Does your web copy pass “the grandpa test?” You may have been told, as a content writer, that you’re supposed to simplify and even dumb down the message when writing for websites. That’s true (and Grandpa’s no dummy). I’ll explain why, and give you some must-know tips.
Grab the nearest grandpa, and let’s go.
Set your goals for this ONE page of copy
First, you need overarching goals. Bust these out whenever you’re looking to generate leads or convert sales online.
- Aim for ONE main idea to convey, and support that point all the way.
- Focus on ONE keyword phrase to pepper in strategically.
- Choose ONE action you’d like the reader to take before they close the page.
Structure the writing for clarity
Think beyond words and phrasing. Get into details like pacing, spacing, and giving the eyes frequent breaks.
- Use simple, concise wording.
- Break up longer, complex sentences into shorter, simple ones.
- Choose the most commonly known terms, when possible.
- Keep paragraphs to just 2 or 3 sentences, then hit return.
- Blatantly tell the reader what to do next.
What’s the Grandpa Test?
So what’s the grandpa test? Well, I’ll tell you, because I just used it five minutes ago.
My Boomer dad is in town. I called up a web page, and asked him to read it out loud and tell me what he just read. He did it, then shook his head. The message wasn’t clear.
Grandpa gave up, and was onto something else.
That’s how I knew the wording was too complicated for the average, distracted web surfer. Grandpa’s still got it, sure. But if you overwhelm or bore him, he won’t entertain whatever it is you’re proposing.
A malfunctioning web form will chase Grandpa away. And he might just decide to log out, and go take a nap.
Same goes for your audience of website visitors.
As far as your web copy… if Grandpa can’t figure it out, your readers won’t be able to, either.
Keep It Simple, Sweetheart
If you’ve taken writing classes, or if you write books, or articles for trade publications, then web copywriting will feel “wrong” to you. The simple communication goes against everything you’ve been taught.
But trust me. For lead capture and sales conversions, simple is the only way.
Think about it. You might have something smart to say. It might even be brilliant. But if your word wizardry leaves readers feeling confused, tired, overwhelmed… or if something else caught their eye and they clicked away… then your copy did NOT do the job intended, period.
Let me put it this way. It’s better to wrap the brilliant idea in easy-to-open packaging, than force readers to dig deep for the gold.
Web copywriting isn’t novel writing. It’s for making sales.
Again: what’s the purpose? Capture leads and make sales. That’s it!
Do it for search engines, too.
Even if you say to yourself, “Bah!! The web has something to learn from me…” search engines won’t agree.
So if your lead capture lacks and sales won’t convert, you might need to check in with something like Yoast. A good SEO tool will show you exactly how to structure your web page content so the reader stays focused.
After your page is optimized properly, is when you’ll start to show up in Google searches for your targeted phrase.
Simple writing that packs a punch
Okay, so if you’re stuck with simple communication, how to prevent readers from nodding off or wandering away?
Use the 85/15 rule. Write in plain language 85% of the time. For the other 15%, bring the heat.
Supercharge those verbs. In online copy especially, verbs pack the punch. Keep a list of dynamic ones to smatter in.
Use active voice. “I ran,” not “I was running.” Your readers sit up higher in their seats and their pupils dilate when you speak to them in active voice.
Add calls to action. Don’t just do this once at the end, but lob in a light command every few sections.
Maintain high energy all the way down the page. This one’s tough. You might have a killer hook, but can you sustain momentum all the way to the sign-up form?
Basic does not mean boring
Web copy might be more basic, sure. But basic doesn’t have to be boring. Think of yourself as a copywriting purist.
Use these tips to clarify, convey meaning, drive interest, and initiate action in your copy. And if you get lost in the weeds writing too much for too long… bring Grandpa in for the final test.
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Good luck, and happy web copywriting!