How Do I Optimise My Website’s Copy?

How Do I Optimise My Website’s Copy?

It doesn’t need to be that complicated…


So how do you optimise your website copy to ensure it’s quick and easy to digest?

The best way to optimise your content is to:

Break up your content with images.


Use bullets and numbered lists to explain your points, include quotes to demonstrate authority and start your content summarising the points.

This quickly lets your readers determine if they want to go from scanning to reading.


Hot Tip! Measuring page views is a thing of the past. Engagement or visitor to engagement is the most important metric.


Use Short Sentences/Paragraphs

  • Short sentences seem like less of a commitment they seem less overwhelming.
  • Simple sentences void of any complicated structures have the same impact.
  • As a rule of thumb, there should be no more than 80 characters per line. Short paragraphs (3-4 lines, maximum) make scanning easier. Big blocks of text are daunting.

Subheadings / Content Blocks

  • Subheadings, much like they do in an article, help sort and organise copy.
  • Use descriptive subheadings, not vague or clever headlines.
  • On a long page, use different background colors and images to show a separation between sections (e.g. how it works and testimonials.)


Clear Font

  • Large font is easier to read, so try 14-16px at least.
  • The more space there is between two lines of text, the easier it’ll be to read / scan. Aim for a 24px space.
  • Contrast is key. Black font on a white background has high contrast, making it easier to read. Light grey text on a white background or a dark grey background has less contrast, making it more difficult to read. Sans serif is easier to read online.



  • Fluency is essentially the measure of how easy it is to think about something. As humans, we prefer to think about things that are easy to think about.
  • High cognitive fluency means something is easy to think about, meaning people will be more willing to engage with the copy
  • Use words and phrases that are familiar to your audience.
  • Write the way most people speak… simply and concisely.
  • Use basic words and simplify your concepts.
  • Be aware of the jargon and “industry speak” you use. Avoid bringing that into your copy unless you’re specifically looking to attract people as familiar with the industry as you are.

Readability is the ease with which a reader can understand a written text. The readability of a particular text depends on content (for example, the complexity of its vocabulary and syntax) and typography (for example, its font size, line height, and line length).



  • Use short sentences and paragraphs so that you don’t make you copy seem more daunting than it really is.
  • Use subheadings and content blocks to separate and organise your copy.
  • Use large, sans serif font in a colour that contrasts your background.
  • Write simply and concisely so that your copy is easy to think about.

You should always ensure your copy is…

Legible – People can recognise individual characters in your copy.

Readable – People can easily understand the text.

Comprehensible – People can process and grasp the meaning behind your copy.


Learn more about how to make your website really “pop” and fully engage your customers!


















Thinking about updating your site or getting a completely new one?

 I hope this post helped.

If you’re time poor, confused or just feel you would like to get a professional to give you an obligation free quotation for your site, then contact me below:


Phil Adair

Hot Clicks Pay-Per-Click Online Marketing

Suite 12, 5th Floor, Dymocks Building

 428 George Street, Sydney, NSW 2000



When was the last time you gave your website text some love?

When was the last time you gave your website text some love and made some improvements – your headlines and call-to-actions in particular?

Making your text much more engaging and captivating is actually one of the quickest and highest-impact ways to improve your website conversions and sales.

It doesn’t matter how good your website looks if your text doesn’t sizzle and captivate – your visitors won’t be excited to learn more and will bounce often – meaning many lost sales for you!

You don’t have to have a degree in marketing to write more captivating text either – Here are some expert tips to help you quickly become a copywriting pro, and convert many more of your visitors into sales.

1: Captivate visitors by mentioning their needs and pain points

Often the best way to improve the effectiveness of your text is to think in your visitor’s shoes and prominently mention words on key entry pages that relate to (and solves) their main needs, problems or frustrations.

Try asking intriguing questions in your text that your visitors can relate to (particularly in your headlines) and then mention why your offering is the best solution for them. Researching more about your main types of visitors and getting feedback from them is essential to do this.

2: Focus on benefits and results of your product/service – not just features

Your visitors of course need to know your product/service features, but many websites forgot to also translate them into benefits and potential results – which is what your visitors really ultimately care about.

Therefore its essential you prominently mention these on your product/services pages – for example, if you are selling services, you should mention the benefits (saving time, effort etc) and impact on revenue for your clients – not just the service features.

