Writing effective copy can be the difference between success and failure for your business. But writing quality content means more than just creating content that reads well. For the most effective content, follow the best practices for copywriting below:
1. Do your research:
It is just as important to understand who you are writing for as it is to know what you are promoting. This is why the first step – and the most important – is to do your research. Even if your well-versed on the subject, frequent research about the product and the people who are expected to use it will keep the information fresh and up-to-date.
2. Make an outline:
Outlines are the skeleton of any good copy. They help organize thoughts in an orderly fashion and ensure that all points are made using smooth transitions. Best of all, they can be produced quickly and will help the rest of the copy fall nicely into place.
3. Write your first draft:
Now it is time to add the meat to your skeleton outline. Just remember that your readers won’t have a lot of time to invest in lengthy text, and will most likely scan the document for key points. Therefore, the best way to write effective content is to keep statements short and simple avoiding the use of jargon, and highlight major points using sub-headings.
4. Boost your conversions:
Not only do you want to keep people on your page by offering simple, easy-to-follow text, but you’ll also want them to act on what they’ve read. For this reason, it is recommended that you go back through your draft copy to look for ways to boost these conversions. One way to do this is to make sure your site is easy to navigate. Point readers to their next destination by linking to other pages on your site containing further information, shopping carts or resource contacts, for example.
5. Revise your draft copy:
As great as your original draft might be, there are likely typos and poorly-worded sentences that need a bit of tweaking. Make sure that the copy is fluent and easily-interpreted, and see that the page itself is easy to navigate around before conducting the final step in writing quality copy: testing.
6. Test your page:
Depending on the ultimate goal of your page, you will want to run tests to see that its layout is effective. The most common way to go about this is through A/B testing, a test in which two random groups of test subjects try to navigate different webpage formats to learn which layout is the most effective.
Writing quality content is one of the best ways to promote your business. By informing the customer rather than just trying to sell your product, you are able to project yourself as an authoritative resource. Remember that your readers are emotional beings. Use this to convince them that your product – whatever it might be – is absolutely necessary for their health and happiness.
Image by zaneology and licensed through Creative Commons.
- License: Creative Commons image source
Angie Browne is a Content Stategist at www.MinneapolisWebDesign.com, an agency located downtown. She loves Sci-Fi and the tv show Breaking Bad.