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How to Write Copy for Website Ads that Convert

In our digital world, more people than ever are discovering the benefits of online shopping and browsing products online. Each day, more and more individuals are turning to the web to find the clothing, accessories, and other items they need.

As a digital marketer, you’ll encounter many different kinds of websites: from fashion sites to electronics stores, travel agencies to ticketing sites.

What you’ll notice is that many websites follow the same general pattern — they have a lot of small text on a white background that’s difficult to read, poorly designed product images, and lots of links to other websites and products.

While this may seem like a sufficient description of most online stores, it isn’t good enough for SEO and website conversion purposes. Because of this, you’ll need to go through each element of a website’s copy and rework it specifically for the digital channels.

Keywords & Keyphrase Density

When someone searches for a product or service on a search engine, they’ll often enter keywords into the search bar. For example, if someone tried to buy a laptop from an online store but didn’t know what model to choose, they may enter laptop into the search bar to find suitable products.

The problem is that not everyone will enter the exact keywords you’re targeting, so you can’t just look at the keywords entered into the bar and assume what the person intent is. This is why it’s important to review organic search traffic and analyze the keywords associated with it.

On the subject of keywords, many marketers and SEO specialists make the mistake of focusing on single words or phrases and ignoring how these keywords are used in combination. For example, when someone enters laptop into a search bar, they aren’t just searching for laptop; they’re also searching for computer accessories, laptop cases, and more.

If you want your ads to appear in the natural search results, you’ll need to incorporate these additional keywords into your content.

Headings & H1s

Headings and H1s are one of the most important elements of any webpage — even more so when it comes to online stores. Headings set the stage for your content by giving context to what you’re writing about. They also allow you to write shorter articles and make your content more engaging.

When someone lands on your website, they’ll see the heading and may think to themselves, “this is what the article’s about.” Then, they’ll read the first few paragraphs until they get the gist of the article. After that, they’ll probably skim the rest of it to find out what the point is.

Some website owners put too much text in their headings and forget that shorter is usually better when it comes to SEO. As a result, they overuse headings and end up hurting their own website’s search engine rankings.

In general, you should strive for a 4-6 line headings followed by an H1. Anything shorter and you risk losing the reader’s attention. Don’t put too many words in your headings; keep it simple and direct. Also, make sure that your headings match the article that they’re supposed to represent. For example, if you have an article about how to choose the right sunglasses, don’t just put the word sunglasses in your heading — instead, use something like, “choosing the right sunglasses for you” or “finding your perfect pair of sunglasses” as the heading.

Underlining & Bolding

In the same way a newspaper writer would put important facts in boldface, you can use a similar technique in your SEO text. However, don’t overdo it and make it so that it’s hard to read. Instead, use bolding for important keywords, figures, and phrases. When you underline text, it emphasizes what you’ve written and draws the reader’s attention. While underlining can be effective, make sure that you don’t use it every time you want to emphasize something.

Consistency & Readability

One of the things that make a textbook, magazine, or website readable is consistency — the text appears to be the same level of quality from the first paragraph to the last. When you use different fonts and styles for different parts of your content, it breaks up the reading flow and makes things distracting. Instead of breaking up the text with different fonts and styles, incorporate these elements into your content where they fit in – at the end of each paragraph for example.

Another thing that makes text easier to read is white space. When you have large amounts of text on a page, it can be difficult to follow along. Incorporating white space through paragraphs, bolding, and underlining can help draw the eye to important words and phrases while also making the reading flow easier. Ultimately, easy to read text improves conversion rates and helps generate more revenue.

Images & Icons

One of the things that make a textbook, magazine, or website more attractive is the use of images and icons. Incorporating images into your content can help make it more engaging. Additionally, using different image resolutions and viewing platforms can increase the chances of a viewer clicking on the link.

Icons represent objects and actions more easily than words — if you want to convey information to someone, use an icon instead of a long string of words. However, make sure that the images you use are relevant to the topic of the article and aren’t just there for the sake of decoration.

Shorter Is Better

In general, people want to buy and learn more about products and services that they find easy to understand. If your content is overly complex, readers will have a difficult time understanding it — you might even lose some customers.

Now, you may think that having complicated or overly long headings would help sell your product, but that’s probably not the case. When someone searches for a product or service, they usually don’t have the time to wade through lengthy headings to find the information they’re looking for. In addition, if someone is trying to choose a laptop, they may not even know what features to look for – all that info is listed in the long-form heading, which makes it hard for them to find what they want without needing help.

Ultimately, people aren’t bots and don’t want to read through pages of text; give them the info they need in a concise and easy-to-read format.

Checking For Spelling Errors

Even though you’ve done your best to write a flawless piece of text, sometimes things happen that cause errors. Despite all your careful planning and attention to detail, there may be some typos or spelling errors in your text. When this happens, it’s important to correct these errors as soon as possible.

There are several tools you can use to check for spelling errors – some are paid and some are free. However, it’s important to keep in mind that not all spelling checkers are created equal. Some can find more typos and spelling errors than others, depending on the settings you choose. When choosing a spelling checker, make sure that it’s been thoroughly tested and that it contains a large dictionary.

HTML Validation

HTML validation is an important step in ensuring the safety of your website. When implemented correctly, it can prevent all sorts of security issues and improve performance – not to mention that it makes your site look more appealing to potential customers.

Depending on how much content you have, validating your HTML can be a time-consuming process. For this reason, it’s worth setting aside some dedicated time to complete this task — particularly if you’ve been meaning to do it ever since you heard about XSS (Cross-Site Scripting) and SQL injection attacks.

The basic idea behind SQL injection and XSS is that an attacker can enter data into a website’s SQL database and manipulate it in any way he or she wants. By taking advantage of this, an attacker can trick the website into carrying out attacks or accessing restricted areas of the site. For example, if your SQL database contains personal information of customers, an attacker could trick your website into revealing this information to them.

An even more serious security threat is posed by hackers who enter malicious code (usually in the form of a virus) into your website’s files. In most cases, this code is completely undetectable by the website’s owner — which is why it’s so dangerous.