Out of all the various types of content you can put out there, the copy on your website pages has to rank as the most important.
Web pages need to be written differently to printed forms of advertising (like leaflets), because your reader will only hang around for a few seconds before making the decision to stay or go.
Content should be short and to the point, with small paragraphs (3 or 4 sentences per paragraph at most). People tend to skim-read web pages, and most people will navigate elsewhere when faced with a large block of text to read.
Some types of businesses will need more site content than others. A more ‘aesthetic’ business, such as photography or interior design will focus primarily upon the imagery on the site – so this will often need less copy than others.
A business that offers something not so well known (for example, crystal healing), will probably need more copy to explain briefly what it is and why it is of benefit in solving the readers’ problems.
For these less ‘well-known’ industries, website content can help to draw the reader in to learn more, where they can then be educated by other types of content on how your product or service can help them.
Homepage – The most important copy is that on your homepage. This is where the majority of people will land on your website first, so it’s important that this copy orients them quickly. They need to feel that they have come to the right place, and that you can provide the benefits and solutions to the problems that they have.
Don’t try and put it all on one page (it’s way too overwhelming), but use the copy and design of the homepage to tell them where you want them to go next, or what you want them to do (book an appointment with you, go to your online shop etc.)
About – Your ‘About’ page should introduce you to the reader and provide the link between your ‘shop-front’ and you as a person or group of people. If it’s just you, keep it in the first person. It sounds odd if you refer to yourself in the third person, and tends to put up a barrier between you and your reader. Third person ‘About’ pages are best suited to large corporations.
Keep the structure and design of your website in mind when writing content for each page. This is a whole different topic that we can’t dive into here, but check that copy ‘flows’ across the site, your tone is consistent, and that each page includes some kind of call to action.
What about Keywords?
Finally, another expansive topic is that of keywords. Search engine algorithms continually grow and evolve. This has helped the shift from keyword-stuffed copy to pages that are well written and informative.
However, keywords still have their place – if you want people to search for a type of essential oil and find your site, then you’ll still need to mention it!
Try and think of terms you want to get found for (and could be likely to; a general phrase like ‘holistic therapist’ isn’t going to cut it!), and then it’s easier to naturally include them within your copy when writing.