Write Engaging Website Copy

Kittens are very engaging - but is your web copy?

One of the key tenets of good website writing is to make web copy "engaging" so that you can attract visitors and search engines to your website.

Need to grab attention
Another key reason is that you want to grab the attention of visitors so they stay at your site and read the content. Typically users' scan information until they find what they want and then they read it.

Understand user needs
However, users are critical and impatient and if they can't relate to the content, they will leave the website and go elsewhere. So, you need to understand user needs, wants, and pain points before you write.

Information overload
This can be challenging as we're all facing increasing "information overload" due to email, 24/7 news cycle, social media, advertising and the Internet. In addition, many of us are constantly multi-tasking while trying to assimilate large amounts of information, making us distracted at times. That's why it is so critical to have engaging website copy.

This is something that came up again last week while talking with different clients about website copy I am writing for them. I also discuss this in the website writing workshops I conduct for several colleges.

But what makes for engaging website copy?
Content that speaks directly to the user by asking a question or making a statement shows an understanding of users needs, challenges and/or pains.

Before and after example #1
Here is an example of the start of a web page that does not engage the reader:

"ABC Fertilizer Co. supplies cutting-edge organic fertilizer enhancers made from a proprietary substance that restores the soil, has unlimited shelf life and is extremely cost efficient for our buyers."

Here is a revised version that addresses user needs and speaks directly to them:

"Would you like to increase crop yield, restore the soil, alleviate pests, lower overhead expenses and increase profits? Well, now you can with a cutting-edge organic fertilizer from ABC Fertilizer Co.

Other tips for engaging copy
Following are a few other key tips for writing engaging website copy:

• Choose strong verbs that convey action and generate interest like: drive, soar, harness, etc.
• Show, don't tell
• Use sensory words

Please let me know if I can help to make your website content more engaging by providing website consulting, copywriting, training or coaching services to you.