Let’s answer that question right away…

The slug is the last section of a URL (Uniform Resource Locator). And for those who don’t know, a URL is the address of a unique page on the internet. It’s what you see in the address bar of your browser. For example, the URL for this page is ‘https://webpi.co/optimise-url-slugs/‘ and the slug is ‘optimise-url-slugs/’.

WHY ARE URL SLUGS IMPORTANT?

There are two main reasons that URL slugs are important.

1. For SEO. Search engines use the words that are in your slug to help determine what the page is about. It’s imperative that you include your key phrase within your URL slug to get the most SEO benefit.
2. For users. The URL is listed just above the article title in Google Results. It is a key piece of information that helps the user decide if this is the article for them. If your slug is concise and readable, there is a much higher chance you’ll get that click.

BEST PRACTICES TO OPTIMISE YOUR URL SLUGS

1. Use lowercase letters only. This is an excellent tip for stylistic reasons – a completely lower case URL looks better. It also may help to avoid missing or duplicate page issues.
2. Avoid special characters. Keep things simple. Avoiding special characters like commas, semicolons, quotes, etc., aids usability and makes URLs easier to type.
3. Avoid numbers and dates. Numbers and dates add no value. And in fact, if you update your article at a later date, they may prove to be a hindrance. Imagine you wrote an article called ‘7 best tips for URL slugs’ and used the slug ‘7-best-tips-for-url-slugs’. Then the following year you thought up two more tips and updated the article to ‘9 best tips for URL slugs’. If you update the URL slug to match, it will effectively be a new page in Google’s eyes and lose all the search ranking it had built up. Avoid numbers and dates in URL slugs.
4. Remove stop words. Stop words are incidental words like ‘and’, ‘how’, ‘it’, etc. They don’t provide any value in this context. For example, the title for this page is ‘How to optimise URL slugs’. By removing stop words, I came up with the slug ‘optimise-url-slugs/’.
5. Include relevant keywords. The slug is a key component of search engine ranking. Ensure you include your keywords within the URL slug.
6. Don’t keyword stuff. Adding one relevant keyword is fine, but stuffing your slug with excessive keywords is both bad for your users and your Google ranking. Black Hat tactics like this stopped working a long time ago.
7. Make it user-friendly. Keep your user in mind. Does the slug make sense to read? Would adding a stop word or two make it clearer and therefore more likely to be clicked? This is a judgement call, and there is no right answer.
8. Separate words with hyphens not spaces. The issue with spaces is that browsers encode them to “%20” which makes future reading of the URL difficult. This helps keep your URL slugs simple and readable.
9. Don’t use slugs that already belong to other pages. Your URL must be unique to avoid duplicate content issues. Ensure your slug is unique to that single page by making it specific and accurate.
10. Make the slug similar to your title. This is good for search engines and for your users. If your title is ‘How to optimise URL slugs’ and your URL slug is ‘top-tips-for-tennis-forehand’ – Well, that’s just confusing for everyone. If you need guidance on writing titles, check out my article on how to write compelling website copy.
11. Your URL slugs should be evergreen. Ensure that your URL slugs will stand the test of time by avoiding dates, numbers and anything else that might stop them being eternally relevant.

HOW TO EDIT URL SLUGS IN WORDPRESS

Firstly, ensure your permalinks are set up correctly by going to the Admin screen then Settings -> Permalinks. I strongly recommend using the ‘Post Name’ setting to ensure the best SEO results.

When you create a new post and write in the title, WordPress will automatically generate a URL slug for you. You can edit this on the right-hand side of the screen in the ‘Post’ settings section. If you can’t see the settings panel, then click the gear icon in the toolbar (top, right). From there, scroll down to the ‘Permalink’ section and alter your URL slug following the best practices in this article. Don’t forget to hit ‘Update’!

Once you’ve decided on your URL slug it’s important NOT to change it. This could cause missing page errors on your site. If you must change the URL slug then ensure you set up a 301 redirect.

SUMMING UP SLUGS

Who would have thought that such a tiny piece of the website jigsaw could be so complex? In truth, once you’ve optimised a couple of URL slugs, the best practices are quite easy to follow. If, however, you need any help with this or anything else WordPress website related, then please get in touch.

