Website design for small businesses may get most importance placed on all the bells and whistles that help attract visual attention. But not enough attention is always placed on the web copy used on websites and how it helps target specific audiences. While evidence suggests video may supersede text in web design, you should never cut out text completely. Even if you do focus more on video, the language you use should always hone in carefully on your targeted demographic.
How do you determine what your exact targets are? You should analyze your business thoroughly before starting any web design so you’ll know exactly how to approach the people you want to buy from you.
Finding the Right Jargon
You want to be able to write web copy that’s going to resonate with your target audience, and this usually involves a little research first. It’s not always enough to make a mere assumption about a certain age group. Nevertheless, many people do if they’ve been around those demographics enough in their real life. An assumption might be made that you should write in an overly hip way for the college crowd or write more conservatively for those much older.
After conducting a little research about specific age groups, you’ll discover detailed things about those demographics you can apply in the way you write. It can even determine where you place text on your website. For instance, BBVA Compass points out that older demographics may not scroll as much as younger people do on websites. This means you may want to place all your important text at the top of the page if catering to older people.
For younger people, you’ll want to do the same kind of research. You’ll also want to study other sites that cater to that age group to get a real feel for how they write to those ages. Likely, you’ll find that they don’t write in teen slang, even if they might use a few universal teens words, like the simple descriptor of “cool.”
Jargon By Profession or Education
If your website is catering to a specific industry such as law or higher education, you’ll obviously want to write in a more educated way. Regardless, you still want to convey ideas that are understandable without using overly intellectual words. You’re always better off writing clean and simpler language for these scenarios while familiarizing yourself with industry terms you can use.
The important thing is develop copy that talks directly to your target audience as if a personal friend. This approach needs to be emphasized to show that you’re there to give them exactly what they want. In that regard, a more conversational tone should always be developed for any demographic. And in a video, it’s even more important to sound spontaneous rather than reading directly from a script.
By going through a web expert with inbound marketing skills, they’ll be able to help you further in designing your web copy. As web text slowly starts to move away from thick paragraphs, what you say in an economical manner is going to matter in the decisions a visitor makes while visiting your page.