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Tips & Tricks for writing awesome web copy

April 3, 2014

Writing  web copy enticing enough to lure potential clients in can be a challenge.  Even more difficult is keeping them engaged in what you’re offering — whether a product or a service.  Here are some tips and tricks to writing awesome web copy that will keep readers interested.

1.  KNOW YOUR AUDIENCE.  Are you trying to reach a senior executive, or a 21-year-old college student?  How you write has an impact on your audience.  Do you own a flirty and fun clothing boutique or are you a professional services firm?  The tone of your writing has implications, and understanding the demographic of your audience is the first critical step to ensuring you’re writing great copy for your ideal target audience.

2.  KNOW YOUR OFFER.  Understanding your product or service and writing about it in a clear and concise manner is essential.  If it’s a challenge to effectively communicate the features and benefits of what your company offers, why would someone want to work with you — or continue learning about you through your website?

3.  KNOW YOUR VALUE PROPOSITION.  What sets your company apart from the competition? Why would a potential client choose to work with you over a competitor?  Before writing your web copy, spend some time listing the benefits you provide existing and potential clients.  Be sure this is clear and concise, and then communicate it as a primary message throughout your web copy.

Once you have organized and outlined the information above, it’s time to generate your web copy.  Sit down and write.

THEN, EDIT.  Make sure the tone and sentence structure speaks to your target audience.

THEN, OPTIMIZE.  Want Google to find you?  And existing and potential customers?  Think about the words they would use to find you — or what sort of topics they may be searching for.  Utilize those keywords throughout your copy.  (Tip: Most people would agree that half a page of web copy is a great start; however, if you really want to catch Google’s attention, aim for 650 words.  This won’t work for every page, but build rich content where possible.)

NOW, CLUSTER.  Group your keywords, accordingly.  For instance, if someone Googles ‘theaters in Houston’, be sure your sentences are structured to match this.  (Ex. Company A has 30 theaters in Houston…)

For more tips and tricks on writing great web copy, email me at paige@paigepr.com.