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By Kristie Parker

3 Quick Tips to instantly improve blah website copy

Brittany knows her business better than anyone. She’s the owner of a party planning business, Party Vibes. Although it’s new, Brittany has had some luck booking parties with friends and friends of friends and everyone so far has loved her work. 

But now that she’s exhausted all of her friends’ anniversary parties and baby showers, she realizes that to make a living she’s going to need more customers. 

It’s time for a website. 

So she can reach a broader local audience. 

She pays a website designer thousands of dollars assuming he’ll do all the work. 

So she’s frustrated when he tells her that she has to provide all of her own copy. 

Website Copy Is Skimmed, Not Read 

The trouble is, she doesn’t have any training in copywriting:

The kind of writing that gets people to do something, like book a consultation or hire you to plan their party. 

She can describe what she does, but on paper it sounds formal, boring and lackluster.   

Plus website visitors won’t read every word, but she has no idea how to create skimmable content.

What can she do to make her writing sparkle? 

So people reading it think, “Yes, this is the woman who will throw the party that my friends will never forget! I need to book her NOW.”

“On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.”

nngroup.com

Break Grammar Rules

Start sentences with “And.” 

And use one-word sentences for impact. 

See?

You can even go completely off the rails and make up your own words if they’re easy to understand and help convey your message. 

You will not get arrested, fired or reprimanded by your 9th-grade English teacher. It’s not an essay. It’s sales copy for the fast-paced web. 

Easy-To-Read Chunks

Reading isn’t dead, but your website isn’t Where The Crawdads Sing so your website visitors aren’t snuggling up with a blanket, cup of tea and your Services page for a night of engrossing and entertaining storytelling. 

They’re here on a mission: they’re looking for something specific and they need to be able to find it easily. 

They’re probably distracted too, so make it easy to scan your website with headlines and bold words. 

Then if that stuff is useful or interesting the skimming will turn into light reading, but never long paragraph scrutiny. 

  • Use white space.
  • Keep paragraphs short.
  • Break your writing up into sentences of varying lengths.
  • Use concise vivid headlines.
  • Subheadings.
  • Bulleted lists.
  • Bold important words.

Use conversational words

Plain language can be understood the first time your audience reads or hears it so focus on fewer complex words for better readability. 

Use powerful words, not big complicated ones

Here’s copy directly from a website for an airport shuttle service.

“We cultivate positive relations and experiences with our clients to give them a personalized, comfortable experience.”

Boring.

Let’s try again.

“We’ll deal with traffic and parking. You enjoy the ride.”

Better.

Reach New Customers With Scannable Web Copy 

Brittany’s web designer doesn’t include copywriting. So she had to do it on her own. But you don’t. We love taking blah words and transforming them into enticing web copy that brings in new customers.

Want a free proposal for a website chock full of goodies like copywriting? Reach out to us HERE. 

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