ANDREW DAVID COPYWRITING

Blogs

General ramblings about writing.

Writing the words, or the copy, or the content for your website without paying someone to do it.​

Wait, what? I’m about to reveal the tools of my trade, priceless information about how to write the copy (or content, or plain old words if you’d rather) for websites? Free of charge? Gratis? For nothing?

Well yes. Yes I am.

Because I like to try to help. And because I know that when you’re starting out in business, money is often in short supply. You really don’t want to be paying out for a web designer AND a copywriter as well as the million and one other things that cost cold, hard cash.

So let’s get started.

When writing copy for a website, keep it simple. Very simple indeed.

What you’ve got to remember when you’re writing copy for your website is that most of the people reading it will not have a clue about what you do.

At least, you need to write that way. If you make any assumptions about what the person looking at your site knows about what you do and how you do it, you’re not helping anybody. In fact, you’re possibly depriving yourself of potential clients.

So whatever you do, explain it clearly. Don’t use jargon or words that only people in your industry use or understand. If you’re only catering for people in that industry, then you might get away with it, but chances are you’re not.

Keep your sentences short, your words shorter and, most importantly…

Ask someone to read your website copy after you’ve written it.

Firstly, it’s very hard to spot our own mistakes. Our brains automatically fill in many missing words and we read what we want to read.

Secondly, spelling mistakes. It’s unlikely that you’ll spell “piano”, for example, as “paino” because “paino” isn’t a word and your word processing software will almost certainly highlight it as a mistake as you type. And even if it doesn’t, your website software should.

The biggest problem is using words by accident because you misspell them. You might have meant to write “One morning I was walking down the road” but actually typed “On morning I was waking down the road”. Spell-check won’t spot your errors because “on” and “waking” are all words.

You might even have typed “On morning I as waking don he rod” but it’s more likely that your brain would have spotted those.

The other great advantage of asking someone to read your copy is that they will be able to tell you if they understand what you do.

If they don’t, then the chances are that potential customers won’t, either. And if they don’t understand what you do, why would they buy from you?

Make sure that your website copy is aimed at the customer.

Many businesses make the mistake on their websites of not telling the customer how they can help.

It doesn’t matter how brilliant your product is or whether it costs £5 or £50,000; what the potential customer wants to know is how it can help them and why they should spend money on it.

Think of every conceivable question anybody might want to ask and then make sure your copy answers each one. That’s as good a way to start as any.

Remember: Website copy is best in small chunks.

People don’t like to be overwhelmed by a huge slab of copy. But equally they want to know as much as there is to know about your service or product.

Research (yes, people have actually researched this) has shown that people often respond better to “long copy” (ie longer pieces of writing) than they do to “short copy”.

The way around this is by using headings. Just like I’m doing in this blog. That makes it easier for people to scan down the page, look at the headings and see it they think they might find it interesting.

Once the headings have convinced them that the copy is worth reading, there’s more of a chance that they will read it all.

Make sure your copy tells people what to do.

This is as much a marketing tip as it is a copywriting tip.

Your copy needs to tell people exactly what you want them to do next – whether that’s entering their email address, giving you a call or just pressing a button to arrange a meeting.

The easier you make it for people to do something, the more likely it is that they will do it. So if you want them to call you, tell them to call you.

Think about using a proof-reader.

A proof-reader is someone whose job it is to check copy for mistakes.

They will read through your copy, spot spelling, grammar and factual mistakes and, if you want them to, rewrite it.

Obviously, that’s a service you need to pay for but if it’s the difference between bringing in new clients and not bringing in new clients, then you might find it’s worth it.

Obviously, I’d be happy to write your copy for you.

If you haven’t got time to write your own copy, or you just plain don’t want to, that’s fine. I can help.

Just give me a call by hitting the button below, send me an email by hitting the other button below or even send me a message via WhatsApp and I’ll be in touch.

If you’re wondering about how it all works, the simple answer is that it’s up to you. We can talk over Zoom or over the phone and I can write the copy from that, I can message you with some questions which you can answer via email or voice message, or we can even meet up in person over a coffee to talk about it that way.

Then I’ll go away and write the copy and, once you’re happy, we’ll be done. It really is as simple as that.

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