This article explores why website copy is essential if you want your business to be found online. I also share two interior design websites that I have worked on this year.
Interior designers create beautiful spaces that present aspirational lifestyles to homeowners, visitors and employees. They know how to deliver a vision, with impact. They understand how to balance colour, shape, light, space and texture. As such, they can create stunning websites.
The challenge for such a visual profession is that they often want a portfolio website. Full of professional photography, images showcase their talents and distinct style. Words are secondary and, in many cases, designers would love to keep written website content to a minimum.
Website Copy & Search Engine Optimisation
A visual website, with just a few lines of text, is very unlikely to get noticed. If lead generation comes from other marketing strategies, this may not be an issue. However, if you want to be found online, then the web page content has to include text.
When preparing website copy, I see it as a triangle. You have to approach it from three distinct perspectives:
- Grabbing the interest of your target customers
- Using words and phrases the search engines will be seeking (keywords and related terms)
- Effectively communicating your message
When an internet search is made, the search engine bots scan millions of web pages to find a match. This does include tags on images, but the best chance of delivering relevant results comes from the page copy.
With billions of web pages to choose between, competition is high. If the written content on web pages is sparse, it is unlikely to be ranked in the listings. For this reason, 300 words are the absolute minimum that should be included. In SEO terms, that is thin content.
How to Make Website Copy Less like an Essay
If you prefer images to words, this sounds like a lot of text to fit on each page. The trick is to break it up in the following ways:
- Design the layout of the website to separate chunks of text
- Include sub-headings through the text
- Use bullets when listing key points
- Incorporate testimonials or a mission statement part way through the page
This approach makes it easier for visitors to skim read and navigate quickly to the information that they are seeking.
Examples of Interior Design Website Copy
I have been fortunate to provide website content writing services for two interior designers this year. One is a recently launched business, the other is more established.
Amberley Studio
Amberley Studio is a business in its infancy, but already working on creating interiors for homes, student accommodation and a newly-built apartment block. Owner Alix took on the challenge of building her website, employing a professional photographer to produce the images and asked me to write the copy.
I’ve seen Alix’s home and was excited to play a small part in getting this new enterprise up and running.
Alix was hesitant about including a lot of text, so we built it up by detailing her portfolio case studies. This information outlines her response to a brief. The large images still dominate the page but combined with the written copy, it helps visitors to understand her approach and style.
“I absolutely love it. It amazes me that I can write you some notes and then you spin that into a comprehensive piece of text. You have managed to make the content professional but still sound like me, which is exactly what I was after and I love how you have organised my services.”
– Alix Stoney
Alix plans to add a blog to her website. This will provide another way to add text that ticks the SEO box, whilst providing information of interest to site visitors.
Petina Julius Interiors
As part of a rebranding project, Petina Julius Interiors wanted to upgrade its website. Petina had a strong partnership with a professional photographer, had selected a web designer and asked me to prepare the website copy. I had collaborated with Petina in the past and understood her unique style and focus on biophilic interior design.
“‘It was important for me to get good content together as well as to fit in with the overall look and feel of my new website. Content writing is not my strong point and enlisting Catherine’s services has certainly taken a load off my shoulders. She captured the essence and natural tone of my personality and interpreted that brilliantly into what I needed. I would highly recommend Catherine’s friendly, helpful service.”
– Petina Julius
Petina recognised the need for pages brimming with imagery and text, yet wanted to retain a sense of harmony and calm. Each page contains a lot of information, yet due to the way the web designer has divided up the page, it is beautiful rather than cluttered or wordy.
Getting the Balance Right
Even with impressive photography, video and graphics, a website still relies on a match between search criteria and page copy to be found and ranked by the search engines. By breaking up the text and getting the balance right, it is possible to include plenty of words without compromising visual impact.
The Importance of Product Descriptions for Online Retailers
/in Website Content /by Catherine DaviesThe prospect of writing multiple product descriptions for your e-commerce website can seem a daunting task. Can you get away with a few bullet points or is it worth allocating time to showcase each item in your range?
Product Descriptions that Convince Customers to Make a Purchase
When a customer enters a physical store, all senses are employed to hunt down their purchases. They can be attracted by shop displays and fabulous packaging design. They can lift, handle and feel the product. They might be able to try it out, watch a demonstration or try it on.
