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How to Write Content for a Website in 9 Steps, Write the Page Copy., Step…
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Write the Page Copy.
Know your goal before you begin. Earlier in this post, we talked about defining the purpose of your page. Keep that purpose in mind as you write. Create all of your content with the intention of driving your audience toward taking the desired action.
Use the inverted pyramid. This means giving the reader the most important information at the start and less important information toward the bottom. The inverted pyramid style suits how people read on the web.
Focus on benefits over features. As you highlight products, services, incentives, or offers, show the reader what’s in it for them. Instead of listing features, explain how each feature benefits the reader.
Explain the transformation. Give the reader an idea of how the product, service, incentive, or offer will change their situation. Explain what life is like before and after they take action, and tell the reader how their life will improve once they take the next step.
Be concise and clear. Use short sentences and phrases. Avoid complex language that loses readers, and cut out any information that is unnecessary or flowery. Stick to saying just what the reader needs to know.
Use bullets and formatting. Help readers find the most important points in your copy by breaking up the text. Highlight main points using bullets, bolding, italics, and variations in font styles and sizes. Most readers scan, so be sure the key points stand out.
Speak directly to the reader. Copy is more effective when directed right at your audience. Use the same language you would use to speak to your reader in person. Use words like “you” and “your,” and when appropriate, incorporate words like “us” and “we.”
Stray from grammar rules – if it sounds natural. While you don’t want your copy to include glaring grammatical errors, it’s OK to stray from strict academic writing rules.
If it sounds more natural to end a sentence with a preposition or use an incomplete sentence, break the rules. But only break the rules if it adds clarity and a natural sound to the copy.
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Make Edits
Once you’ve written a page’s content, set it aside, even for just a few hours. When you come back to it with fresh eyes, you’ll see ways to improve it.
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Revisit Your Headline.
Writing headlines for landing pages is slightly different than writing headlines for blog posts and articles. While both are intended to catch attention, headlines for blog posts are designed to make readers interested in a topic, whereas headlines for a landing page are designed to make readers interested in a product, service, incentive, or offer.
Clear: Puns or clever headlines may occasionally work for blog posts or social media, but avoid using them for landing page headlines. Always get right to the point and clearly explain what the page is about.
Relevant: The headline must be relevant to the content on the page, the call to action, and the link that led the user to the page. Match headlines to the language of the call to action, ad, or promotion that brought the audience to the page.
Desire-focused: Use your headline as an opportunity to introduce the action you’d like users to take when they’ve gotten what they want from your page. In the headline, present the main solution, benefit, or result the action will provide.
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