The debate about whether long or short copy works best on websites can be quite confusing if you’re writing your own website copy. It can be difficult to strike the right balance between too brief and over long copy which is why many businesses use the services of a website copywriter to help them achieve results. So what is the right length when it comes to website copy? We explore the possibilities below
Search engines are biased towards content rich sites
The search engines tend to rank content heavy websites more favourably than smaller website and this is for two reasons. Firstly search engines were originally built for the purposes of academic research, to act as a tool to find text information. Secondly, the search engines need something to base their judgments on for whether a site is deemed to serve a useful purpose or not and that is based on whether the words you use for your search can be found. For example, when you type in a search for a term such as ‘wedding chauffeur’, the search engines look for those specific words – it’s the words that count. Companies who are new to search engine optimisation and online marketing can sometimes underestimate the importance of the actual words in their copy which can be detrimental.
The problem
This bias towards content rich websites can cause companies problems for a number of reasons. The most common issue with long website copy is people tend to skim read online which makes it difficult to take large amounts of information in. How can you create copy that quickly grabs the attention of your audience and persuades them to read on but which also has enough content to be beneficial for search engine purposes?
The solution
There are two ways that you can create copy that can capture the imagination of your visitors and compel them to read on, you need to know your audience and break your copy into bite sized chunks. Website copywriters specialise in helping companies to work through these two areas.
Connect with emotions
If you know what the desires, hopes, fears, dreams and wishes are of your target market then you are more likely to be able to write copy which speaks directly to them and addresses their emotions. You need to get to the core benefit of what your product or service provides to people and then put this benefit across to your visitors in a way that addresses an emotion that they can connect with. For example, if you sell computer software simply listing the features isn’t enough, you need to connect it to a tangible benefit such as ‘our computer software will save you time entering data manually which means you can spend more time doing the parts of the job that you enjoy’. Many website copywriters work on the ’so what?’ principle which means for every feature listed, they ask themselves what this really means in terms of how it can help the target audience.
Create bite sized copy
If you can break the copy down into short paragraphs then your visitors are more likely to take in the content. The first paragraph of copy is vitally important. Take a close look at your initial paragraph and see if you can condense it or break the message up in a way that will attract the casual browser and persuade them to read on. Headlines and sub-headlines are great ways to break up long paragraphs of copy. It’s a good idea to have a key benefit in each of the sub-headlines to compel your visitors to continue reading the rest of the copy. Always remember to include a sentence in each page which encourages people to contact you or buy your products. Including a benefit in this sentence further encourages people to pick up the phone and call you or buy from you direct.
If you employ the tips above then you should be well on your way to achieving a website which not only attracts visitors through the search engines but also compels your visitors to buy from you. If you don’t have the time to create your copy or writing for the search engines isn’t your forte then consider hiring a website copywriter to help you achieve the perfect copy.
Leave a Comment