5 tips for writing concise website content for Squarespace 7
This is an updated version of the first post from our series of Squarespace UK design tips way back in 2015.
I have made a few tweaks to update it for 2019, but most of this website copywriting article still holds true today. Should you have a request for a digital marketing related subject matter that you would like me to cover, simply email me and I'll see what I can do!
When generating website content for your business, it is sometimes easy to forget that you are writing for your customers or potential customers.
Some of your target audience may not have a clear understanding of your service offering and therefore it is essential to both write and present your web copy in a way that can be easy to navigate and understand. Remember to create content that is high quality and don’t forget to include enticing calls to action.
Tip 1 - Find the right balance
Copywriting for Squarespace 7 can be daunting for those starting out. My first recommendation would be to think about getting a good balance between paragraph content, bullet points for key messages and photography/illustration.
Unless you are writing a detailed article, a fairly useful content guideline can be between 3/4 to 1 page of A4. This ensures that there is enough detail to warrant an individual page without becoming convoluted. It is also a good idea to plan the structure for your new page using sub headings, bullet points and sensible paragraph lengths to ensure the information is easily digested by users. I also start my articles by mapping out the headings and then adding short bullet points with the main
Tip 2 - Illustrate your ideas using sharp imagery
There is the old adage that a picture speaks a thousand words and unsurprisingly this still holds true with website content today. By selecting and preparing strong imagery, you can ensure your work or expertise stands out in a competitive market place. In relation to sourcing imagery, here are some options that are worth taking into consideration:
Hire a photographer - This will often yield the best results but is usually the most expensive. If you provide a small or bespoke product line, bringing in a professional photographer can really give an edge your website and therefore your business.
Take your own - Can deliver the most inconsistent results, although the improvement of camera phones has helped business to add strong, current imagery to their website on a budget. When taking your own photos always try and ensure there is no unwanted clutter in the shot, also take the lighting into consideration. It is always more difficult to get results in poorly lit conditions or when the the main light source is in front of the camera. Whenever possible, use a tripod to remove camera shake, even when using smartphones.
Stock photography - Here you can find some pay-as-you-go options for adding the finishing touch to your website. There are a number of stock photo libraries that offer pay as you go solutions if you do not have the requirement to purchase a potentially expensive contract. Three services I have used in the past to good effect are iStock Photo, Fotolia and Shutterstock.
Tip 3 - Cross-link between pages for greater exposure
Cross-linking has been used for some time as an effective way of building your own web of links between different pages on your website. For example, if you write a news story about one of your key service offerings, you can then link any occurrences of the service title back to the relevant page. I'll use an example here to link to the PixelHaze website builder workshop page.
Internal links can improve the user experience on website, help to revive old content or blog posts and when managed efficiently, can also help to increase search engine rankings.
Tip 4 - Write important information for your customers, not just ‘seo content’
Many first time content writers fall into the trap of focusing on ‘seo copywriting’, essentially cramming the website fully of keywords (also known as keyword stuffing) to get higher up search results pages. When you plan to write website content, please do think about what keywords people are going to use to find your website, do not go crazy and stuff too many into the page.
Google prioritises your website visitors, now more than ever. If you are able to work hard to make your content engaging, your visiters are more likely to share this information and therefore Google is more likely to prioritise your website on their search engine results page (serp).
Tip 5 - Add a call to action
A well-placed call to action can be the difference between a page view or a sale. As most of us are hoping for the latter, I would recommend adding a button recommending that the viewer takes action with the content still fresh in the memory. If in doubt, at least make sure you add a link to your contact us page below the content.
Right on cue, please feel free to contact us via the button below if you have any questions regarding this support article! Additional support for small business owners and new Squarespace designers can be found over at PixelHaze Academy.