If you’re a small business owner, chances are you’re writing your own web copy. If you’re lucky enough to have someone else writing it for you, use this guide to check that they know what they’re doing. It’s really important!  This post will help you cover the basics and ensure that your business looks legit!


1 - Keep it Relevant

What’s worse than having to click through endless web pages to get to the page you really need to get to? Having to read all the crap on those endless pages. People get bored quickly. Especially on the internet. Make sure that you put the right information on the page where it belongs.

Don’t make your readers hunt for the information they need. If your page is about the services that you offer, don’t put stuff in there about the causes you support or your dreams of being a jongleur. This may seem obvious, but you will be amazed at how many websites are confusing – not because they’re built badly, but because the content doesn’t match what the website’s supposed tell you. Your copy must “pay rent”. If it doesn’t work for its spot on the page, then you need to fire it.

Tip: When constructing your web copy, name your pages and then ask yourself – what must this page tell customers? Jot those key words down and then build a few sentences (and paragraphs, only if you must), and that’s that.


2 - Keep it Neat

There is an art to creating web copy. It has to tell people what you do, and entice them to take a chance on your business, but it’s got to look good too. How do you do this?

  • Keep your sentences short and set decent line spacing, so that your text doesn’t look like it’s all sitting on top of each other. About 1.5 should do the trick.
  • If you have a chunky collection of lines (it happens), enter some spaces in between paragraphs that are connected but where the subject takes a slightly different direction. Psychologically, this makes the reader feel like they are taking a break, when really, you’re just giving their eyes a break. Yes, I just said that.
  • Bold words that carry extra weight or meaning. This will draw the eye to important concepts and could keep your reader on the page for a little longer – especially if those bold words are relevant. See what I did there?


3 - Keep it Clean

And by keep it clean, I mean get rid of those dirty spelling, grammar and syntax errors. This is no joke. If your website is full of mistakes and poorly constructed sentences, it shows lack of care and is – to be frank – unprofessional. Readers look at bad copy and subconsciously think, if they can’t take the time to do their copy properly, are they going to do the job properly?

Anyone who is even remotely good at writing will think, what idiot wrote this? #sorrynotsorry

If you aren’t a great writer, get someone else to proofread your work for you. Also, run a spell check on your writing software. If you don’t know which button to push for your writing software, then Google it.


And that’s it! Three simple basics to make sure your web copy is better than the guy-next-door’s.

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