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How to improve your website in 6 simple steps

One of the simplest, fastest and most cost effective ways to optimise your website for better business online is to spend some time reviewing and revising your website copy.  Certain parts of copy on your webstie can have a genuine impact not only on how viewers perceive your business but also how likely they are to convert into customers.  Here's a few key areas you can look at for a lightning fast website makeover.

1.     First and foremost are headlines.  This is probably one of the areas that can have the greatest impact on a site visitor.  Their purpose is to gain attention and let visitors know if they're on the right page, so you only have a few seconds to make an impact.  Make sure your headline does three things:

• Gains attention
• Clearly states what visitors will gain from you - either being on the page or for using your product/service
• Encourages your reader to read further into what you have to say

Getting your headline right can also help with:

2.     First impression.  This involves creating a strong impression quickly through your headline and the lines following it, including subheadlines and the first few sentences of copy, as well as through the first image you use (If you have one).  It helps to think of a few keywords describing the impression you want to create and then review your copy and image with these in mind.

3.     Another thing to keep in mind when writing these first few sentences, and throughout the rest of the copy, is the visitor's perspective.  Think about why they've come to your site, what they hope to gain from it and what would most convince them to stay (and buy!).  Use language they can relate to and organise content in a way that appeals to them.

4.     Spend some time rewriting all your copy with the following points in mind to make for more direct and persuasive writing:

• Don't use your own name, or ‘we' too much at the risk of sounding self-centred rather than customer focused.
• Eliminate unnecessary, boring words that don't contribute to the personality/mental image you're trying to project with your copy.
• Write in an active rather than passive voice by using more verbs or action words to keep the copy lively.
  
  

5.     Reformat for readability. Vistors read content differently online to how they do offline.  Make sure your content is easy to scan so they can find the information they're seeking quickly.  Use subheadings to organise your content, use bullet points and highlight important point

6.     Check your wording in links and calls to action to make sure they include important keywords and always aim to stimulate action. Also check your wording in other places that you wouldn't necessarily expect it, including images and flash, video and audio content.

These six simple steps will help you to dramatically improve how persuasive and effective your content can be.

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