Web Content. Less is Sometimes More
Navigating unknown websites can sometimes be frustrating, especially when finding the right area of the site proves difficult. The addition of unnecessary pages filled with information that is there to just fill space lengthens the process further which is why less is sometimes more when it comes to web content. So what are our top tips for great website copy?
Mobile is king, and consumers now spend more than five hours a day on their smartphones, with Statista reporting that in 2018, 52.2% of all worldwide online traffic was generated through mobile phones, up from 50.3% in the previous year. Tempting though it is to include thousands of words, your website traffic will suffer for it, as mobile use overtakes desktop use for the first time.
Make web copy easy to navigate
As visiting websites on mobile devices and desktop or laptop computers remains an entirely varying experience, your visitors want to be able to search more easily and locate what they are looking for faster than ever. That means ensuring your web content is suitable for both devices; by removing unnecessary information or by ensuring pages not too crammed. The content on your site needs to be appealing, clear and most importantly specific to you and your business.
Create web content with care
Persuading web visitors to take action, whether it’s by reading on or purchasing your product is a difficult task; especially as web copy is generally scanned or glanced at. Making quick decisions without thinking can be the downfall of many businesses when visitors simply don’t have the time or patience to read through pages of rambling information. So, how can you ensure your site and its content will entice and enthuse? Consider these simple tips when writing your web content:
- Make it simple – Don’t overcomplicate with lots of options – your visitors may want to make a quick decision.
- Put your most important information first – information that’s most important to your web visitors is often a simple statement of what you have to offer, and once they understand that they may be persuaded to click through.
- Write for scanners – make sure your headline communicates what you’re about, your sub-headlines summarise your key points and also include easy-to-scan bullet points.
- Use familiar words – carewords are the words people are looking for to know they are in the right place, so include these in your content. For instance, if you’re looking for copywriting tips for website copy, you’re in the right place.
- Make a visual impression – increasing the visual appeal of your web copy through different font sizes, replacing text with photographs or using highlights and infographics. Optimise your page and make the reading process easier with simple subheadings.
If you would like any advice or further information on writing web content for your business then contact us today on 01473 326907 or at firstname.lastname@example.org
By Kate Everett – Managing Director TWI