New Year, New Website?
If the idea of having
to write the words for your website fills you with a sense of dread, then this
post is for you.
Now that we’ve settled in to a new year, many of you will be
thinking about updating your website.
Unless you’re experienced in writing for websites, there is
more to it than you might first think.
Writing for the web takes some amount of
skill, and can be time consuming to get right. It’s easy to make the mistake of
over-complicating it by adding too much unnecessary information, leading to
potential customers being turned off and looking elsewhere. On the other hand,
ignoring information which will bring customers to your door, not taking
advantage of key words and phrases on which people can search, and failing to
give a definite call to action can be costly.
As a freelance copywriter, I am often asked to review new
web content which has been created by business owners, and have ended up
re-writing text which is rushed, poorly-written, and in some cases blatantly
stolen from other websites. I understand that small businesses need to keep
costs down and have limited time to put into writing content, but it really is
worth getting the job done right.
If you are re-designing your website, and are writing some
or all of the content yourself, here are some things to consider:
Simplify
When you run your own business, you are passionate about
what you do, and want to tell your readers every little detail about it. By all
means, write it all down. And then EDIT. Cut out anything that isn’t absolutely
essential. Delete any information that has been repeated. Omit fluff words. And
write simply, in a language that your readers will understand.
Make it search-friendly
Put yourself in your customer’s shoes, and think about the
words you would use to search for your business. Those are the words you’ll
want to use in your writing, known as keywords. But don’t cram as this will
make your writing look clumsy. Write naturally and ensure that it flows well.
Share it
Get someone else to read what you have written. I’d recommend
at least three other people, both within your company/industry, and those who
don’t know your business too closely.
Don’t rush it
Once you’ve written your content, leave it alone. Go back to
it after a week or so with fresh eyes. Be critical and edit out anything that
sounds off. A useful technique is to read it out loud, as this often brings up
errors which you miss by reading alone.
Outsource your writing
If you haven’t got the time or the skills to write for your
website, ask someone else who can. You might be surprised to learn how little
it costs, and the outlay is worth it for having peace of mind that your website
is well written, and is working to get you more customers.
I hope that you found this blog post useful. Please feel
free to share it, and if you are in the process of working on your own website,
I’d be more than happy to assist you with writing your content.