Does your copy sound tired? Does it speak in general terms instead of directly to your target market? Is it – horror of horrors – out of date? If you answered yes to any of these questions, it may be time to give the copy on your website a thorough spring clean.
Is your copy up to date?
This is an obvious question, but it’s harder to do in practice, especially if you’re a small business and you’re trying to do everything. A website though, is not something you can do once, and then forget about – it needs to be kept current.
If you’re not putting fresh content onto your website – or at the very least, making sure that your information is up to date – you’re probably not getting people visiting your site again. And that means you’re losing potential customers.
Now that we’ve got the most obvious one out of the way, what else could you be doing to clean up your website copy?
Is your copy right for the medium?
Internet users are engaged, active and on the hunt for good information – quickly. They’re looking for the solution to a problem. They arrive at your site with a goal in mind, and they’ll move on if they don’t find what they’re looking for.
The days of seeing your website as an online brochure are over. Your website copy needs to engage and interest your potential customer. Remember that you’re always just one click away from that potential customer leaving your website forever. Make it interesting and make it useful!
Is your copy easy to read?
Visitors to your website typically scan rather than read copy on websites. Write your copy so that it’s easy to read, and easy for people to find the information they’re looking for. You can do this by:
- Using descriptive headlines that tell a story
- Using simple words and plain language
- Doing away with jargon and meaningless phrases
- Having short paragraphs and sentences
- Using bullets to break up your text
I wrote a blog a while ago called Five phrases you should never use on your website. Check it out to see if you’re guilty of using any of these phrases!
Is your website talking to your target market?
Do you know who your target market is? Are you speaking to them in the right tone? Are you giving them the information that they want and need?
Understand who your target market is, and then speak to them in a style that’s appropriate for that group. Give your potential customers information that they’ll find valuable.
Does your copy highlight the unique benefits of your product or service?
I’m not speaking about the features of your product. Your potential customers may not need to know all the details of what your product does – but they do need to know how your product can help them. Talk about benefits, not features.
Clean up those cobwebs, shake out the dirt, and sweep out the muck – and get your website to sparkle with clean copy that speaks to your audience!