Skip to content

615-294-1886

d@clairemontcommunications.com

Clairemont Communications

Clairemont Communications

  • About Us
  • Awards
  • Blog
  • Our Work
  • Services
  • Contact Us
  • About Us
  • Awards
  • Blog
  • Our Work
  • Services
  • Contact Us

5 Golden Rules of Web Copy

May 14, 2019July 15, 2022 Cherith AndesBlog, Marketing, Public Relationshow to write good copy, web copy, website writing, writing for website

Ten seconds.

That is all you have to grab the attention of a website visitor and convince them that your content is what they need. And 70 percent of people who leave your page halfway through will not return. Bottom line: in addition to design, website copy has no room for error. It must be informative and magnetic.

So where to begin? With these five golden rules for writing web copy.

1. Thou shalt know thy audience.

This the first cardinal rule in any marketing strategy, and it applies whole-hog here. Sixty-eight percent of users say if they don’t find what they want right away on a mobile site, they move to another website. Specifically identify what your audience is seeking on your landing page and ensure this information is easily found in the top few lines. This may differ with things like targeted campaigns for a certain buyer segment as well.

2. Thou shalt make all things skimmable.

First, stats.

  • According to HubSpot, 43 percent of people admit to skimming blog posts.
  • While 80 percent will pause to read a headline, only 20 percent will pause to read the rest.

Use the good ‘ole inverted pyramid to include the must-know information at the top of the page to show your reader that this page contains the info they need … (and entice them to read more). Employ headlines, bold text (as appropriate within your design and style guidelines), short paragraphs and phrases that lend themselves to “skimmability.”

3. Blessed are the brief, for they shall be heard again.

Related to Golden Rule #2. Write like you would speak: relatable phrases rather than lengthy jargon-packed paragraphs. Oh, and PS: good grammar actually matters to the reader. And in the spirit of brevity, that’s all I’ll say.

4. Thou shalt focus on the reader.

According to Maslow’s Hierarchy of Needs, self-esteem is near the top. Cast the spotlight on your customer by using “you” words; rather than “we the company can” or “I the consultant will,” say things like “you will … you can … imagine yourself.” Pepper the copy with messages that point to the reader’s success and completion of the goal that is driving them to your website.

5. Thou shalt call thy people to action.

Each page, blog or post should end with a call to action (CTA) that is commensurate with the readers’ journey. Are they ready for more information, tips or a download guide? Ready in the buying cycle to contact a rep, make an appointment, add an item to their carts? Visit a social media page to learn more about an event?

Copy should include strong conversion words that eliminate the sense of risk and provide a sense of assured success, like  “risk-free,” “everything you need” to show all-inclusive features. ThriveHive offers some great advice for tailored action words.

Looking for some help? We got your back on this one.

Drop Us a Line

Comments

comments

Read More

Post navigation

Previous: Raleigh Legend Debuts Play
Next: Networking in the Age of the Internet

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Categories

  • APR
  • Awards
  • Blog
  • Case Studies
  • Clairemont Client News
  • Copy Cat
  • Counselors Academy
  • Entry-Level PR Job
  • Fashion
  • Free Advice
  • Furniture PR
  • Hiring a PR Firm
  • In Our Community
  • Inspirational
  • Internal Communications
  • Marketing
  • Oh Momma Monday
  • On the Record
  • Owning a Business
  • Photo of the Week
  • PR People
  • Professional Development
  • Public Relations
  • Raleigh PR Agency
  • Real Estate PR
  • Restaurant PR + Hospitality PR
  • Social Media + Influencer Engagement
  • Starting a business
  • Sustainability
  • The Clairemont Team
  • Travel
  • Trends
  • Wonderfully Random