The shop can control the ambience with carefully positioned lighting, background music and pleasant aromas. These all contribute to an environment that entices buyers.
Online shops have to rely on visual impact. Shoppers are deciding on the purchases based on written product descriptions, small images and customer reviews. Skip on this content and you’ve nothing to convince them to buy. Would you part with your money when all you had seen was a vague image, a product name and price?
Preparing Product Descriptions
Use High -definition Images
A quick snapshot on your phone is not going to cut it. You need a professional photographer with the equipment and aesthetic understanding to showcase your products in the best light. Yes, this comes at a cost, but it will greatly improve your chances of boosting sales, so you’ll get a return on this investment.
Ideally, photograph each product from various angles and if possible, provide a sense of scale. Multiple images help the shopper to understand if the product fits their requirements.
Write Descriptive Copy
When writing product descriptions, put yourself in the customers’ shoes. What would help them to make an informed decision? You need to include features, however, extend this to share the benefits of these features.
Use the terms shoppers are likely to search for in the product title. This helps customers to find what they are looking for. It also helps the search engines to match the page with relevant searches, which will drive more traffic to your pages.
Whilst you want to include keywords, ensure that they occur in the natural flow of the text; the descriptions need to be readable. On this point, use plain English and keep sentences and paragraphs short.
Finally, consider your audience and ensure that the tone of the product descriptions fit the reader and are consistent with your brand.
Include Customer Reviews
Providing reviews from customers who have purchased the product is an asset. Shoppers trust customer reviews and they provide valuable information that influences their decision.
You might sign up to a review platform, such as Feefo or Trustpilot to help keep the reviews on your website current. This does mean that unfavourable reviews will be shown. If you are quick to respond in a polite, problem-solving manner, this need not be detrimental. Many customers will value this transparency and it could help to build trust.
Writing Product Descriptions
I’ve recently started writing product descriptions for a new client. Like most e-commerce businesses, their range evolves, so although they prepared product descriptions when the website was launched, there are inconsistencies. Some items have full descriptions, whilst others have little more than an image. It was time to update their web page content!
As someone new to the product range, they invited me to the office to see a selection of items before I wrote about them. This was a great opportunity to ask questions, look in detail and consider what customers might want to know. You may find that telling someone from outside your industry about your products proves an insightful exercise.
In Summary
High-definition imagery and detailed written descriptions convince customers to make a purchase and also support search engine optimisation. These are essential factors for e-commerce success, so it is worth the time spent on creating them.
Try to put yourself in your customers’ shoes and give them the information that convinces them to ‘add to cart’.
Words & Images in Harmony: Interior Design Website Copy
/in Website Content /by Catherine DaviesThis article explores why website copy is essential if you want your business to be found online. I also share two interior design websites that I have worked on this year.
Interior designers create beautiful spaces that present aspirational lifestyles to homeowners, visitors and employees. They know how to deliver a vision, with impact. They understand how to balance colour, shape, light, space and texture. As such, they can create stunning websites.
The challenge for such a visual profession is that they often want a portfolio website. Full of professional photography, images showcase their talents and distinct style. Words are secondary and, in many cases, designers would love to keep written website content to a minimum.
Website Copy & Search Engine Optimisation
A visual website, with just a few lines of text, is very unlikely to get noticed. If lead generation comes from other marketing strategies, this may not be an issue. However, if you want to be found online, then the web page content has to include text.
When preparing website copy, I see it as a triangle. You have to approach it from three distinct perspectives:
When an internet search is made, the search engine bots scan millions of web pages to find a match. This does include tags on images, but the best chance of delivering relevant results comes from the page copy.
With billions of web pages to choose between, competition is high. If the written content on web pages is sparse, it is unlikely to be ranked in the listings. For this reason, 300 words are the absolute minimum that should be included. In SEO terms, that is thin content.
How to Make Website Copy Less like an Essay
If you prefer images to words, this sounds like a lot of text to fit on each page. The trick is to break it up in the following ways:
This approach makes it easier for visitors to skim read and navigate quickly to the information that they are seeking.
Examples of Interior Design Website Copy
I have been fortunate to provide website content writing services for two interior designers this year. One is a recently launched business, the other is more established.
