9 tips to get mobile optimised content

9 tips to get mobile optimised - Wendy Woodhead copywriter

What the hell is mobile optimised content? Well, in 2016, Google announced that mobile had finally overtaken desktop with over 51% of searches performed on tablets and smartphones.

What does that mean for your website? Simply: that it needs an overhaul to ensure you aren’t unwittingly deterring potential customers.

Picture the scene

You’ve spent hours fine-tuning your web copy. You’ve enlisted the help of copywriters and web designers. You’ve plumbed money into a full SEO and PPC campaign.

But all of a sudden, your visitor numbers are dropping off and you’re failing to register on the first page of a Google search for your top keyword.

What’s happened? Many business owners are asking themselves the same thing.

Mobile-first indexing

Google recently launched their mobile-first indexing, prioritising those websites which in turn prioritise their mobile customers. To ensure you don’t lose out to your competition, it’s vital you learn how to optimise your copy for mobile.

Here’s how to get mobile-optimised content:

1. Ensure your web design is responsive

That means it has both a desktop and a mobile version. This might be a matter for your web designer, but if you use WordPress, there are plenty of themes that embrace this.

2. Use short sentences and paragraphs

Imagine browsing a website on your smartphone and seeing a full screen of text. Are you going to read it? Unlikely.

White space is key so break up longer paragraphs into smaller chunks: 2-3 sentences, 26 words per sentence. It wouldn’t hurt to familiarise yourself with your Flesch readability score either.

3. Encourage scrolling

Mobile users have a tendency to scroll more, so long-form copy works to your advantage – but only if it’s of value.

Use this opportunity to give customers insight, advice, facts and sell the benefits of your service, breaking it up with good-quality images. You also have more chance to use a variety of keywords.

4. Have a purpose…and sell it

Just because you can get away with more copy, don’t lose sight of your mission: to sell. The benefits – as always – should be right up at the top.

However, you can spread calls to action throughout your content, so that readers can move on when they feel sufficiently persuaded.

5. Speed up your loading time

Any longer than 3 seconds to load and a customer loses interest, clicking away. Your bounce rate might increase but not your conversions.

You can improve your loading time by decluttering and keeping image and graphics sizes low yet still good quality.

6. Feature videos

43% of consumers want to see more video content online. Since Google owns YouTube, featuring videos is crucial to score highly.

You don’t necessarily need to produce these yourself, even sharing video content from YouTube will help.

7. Format, format, format

Bullet points, indents, lists, colours that emphasise key sections, bold, subheadings – all help to sustain interest.

8. Clean up your links

Google will penalise you for spam or broken links so ensure they’re all in good working order and include a mix of internal and external reputable pages.

9. Ensure your copy is polished

Writing concise content that speaks directly to your demographic telling them what they want to know is crucial. Otherwise, despite your best efforts, you’ll lose them before they click ‘buy’.

Long-form copy is a bonus of easy scrolling, but since mobile users bounce in a third of the time a desktop user does, your content must be spot on.

It’s also vital your mobile copy is proofed and error-free as mistakes will stand out a mile on a small screen.

Get mobile-optimised copy

Producing mobile optimised copy can be time-consuming. Where is the fold, do you have strong calls to action, is your content scannable?

Ready to get snag those mobile customers? Contact me today to discuss your mobile optimised copy needs.

Get 20% off your first copywriting order

The big spending holidays of Halloween, Christmas and Black Friday are looming large on the horizon, which means it’s time you were getting your marketing materials ready.

But if the prospect of writing all that copy, editing it tirelessly and proofing it is daunting, you’ll be glad to hear I’m running a 20% copywriting discount for new customers for a limited time only.

You can save 20% off your first piece of content booked with me. Whether that’s an engaging and SEO targeted About page for your website or a persuasive sales letter promoting a new product.

So what might you redeem your 20% saving on? Perhaps you need…

  • Leaflet or advert copy
  • Press releases
  • An advertorial
  • SEO articles
  • Direct mail
  • Brochure content
  • Blog posts
  • A job advert

Or if there’s anything else you need writing, simply get in touch. We can draw up a brief that gets you exactly what you need.

The process is as easy as 1, 2, 3

  1. Send me a message quoting this blog post with an overview of your business and what your content needs are. Be sure to do it by Friday 30 September 2016 as that’s when this offer ends.
  2. Your consultation and quote will be free, with no obligation to buy. It’s OK, sometimes you simply change your mind. Otherwise, we’ll agree a brief, a deadline and the final cost, minus your 20% discount as a new customer.
  3. Sit back and let me take care of the hard work. What’s more, the first revision is always free of charge.

Is there a catch?

The terms and conditions are pretty simple. You need to be a completely new customer and to place your order with me by Friday 30 September 2016.

