The idea of writing your website content is easy. Actually writing the content is the challenge, and writing content that converts to sales is even harder.
When you’re writing your own website copy, evaluating your work can be challenging. How can you tell if what you’ve written is good, creative content as soon as the first draft?
Guidelines copywriters use that you too can benefit from.
Copywriting is one of those amazing occupations that straddles the line between art and science.
Writing well is an art, there’s no question about it. Crafting words that evoke emotions, resonate with readers, and compel them to take action is a sought-after skill.
But copywriting is also a science, to some extent. There are strategies, concepts, and “rules” that experienced copywriters follow because they’ve been proven time and time again to work—to get the reader to take action.
Of course, some “rules” are made to be broken. Sometimes doing so even helps you stand out in a crowded field. However, you won’t know unless you test them.
But before you get to that point, it’s useful for you to know some of the basics. Doing so will help you know what to pay attention to when you’ve written a first draft of content that you’re ready to review.
I’ve turned a few of the most basic copywriting rules into 6 questions that you can use as guidelines to help you judge the next piece of copy you write.
Website Content Self-Check
- Does the copy present ideas clearly? Does it demonstrate an understanding of your customers’ problem(s) and the solution(s) you offer to help them? Good copy will have your readers saying, “Yes, that’s me, I want what they have to offer.”
- Does the headline make you want to read more? The purpose of the headline is to get your readers to read the first sentence in the next paragraph.
- Is the copy easy to read? Try reading it out loud and see if it sounds natural to you. Are you using any industry jargon that your customers/prospects may be unfamiliar with? Speak to your audience in terms they understand.
- Does the copy flow easily and transition from one point to the next smoothly and in a logical sequence?
- Does the copy ask your prospects to take a specific action and tell them why it’s important for them to do so? Active language propels the copy forward and not only keeps your readers engaged, but makes it more likely for them to take action themselves.
- Does the copy make a compelling case? Does it make you want to take the action you want your reader to take? Again, try reading it to a partner and gauge their response if you feel too close to the subject.
The easier it is for you to say “yes” to these six questions, the better your copy will be. Once you’ve evaluated your copy using these questions, you can go back and revise your content accordingly.
What questions do you have about writing your own copy? Please share them in the comments below because I’d love to hear from you.