Five tips for effective web copy

It’s downright hard to write succinct and clear web copy. And it can also be very time consuming. But if you nail your copy, you can increase traffic to your website, the amount of time people spend on it, and potentially your conversion rate.

You might think it’s best to list as much detail as possible on your website. In fact, it’s quite the opposite. Listing a lot of information is effective for print publications, but it’s ineffective for a web page. This is because web pages have unlimited space but their readers have very limited attention.

To help you combat the challenge of writing for web, check out our top five tips for developing sharp and concise web copy.

Place your most important information first

Web copy is different from other types of writing. On a web page your most important information needs to come first. Often a simple statement of what you do and how you can offer value is the key piece of information needed.

This style of writing is called the ‘inverted pyramid’. Here the most noteworthy information always comes first before detail and background information. Journalists use this structure of writing so that you’re able to understand the bigger picture of an article from the first paragraph.

Your customers also want to understand the big picture first. Your web copy needs to succinctly convey from the outset what you can do for them.

 Avoid large paragraphs

Copy on each page of your website should be short and to the point. Large blocks of writing can be off-putting for browsers and can come across as clunky. Browsers are often scanning or looking for a quick answer when reading web copy, so it’s best to give them what they want rather than have them leave your page to find it elsewhere.

Keep in mind that you should also have around 250-300 words for SEO purposes so that your page can be optimised correctly and be discovered. Although 300 words may sound like a small number, you’ll be surprised how dense 300 words looks on a published web page.

Use customer testimonials

Reinforce the value of your business by putting client testimonials on each page. From a customer’s point of view, you are not the most credible source of information about your service. Testimonials from your clients will add to your credibility and increase the value of your proposition. They are a form of social proof with high persuasion powers.

Include a call to action

A call to action is vital. What steps do you want your browsers to take? What are they meant to do next? This could be simply a link to another piece of content you have, an invitation to subscribe to your newsletter, or a pop-up contact form asking them to get in touch. If you highlight what you want your browsers to do next, it’s a lot easier for them to engage.

Top tip: Always incorporate a ‘contact us’ link or contact details on every page so browsers can easily get in touch. Don’t make your visitors work hard by scrolling through every page searching for ways to make contact.

Establish a value proposition

Your value proposition is your conversation starter. It’s something that gets the reader’s attention and makes them want to learn more about you. Highlighting your value proposition enables your readers to understand your services and how you can benefit them. The quicker they can understand your abilities and why you’re better than the competition, the more likely they are to remember your business or product.

People looking at your website are often in a hurry and make quick decisions about whether you’re right for them based on your website content. That’s why it’s best to have your value proposition clear, concise, and credible.

 

Keep these top five pointers in mind to make sure your content is effective. Remember: don’t treat your visitors like information-hungry sharks. Position your information clearly and always get straight to the point. If you’re in need of a more professional hand to help, you can always contact us here for the right advice or to help you craft the right message for web.

 

Maximising A Small AdWords Budget

How to make the most from a small AdWords budget:

From the outside AdWords looks very attractive, you simply set up your campaigns, set it and forget, and watch the inquiries come in.

The facts are, without a good strategy in place it is likely you will be throwing your money away with very little results! To create a great adwords campaign with a limited budget you will need to understand some basics strategies to implement a successful campaign for your business.

1. If you don’t have an effective landing page and your website is not optimised for mobile then stick to desktop search.

Mobile visitors are the least likely to convert on a non-responsive page especially if your landing page is not ideal.

Adwords Budget

Best practice tip: Create Targeted & Conversion Optimised Landing Pages

An important component of your ad quality score is your landing page, which is judged on the parameters of relevance, content originality, transparency, and navigability. You will not get conversions from poorly structured or outdated landing pages.

2. Limit your ads to key days/ key times that makes sense to your business.

Think about days and times that your visitors are more likely to search and when you are able to reply. If you take too long to reply to an inquiry then it is likely that they will look elsewhere.

3. Restrict your search area to localised search queries.

You can set a limit of area that your ads will appear or simply target one area close by your business.

4. Focus the budget on the keywords that are cost effective.

In some industries adwords is extremely competitive. For example, a search for “web design agency is $8.65 a click, whereas “Design agency” is $4 a click. So, it pays to look for unique and longer keywords to compete effectively on a smaller budget. Your best performing keywords are those that bring in conversions at the lowest price.

5. Make use of the “negative keywords” function.

It lets you exclude all the words associated with your expressions that don’t represent the needs of your target audience.

6. Make sure you have exact match set up for keywords instead of Broad Match.

Pro Tip: Keep your PPC expenditure in control, keep exact match or phrase match keywords. Speaking of web services industry, choosing exact match keywords such as [web design company] will not display your ad for terms like “website design company” or “web design agency”.

Manage your campaigns rigorously

7. The first rule to follow is to not spread yourself too thin.

Don’t create more than 3 campaigns at first so that you can manage them properly. Work on your segmentation and avoid keyword overlaps at all costs, so you’re not “paying” for them multiple times.

8. You can use effective ad extensions to make your ads more attractive; they have a definite effect on the click-through rates.

9. Generally speaking, you should adopt a very strict monitoring process; monitor the quality index for each keyword.

However, it’s not necessary to make changes every 5 minutes; wait until you have a certain visibility over time. Although it’s good to perform tests, it’s best to limit this practice if you have a tight budget. And above all, remove the keywords that aren’t working!

10. Refine your ads by trying as hard as possible to attract your genuine prospects and “scaring off” internet users who don’t belong to your target audience.

For example, you can specify the price of your product, which will prevent those looking for very low rates from clicking on your ad.

11. Avoid Dynamic Search Ads:

These ads are not triggered by specific keywords chosen by you. Instead they are displayed when someone searches for anything related to the content of your landing page. While this seems convenient, it often results in irrelevant impressions and clicks, which push your daily budget up.

12. Make sure you have conversion tracking in place

Not tracking conversions is essentially like driving down a windy road, in the dark, without your glasses. There is no clarity as to whether your marketing efforts are actually working. You could be wasting your money and time on Pay Per Click due to a lack of conversions.

To gain insight into what’s working and what’s not you need to by measure the conversions so you can see what campaigns, adgroups, keywords, ads, and landing pages are receiving the most conversions and make changes accordingly.

We can help you to set up all of these steps and create a cost effective adwords campaign that can grow with your business. Speak to us to set up your adwords and remarketing campaign today.

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