Your new website design may look fantastic, but it’s more than just a pretty face. Every element on the page has been designed with a specific purpose in mind. Understanding the job each element does will help you write more effective web copy for your business. So without further ado, let career day begin!
Stop and Read Me – The Headline
A page headline like the one above has one very specific job – to stop people in their tracks. It doesn’t explain, describe or sell anything – it simply grabs attention and prevents people from leaving the page.
What’s Your Point? – Sub-Headings
Sub-Headings are easy to scan and quickly tell your visitor at a glance if the page contains the information they are searching for. They break the page copy up into small, manageable chunks and make it easy for a user to find the specific information they want. Sub-headings should be short, yet still engage the reader.
Short and Sweet - Content
Web content is a lot like dessert – the smaller the pieces, the easier it is to keep taking it in. Keep your paragraphs short, covering one idea at a time. Use bold to highlight the most important information.
Make a List; Check it Twice
- Bullet lists are easy to scan and read
- They break up long paragraphs
- Should only include key points
- Users will read them even if they read nothing else
When Words Fail You - Images
A picture is worth a thousand words, so use that to your advantage. Images are a quick, engaging way to let users know what your page is about. Stock photography, infographics, charts and graphs - if you’re having trouble finding the words, find a picture instead.
Do Push the Red Button! – Call to Action
Reserve your Space! Contact Us! Download a PDF! Read More! Every page should contain a clear call to action, so the reader knows exactly what to do next. A button with clear direction is generally all it takes for people to take action.
Now that you know what each element on a page does, put them to work for your business!