3: Use proven highly-engaging powerful words far more often

Give your website text a makeover by using time-tested marketing power words. How many of these great examples below are you using on your website? Go ahead and check right now, particularly for your key entry pages, and start introducing more:

Discover, Secret, Results, Imagine, Guaranteed, Instantly, Powerful, Easy, Simple, Exclusive…

 4: Do the ‘we we’ test to make your text more visitor-focused

To engage many more visitors, focus your words on their viewpoint, not on you or your business – so avoid using ‘we, I or us’ and your company name too often. Instead, use much more visitor-orientated and friendly words like ‘you’ and ‘yours’.

To help improve this, you should to the ‘we we’ test to check how many times you use each type of business or visitor word on your key pages. Make sure you use higher amounts of visitor-focused words – doing that will instantly upgrade the engagement of your text!

5: Write magnetic headlines to hook your visitors

Your headlines can make or break whether your visitors stay on your website or bounces prematurely. Try using several styles to see which converts best, including benefit driven ones, social proof or testimonial focused ones, or pain point related questions. This tool helps you analyze how good your headlines are.

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar” David Ogilvy

Don’t forget to also test your headline size to make it stand out more, and the number of words used (short and sweet is better – ideally under 10 words). Here’s a great headline combining many best practices:

6: Know which boring and dull words to avoid like the plague

Some words are just a waste of space and opportunity on your web pages, and should be replaced with much better, more engaging words. Here are some of the most conversion-killing words I still see way too often that you should avoid:

Submit (use a much more engaging word that implies the benefit of clicking)

Click here (pointless self-referential words – wasted opportunity to write a better call-to-action)

Cheap (makes your service/offering sound low quality – use ‘low cost’ or ‘affordable’ instead)

Utilize, leverage, mission statement and other corporate words (too dull)

7: Ruthlessly cut your text and make it concise

To increase the chances of visitors reading your text and seeing your key points, you need to start really cutting down the amount of words you use.

Shorten your paragraphs and sentences, cut out fluff words, unnecessary extra detail words, and don’t ramble – be direct. If the words don’t help explain anything, or don’t add any real value to the sentence, then get rid of them.

8: Focus on improving your call-to-action button wording

The wording of your call-to-actions are critical – it’s essential you persuade more visitors to click on your buttons and key links.

Always avoid using generic words like ‘learn more’, ‘submit’ or ‘subscribe’ – use much more compelling text instead.

Benefit and power related words will work well, as will using action-driven words, which leads us nicely into the next tip.

better CTA wording

 9: Inspire action – use words to get your visitors to act quickly

Realise that your visitors are often in a rush and don’t have much time, so get them to act quickly on your website offerings. Action words are particularly important for using on your call-to-action buttons and links. Here are some good examples of action words to help you come up with ideas to test:

Now, Today, Get started, Fast, Quickly, Discover, Create, Instantly, Try, Learn, In Seconds

10: Use sub-headers to make your text much easier to scan

Remember that visitors don’t read online the same way they do books or magazines – instead they scan text and will only read more if something catches their eye.

Making use of many descriptive sub headers will make your text much easier to scan – they also help to break to categorise and break up long blocks of text.

Learn more about how to make your website really “pop” and fully engage your customers!






Thinking about updating your site or getting a completely new one?

 I hope this post helped.

If you’re time poor, confused or just feel you would like to get a professional to give you an obligation free quotation for your site, then contact me below:

Phil Adair 

Hot Clicks Pay-Per-Click Online Marketing

Suite 12, 5th Floor, Dymocks Building

 428 George Street, Sydney, NSW 2000




Website Design Failing to Lift Sales? (What to Do Instead)

Why Your Website Design Will Fail to Lift Sales Much (and What to Do Instead…)

There’s a lot to think about when planning a fresh, new website design:


Which products/services should be emphasised the most?

How should your story to be told?

What case studies should you select?

And, of course, is your brand accurately represented?


With all these details to consider, we often overlook the ultimate goal: to construct a website experience that draws in new prospects, develops interested and informed leads, and generates revenue.


Check out the following tips to better understand my website strategy for keeping visitors engaged:


1. Make Sure Navigation is Intuitive


Is the flow of your site easy to understand? Does the information hierarchy make sense? Can a user quickly find what he/she is looking for without getting lost?


Try to chart out specific paths that you want your website visitors to take. Then, design your website, so these prospects instinctively follow these paths.


