Posted on Tuesday, 19th January 2010 by CopywritingCat
Every so often someone tells me, “My website isn’t working…but I don’t have time for a makeover.”
Or, “My website is okay but I have a feeling it could be better.”
Of course a website makeover would be ideal. But sometimes a few small tweaks will make a really big difference.
By way of analogy, think of decorating a room that’s uninviting. Sometimes you can just add an area rug or paint one wall and the room is transformed. Of course, when you make these small changes, you often get ideas for bigger changes - maybe even a total makeover.
(1) Design changes.
Recently I went to a site with dark gray text was written on a gray background. I’ve actually seen blue on blue and orange on yellow.
It’s not that hard to change font color or background. You can use black text on white and still create a warm, inviting page.
I’ve also heard of sites that increased conversion rates when they removed distracting images. Usually you *enhance* sales with images of yourself and your products. But in some markets, for some products, the reverse is true. It’s worth testing.
(2) Text spacing.
When you write content, think “white space” and “scanning.” Internet visitors like to scan quickly so make it easy to skim through your content. Highlight what’s important with bold and colored type. Break up the text into short paragraphs and bullets.
Rewriting brings a bonus. Often when you begin to make your content easier to read, you get clearer on your own message.
(3) Move your strongest selling points to the top of your copy.
Professional writers and copywriters use this trick all the time. Lop off your opening paragraphs or sections. Your whole message will change. Often you will discover a strong opening that grabs your prospects’ attention somewhere around the fifth paragraph.
The reason: Most of us have to write (and write some more) to figure out what we want to say. Often your opening section will be setting the stage, when your audience is ready to jump right into the first act.
What do you think - have you tried any quick fixes?
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Tags: copywriting, web site marketing
Posted in Internet Markting for Newbies, copywriting, website marketing
