Website copy: how to get yours right

Website copy is a vital aspect of your online marketing strategy. Not only can it define your company’s personality and its relationship with your target market, but it can even help to draw in new customers. So how do you ensure that the website copy flowing through your site is word perfect?

In this article, our Lily Pad website copywriters are sharing their tips for web content that speaks to your audience, maximises your site’s potential and still gets home in time to put dinner on the table.

If you would like help in producing your website copy, call Lily Pad on 0208 123 3484 or email us. Or, to see some examples of the website copy we’ve produced lately, visit our portfolio page.

What is website copy?

It sounds like a simple question, but what exactly is website copy?

When we talk about website copy, we mean every single word that appears on a website. This ranges from the writing on your site pages, such as your homepage, to what’s written on any flash banners, the wording of your links or buttons and the content of any blogs.

Website copy also includes the “behind the scenes” writing. So, for example, when you Google a website, have you even wondered who writes the headers and site explanations which make up the results? Yup, that’s right, it’s a copywriter. In fact, at Lily Pad we include these elements as a standard part of the website copy we provide so that each web page is a full product.

So, now that we’re all on the same (web) page, let’s move on to the writing itself.

Your website copy and your target market

Identifying your target market is essential as it defines the tone of your website copy and informs the type of writing suitable for your site. That’s why one of the first things we do when taking on a website copy project is to find out with whom we’re communicating. For instance, are you aiming at the youth market or at a corporate group?

Once you have identified your audience, start thinking about the language and vocabulary used by that group and incorporate it into your website copy. For example, for a teenage market, you might want to include colloquialisms into your copy whereas a corporate audience expects the websites they frequent to contain certain industry terms.

Contact us for professional advice on producing website copy to suit your target market.

How do you want to come across?

The tone of your website copy can promote your brand by attaching a personality to it and thus making it more memorable to your customers.

In terms of website copy, the important thing is to pick a writing style and stick to it throughout your site. Changing styles between your homepage and your services page is confusing to your customers whereas a consistent approach will help you develop a relationship with them.

So, if you want to paint your company as young and fun, you might want to incorporate some humour into your website copy and adopt an informal tone. On the other hand, this may not be as appropriate for a professional business such as an accountancy firm, for which it is important to convey a reliable corporate persona.

Many of our clients request a mixed approach to their website copy, showing them to be friendly yet professional and we’re happy to oblige.

How much website copy do you need?

Most people skim website copy to find the information they need, so it’s important not to overwhelm the reader with vast quantities of narrative. If you’ve got lots to say, why not split up your website copy with sub headings or use bullet points to make the writing easier for your audience to digest? You can also highlight more important sections with design elements to make them stand out.

If there’s still too much happening on one page, think about splitting it into two pages or more.

Increasing website traffic with SEO

One important role your website copy can perform is to actually increase the number of visitors to your site. How? By making your website more visible to search engines such as Google, Yahoo or Bing.

Search engine optimisation or ‘SEO’ is the process of targeting your website copy and design to appeal to the types of online searches carried out by your customers. The aim is to climb to the top of search engine rankings so that customers see your site before they see those of your competitors. To do this, you need to include certain “keywords” into your website copy so that the search engine knows what your business is about.

At Lily Pad, we specialise in SEO friendly website copy and ensure that your site is optimised while never sacrificing the quality of your content. When we take on a website copy project, we ask you whether you’d like your copy to be search engine optimised and to what extent. We can even help you choose your keywords.

Want your website copy to wear its Sunday best every day of the week? Just get in touch with Lily Pad.

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