2. Minimise the Number of Clicks Needed to Get the Information They’re Looking For:



We live in a day and age where the process of finding information is streamlined and practically instantaneous (thank you, Google).


That being said, you don’t want to make visitors dig through pages of information that can help position you as a valuable resource.


Before losing a prospective lead, make sure the most valuable content is accessible on just a couple clicks from your homepage.

3. Minimise Load Times



Time is of the essence when a prospect visits your page, and pages that load too slowly are often abandoned for other sites.


High-resolution images, complex applications, and inadequate hosting are just some of the ways to slow down page load times and frustrate users.


Don’t let your leads get away; test your current site with


4. Make it Readable



Your content (its tone, grammar, and substance) should align with your target audience and their level of understanding about your product or industry.


Once you’ve created content that resonates with your audience, make it stand out on your page.


Instead of using large blocks of text, break it up a bit and utilise your white space.


5. Include Great Visuals



Images, attractive colors, buttons that stand out… all of these things contribute to a site’s overall visual appeal. Remember, the more appealing your site is, the longer people will feel inclined to stay.


6. Include an Internal Search Function



With your prospects used to using lightning fast search engines to find information, an internal search function is a great way to help your prospects find exactly what they’re looking for, without having to search through irrelevant pages.


7. Adapt Your Site for Mobile Devices

With the popularity of smart phones and other mobile devices at an all-time high (and still growing), websites aren’t just viewed on desktop computers anymore.


More often than not, B2B prospects and other professionals are viewing your website on their smartphone or tablet. Give your website a responsive design so that all visitors will see a fine-tuned site across all devices and formats.


8. Reduce the Need to Scroll



Whenever possible, keep your important information “above the fold” and visible, without forcing visitors to scroll down. You might even want to consider multiple screen sizes when making judgments on what will appear on the top half of the page.

9. Make Your Offers Prominent



Websites should encourage visitors to act in some way. Your offers and other calls to action should be prominent on the home page and on all relevant secondary pages to increase your conversion rates and generate leads.


10. Check for Broken Links, Bugs, and Missing Information



Once your site is finished and ready to be released to the world, double check it for broken links, missing pages, missing images, bugs, and dead ends.


While you’re at it, proofread your content and make sure there aren’t any spelling or grammatical errors. Not only will that allow your site to perform at its best, but it will add to your brand’s positive reputation.


Website usability is part art, part science and in taking the effort to provide an easy-to-use, appealing and swift user experience, you’re helping keep prospects on your site learning more about what you can do for them.


Thinking about updating your site or getting a completely new one? I hope this post helped.


If you’re time poor, confused or just feel you would like to get a professional to give you an obligation free quotation for your site, then contact me below:


Phil Adair 

Hot Clicks Pay-Per-Click Online Marketing

Suite 12, 5th Floor, Dymocks Building

 428 George Street, Sydney, NSW 2000




Are Negative Keywords Part Of Your AdWords Strategy?

Are Negative Keywords Part Of Your Google AdWords Strategy?

“Everyone knows this one.” I hear you saying.


I cannot place enough emphasis on the importance of making this one of the very first things you do when setting up your campaigns.


If you already know about negatives, then great.


Though if you’re a little hazy on them, then you should know that all good negative keywords specify which keywords you do not want your ads to trigger for.


I am frequently appalled when I find that customers are often paying for keywords that are totally unrelated to their business.


It’s not uncommon clients of Google to be burning through thousands of dollars or more each month through not correctly utilising negative keywords. Or worse still, not using them. Ouch.


Using negative keywords properly is an absolute essential in any campaign.


I have personally inherited numerous AdWords accounts on “life support” and this is one of the key indicators that the patient (client) is in serious trouble.


I cannot stress enough that this element is one of the most overlooked tools. Business owners simply forget to add them!


Don’t be one of them. Start building your list today!


p.s. Click here to get started with a free keyword tool that makes it super easy to understand:


I hope this article helped.


If you’re time poor, confused or just feel you would like to get a professional and fully qualified AdWords Expert to assist you with your online marketing, then please call or email me now!


AdWords [FREE] Video Training series right here >>



Learn what NOT to do… and what’s working now!


Learn fantastic tips and tricks to build your business online. Fast!



Phil Adair

Hot Clicks Pay-Per-Click Online Marketing
Suite 12, 5th Floor, Dymocks Building
428 George Street, Sydney, NSW 2000


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