by Jon Wuebben
How do you analyze your site copy? What’s the process that a copywriter goes through when they are rewriting a site?
The Copy Itself – What’s Written?
The first thing to look at when you’re analyzing a page of copy is the copy itself, naturally. Ask yourself: Does it make sense to me? Would I understand what it is all about if I was on this site for the very first time? Remember, copy is better comprehended when it’s written the way people speak.
Using Bulleted Lists
One of the other important things to consider is the use of white space on your web pages. There needs to be some. A long, uninterrupted string of sentences that make up a massively long paragraph is the direct opposite of what we are looking for, but you see it on the web all the time. So, how can you break it up and get people’s eyes to focus? Use bulleted lists. Numbered lists are great too, like a “top five uses for our product,” or “top ten services we can assist you with.” People’s eyes are naturally drawn to these types of copy techniques.
Quantity of Copy
Is there too much copy on the page? If you have more than 450 words per page, you have too much. Remember, people aren’t reading for total absorption, they are seeking out key benefits or product attributes that can help them with a problem they may be facing. At the same time, you don’t want too few words either. This, actually, is the more common offense. Having too little copy is pervasive on the web. Make sure you have at least 200 words on the page.
Is the Copy Interesting?
Does the copy grab you? Is it interesting and informative? Does it address your needs? And does the copy have a rhythm to it? It should. Is there variety in the writing? Are all the sentences long with multiple adjectives and adverbs? The goal is to combine short sentences with a few long ones. The trick is to make the copy flow. Using fragments is not a bad thing; quite the contrary actually. The occasional fragment or sentence that starts with “But” or “And” can re-capture reader interest and keep it lively.
Are You Asking for the Sale?
What types of call to action are you using? Are you simply presenting information or are you trying to build a relationship with a customer? If your site is a “brochure” type of site where you aren’t trying to sell anything, then it’s probably alright if you aren’t asking for the sale. But, the majority of sites out there do want the user to take some type of action.
Using Headings and Subheadings
Like using bullets, headings and sub headings help break up the page and give the eye something to focus on. Your eyes need brief moments of rest as they scan read the article, they also need to take in specific information. Using headings and subheadings help make this process easier. The major purpose from a purely functional view is that they tell the reader what the page is about, and more specifically, what that section of the page is about. This is great for quick reviewing. Keywords also have an important place here.
The Copy and How it Relates to the Design – How Does it look on the page?
What good would the copy be if it was placed on the page in long lines and block paragraphs? Not too good. Here are some of the things you want to look for when you consider the copy and how it relates to the design:
- Is there contrast in the type of fonts, the size of fonts, and the colors that are used? Some of the most eye-catching web sites use a few contrasting fonts, different sized fonts for the headers, sub headers and body copy, and a complimentary color palette. This approach wraps the content up into a great looking package and truly brings it to life
- Is the copy broken up into readable/scanable sections? Or is it copied and pasted on the page haphazardly without regard to customer perception? Like my example above, you need to ensure the web page can be scanned in 30 seconds or less. Remember, we’re dealing with short attention spans. In addition, studies have shown that it can be 20-30% more difficult to read from a screen than it is from print.
- Are the areas of the page that you want your customer’s attention drawn to clearly visible? If you’re using a “Learn More,” “Buy Now” or other clickable button, is it obvious? Make sure it stands out on the page and can’t be mistaken for something else. (By the way – don’t use “Click Here.” It’s overused and looks amateur)
- Is the design simple and easy to navigate or is it cluttered? Some of the very best web sites are really very simple in appearance, even if they have lots of content. The rule here is to spread the copy out, having a unique page for every topic. Besides its obvious aesthetic reason, it’s also great for SEO purposes. Don’t “drown” your copy in a complex design structure or have a million different web pages on your menu. Remember, white space is important. Let the copy breathe!
