In any online marketing it’s not just important what you say but also how you say it. Unlike with a book or newspaper where people will happily spend hours reading it from page to page, online people are impatient and they don’t read from a screen in the same way as they would paper. For that reason, the usability of a website is particularly important – how simple it is to navigate from one part of the site to another and how easy it is for the user to find the information they’re looking for.
You might think, “surely this is a web design matter?” but copywriting also has an important role to play. Here a few ways in which a professional copywriter will make your content more usable, and thus improve your conversion rates.
Descriptive titles – When people arrive on one of your webpages you have a matter of seconds to capture their attention. The first thing they will look at, whether on the page itself or in the search results, is the title of the page. In order to capture the reader’s attention instantly, a professional web copywriter will make this short, punchy, and indicative of what visitors can expect if they read on.
Helpful sub-headers – Sub-headers help to break up the content and also make helpful ‘signposts’ that the reader can use to find specific information that they’re looking for or to get a quick overview of the piece of content before they go ahead and read the whole thing…
What’s the Link Between Exceptional Copywriting and Good Usability?
