This is from my post on CorpNet.
When you go to a website, if something’s off, you leave right away, don’t you? That could mean there are annoying flashing ads, the site design is cluttered, or the web copy is hard to understand. Having the right wording on your site can mean the difference between sending away visitors and potential customers and engaging them and converting them to sales.
Start By Knowing Your Audience
Before you can write effective web copy for your small business, you have to know who you’re writing it to. Different demographics will require different tones and levels of language. For example, if your audience is teenage girls, you wouldn’t write your copy the way you would to an audience of PhDs. Use words that your audience will understand. You can always use the rule of thumb of writing to an 8th grade audience to make sure you don’t talk over the heads of your readers.
You want search engines to find your website, and they do that through the copy you have there. Focus on including keywords that describe your products or services. Be as specific as possible: if you sell certain kinds of women’s dresses (say, vintage style) use words that are less generic than “women’s dresses” so that the right audience can find you and search engines can better categorize you.
Read the entire post here.
Photo: Solo on Flickr