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Web Copy: Do’s and Don’ts

Updated: Feb 15, 2023

Woman working on her laptop and taking notes with a pen and piece of paper

If you haven’t read the first two parts of this blog series on web copy, we suggest you read them first. Part one discusses what web copy is, and part two discusses how to connect with your readers. This is the third and final article on web copy and, we are going to get down to nuts and bolts with a few tips and tricks that will improve your web copy and help you secure more clients for your business.

Do: Call to Action

The purpose of your web copy is to sell your business’s product or service. Your web copy should instruct the reader on what to do next in order to become a client. Examples include phrases like, “Click here to learn more” or “Looking for comfortable shoes? Browse our Inventory!” A call to action needs to be short, simple and phrased as a command.

Don’t: Imply Things

Say it outright, or don’t say it at all. Remember that your readers are on a mission to solve a problem. They won’t waste time trying to decipher cryptic messages. If your writing can be interpreted two different ways, they won’t bother figuring out which one is correct, they will just leave.

Do: Keep Things Short

You might feel the need to put all the information on your products or services out in front. That is a mistake. To much information in one place is going to feel like an overload. Start with short summaries. From there, use a call to action to direct readers to make a purchase or to learn more. Keep in mind who your audience is. Most consumers won’t be interested in highly technical details. For those that are, you may wish to have them contact you directly. Use a call to action like “Have questions? Send us a message.”

Don’t: Use Small Fonts

You’re trying to catch people’s attention! A small font makes people think of “fine print” which means that they are most likely going to skip over it. Size your text according to its level of importance. Larger text is going to catch the eye more quickly than small text.

Do: Use the Word “You”

Talk to the people that are visiting your site. Don’t use a “welcome” message, that’s an outdated practice, but address your visitors. This practice helps build a subconscious connection with readers. It helps potential customers frame your products in terms of their needs.

Don’t: Use Crazy Fonts

They may look cool, but remember cool is for your logo, not your text. Text should be easy to read. It’s important to use a common font that is going to be easily read by different devices. Some of the more obscure fonts will not be accessible to everyone on every platform. On websites, it is generally best to use a sans-serif font. It gives your text a more modern feel. Good fonts include Arial and Helvetica.

Your ability to write web copy will improve over time as you practice and constantly scrutinize what you already have. If you’re struggling, you may wish to hire a professional to help you out.

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