Good copywriting requires grabbing people's attention and keeping them interested in what you have to say. How do you do that? You have to write for the impatient brain.
People don't have the attention span for the online world. They're looking for answers and they want them fast. If you want to keep them reading, check out the following copywriting tips.
You need to use active voice in your copy.
What's active voice? Well, I talk about it more in this blog post. So if you want more examples and a detailed explanation, go check it out.
In short, active voice is clear and takes charge. Here's an example of both passive voice and active voice for you to compare:
Passive voice: This blog post was created by me.
Active voice: I created this blog post.
Isn't active voice much better? We don't need to think about what the writer is telling us, we just know.
Create multiple short paragraphs.
Instead of one huge chunk of text, split it in multiple short paragraphs. It improves the readability of your copy. People can scan it if they want. They can't scan 500 words crammed in one huge paragraph.
Not only does it make your copy easier to read, it also helps you to split your copy into multiple subheadings. And using subheadings makes your content scannable. More about that later.
Ditch complex language for simple words.
Let's be honest, using complex language isn't to benefit your readers. It's probably cause you want to sound smart. But instead, people have no idea what you're talking about and go to your competitor instead.
Use simple language to get and keep people's attention. We don't like to think about what you're telling us. We want to read a sentence once and know what it's about.
If you make people reread your content, they're going to leave.
So keep it simple, short, and to the point.
Create scannable content.
I've already mentioned it's important to create scannable content, cause people nowadays scan content. They barely read it word for word anymore.
Using short paragraphs and subheadings helps you creating scannable content. But that's not all there is to it. There are multiple ways to make your copy scannable and keep people longer on your website.
Use bullet points when applicable. So instead of having one long sentence with multiple commas, use bullet points instead. The important parts of the sentence will stand out. We can scan bullet points.
Highlight things you want your readers to remember by making them bold or using italics. They stand out, our eyes naturally navigate towards things that are different. Alternatively, use a different color for these words or phrases to make them stand out.
Was this useful? Do you feel like you need a little help with your website copy? Get in touch and let’s chat!
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