How to Write Website Copy your Ideal Clients Actually Want to Read
As a website copywriter, I ALWAYS have people telling me they’re struggling to write copy their ideal clients actually want to READ.
Which is great, because really, that’s the whole point. Your ideal clients should be reading (and drooling. And obsessing over) your copy!
But here’s the thing: even your most ideal clients are skimming your copy.
We’re all busy people with a million responsibilities in a given day (parenting! Business ownership! Groceries! Making sure we never run out of laundry detergent!).
Who has the time to read and analyze Every. Single. Word on a website?!
No one's going to read every single word you say (I KNOW! SO RUDE), but that means we have to make the words they DO read hit hard.
How do we do this? Write more skimmable copy.
With skimmable copy, your ideal clients still walk away with the info they NEED to book your services. They’re able to figure out if your services are for them– without needing to read 5 pages of your website to do it.
It’s a tall order, but luckily for you, I came prepared with a few quick tips to help you write more skimmable copy.
HOW TO WRITE SKIMMABLE WEBSITE COPY YOUR IDEAL CLIENTS WANT TO READ:
Start with the most important points first
People don’t want to spend precious time searching for answers. Think about what people need to know to work with you. Who’s your ideal client, what are the offers that serve them, how much does it cost, and how can you help them?
Emphasize with bold/italics/underlining
Have a word, sentence, or phrase you want to stand out immediately? Use these to highlight the most important points/words in a paragraph. Pro tip: use them sparingly, because reading a page full of bold words defeats the point.
Bullet points
A great way to break up a lonnnng paragraph with key points. Put the most important point at the BEGINNING of the bullet point.
One idea per paragraph
Just like your high school English teacher taught you! Focus on ONE thing per paragraph instead of cramming three hundred different ideas into one. When you're writing, ask yourself “what is the ONE thing I'm trying to convey here?”.
Write shorter paragraphs
Focusing on the “one idea” point will help you here! Save the essays for texting your friends about the wild thing that happened to you this weekend. Readers want you to get to the point quick!
BEFORE YOU CLICK AWAY…
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Learn more about marketing on the blog: what are the three main mistakes to avoid when writing Calls-to-Action (CTAs) on your site? Read all about it here!