clairemontcommunications

Yep, our town is pretty cool. #raleigh Yep, our town is pretty cool. #raleigh
Who wants to have a Friday afternoon porch meeting Who wants to have a Friday afternoon porch meeting?
Congrats to our new neighbor on Bloodworth Street Congrats to our new neighbor on Bloodworth Street South @raleighwineshop ! @blah2voila was there today representing Clairemont at the grand opening festivities and enjoying the @grandchamphospitality sandwich pop up. Yum! 🍷🥪
It’s National Volunteer Month, and volunteers ar It’s National Volunteer Month, and volunteers are needed more than ever! Many organizations with scarce resources rely on volunteers and would not exist without them. Visit our recent blog post to read about the organizations Clairemont has supported and how you can make a difference in your community!
Authenticity is trending, and research shows that Authenticity is trending, and research shows that consumers are 2.4 times more likely to view user-generated content as authentic. Read our recent blog post to learn about UGC, how it can benefit your brand and how to use it in your marketing strategy.
From social values to behavior patterns, COVID-19 From social values to behavior patterns, COVID-19 has left an impact on every sector of life, including marketing. Read our blog on marketing in a post-COVID world to learn how things have changed and how that should impact your business strategy.
We are so excited to share that Clairemont earned We are so excited to share that Clairemont earned eight awards, five gold🥇and three silver🥈, at this year's Sir Walter Raleigh Awards hosted by the Raleigh Public Relations Society!🎉 We are beyond grateful to work with so many amazing partners, clients and industry friends!
This spring, Ali de la Vega is joining the Clairem This spring, Ali de la Vega is joining the Clairemont team as an intern! Ali is a Junior at NC State who prides herself in being a daughter and a Christian as well as an amateur athlete, overachiever and older sister. Learn more about her background and how she found a love for PR on our website!
If you could change one thing about Instagram, wha If you could change one thing about Instagram, what would it be? Comment 🙋🏼‍♀️🙋🏿‍♀️🙋🏽‍♀️ if you said, “I’d bring back the chronological feed.” Well, the chronological feed could be returning in 2022! Visit our blog to read the 2022 recent Instagram updates and how your Instagram strategy should change.
Many people don’t realize it, but a lot of behin Many people don’t realize it, but a lot of behind-the-scenes work goes into creating a successful blog post. Visit our blog to learn the 11 blogging mistakes you’re making, why these mistakes are hurting your blog and how to fix them.
Since TikTok’s success, short-form video has tak Since TikTok’s success, short-form video has taken over social media. With how easy it is to reach new audiences, you should be using short-form video in your business’s social media strategy. Visit our blog to learn how TikTok took over and how to use short-form video for business.
Clairemont is currently seeking smart, responsible Clairemont is currently seeking smart, responsible, creative and hard-working public relations practitioners who are ready to tackle any assignment for an account strategist position! Check out our latest blog post for the job description and further information. #raleighpr #clairemontcommunications #pragency
From new employees to outstanding awards, Clairemo From new employees to outstanding awards, Clairemont has had an amazing 2021. Visit the blog to read Clairemont’s 2021 year in review.
To celebrate the holiday season, the Clairemont te To celebrate the holiday season, the Clairemont team dined at @angusbarn and played a regifted version of White Elephant, a game that has been a Clairemont tradition for years. Visit our blog to read more about the Clairemont team holiday traditions and how they came about.
While you may feel the need to capitalize the word While you may feel the need to capitalize the word “merry” when wishing someone a merry Christmas, merry is not a proper noun, name or event and should only be capitalized when at the beginning of a sentence.
This year, Clairemont was the only agency headquar This year, Clairemont was the only agency headquartered in NC to receive a 2021 Silver Anvil Award on top of two Best in Show awards from NCPRSA and a Queen City award from PRSA Charlotte. Visit our blog and read about the recognition we received in 2021.
Claus is Santa’s last name. A clause is a group Claus is Santa’s last name. A clause is a group of words that contains a subject and a verb. For example, “When he comes to our home, we get gifts.”
Giving back to the Raleigh community is important Giving back to the Raleigh community is important to our team, especially around the holidays. Check out our blog and read about how our team gives back to the community.
Not only are these holiday words often miswritten Not only are these holiday words often miswritten as two words, many are also frequently misspelled. Mistletoe has a silent T and sugarplum is spelled with an A, not an E. Other commonly misspelled holiday words include poinsettia, reindeer, angel, hot cocoa and boughs (of holly). #holidaygram #grammar_tips #grammartips
Chief Mosley is more than just a client and collea Chief Mosley is more than just a client and colleague, he is also a true friend with the kindest soul. He has dedicated most of his life to the fire service, starting as a volunteer and continuing on to roles from firefighter to deputy fire chief. 

While working with the North Carolina Association of Fire Chiefs on a two-year campaign to recruit and retain volunteer firefighters across 15 of the most at-risk agencies in North Carolina, Chief Mosley helped secure 474 new recruits. Visit our blog to learn more about Chief Mosley’s career in the fire service.
Load More Follow on Instagram
Proudly powered by WordPress | Theme: realy-store by inverstheme.