Seven tips for amazing web copy

You can spend hours perfecting your website, but the reality is 55 per cent of visitors spend fewer than 15 seconds on a single page. Here, Carla Mateus, account executive at technical PR agency, Stone Junction, explains how to make these 15 seconds count.

Skip the jargon

Want your content to be mesmerising, prepossessing and bewitching? Then don't use unnecessarily complicated words to try and impress your audience.

Use words that your visitors understand to keep them on familiar ground. Write copy as if you are speaking directly to them, this way your visitor will feel more comfortable to make an enquiry.

Make it skimmable

A sentence is the new paragraph.

Online readers don't read word for word. Instead, they scan quickly. Making your copy easy to skim will keep their attention for longer.

Use a variety of formatting techniques such as bullet points, snappy sentences and headings to break up the text, retain visitors and ultimately, reduce bounce rates.

Be direct

'The industry relies on products made quickly, and to a high standard.'
'We know you rely on products made quickly, and to a high standard.'
Which sentence speaks to you?

Simply using the word 'you' amplifies your content, making your visitors feel like they are connecting to your brand on a personal level.

Avoid needless repetition

Avoid needless repetition. Avoid needless repetition. Avoid needless repetition. Your visitors will be frugal with their time, and won’t appreciate padded out, fluffy content.

Don’t make me say it again.

If a paragraph isn't adding much to the page's offering, then take it out.

Think Google

Remember, the content you write on a web page dictates its ranking on search engines.

You should include three key search terms that your customers would search for. Similarly, your headline (H1) should be carefully considered as this has a huge effect on click-through rates.

Scattered links

Pages should encourage further exploration of the website. Include plenty of internal links throughout the copy to keep the journey going. These relevant product links can steer your visitor to additional information, contact information or, ultimately, the checkout.

Call to action

Stone Junction can refine old web content, or write brand new copy. Call us on +44 (0) 1785 225416 or e-mail hello@stonejunction.co.uk today to find out more!


See. That's a call to action. Make sure you include one to finish off those 15 seconds perfectly. 

Carla Mateus

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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