Amberley Studio
Amberley Studio is a business in its infancy, but already working on creating interiors for homes, student accommodation and a newly-built apartment block. Owner Alix took on the challenge of building her website, employing a professional photographer to produce the images and asked me to write the copy.
I’ve seen Alix’s home and was excited to play a small part in getting this new enterprise up and running.
Alix was hesitant about including a lot of text, so we built it up by detailing her portfolio case studies. This information outlines her response to a brief. The large images still dominate the page but combined with the written copy, it helps visitors to understand her approach and style.
“I absolutely love it. It amazes me that I can write you some notes and then you spin that into a comprehensive piece of text. You have managed to make the content professional but still sound like me, which is exactly what I was after and I love how you have organised my services.”
– Alix Stoney
Alix plans to add a blog to her website. This will provide another way to add text that ticks the SEO box, whilst providing information of interest to site visitors.
Petina Julius Interiors
As part of a rebranding project, Petina Julius Interiors wanted to upgrade its website. Petina had a strong partnership with a professional photographer, had selected a web designer and asked me to prepare the website copy. I had collaborated with Petina in the past and understood her unique style and focus on biophilic interior design.
“‘It was important for me to get good content together as well as to fit in with the overall look and feel of my new website. Content writing is not my strong point and enlisting Catherine’s services has certainly taken a load off my shoulders. She captured the essence and natural tone of my personality and interpreted that brilliantly into what I needed. I would highly recommend Catherine’s friendly, helpful service.”
– Petina Julius
Petina recognised the need for pages brimming with imagery and text, yet wanted to retain a sense of harmony and calm. Each page contains a lot of information, yet due to the way the web designer has divided up the page, it is beautiful rather than cluttered or wordy.
Getting the Balance Right
Even with impressive photography, video and graphics, a website still relies on a match between search criteria and page copy to be found and ranked by the search engines. By breaking up the text and getting the balance right, it is possible to include plenty of words without compromising visual impact.
Readability: Writing Accessible Content
/in Website Content /by Catherine DaviesDo potential customers understand your business offer?
The first port of call for many prospects is your company website and they are looking for solutions. Your website content plays a vital role in giving prospects insight and answers. This is important, because it enables them to make informed choices.
In this article, I will explain why accessibility is important. I will also help you to assess whether your website content is accessible.
Website Accessibility
We will begin with the word ‘accessibility’. It is widely associated with being able to get into, and move around, physical premises. So, what has this got to do with website content?
To answer that question, here is the dictionary definition of accessibility:
“The quality of being able to be reached and entered, easy to obtain or use and easily understood and appreciated”
In summary, accessibility is about empowering others to get what they need.
A website is more accessible when the content is easy to read and understand. In contrast, complex words, industry terms and acronyms, compromise readability. Rather than enlightening the reader, this confuses and frustrates them. As a result, they will look elsewhere.
What are the Three Barriers to Readability?
Three reasons why website visitors may struggle to understand your written content are:
Legibility can be compromised if:
Readability can be challenging if:
Comprehension is difficult if:
Improving Readability
Are you ready to take action? If so, the following 5 steps will help to improve website content readability:
Tools including Readable are another option for checking your company website.
Turning Prospects into Customers
Being ranked on the top page of Google is an aspiration for most business owners. To this end, it is recommended that webpage content exceeds 400 words. This can look like an essay, so how can readability be improved? The answer is in the presentation.
These tips will help you to get the presentation right:
Introduce your Offer
Use the Main Heading and Introduction to summarise your offer. Your prospects need to immediately see something relevant to their search.
Use Subheadings and Visual Content
Divide the bulk of the text into sections. Then use white space, images and infographics to aid presentation.
Drop Down Sections are Effective
A short paragraph is sufficient for some readers, but others want more. Use drop-down buttons, such as ‘Read More’ to expand the content and address both needs.
Include Internal Links
Include links to other relevant pages on your website for further information. This could include Frequently Asked Questions, case studies or shipping information.
Share your Customer Testimonials
Do you have a customer testimonial for the specific product or service on each page? If so, share it, as this adds value to the visitor and content to the page.
Interesting and well-presented content will encourage visitors to read more. As a result, they gain a better understanding of your offer and your company becomes more approachable. This increases the likelihood of prospects becoming customers.
I can assist with web page copy, simply email catherine@write-it.co.uk to discuss your requirements. I will prepare written content that delivers your message and appeals to customers.
