Yes, it is a common mistake. Even some competent web content writers do this.

Be honest when answering this: who are you looking at while writing the web copy? Do you represent a prospective client understanding the text? Can you imagine the element that insists you tap on the site?

That is something that most web writers do.

Writers regard their readers as people who like to just recite, rather who like to read print.

This is bad. Not justified. And the reason is simple: the website copy is much more different from a print version copy.

“The web copy is a scanner. Or scanned.”

But how do you persuade visitors with the copy?

Let me explain you in the tips discussed below.

1. Avoid being super creative or smart

When it comes to web copywriting, hardly any reader hangs on to every available word. The reader lacks time. They are in a hurry because instead of finding out what you do, they will see other websites.

Smart writing needs people to take a break from analyzing. And getting people to take breaks while reading doesn’t work on the web because web readers are there to hunt, they don’t have time to contemplate. Make your copy like you are 12 because it will be easy to follow that way.

2. Work to make a visual impression

Web design and web copy must go hand in hand. In website copywriting services, you cannot keep typing your own favorite words; you can’t frame your own sentences either. Point out that the visual appeal of the website affects the readability of the text. It also influences the decision of whether web visitors can quickly get to where the reader wants to be.

Some pro tips to improve the visual appeal of your web copy:

• Use fonts of different sizes

• Exchange text with videos or photos

• Focus on customer quotes

• Divide long paragraphs into bullets

3. Let the owner speak for you

Make headlines attractive enough to tell visitors what they will get from the site. A company may have the best offer in terms of products, services or applications on the market. But until and unless you make it clear to readers through the headline, people will be leaving soon.

Reports are available showing that web visitors leave pages in 10-20 seconds. But pages that have a value proposition hold users’ attention for longer. Therefore, it is essential to make things clear in the headline and suggest what information readers are most likely to get.

Don’t treat readers like academics who like to read complex and challenging texts. Don’t think of visitors as lawyers who study the fine print carefully. Avoid being verbose and showing rick vocabulary. Keep it simple and keep it simple.