Copy is the content of your web site. It seems obvious that to have a great web page you need content but this is sometimes overlooked.

Too often we are distracted by the development of the visual aesthetics and features of our web pages and we find our content is not given enough attention.

When someone visits your site they are looking for information. Our goal should be to provide them with the information they are looking for in the most cohesive yet concise way possible.

Your copy should serve your user more than yourself.

Think about the intentions of your user.
Why are they visiting your web page? Is it to get your store hours and address? To make a purchase?

Use their intention to guide the flow of your copy. On an ecommerce page for instance you may want to answer the following questions for new users.

- why buy our products?
- how does your checkout system work?
- where do I start?
- additional info like delivery and return policies.

You can also help your customers by providing micro copy as they reach each step.

If your site is a small business that has mostly walk in clients you may want to have your store location, hours and contact info on each page.

Keep the customers intentions in mind. If they can achieve their intentions in a short amount of time, you have effective copy.

What about the customers demographic are they mid twenty somethings that would accept slang on your page or does your content need to be professional and respectful?
If your business is technical in nature are your clients speaking the same language as you? Do you need to simplify concepts by speaking in laymens terms?

Web users are generally impatient and for good reason. If they can not find the information quickly on your page the back button is right there to find a different page that is more effective.

Keep your most important information concise and easy to find.

Filed under: Copy, Web design