Web design is about about impression and you have to draft a good design to attract visitors, get their repeat visits and possible patronage. A key aspect of this impression creation is content development because decions will be based on content and not just desin layout or look..

A well written website copy tells a story, conveys a message, distinguish you from competitors and most of all makes visitors act.

How to write website copy?

We shall now take some detailed look at how to write a website copy. Writing for the web is often more complex than thought at first. Good copywriting means thorough research, knowing your audience, creativity and detailed editing.

#1 – Make a research

Research is usually the most time consuming process in copywriting and most often ignored. The reason for thorough research is simple – research helps to figure out what consumers' needs are. If you have an idea of consumer/visitor expectations, your website presentation will be more likely to focus on that need and gain greater attention from visitors and users.

#2 – Focus on Benefits instead of features

Because online products are not tangible, a detailed description is critical to succeeding rather that just focusing on features like color, size, quality etc.

The biggest challenge of great copywriting is to go beyond technical descriptions and write for the consumer about what they really care about. Good sales copy focuses on benefits, not features. A consumer wants to know how the product or service changes their life. They want to know how their life is made simpler, better, interesting; how they save money or time. Take the focus from “we offer” to “you get” point of view. So instead of writing something like “we are specialised on foreign language study” use more consumer centric approach like “learn foreign language in 3 weeks!”. People care about themselves not about your business.


Simple writing style – Write as simply as possible. Avoid technical jargon, abbreviations, fancy words etc. Albert Einstein has said: “If you can’t explain it simply, you don’t understand it well enough.”

Personal approach – If your copy is about you and your company not about the prospects and their problems, your copy will not be successful. Use personal approach instead and write for your consumers. In fact, “You” has a magical power. Instead of “Our clients’ value quality service” say “You will get top quality service”.

Short sentences – Use short sentences instead of endless text blocks – one sentence, one idea is enough.

Grammar – Sloppy written copy is one of the biggest turn-offs. Follow sentences structure and remind school grammar lessons.

How to use punctuation, construct sentences, use tenses etc.
Frontloading – Open the page with a conclusion or an afterthought following with body copy in converse pyramid style. The opening paragraph should catch readers’ attention and convince to keep reading. Giving the most important thoughts in the beginning acts as a teaser giving the sweetest idea right in the beginning. If the beginning is interesting enough the visitor will hopefully continue reading.
Length - The length of the text depends on what you have to say. Don’t write an encyclopaedia on your page. Too long and clumsy text looks scary. Think of your own perspective, whether you’d bother to read it again? Avoid other extreme as well, as not that much information will leave too many unanswered questions in the air.

#4 – Keywords

No matter how good copy you create, it has no benefit if no one visits your website. Use keywords in your copy to make your website visible on search engines. The golden rule here is to write for the users not for robots i.e. use keywords naturally. Artificial usage of keywords will not go unnoticed for visitors. It leaves a bad impression. Try to use keywords in headings, meta data and in body text. Don’t forget that there is no magical number how many keywords you should use in your copy, just let it be natural.

#5 – Break it up

Most people scan webpages instead of reading every word that’s written down. To make your copy scannable you need to break it up:

Empty space – Add empty space between paragraphs, pictures, quotes and other elements. White space makes it easier to read and scan the text also creating better visual effect than using only big text blocks.
Short paragraphs – Using big text blocks is one of the most common mistakes in web copy. They work well on books but are hard to read on computer screen. Using short paragraphs helps to break up the text and leaves 1 important idea per paragraph. Try to keep one paragraph max 3-5 rows. Use one line sentences to emphasise most important ideas.
Subheadings – Use subheadings when changing the topic. It gives a fast overview of pages’ content without going deep into the copy.
Bold - Use bold to highlight important information.
Bullets - The bullet lists are easier to grasp than long paragraphs.

Conclusion

You don’t need to be a natural talent to write great website copy. All you need is an adequate sense of grammar and following few key points. Now go check your website copy and make sure you follow the given tips. You will be able to make great achievement through increaded traffic to your website if you follow these steps.

Source: https://www.todhost.com/blog/tips-for-effective-website-copywriting.html