Q: “What is the most important thing you need to have in your website copy on your homepage. I know that most people make a split decision about whether to stay on the site or leave. Can you pinpoint one key thing, what makes the difference between keeping visitors on your site or losing them? Thanks!” ~Jessica Eaves Mathews , Founder of Leverage a Lawyer.
A: When it comes to website copy, your headline is VITAL. In all copy, the headline is the first thing people read. So, it’s important to make sure it’s really juicy and speaks to your ideal clients. You are correct, website visitors do make split decisions about how long they’ll stay on your website (you have about 3 seconds to capture the attention of your website visitors, 30 seconds to engage them and 3 minutes to help them make a purchasing decission). There are also several other factors including content strategy, overall flow and copywriting formulas that will improve the effectiveness of your website. However, focusing on your headline and engaging visitors is your first step.
Tweet ThisIf you’re looking for ways to improve your copy, you can access my free Copywriting Action Plan here. Another great resource is the Create Copy to Connect and Convert With PASSION Points self-study course. I highly recommend investing in this course as it provides solid action steps to create or improve your current website strategy and copy.
Do you have additional questions about copywriting and marketing? Submit your questions here and I might just blog the A to your Q.
Lisa Manyon
Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog
18 responses to “Ask Lisa: What’s the most important part of website copy?”
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Hi Lisa
This is an area I have the most trouble with i.e. coming up with juicy headlines. Could you share a few examples? I’d love to see a few bad ones and a few good juicy ones…
Trudy
Hi Trudy,
Good and bad are relative depending on the audience and topic. Here’s a post the gives you some specific formulas to create JUICY headlines… http://writeoncreative.com/2009/03/20/5-juicy-tips-to-quickly-create-headlines-that-draw-your-readers-in-move-them-towards-the-sale-hint-this-means-more-money-for-you/
This should help.
Write on!~
Lisa Manyon
I so agree that headlines can make or break a page. Like a good article – the title is the key thing.
Sue,
You are correct. The headline or title are really the same thing and they must engage and draw the reader in immediately or you’ll lose them.
Write on!~
Lisa Manyon
Good tips Lisa – I also find Vishen has good tips as they do so much split testing and key word optimisation that they really say ahead of the pack. Keep sharing your great ideas!
Heidi,
Yes, key words and split testing can be important depending on strategy. I also find that when people try to “stuff” key words into copy it can lose effectiveness.
Write on!~
Lisa Manyon
Lisa,
With the brief attention span of most people you
really do need to catch their attention right away.
Mitch,
Exactly!
Write on!~
Lisa Manyon
So true! I notice it most on magazine covers. Some of the headlines will either have me buy the magazine or walk on by. So glad I had you help with mine!
Terry,
I appreciate you! And yes, magazine cover headlines can be inspiring or an immediate turn off. This is a great example of why it’s so important to know who you’re crafting your message for.
Write on!~
Lisa Manyon
So true, Lisa. Headlines are so important and coming up with them…especially for ourselves…can prove very challenging sometimes. It’s that way for news websites, magazines (as someone mentioned above), and virtually everything you review when looking for something specific. AND…the opportunity with websites vs paper to keep them fresh and relevant! Can’t wait to read your next Q&A!
Tara,
Thanks for the feedback. You might find this post helpful, too. http://writeoncreative.com/2009/03/20/5-juicy-tips-to-quickly-create-headlines-that-draw-your-readers-in-move-them-towards-the-sale-hint-this-means-more-money-for-you/
Write on!~
Lisa Manyon
Hi Lisa,
My question is about writing copy for a promotion. In this case it’s for a Guided Whole Foods Team Cleanse. My promotion seems so lengthy because I include the benefits of cleansing & so many details. Wondering if it makes more sense to put a link to the benefits so that an interested reader could access on another page rather than including it with the promotion. I look forward to your feedback. Thank you, Judy
Hi Judy,
It sounds like your question is really about strategy and long sales copy techniques. The answer will depend on your individual strategy, your ideal clients and more.
Write on!~
Lisa Manyon
Headlines are so important to make that immediate connection with someone. With such short attention spans and so many things pulling at our time, it’s critical to capture attention.
Doreen,
You are spot on here. In fact, with only 3 seconds to capture attention when someone visits your website, your headline is imperative.
Write on!~
Lisa Manyon
Hi,
I’ve enjoyed reading about your move. UHauls are fun to drive!! We had 2 28″ trucks when we moved from NY to Vegas, each towing a vehicle. It was a long trip AND it was very cool!!
We are still going to have you update our web copy – we are in the process of changing our company name though. A mentor in the photographic industry said that our current name is passe and feels we need a fresh name. We are leaning toward The Success Coaches. I’d love your thoughts or opinions.
Sondra
Hi Sondra,
Lets schedule a time to chat. I’ll need to know more about your re-branding strategy to give you solid input.
Write on!~
Lisa