Copywriting

Commas

Some of you might have noticed that I am pretty stingy with my commas, to the point of omitting them when the rules of English says they should not be omitted.

I can hear some of you gasping already. “A professional writer deliberately omitting necessary punctuation??” Yes. Yes, that is what is happening. Breathe into a paper bag and allow me to explain.

It’s actually incredibly simple. Research has shown that readers are put off by too much punctuation, and sometimes the English language calls for too many commas. That’s it. Thanks for reading.

Cluttered text is as off-putting to a site user as a busy page layout. It’s crowded and ugly. It makes skimming more difficult. Cleaning it up and keeping punctuation down to two, maybe three max in one sentence opens up the page and makes it more visually appealing.

Now, you can’t just forget about them completely. Commas should not be skipped if skipping them changes the meaning of the sentence or if there would be a noticeable pause when speaking the text.

And before someone bites my head off, I know there are always exceptions. A professional website written in a formal tone should definitely not publish selective punctuation or sketchy grammar. Your audience will be more forgiving of the ugly commas, because they expect sharp precision.

As a writer who appreciates proper grammar, spelling and punctuation, I understand that this concept can be difficult to swallow. However, my job is to get conversions and the research does not lie. You lose this round, Punctuation Police.

Website Optimization

5 Tips for Naming Your Pages

When building a website, naming your pages is probably the last thing on your mind. You’ll have your standard “About Us” page and your “Contact Us” page, as well as “Home” and maybe “Services” pages.

Those are the names everyone uses, so why spend time you don’t have thinking of creative little titles? There are actually a few reasons.

Avoid Bad SEO

Anyone who’s created a website has probably Googled “SEO” at some point. So you know that repeating the same content as other pages can knock your SEO down a bit, or at the very least waste an opportunity to generate better SEO.

Boost Your Brand Name

By choosing “Business Copywriting Services” as the name of my home page, instead of “Home,” I’ve turned that tiny bit of content into positive SEO.

If you can get your brand name into your page name, you’ll get a little boost in SEO for that phrase, specifically.

Maintain Clarity

Of course, these little boosts aren’t worth losing usability, so your main priority should be a balance of clarity and creativity. In other words, be creative, but only to the extent that your audience can still tell what the heck you’re talking about. Ask yourself, “Will my readers know what they’re going to find on this page?”

Cater to Your Audience

It’s also important that your page names reflect your tone. If you’re a friendly, trendy and bold fashion designer, you can go for fun, funny and creative names. If you’re professional and formal, be straightforward and clear.

Remember that your audience wants to be able to find what they’re looking for at a glance. If you get super complicated with the names, your visitors might get frustrated trying to figure out where to go. Frustrated visitors = high exit rate.

How’s it Look?

Keep an eye on your aesthetics. If you’ve written long phrases for every page name, take a look at your menu and navigation panel and make sure they don’t look crazy.

Naming your pages shouldn’t be a big deal, and you shouldn’t have to hire anyone to do it for you, unless you just don’t want to deal with it.

Sticking to standard names is always an option and won’t hurt your SEO too badly, especially if 99% of your content is original.

Keeping these tips in mind will simply give your site a little boost and help your brand to stand out from the others.

FMSkeen