Most of our Dentists like to write their own web copy, but writing effective copy for a website is a skill in itself. In this blog I have put together 10 copywriting tips that will help you organise your contact, engage your visitors and make it much more readable.
Steve Krug’s words of wisdom for website usability in his book Don’t Make Me Think ring true for all elements of SEO copywriting.
“We don’t read pages. We scan them.”
Krug advocates for a billboard style of design. This means using language, images, layout and color to make your material stand out and shine. Think of motorcycle riders speeding past billboards. Which one will they remember?
To be fair, prettying up mediocre content won’t make it any better. But does your best work look like it belongs in an encyclopedia?
Unless you are Wikipedia, don’t look like Wikipedia.
Headlines organize your content by making a promise to the reader. The body of your content delivers on that promise.
Check out this recent cover for Wired Magazine.
Using the “who-what-why” formula isn’t the only way to format your headlines, but it works. Another technique I like is to ask a question, e.g., “Have You Been Secretly Penalized by Google?”
Don’t be scared of headline formulas. Instead of “gimmicky,” think of them as a framework for the promise you make. When I’m stuck for headline inspiration, I surf the fantastic resources over at Copyblogger.
I made that number up. Why?
Numbers grab our attention. Look at the titles to some of the most linked-to posts on SEOmoz.
It makes you want to click one of those links right now…
Whether in a headline or a list, numbers light up the ordered, mathematical part of our brain to make content more attractive. It also provides you with a way to structure your material in a way that makes sense.
My writing life changed when I read Robert W. Bly’s seminal work, The Copywriter’s Handbook. He introduced me to the power of choosing the right language for successful communication.
Although some of his “power” words belong in the back of a Sunday newspaper advertisement, their effectiveness can’t be denied. These include words like quick, easy, guarantee and free.
“Free is the most powerful word in the copywriter’s vocabulary. Everybody wants to get something for free.”
-Robert W. Bly
Words are magic. The opposite of power words includes language like try, maybe, might, possibly andperhaps. These “halfway” words kill your writing.
The point is not to use a rote list of words like a checklist in your copy, but rather be conscious of the power (or lack of) your language. Don’t hedge your bets with weak prose.
Rethink your visuals. Visuals are essential to any story and include:
The wrong way to add images is to buy stock or steal them off of the web. Instead, make every effort to include original media in your content. A simple, 100% original hand drawing attracts more interesting any day of the week than using Parked Domain Girl.
Original Pineapple Artwork by Dawn Shepard Design
It doesn’t matter what you use, just make it original.
This is a no-brainer. Imagine the front page of a newspaper with just one headline. All other text is equal. You wouldn’t read it, or you would tire quickly if you did. Our brains don’t work that way.
We want things broken up and organized.
If your text is longer than 250-400 words, you must use sub-headlines. No exceptions.
This entire post is a list. Try these numbers on for size:
Why do lists work so well? Why is David Letterman’s Top Ten the most anticipated part of his show, even if it’s not as funny as the rest of the show?
Lists are the building blocks of ideas. When we go to the grocery store, we don’t write a story – that’s ineffective. To communicate your thoughts quickly and effectively, nothing gets to the root of the matter like a list can.
Humans crave order. Use lists to create structure and build your content from the ground up.
My all-time favorite use of effective quoting comes from Michael Crichton’s science fiction work Timeline. He juxtaposes two ideas against each other to explain a single concept about quantum theory.
“Anyone who is not shocked by quantum theory does not understand it.”
NEILS BOHR, 1927
“Nobody understands quantum theory.”
RICHARD FEYNMAN, 1967
Utilize quotes to set your ideas apart.
Along the same lines, use bold to emphasize important points. If you don’t have important points, you have bigger problems.
Italics do the same job but sound more European, like this guy.
Effective SEO copywriting should never alter or misrepresent your work. Indeed, its purpose is to help you communicate your core ideas more clearly and effectively.
“All you have to do is write one true sentence. Write the truest sentence that you know.”
— Ernest Hemingway
Writing from the heart is always the best copywriting technique.