Although he may have had more “cosmic” intentions in mind, Albert Einstein summed up the essence of what makes for good web copy with his quote:
“Everything should be as simple as possible, but not simpler.”
When Joe Netsurfer parks his eyeballs in front of his computer monitor, the words he views are nothing more than pixels on a screen. How can you make those pixels come alive so that your copy not only keeps him on the page, but inspires and motivates?
The average web surfer decides quickly as a bolt of lightning whether to stay or click on. One way to keep them glued to your site is with design and copy that has a clear vision. Don’t expect your viewer to hang around trying to figure out what it is your web page is all about. Because they flat out will not.
Tracking your visitors is a good barometer of what the culprit may be. If a lot of people hit and run, you may have a problem with copy that isn’t communicating quickly and clearly enough.
So how do you do that? Here are five tips that could be the cure for an itchy mouse finger
1) Hit the Target
Who is your reader? Or even better, who is your ideal customer? Once you’ve identified that – speak their language. Craft your copy in a way that they understand and are receptive to. They’ll hang in there if you’re on the same wavelength.
2) Grab and Hold
Your headline needs to be not only strong and compelling, but clear. A headline that is easily understood, that speaks in plain language, will attract more readers. Most people will not bother to read a headline they don’t understand.
3) Keep it Down
Rarely is web copy read in its entirety. So be cautious to limit your words. The less unnecessary copy a visitor has to plow through, the less inclined they’ll be to skip through your site. The result will be increased comprehension of your intended message.
4) Tighten Up
If you want to give a viewer a headache, present them with a page full of solid text. Break up your copy into smaller chunks. Use descriptive headlines and bullets to communicate rather than lengthy descriptions.
5) Let it Flow
The best copy is often conversational in tone. If it “sounds” natural, you have copy that captivates. So how do you tell if you’ve captured the magic? Read it back to yourself out loud several times. You’ll quickly discover where the copy isn’t flowing.
While incorporating these tips into your web content may not help you understand the Theory of Relativity, at least you’ll be able to write copy on par with Einstein.
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