Three Things That All Web Copywriting Should Contain

Why aren’t people reading your web pages? Usually it’s because your web copywriting isn’t easy to read, understand and isn’t listed in search engines.
I believe good web copy has three core elements
o Keywords, so the SERPS can find your pages
o Answers to the questions your readers are asking inside their heads
o A call to action (or a message that is easy read and understand)
Lets go through then in order.
First the keywords. If your web copywriting isn’t done with SEO in mind right from the start, your efforts are wasted. Why write stuff for the web and NOT have it listed in the search engines? You want people to read it right?
Good choice of keywords and how they are placed is crucial to success.
Provides the answers. I know when I surf I am always looking for an answer to something, even if it isn’t firmly in the front of my mind. Copy that waffles, isn’t tightly written and is full of puffery rarely gets read. When I read a web page and the “aha!” factor kicks in (even if a question wasn’t foremost in my mind when I started reading), then the copy has done its job.
The question was asked and answered on the web page. It’s sad if your readers have found your website but abandon it after a scanning few lines because they can see straight away there are no answers or useful information.
Easily understood with a call to action (maybe). This is one of the crucial areas that people forget about. Web copywriting has to be easy to scan and read.
A logical structure, bullet points, subheadings and emphasis are all important copy elements that need fine-tuning. Great slabs of text and little white space sends readers scurrying. If a scanner can get the gist of your message just by reading the subheads in order, and he is satisfied, your web page has done its job.
Especially if the reader does what you want e.g. opt in to your list, buy your stuff, leave great feedback or just be happy to recommend your site to others because it’s full of great useful information.
Writing for the web isn’t difficult if you keep these three principles in mind. It can be very satisfying to know your web copywriting is doing what it’s supposed to – getting readers, making them read right through, and giving them useful information they can act on.