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October 18, 2017
Content Marketing  |  5 min read

Is Your Web Copy Doing Its Job?

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Susan Guillory

You invested in a killer design for your website. You're using engaging photos. And yet, you're not seeing the traffic or conversion you think you should.

Have you stopped to take a look at your web copy?

It might be what's keeping your intended audience from finding your site as well as converting into customers. Here are some questions to answer to get to the root cause of your lackluster results.

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1. Does the web copy speak directly to our audience?

It's imperative that you do a deep dive into getting to know who your audience is, as well as the kinds of language and words that appeal to them when writing your web copy. Remember to focus on your product's benefits, not features. That means instead of talking about how amazing your product is, you frame it in terms of how helpful it is to your audience:

No: Our WizzleWidget is the fastest around!

Yes: Our WizzleWidget will cut down on the time you spend cleaning by 75%!

The second example appeals to a problem that your customers may have: being strapped for time. Reading that your product is time-saving will be more appealing to them than simply saying it's fast.

2. Is it visually scannable?

As much as you want to believe that anyone who visits your site will read every bit of copy you write, that's never going to happen. Most will scan, looking for the information they came to your site to find.

If the copy on your site is a wall of text, people will leave immediately. The eye needs a break. Divide up your copy into short paragraphs (5 sentences or less), and use bold subheaders to break up the content further.

And don't go overboard with the copy. Most pages need only 100-200 words to get the point across. If you have more to say, you might need to break it off into additional pages.

3. Are we using SEO effectively?

The rules for SEO are changing almost by the hour, but that doesn't mean you get to bury your head in the sand. Use common sense. Include keywords that people will search for to find your site, and don't pour them into every sentence. Use them where they make sense and can be placed naturally.

Each page should have one keyword focus. If you sell pet products, you might have a different focus for each page:

  • Pet accessories
  • Cat toys
  • Dog bones

You might be tempted to put many keywords on the same page, but Google will just scratch its head and give up on you, which won't help you be found in search results.

4. Have you looked where you fall in search results?

Speaking of search results, it can be helpful to know where you land for the primary keywords you use. Track this. Maybe today you're on page four, but you publish a few blog posts using that same keyword, and suddenly you're on page two. Keep up the good work.

Looking at search results will also show you who else is appearing above you. Look at their sites and try to determine what they're doing to rank higher then emulate that strategy. Maybe a competitor publishes a daily blog post. You could do that, or at least step up your content marketing efforts.

Web copy isn't meant to be static. Spend some time assessing how you could improve it, then make one small change. Wait and measure results before making additional changes.

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Susan Guillory is one of Media Shower’s content marketing experts. Follow her on Twitter @eggmarketing.


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