9 hallmarks of outstanding website copy

Is it time for a website redesign or refresher?

Stunning graphics, sharp design and eye-catching visuals are crucial for attracting eyeballs, but engaging copy is how you get visitors to act. As you’re crafting and editing copy for your new site, keep these nine content attributes in mind:

1. It’s easy to navigate.

If content is hard to find, difficult to read or anything other than user-friendly, it’s useless.

Whether you create navigation maps and wireframes or use a content outline or audit, prioritize cross-departmental collaboration and insights as you develop your new layout. Gather a wide range of feedback from web strategists, graphic designers and IT folks, but also get opinions from PR, execs and members of your target audience.

2. It follows a logical flow.

Each webpage you create should adhere to an internal logic that enables visitors to process crucial information quickly. Most landing page heroes feature a headline—which should capture visitors’ attention with a succinct, specific value proposition—and a subheader, which should support or expand on that proposition in some way.