When developing a new website, the client's focus is usually on two components: the design and the technical capabilities. The website must have an attractive, unique, and inviting appearance, and the functions must work properly. At least as important, yet often forgotten, is the happyAnd this at a time when engaging and distinctive content is essential in the times we live in. Every day, we are confronted with a waterfall of information, forcing us to remember only the most interesting and relevant information.
To reach your audience as an entrepreneur (and prompt them to take action), it is therefore of great importance to think carefully about your content. The following 10 tips will help you create engaging copy for your website:
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Keep your target audience in sight
Your target audience must always be the starting point. After all, the services you provide are entirely geared towards the wishes of your target audience. View your website (and the text on it) as one of your services that must be fully tailored to the needs and expectations of your target audience.
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Determine your tone of voice
Based on your target audience, you determine your writing style and the tone with which you address your visitors. "U" or "je"? Jargon or simple language? Businesslike or casual? Establish a number of such rules for yourself and test all your texts against these requirements.
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Be distinctive
It's a no-brainer, but certainly no less important: create distinctive content. It sounds difficult, but it can be achieved with just a few small adjustments. Don't just say "Welcome to this website," but immediately mention one of the results you can deliver for your clients, for example.
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Imagery
Photos and illustrations are also part of the content. A photo can reinforce your story, make it more appealing, and give it a face. Therefore, choose visual material that shows your visitors what you cannot or can only with difficulty convey in words.
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Pay attention to the length
Writing is cutting, especially when it comes to web copy. However, it is not always true that short texts perform better than long ones. Some messages simply cannot be packed into three sentences. Moreover, you can only convince your visitors if they understand what you are saying in your text. This depends entirely on your service. Ask yourself the questions: have I said what I wanted to say? If so: can this be shorter? If you answer yes to the second question as well, dare to cut so that only the core of your story remains.
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Content is a means (and not an end)
Once you have created a solid package of content, be careful not to consider your goal achieved. Content is merely a means to achieve your goal, such as generating more leads. To reach this goal, you must adapt your means accordingly.
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Write SEO-friendly
Search engines rank search results based on various factors, and one important one is a page title. To make your texts attractive not only to your audience but also to Google, ensure that your titles are SEO-friendly. Incorporate keywords into your titles and texts (preferably at the beginning), but do so in a natural way. After all, you want to provide your audience with an article that is easy to read. Specific SEO texts do not belong on your homepage, but always keep SEO in mind.
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Have your texts checked
For example, by someone from your target audience. Or by a professional copywriter. Based on their feedback, you can optimize your texts.
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Write scannable texts
A block of text without any visible structure immediately scares off your visitors. Therefore, make use of subheadings, links, bullet points, and organized paragraphs. They provide visitors who only scan a text (and that is what most visitors do) with the information that might make them curious enough to click through to your website.
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Your website is your digital face
Be proud of the content on your website and dare to identify with it. Sometimes, for entrepreneurs, a website is something they 'just do quickly' because they don't really have time for it. Understandable, but don't forget that anyone who wants to can find your company on the internet. By viewing your website as the digital face of your business, you automatically ensure that you give it the attention it needs to achieve optimal results.
After reading these tips, do you think you won't be able to figure it out on your own? Don't panic; a content strategist or copywriter specializes in supporting you in creating content. Feel free to contact us.