Copywriting Tips

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Content is getting longer

Content is getting longer and longer, not just on the more detailed product pages or blog pages but also on homepages too. This has been driven by the fact that long-form content can now generate social shares and backlinks and it makes your website rank better organically. If Google thinks a long blog post or article offers an all-in-one-place solution to a searcher’s problem, it is in their interest to serve that content up on the first page.

 Important information at top

People need to be hooked in quickly when it comes to reading a website page so make sure you can say everything you need to at the top of your page, blog or article. Summarise key points at the start but don’t give too much detail away. For websites keeping people on your pages for as long as possible is important for SEO. Having a high bounce rate is bad as it shows people are not engaging with your website.

Format your text & page for scanners

It is proven that people skim and scan when it comes to reading a website page. Most people tend to follow very similar patterns when it comes to reading a web page. Use graphics, headers & titles, large fonts, short paragraphs, short sentences, white space and also bullet points or numbered lists to make your copy more interesting to the reader.

Make 2-3 points per paragraph

If you have a paragraph that makes more than 3 points, see if you can turn it into a bullet point list or split it into more than one paragraph. Use a variety of formatting techniques that break up the text and draw the reader’s eye down the page. Keep bullet point lists short too. No more than 7 is the max.

Use keywords strategically

Each page of a website should have its own unique keyword set. Make sure when you are writing the content for that page that you don’t overdo it and “stuff” in keywords. Your content should always read naturally. However, it is important to slip in keywords in every paragraph to help search engines present your website/page better to its users.

Link to Reputable Sources

Nothing online exists in a vacuum. Linking out to high-quality websites in your web copywriting helps your visitors and makes you more credible by association.

Add images to your content

Just by adding pictures in to your page, you can increase engagement and conversions. Images such as charts, graphs and infographics can also be used to make the content visually more interesting.


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Whether you need a new website or want to improve your online marketing, at Intent Marketing we can help. Call us on 01763 430 455 or fill in our Contact Form to find out what we can do for you.