Joyful has worked with over 1,000 NFPs to bring expertise to maximise your online presence. Here are five simple things you can do to improve your audience engagement and drive great results for your organisation.
Know your audience
Good copywriting is written solely with the intended audience in mind, so the key to engaging your audience is getting to know them first. What interests them? What they are passionate about? What are they looking for? Make them feel like you understand them and value their input. Use their language. People won’t trust copy they don't feel a connection with, so write as though you are in conversation with them.
Keep it simple
Most people’s attention spans are limited to a few seconds, leaving you a small window to cut through the sea of other marketing messages to deliver your message. Deliver the information efficiently and people will appreciate what you do without having to put in too much effort to read complex sentences or understand buzz words. Simple copy frees up the audience's mind so they can get on with making decisions about your organisation.
Cut the fluff
When you write your copy, include the main message upfront. Be sure to interrogate each word and it’s right to be there. Are there words that could be removed? Could you replace 5 words with a few? Every word in your copy should add weight to your messaging. Respect people's time, understand that they may not want to read large blocks of text to take away something valuable from your site.
Check your flow
Read the copy you have written out loud to yourself or someone else. If you find yourself stopping or finding it difficult to read, then your audience might struggle too. Big words, long sentences and large chunks of text impact the rhythm and flow for the reader, which affects how engaging your copy is. Use shorter sentences, alongside longer sentences. Let your copy dance, shake it up a little!
Get an outsider perspective
Make sure you show your copy to someone external to your organisation and gauge their response. If that person naturally fits into your website audience, then that’s a bonus. Ask them what they felt when reading your copy and what the main takeaway was for them. Is it aligned with your website goals? Do they read with ease and understand your organisation immediately? This will ensure you’re not using language that only makes sense internally, making sure you steer clear of jargon or language that doesn’t add value for the audience.