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Copy is basically the content on your website. That could be your homepage, your About page, services, products, everything that's going to give users information about your products and services.
You want your copy to be clear.
“We offer air conditioning units to restaurants and hotels.”
So in the example, we offer air conditioning units to restaurants and hotels. That's not confusing. It's not using overly flowery language that's going to confuse the user or make them feel put off or they don't know what you're talking about.
So when they say copy needs to be enticing, you want to say something that piques the reader's interest, and going to make want to click through a completed conversion or learn more about your products and services.
“We offer award-winning, certified air conditioning units to restaurants and hotels. No other competitors offer our same 10-year warranty.”
So in this example, we offer award winning certified air conditioning units to restaurants and hotels. No other competitors offer our same 10-year warranty. So that's basically providing users with what they'll get if they go with your company.
You also want your content to be unique.
“No other competitors offer our same 10-year warranty.”
You want to point out what makes you different from your competitors and what you offer that other competitors aren't. That way, users know what to expect when they decide to go with your company.
Every page on your site should have five things.
It needs to be easy to read so the content is broken up effectively into smaller paragraphs. You use headers to break up the content so it's easier to digest, just making it easier for the reader to stay on the page longer.
That goes a little bit into SEO, but also goes into proper website architecture and then optimization. So, they want to be able to find what they're looking for in just a few clicks. If I go to your homepage, I should be able to see what services you offer just in a few clicks. I should get the detailed information in a few seconds.
The information also needs to be easy to understand. Even if you have a really technical product or service, you need to break it down at a lower reading level just so people can understand. Maybe they're going to be new to your industry, or new to your product, they don't know what they're looking for, you need to make it easy to understand so they'll be able to engage with it and hopefully, complete a conversion on your site.
A call to action (CTA) is also very important for every page on the site. A CTA is basically something like, "Contact us today, or call now to learn more, set up an appointment, send this to your email, sign up for our newsletter," anything that's having them complete an action, which can be a conversion on your site depending on what your site scores are. That's important to have on every page because you want to give them as many places as possible to complete that conversion.
And then finally, all the pages should work together. You should have pages linking together when they make sense. Let's say had a Services page about my writing services and I mention my graphic design services. In that case, I should be linking to my Graphic Design Services page. So just making sure that the copy is linking and we're referring to each other and working together in order to be as effective as it can.
For a CTA:
You want to create a really cohesive experience.
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Digital Marketing Consultant and Writer
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces key concepts underpinning effective website design and the purpose of website optimization. It will enable you to build and publish a simple, well-designed, and optimized website using WordPress that is aligned to specified business goals. The module also covers how to use metrics to capture, track, and measure website activity to develop deeper insights.