Web Copywriting: 12 Ways To Correctly Layout Your Website Copy

Have you ever visited a web page you couldn’t read?
Read a web page but couldn’t understand what it was trying to say?
Didn’t understand what the website was about?

Whenever I visit a website I want to know immediately it’s purpose and if it will answer my most pressing questions ie does it have the services I need, is it selling the product I’m looking for and what are the top benefits of the product or service that will motivate me to buy. If this is not stated plainly on the home page within a few seconds I am out of there looking for another web site that better serves my needs.

One of the most important factors of making it easy for visitors to read the information on your website is the layout of your content. If the elements on the page appear cluttered it makes the content difficult to read. Most website visitors don’t actually read every word. Instead they scan the headlines, sub headlines, view the images and click on navigation links to seek more information.

You only have a few seconds to make an impression otherwise they’ll immediately click away to your competitors’ sites.

12 ways to correctly layout your website copy to improve conversion rates

The ultimate goal of your content is to motivate your readers to take action e.g. subscribe to your newsletter, buy your product or service. Here are the steps to achieve this goal:

1. Grab visitors attention with a bold headline

This is the first thing they will read so make sure it states your biggest benefit and peaks their curiosity. Use Arial, Georgia or Tahoma fonts. Avoid using images because they won’t get indexed by the search engines. Stick to text that includes your main keyword.

2. Use sub headlines to keep visitors’ eyeballs glued to the page

Instead of placing all your ideas in one paragraph, create a sub headline for each idea then write a paragraph for each one that expands upon the sub headline.

3. Use bullet points to break up paragraphs

When scanning a web page bullet points catch your eye so use them to break up your paragraphs. Use short sentences so the information can be read on one line.

4. White space provides breathing room for page elements

Liberal use of white space between all elements of your web page enables visitors to easily read the content. Cascading style sheets (CSS) makes it extremely easy to style your web pages. For example by adding 10 pixels of padding between your paragraphs they’ll be easier to read. By editing the CSS file you can add padding to the paragraphs on every page at the same time.

5. Create internal links to convey more information

Instead of trying to cram all your information on one page, write an introductory paragraph that links to another page (internal page) using anchor text (hyperlinked text) so the visitor can read the rest of the content.

6. Use images to enhance your content

Avoid using images just because you want to show a pretty picture. Images should be used to illustrate or enhance the point you want to make so make sure they relate to your content.

7. Use contrasting colors to make your content readable

Black text on a white background it still the best colors to use for website copy. Avoid using dark text on a dark background or light text on a light background…it’s hard to read. Instead use contrasting colors such as light text colors on a dark background ie white text on a black background.

8. Select a readable font size to appeal to your audience

If you use small font you’ll lose a large number of visitors. Don’t assume all your website visitors can read your content. Many have poor eyesight, while others don’t know how to adjust their computer screen display settings to increase font size.

For headlines use large font (ie 20-30 pixels) and/or a contrasting color. For your main content use a font size of at least 12 pixels.

9. Use web safe fonts

Perhaps you want to use a fancy font for your headings. The problem is most computers only have a few fonts installed by default ie Times Roman, Arial, Verdana, Georgia. If you use a different font it may not appear correctly on your visitor’s computer. Stick with web safe fonts. Use images if you want to use alternative or fancy fonts.

10. Proofread your content

Spelling and grammar mistakes will turn off website visitors. Before uploading your new web page make sure you run the content through an online spell checker then get someone else to check for grammar and spelling errors.

11. Ask for web page reviews

It’s easy to lose your objectivity when you write and/or layout your own web copy. Ask your friends or relatives to review your web page. You can also visit online forums to ask for honest reviews.

12. Create a clear call to action

So you’ve invested many hours creating great web copy. The whole purpose of your content is to get your visitor to take action. Create a natural transition from your main content to your call to action. e.g. “And now I’d like to invite you to download my free report.” If you’re selling a product create a nice “add to cart” graphic so it’s obvious what the visitor needs to do.

Whenever you need to layout the content for a website review these 12 points before you start writing. It just might make the difference between a high conversion rate or a low conversion rate.

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