The content on your website is a hugely powerful tool. It can boost your SEO efforts, improve your connection with your customers and increase your sales and overall customer base. But these benefits only come if your content is done right. Web copy that’s not up to snuff can actually hurt you – making you look unprofessional, inauthentic and just not what your customers are looking for.

Do you want to make sure you web copy is where it should be? Then follow these easy tips and improve your content today:

1. Use bullets

For a first-time visitor, there’s nothing that’s more of a turn-off than a huge block of text. For one, it’s intimidating. It makes the visitor think “Gee, I have to read ALL that just to understand what this company does?” In most cases, a bulky block of text leads to a lost sale. The visitor takes one look at it, decides it’s not worth their time and effort, and moves on to find another, more easily understandable company to do business with.

If you want to make sure your visitors aren’t turned off the second they lay eyes on your site, invoke the power of the bullet point. Whenever possible, pull out bullets from your paragraphs and give your information in bit-by-bit list form. This breaks up your text, makes your content easier to understand and ensures your page isn’t intimidating or overwhelming for visitors.

2. Tell a story

Everyone loves a good story. But you know what they don’t love? A marketing brochure. Sure, people will read them if they absolutely have to, but no one gets enjoyment out of it. Make your website something your visitors like reading. Instead of throwing industry jargon at them, delivering endless sales pitches or trying to make money at every turn, approach your website like a story. Let your copy relate to the visitor; make sure it piques their interest, addresses their needs, and talks about your brand in an interesting and inspiring way.

3. Break it up with headers

Like bullet points, headers help break up large blocks of text, too, making it easier for your visitors to understand and less of a turn-off on first viewing. But in addition to these benefits, headers also provide you something else: SEO power. Search engines like Google, Yahoo and Bing pay special attention to information in header tags (


), give them significant weight in determining a site’s rankings.
Basically, any information housed in those header areas is like search engine gold, so treat it as such. Work your site’s main keywords in where possible, and make sure they each contain powerful, important information for the reader.

4. Keep it concise

The average web visitor doesn’t spend a whole lot of time on any website they visit. In most cases, users simply want to log on, find the information they need and get back to what they were doing. If they’re accessing the web from a mobile phone, tablet or other portable device, they’ll likely want their information even faster. They’re on the go, and they don’t have the time (or attention span) to read paragraph after paragraph of content.

Help ensure your website is optimized for your average, in-a-hurry visitor. Make your copy short, sweet and concise. Paragraphs should be no more than three or four sentences long, and you should write to no more than a high school level. Visitors should be able to read one page of web copy in less than 2 minutes, if you really want to keep them interested.

5. Make it colorful

Like I said, web visitors typically aren’t the patient kind. They want their information now, and they don’t want to wait any more than they already have. Because of this, you truly have to take advantage of the time you have with them. Use colorful adjectives, strong verbs and powerful facts to really catch their attention and stand out in their mind. Avoid the passive tense and make your content as relatable to their needs as possible.

With these quick and easy tips, you can transform your web copy from just words on a page to something powerful, interesting and sales-inspiring. Still don’t think your copy is up to par? Call Steadfast Creative today; we offer full-service copywriting services!

Author Info

Brad Parnell
Founder & CEO

Brad is the Founder & CEO of Steadfast Creative, leading the team in exploring new ways to solve creative problems and bringing direction and vision for the company. His passion is building relationships, providing solutions and empowering his team to send new ideas out into the world. With over 10 years of agency experience serving local and national brands, he is focused on results for his clients and team. Outside of  work, Brad serves on the board of directors at his local Chamber of Commerce and loves giving back to the community and spending time with his wife and kids.