I only usually accept one job at a time, so your 20% discount is valid for one-off orders placed at this time. However, you can book up to 4 blog posts, SEO articles or press releases as your first order (you will receive a 20% discount off the price for all 4). If after this you would like to set up a rolling contract, we can do this no problem, but your discount is only valid for your first fixed order of up to 4 posts. This offer does not include proofreading services. (Offer can be removed at any time)

Still not sure if you want to take advantage of this great saving? Find out how you could benefit from a copywriter.

Why you need a copywriter

I expect you’ve heard this quite a lot. The sales letter from the eager copywriter, the marketing agency that assures you your business will fail without their services.

And I know your concern.

The way the economy is, you need to keep costs down. But your business also needs content – it needs words – otherwise how will anyone new know you exist?

I’ll cut to the chase.

There are 3 reasons you need a copywriter

  1. To create a sense of need in the reader
  2. To inspire them to buy into your product
  3. To deliver you repeat custom

It really is that simple.

Some businesses write their own copy, but this can be counter-productive. Copywriters are constantly analysing marketing strategy to see what works. Might you be turning your customers off without even realising? Or worse, not communicating with them at all?

It takes a lot of time to write content that is unique, error-free and interesting. Often it takes an outsider like me to see the simplest way of getting your message across.

But you can already write. Right?

It’s not just about being able to write. Hiring a copywriter is about making a firm decision for your business. You are deciding to hire a professional who has the time, knowledge and skill to craft unique and engaging content specifically for you.

Choosing to employ a copywriter is about finding
– Someone who knows what works and what doesn’t
– Someone who can eliminate errors
– Someone who can use a voice your customers will relate to
– Someone who will ensure your business stands out from the crowd

And while they’re doing that, you can spend your time running your business. That’s the way it should be.

You can contact me when you feel the time is right. Just drop me an e-mail. I’ll be here, cracking on with that paperwork in the corner until then. I look forward to hearing from you.

My Tip for Writing Sales Copy

The modern world is fluid: there are no longer strict times to work, to go shopping, to connect with people. This fluidity is even more dangerous to those who work freelance, especially if that’s from home. It can be difficult to switch off from the endless list of things that can be done at any one moment, causing constant distractions – some welcome, but most not.

One of the bonuses of being a professional copywriter is that clients give you work. However, if you write sales copy full time, there’s a significant chance that at some point you will experience that awful feeling of writing yourself into a corner full of clichés, and it can be a tiresome task trying not to recycle your own work.

But it was while I was tuning up my new TV that I made a career-defining discovery. When you can’t think of any more ways to sell that ugly pair of leather cowboy boots simply take my advice and…turn on the TV.

Yes, you heard me. Turn on the TV.

Switch straight to the home shopping channels – you’ll find you have plenty. And, for once in your life, that’s a good thing.

Watching the endless hours of furious waffling will give you a crash course in how to sell. Home shopping channels are divided into hour-long slots where a presenter is challenged to shift as many units as possible, as though trying to bargain their way out of a hostage scenario. Often they have a whole range to peddle, but the real feats of salesmanship are the solus endorsements.

As the minutes tick away, the programme swiftly descends into farce as the host becomes desperate to snag that potential customer. It’s true. I have actually seen, with my own eyes, a frantic presenter furiously force the backstage crew to fashion a pet fish out of a carrot and a bowl of water, just to show off a panoramic camera.

But the highs (and the many lows) of this kind of television are invaluable to the ‘blocked’ copywriter.

As you sit there in your be-throned armchair, all smug in your new position as the ‘potential customer’, you can see what works – Wow, that mobile really does look like it has everything I want and at such a reasonable price – and what doesn’t – Hmm, I’d rather take memorable photographs of my grandchildren than my goldfish.

As we all know, one of the most important things in copywriting is selling the experience. And that is what these guys (usually) do so well.

To gain your trust, the presenter will start out with the product specifications – the brand, the quality materials, the craftsmanship – but before you know it they’ve segwayed these indisputable facts into the ways that this product will make your life easier, more efficient, and, in turn, make you a better person/worker/mother/friend.

The sole point of the programme is just like a piece of sales copy – it is to build a gradual argument for why this specific product will change your life, and by the end, even the most dismissive viewer can’t help but agree with everything they’ve just said. Except for maybe that bit about the fish.

Of course, I’m not saying this little technique is without its risks. Turning on the TV while you’re trying to work does, after all, take a lot of stamina, mostly to not let yourself get sucked in by Pointless or Bargain Hunt (I’m not judging). But, if you’re stuck on the roundabout of sales clichés, there are worse things you can do than switch to the home shopping channels. And besides, all that red-faced shouting and carrot-bobbing means they can be pretty fun too…