Web designers are aware that to write for the web, they must have specific knowledge, ability, and experience. Web text or web copy gets developed in very different voice quality as compared to any other type of writing. The content must get written around the target keyword for the website and in a format that is readable.
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Many web designers are more than able to produce the required content because they double up as writers and have a good idea of what search engines are looking for as well as what the search engines do not want on a website. It helps to write regularly because that will generally improve your ability to produce fantastic website content.
Nonetheless, here are six tips to help you ensure that as a web designer, you provide your clients with what they need.
- Website Architecture is Essential
When an audience looks at a website, and the information is unconnected and discontinuous, they will not like what they see. The information you provide when designing a website and writing content requires systematization. If your site is not easy to use and understand, your audience will not be able to find what they need. They will not be ready to go ahead with what they set out to do, and this will interrupt their lives. Most audiences probably have complicated lives already. Website navigation is essential to audiences. They want information they are looking for readily available and in the right format. The links should be available intuitively. When you have the structure of the website arranged in a manner that ensures that your audiences have what they need, they will not leave and look for information from other sources. They will stay on the website, and this can equate to business for your clients. That could also mean more business for your web design services.
- Know Your Audience
You must be keenly aware of who your audience is before you start producing web copy for your clients. There are instances where you will have a primary audience as well as a secondary audience. You must distinguish between the two and know how to write for them. You also must ensure that your content is easily accessible and appealing to both audiences. That is why you must produce well-written text that has search terms both audiences will look for on search engines.
- Make Your Website Copy Easy to Scan
When you produce a website copy, you must consider how easy or difficult it will be for your client’s viewers to scan it. If they have to go through introductions that are too prolonged and tedious, they will leave. Internet users hardly ever go through web pages word by word. They prefer to scan the page and select specifics. That is why you must make web copy scannable by using appropriate headlines and sub-headlines, also known as kickers. It also helps to use bullet points and very brief paragraphs as well as descriptive links. Make sure the web copy is broken down into portions that are easy to read and understand. Get rid of avoidable words and make sure the sentences and paragraphs are compact.
- Writing for Humans
People get drawn to exciting content. There is no doubt that web designers must create content that is appealing to search engines; there is more to web copy. The critical fact to note is that Google will rank you highly when you produce a web copy that is ideal for Google’s requirements. However, Google will never pay you because only humans can do that. You have to write comprehendible web copy, to the point, informational, and beneficial. The short of it is that you must write for Google, but you must also write for humans.
- Work with Your Client
When you are writing web copy for your clients, it helps to work with them and keep them informed. Never consider any web copy complete until you have conferred with your client, and they have had a chance to examine your work. Anytime you work on your own, the efforts you put in are in vain if you have to go back and rewrite some aspects of the web copy because you did not consult your client. There are times when you will probably have a rough idea of what the client wants, but there are also times when what you are writing might be off. The client must be aware of the progress of your writing at all stages. You should also ensure that the client is aware that you are willing to make any necessary changes that they might require.
- The Importance of Hyperlinking
When the content you produce is attractive, your audience will want to get more information. It is essential to use hyperlinks to direct them to other webpages. You can use some words or phrases to link to other online resources that are appropriate. You can particularly lead them from one page on the same website to another to ensure they remain engaged.
The art of web design and writing for the web is a continuous learning curve. When you are done, take time out and then edit, revise, and proofread your work. You will not become a master in the art of writing for the web in one day, but you will continue to improve every day. As long as you continue to grow confident and become sufficiently competent, you will continue to attract more clients.