Everyone has a different idea of what makes a good website, but most people agree that lengthy website copy is a big turn-off. According to Jakob Nielsen, an expert in web usability, the majority of Internet users only scan websites in a quest to find what they’re looking for as quickly as possible, which leads me to my first tip’good website copy must be clear and concise. Keep to a maximum of 300 words per page; any more and you are at risk of readers losing interest.
My second tip is write website copy that’s rich with keywords. There’s no point in designing a website to promote your business if your customers can’t find it in Google. What are keywords I hear you asking? Keywords are words or phrases that your customers are likely to type into the search engines to look for your products or services.
Once you’ve got your list of keywords, you need to spare a thought for keyword saturation‘tip three. Use your keywords too much and your copy becomes stilted; don’t use them enough and your site will rank dismally in Google. Aim for a maximum of 10% keyword saturation, that’s no more than 30 keywords or phrases on a 300 word-page.
Another way you can score brownie points with the search engines is by using headers and sub-headers. Search engines use headers to define a page’s content, so they’re of much greater value than your body copy, and they’ll also help divide your copy into manageable chunks.
My final tip is don’t be dull! We’ve all stumbled across sites that are too technical, too monotone or just full of drivel. Website copy should entice, inform, and encourage your customers to take action.
Did you find this post useful? Let me know, or for more top tips, post me a comment.
Kathryn Ranger, Senior Account Manager