Better Copy
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This document provides tips to avoid common mistakes in web copywriting. It breaks down elements to focus on, including the about us, headline, opening paragraph, body copy, language, and end. For each element, it offers 3 tips or considerations. For example, for the headline it suggests the headline should offer a reward, convey a unique benefit, and be surprising, intriguing or compelling. Overall, the document aims to help identify pitfalls and provide guidance on crafting compelling web copy.
Better Copy
- 1. Better Copy AVOIDING COMMON MISTAKES. A crash-course in identifying the common web copy mistakes, by Sidecar Creative.
- 2. Introduction AVOIDING COMMON MISTAKES. Here's a truth bomb: you don't need to be a professional writer to identify the common web copy pitfalls - you just need to know what to look for... ...and we're about to show you.
- 3. Breakdown AVOIDING COMMON MISTAKES. 1) The About Us 2) The Headline 3) The Opening Paragraph 4) The Body Copy 5) The Language 6) The End
- 4. The About Us AVOIDING COMMON MISTAKES. It might be called "About Us" but it's more about your audience, and making them feel something for your business. - Keep it to 2 paragraphs. - Don't give a lecture, tell a story. - Be compelling (why did you really start the business?)
- 5. The Headline AVOIDING COMMON MISTAKES. On average, 8 out of 10 people will read your headline, but only 2 out of 10 will read the rest. - Does your headline offer a reward? - Does it convey a unique benefit? - Is it surprising, intriguing or compelling? (If not, rewrite it.)
- 6. The Opening Paragraph AVOIDING COMMON MISTAKES. For the 20% of readers who make it from the headline to your opening paragraph, you'd better have something bloody good to say. - Present the problem/challenge. - Allude to the solution. - Explain how you can help.
- 7. The Body Copy AVOIDING COMMON MISTAKES. Yes, the bear is there to snap you back into attention - just like good body copy. And yes, it's a very creepy bear. - Serve up a mix of short & long paragraphs. - Use bullet points. Often. - Why is the product/service important?
- 8. The Language AVOIDING COMMON MISTAKES. Compelling copy takes time and effort. Identify your brand's voice and use it throughout your site. - Write in the active, not passive. - Use your audience's language. - Provide clear direction for the reader to act on.
- 9. The End W: SIDECARCREATIVE.COM.AU Spend time on your copy. If you don't enjoy reading it, chances are your audience won't either. If you are completely stuck, ask your friendly neighbourhood copywriter to audit your website (or other marcoms) to see what can be improved and fine tuned.