A Celebration of Storytelling
/in Community /by Catherine DaviesAs a content writer, I use words to share marketing messages and to help businesses tell their story. This storytelling enables them to differentiate their brand, products and services from the competition. I also enjoy reading for pleasure and sharing stories, which is why I am a fan of World Book Day.
World Book Day
World Book Day is an annual event promoting the benefits of reading and writing. It is a day to celebrate words and the power of language.
For young children, stories can help them spot patterns, learn sounds and rhythms and see familiar things. As reading develops, books open up new worlds and characters. Sharing stories from a young age encourages children to see reading as a pleasure, not a chore.
Books allow readers to safely explore new situations and worlds, see things from a fresh perspective and fire up their imagination. The great thing about reading is that you stay in control of the pace and the images that are created. No two readers will absorb and respond to a book in quite the same way.
Through lockdown, books have provided me with a means to escape the four walls of the home. I have read several travel adventures and stories set in foreign lands. It offers transportation to other cultures, even when you have to stay home. What books have you favoured?
Share a Story
World Book Day encourages us to share a story. This could be giving someone a book that you have read and enjoyed or reading a story to someone. Alternatively, you could listen together to a story being read online or an audiobook. No matter what your age, sharing a story can bring delight.
I believe that early interaction with books offers a great start in life. I read stories to my daughter from birth. We were regular visitors to the Aylesbury library and enjoyed the ‘Bounce and Rhyme’ sessions. She is now in secondary school, still loves reading and has embarked on writing an adventure story.
Community Storytelling
A few years ago, I was working on a community project. The need for more story groups for babies, tots and parents was identified. With a shelf of books at home, I decided to volunteer. ‘Storytime and Song’ was set up as a weekly session held at the Healthy Living Centre in Aylesbury.
When lockdown hit last year, we wanted to find a way to keep sharing stories. I started posting a weekly story on Facebook, which was shared with some of the parents and the in-house nursery staff. It has proved popular with other contacts too. This small local group has expanded to friends in Lancashire, Suffolk, Holland, Luxembourg and Portugal!
Lockdown has encouraged many stories to be shared online. If you have younger children, or even older relatives that might enjoy listening, check out Story Corner and Coles Books Facebook Page.
I am hopeful that it will soon be safe for the group to meet again.
Donate and Borrow Books
A great thing about books is that they offer affordable entertainment. When libraries reopen, you can become a member for free and borrow titles that appeal. Charity shops and second-hand bookshops are also great places to find the work of great authors at affordable prices. Then swap with friends and family.
My daughter and I also set up a street library during the first lockdown. Many books were donated and borrowed and people of all ages thanked us.
If you have novels going spare, you could donate them to a community library or charity shop when they reopen. If you have textbooks and resources that support study, Build on Books is a great charity that donates resources to schools in Africa.
Share a Story Today
If you have children in primary school, you may feel relief in not having to make or buy a costume this year. Dressing up outfits can be a challenge, but the real purpose of the day is a celebration of stories, reading and writing. Why not take the time to share a story today?
Does your Marketing Message Still Hit the Mark?
/in Marketing /by Catherine DaviesThrough this challenging year, every business has had to adapt. Have changes been reflected in your marketing?
If your business has experienced change, it is fair to assume that the same applies to your customers. Priorities have shifted, along with where and how we work. Plans may have been put on hold as we focus on what’s needed to keep afloat.
Whether you serve other businesses or consumers, what they need and expect from you now is probably different from a year ago. Does your marketing message still hit the mark?
Is your Website Content Current?
If you have adapted processes, changed your product range or have new ways of accessing services, has your web page content been updated to reflect the changes?
Beyond your website, take a look at your business profile on social media platforms, directories and other marketing tools; are the details accurate? As uncertainty continues, it is worth reviewing this content regularly.
Responsive Marketing
During times of rapid change, communication with customers is essential. Keeping in touch and encouraging open conversations provides valuable insight. This enables your business to tailor services and marketing in ways which address customer and organisational needs.
In many cases, those quickest to respond to the Covid-19 lockdown were small businesses. Knowing their customers and community, they were responsive. As they shifted their offer and message to meet needs, they attracted new business.
As you welcome customers back through the door, have you communicated the steps you’ve taken to keep them safe? Do they even know that your company is still operational? Email marketing and newsletters are an effective way to reassure customers, retain their trust and keep everyone on your database informed.
