Writing for the web is maybe the single most important factor in generating results from your website, and yet it is often one of the most overlooked elements of a redesign.
What results you say? Well, good web copy can effectively raise your website’s conversion rate as much as 100%. In non-jargon, that means double your online sales or leads without increasing your traffic at all.
A picture may tell a thousand words, but I don’t know anyone who buys something without actual words to explain what it is (features), why it is relevant to you (benefits), and why you should feel comfortable taking action (guarantees).
Four key principles we have discovered that lead to effective writing for the web:
- Relevant headlines
- Short, scannable text with good in-text linking (information scent)
- Simple, jargon-free writing
- Customer-focused copy