In my last article, I shared a few tips about what to write on your website to give yourself the best chance at bringing in new members.

And today, I wanted to talk a bit about how you write it.

Because web copy written in the wrong way will be just as prohibitive to bringing in new members as copy written with the wrong ideas and approach.

So, here are five tips for how to write web copy that prospective members will enjoy reading enough to actually want to take action.

‍1. Make your copy scannable

‍People don’t read copy, they skim it. This applies to websites, too. So, avoid clunky paragraphs. Instead, use headers with concise information following them. One idea, one header, then two to three paragraphs. Then move on to the next idea.

‍2. Avoid clunky paragraphs

‍Long, dense paragraphs are immediately off-putting to people’s brains. Even just from a visual perspective, the sight of a big slab of text looks overwhelming and our brains often deem it not worth the effort.

‍3. Be concise

‍Beyond the visual element of big chunks of copy, there’s also another reason why you need to keep copy concise: human biology demands it. In his book, Building a Storybrand, Donald Miller explains that our brains are trained to conserve calories for survival. Literally. And the act of thinking actually burns calories. The more we have to think, the more calories we burn. So, your dense, convoluted website copy is literally making people burn extra calories to decipher it. It goes against their survival instincts.Your goal: maximum information, minimal words.

‍4. Steer clear of jargon

‍It’s a common misconception that fancy words are impressive. When it comes to your website copy, steer clear of jargon and ten-dollar words. Assume your reader knows nothing about the coworking industry and use clear language that’s understandable by your audience.

‍5. Make it flow

‍Your site needs to have a flow that makes sense. If your site is just jumbled information, it’ll be confusing to navigate, frustrating to work through, and ultimately off-putting to your reader.Think about the most logical order for the pieces of your website in terms of your prospective member’s journey. Your goal should be to:

• Address their challenges
• Discuss how you solve said challenges
• Explain your value proposition and differentiators
• Address objections
• Validate why you’re the right choice

When you combine the right information with the optimal structure, your website will become a massive membership-driving engine.