amount of copy right or wrong can have a massive impact on your sales.
Unlike paper, websites aren't limited by space. You can write as much as you like – although most marketing professionals agree that "less is more" when it comes to effective copywriting. Search engine optimisation consultants, on the other hand, will have a strong argument for the exact opposite.
Confused? There is no right or wrong answer. One website will need more copy than another. But that doesn't mean the amount doesn't matter, though. Getting it wrong can be disastrous; getting it right can set the cash register ringing.
Following our ten-point guide below will help you decide for yourself.
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Keep your homepage copy brief: For lots of reasons, some of which are discussed below, it is best to make your landing page copy as concise as possible. As a general rule, include what you need to and nothing more.
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Think about your audience: A website selling soft drinks to teenagers won't need much copy – just punchy, direct lines supporting the site's images. One selling long-case clocks to antiques collectors needs to supply more information and use a different tone to woo potential customers.
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Keep it simple: No-one is so sophisticated that they can't read short, simple sentences. Simple language tends to be more concise and takes up less space. Use it.
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Write for skimmers: People don't read the web like they do books and magazines. They skim, looking for the information they need. If you help them – by breaking up text into short paragraphs, and using clear headings and other ways of quickly getting them to the text they're looking for – they'll have more time for you.
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Use bullet points: Bullets break text up well and make for easy reading. Skim-readers like them, and so do we.
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Focus on benefits, not features: A snow shovel may have a cast-iron head, solid varnished timber handle and lab-designed ergonomic grip technology, but people will only buy it if it can move snow off their paths. Focus on that.
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Think ‘accessibility': Your website needs to be accessible to as many potential customers as possible – including those without 20/20 vision. As a bare minimum, make sure your text is a readable size and don't ask people to scroll too much. Spending time on other accessibility issues will make your copy work harder and avoid alienating much of your audience.
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Leave ‘em wanting more: Your website's "call to action" might not always be to generate an online order – you might want it to prompt customers to contact you by other means. Including every product detail on your website means they're less likely to want to.
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Include search engine optimised copy: Unfortunately, short copy is not effective copy where search engines are concerned. Longer well-written copy including the key search phrases your customers will use will get you higher up Google's page rankings and increase your sales.
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Use a professional: Even if you follow all these tips you could still make your website copy work harder – and generate more sales for your business – by speaking to a professional.
This is where the WebMarketing Group can help. We're internet marketing experts who can optimise your website to boost sales – and not just through writing great copy.
We offer instant search engine rankings, meaningful link building campaigns, value-for-money PPC campaigns, powerful website design and build, and a lot of specialised expertise and experience.
Speak to one of our consultants today – and get a free analysis of your current website – by emailing us or calling 01423 529300.