WEB DESIGN RESOURCES
22 Rules for Writing Copy for Your Website
What is copywriting?
In a nutshell, copywriting is any text utilised to communicate with audiences. Not only that, it’s how that communicating is done, and it’s here where we enter the realm of brand voice.
Think of your favourite brands, and reflect on how they are communicating with you whenever you see their presence. It could be on a billboard, on a bus-stop advertisement board, or on a newspaper. It could be on your TV, the radio, or on a YouTube ad. It might even be through an e-mail or a retargeted mobile ad.
How are they talking to you, and what are they talking about? Are they directly talking about their product, or do you find yourself asking ‘what has that got to do with XYZ?’
Nothing is ever accidental when it comes to copywriting from these well-known favourite brands. Every word is carefully planned and selected to optimise presence, and this is the beauty of great copy. It allows you to establish a unique presence that your customers will come to associate you with.
Here’s how you can begin writing copy that speaks.
Headlines are what people instinctively seek to retrieve as much information as they can in as little time as possible.
For this reason, headline copy needs to be focused, punchy, and captivating, and needs to have everything you want to say. All in one sentence.
The key to this is keeping it brief. Audiences prefer short, snappy sentences. They’re easy to read. Easy to digest. And great for propelling your voice forward.
Great copy means identifying with your customer, and this means communicating with them as you would in person.
Direct, conversational tones means your copy will stick with readers who will find it much easier to identify and empathise with your brand.
It’s not the place for jargon, or irrelevant information. It’s honest, straight-to-the-point copy that strips advertising down, allowing you to…
There’s a lot of noise out there. It can sometimes be difficult to penetrate that noise and engage with your customers.
Many brands, in an attempt to rise above this, make the mistake of adapting their brand voice all the time, making for an inconsistent and unpredictable presence.
Customers – as we all do – value brands whose communications are honest, genuine, and truthful. Though competition may be tightening, your business is unique in its own right – have copy that reflects this.
Say it better with shorter paragraphs
Need to make a big impact? Do it briefly.
Having shorter paragraphs and sentences means customers can digest what you want to say in a snapshot.
Imagine being bombarded by a full screen of text. It’s overwhelming, and the key brand voice is soon lost.
But not only that – customers simply don’t have time to sift through chunks of text when you could have said it in one or two lines. This spells confidence and will enable you to make a bigger impact, giving users even more time reflect.
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