As a web designer, you’re probably accustomed to obsessing over the layout and visual appearance of your designs. And if you’re like most, a site’s content is something you’d rather not worry about. But being able to identify weak web copy allows you to offer greater value to your client. By spotting major problems and helping him to solve them, you can position yourself as an expert who works with him…rather than as a labourer who works for him.

And if you know some basic principles for identifying and fixing weak copy, you not only increase your value to your clients—you increase your chances of getting them. Your own website will have stronger copy; more likely to persuade prospects to hire you.

So how can you tell if copy is weak? And what can you do about it if it is? Here are five foolproof questions to get you headed in the right direction.

1. Who is it talking about?

Whoever copy is talking about, that’s also who it’s talking to. Why? Because people are largely concerned with one thing: themselves. Thus, if you want to sell a chap on something, you need to talk about him. His problem, which you can solve. His needs, which you can fulfil. His desires, which you can help him achieve.

If your copy only talks about you (or your client), it will only be engaging to you. But if it talks about your prospect first, and then about how you can do something for him, it’s likely to be much more persuasive.

A good rule of thumb is that there should be lots of words like “you” and “your” for at least the first couple of paragraphs—and relatively few words like “I” and “me”.

See full article at:  How persuasive is your website’s copy? A simple, five-step checklist | Design Shack.

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