Retain Customers with Direct Marketing
Direct communication with existing customers can pay dividends. We know that it takes a lot more effort to acquire new customers than to retain existing ones. As many companies and individuals are facing difficulties, what will it take to keep those loyal customers?
A change in financial situation could mean that previously regular buyers can no longer afford your services. Rather than lose this business, do you have an alternative option or can you agree on new payment terms?
Bring your Content up to Speed
As a small business, there is always plenty to keep us busy. I encourage you to find 30 minutes in this week’s calendar to review your communications and marketing messages. Is your content relevant or does it need bringing up to speed?
Any Advice on Website Content?
/in Website Content /by Catherine DaviesFurlough has provided many with the time to realise long-held ambitions. Online forums are filled with questions about the different aspects of starting a business. From business bank accounts and e-commerce platforms to marketing tips and website content, shared advice is helping many to feel positive about the future.
A good friend has been studying Interior Design, building a portfolio and gaining practical experience in a construction company. She has been preparing to launch her own business for years. Weeks without work have been used productively and she got in touch.
Her initial thoughts were to create a simple website. As she responds better to images than text, she planned to keep wording to a minimum. She asked if I have any advice on what should be included in the text and if writing a blog was necessary.
Below is my advice. I thought it could be useful information for anyone setting up a business and considering website content.
Website Planning
Before you start work on the website, it is advisable to undertake some serious research.
Customer Focused Content
Setting up a business means that you need to plan everything from the perspective of your ideal customer. The reality is, it isn’t about what you want, it is all about what they want! So, you need to get in their head and work out what will sell your services to them.
I would suggest you start by answering these questions:
I know it is especially tricky at the moment, but it is insightful if you can find ways to get into their world (the places they visit) and their heads (the online groups they join, articles they read…). What is influencing their decisions?
If you want to take this further, this article on Neil Patel’s site provides more insight in how to understand your customers.
It might be that you have more than one ideal customer, so this activity should be repeated.
What is the Competition Offering?
You also need to suss out the competition. Who are your online competitors? (in her case Interior Designers in her geographical location, but also kitchen fitters/home furnishing stores who offer a design service).
You do not want to replicate their websites, but it is useful to see who you are up against and what they offer. You can learn from their mistakes and improve on the bits that they have got right!
The Purpose of the Website
The next step is to seriously consider what you want your website to do.
Website Content
Every business offer and every target market is different. When it comes to the design and content of your website, there is no set formula.
It is only when you have the answers to these questions, that a website developer can build a site that works for your company. It is only then that you can plan the website content – not around what you want, but what the customer is looking for.
With the answers to these questions, it is possible to make informed decisions about:
She is now working through these questions. This exercise will help me to provide her with useful advice and it could also help her with other marketing strategies. I hope it will help you too. Just remember that you only have a business if you have customers, so your website content has to meet their needs, rather than yours.
Writing Website Content
Are your time and skills are better spent on other areas of the business set up or development? If writing website copy, content planning or creating blogs is not your forte, I can help you to move the project forward. For further information, please email catherine@write-it.co.uk.
Reading and Writing
/in Community /by Catherine DaviesUnsurprisingly, blog writing and webpage content are not the top priority for many businesses at the moment. I also volunteer, running a weekly Storytime & Song session in a local community centre. That too is temporarily on hold.
My day is now largely spent facilitating home school, whilst keeping out of the way of my husband, (for whom home working does not come naturally). I was dreading it at first, but I can honestly say that I’ve learnt a lot!! Online lessons and worksheets from school have been much appreciated, but that still leaves time to fill.
One of the community projects that my daughter and I prepared is a mini-library. She is an avid reader and reluctant to part with books, but it took less persuasion than expected. We both sorted a pile of books that we were unlikely to read again.
Having filled a cardboard box, we created posters and flyers. The library was positioned at the end of the drive and flyers distributed during our daily walk. We also promoted the result on her school Facebook page.
Each dry morning, the library is ‘opened’ and we bring it in at the end of the day. It is great to spot which books have been borrowed or swapped. With further donations from neighbours, the library has grown to include different genres.
With the prospect of at least another three weeks of social distancing, we hope that this small community project will provide a few people with some fresh reading material.