The Hero section on a website is the large, typically full-screen area that a user sees when first arriving at your web page. It is prevalent in modern web design, and there are many reasons why. Users and potential customers are more impatient, discerning, and demanding than ever before, which means the Hero section has several important jobs to accomplish in a very short amount of time.

The Hero section:

• Grabs the user’s attention and convinces them to look around
• Reassures the user that they have come to the correct place
• Explains how the user’s problem can be solved
• Provides a clear call to action

Continue reading to learn about the four important components of a Hero section and how to execute them properly. I’ll also share examples of websites that have compelling Hero sections.

Parts of a Website Hero Section

The Hero section typically has four parts: the image, the headline, the subtext, and the call to action. Let’s go over what each of these sections entails and best practices for engaging your users.

1. The Image

The image, which could be a photo, a cartoon, an animation, or even a video, is critical in engaging the user and getting them to hang around. Humans process images faster than text, so the image creates the first impression.

• The image must be eye-catching. Either through bright colours, human connection, or movement, the main job of the image is to grab attention.
• The image must direct the users’ attention to further information and act as a clear call to action. For example, this could be done subtly with a person in the photograph looking in the direction of a CTA, or less subtly with a huge cartoon arrow.
• The image must support the brand. The colour scheme, values, and graphics should match the brand style. Make sure your brand isn’t saying one thing while your Hero image says something else—this will confuse users and turn them off.
• The image must tell a story. Again, this could be incredibly subtle, but humans are great at reading into imagery.

2. The Headline

The headline is one sentence or phrase that tells the user they have come to the right place. It should reassure the user that the solution to their problem can be found on this site. The headline must be powerful and evoke emotion, all while being accurate and to the point.

The headline of a Hero section is by no means easy to create. Take the time to carefully consider your headline. It can help to test different headlines with your users to see what resonates best with your audience.

3. The Subtext

The subtext is a couple of sentences or bullet points that support the headline. This could provide extra detail about the services you offer, the benefits that the user will gain from engaging with you, and/or some social proof.

Make sure the subtext works alongside the headline. It should complement the headline, adding a little more information to pique the reader’s interest.

Learn more: How to Write Compelling Website Copy.

4. The Call to Action

The call to action encourages users to act, which is exactly why you have them on your website.

What do you want the user to do next? Do you want them to buy something from you, either a product or service? Do you want them to get in contact with you? Do you want the user to continue reading to gain more information? Whatever it is, you must provide a button in the Hero section that screams out to be clicked.

Make sure this button is clearly visible, simple to understand, and promotes an obvious action. For example:

• Learn more
• View prices
• Let’s get started!
• Sign up today
• Download our free guide
• Take the quiz

Hero Section Examples

Caspar Alexander

The Hero image on the Caspar Alexander website has friendly, diverse people enjoying their work. The colours in the image compliment the brand colours, and the characters are looking directly at the headline.

The headline is powerful and intriguing and includes information about the services available.

The subtext is a beautifully crafted sentence that explains both their services and the benefits to the user.

The call to action is placed directly under the copy and stands out due to its colour. The user is invited to find out more in the About Us section.

JL:Pro

The Hero image on the JL:Pro website is visually appealing. The colours grab your attention, and the business people walking around the world are intriguing. It also supports the service offering, as JL:Pro is a global recruitment company.

The headline is direct and to the point.

The subtext provides further detail about their service offering and the benefits to the user. It also helps build empathy, as they recognise this is a difficult task.

The call to action is placed directly under the copy and stands out due to its dark colour and size on an otherwise light and airy page. The user is invited to get in contact.

Wow Potential Clients With a Compelling Hero Section

There goes my Hero… 🎤 🎼

Do you need an amazing Hero section to show off your business and engage website visitors? If you need help with a Hero section or any other web design services, please get in contact. Webpi will help you establish an incredible online presence, so you can focus on growing your business.

Without quality website copy that describes who you are and what you have to offer, all your customers will see is a pretty website that doesn’t have anything to say. Plus, providing detailed website copy to your web designer will help them make design choices that compliment your brand voice.

Below are seven steps that will help you write compelling website copy, so you can highlight your brand, convert customers, and build a successful business.

The Anatomy of a Basic Website

Most basic websites include some or all of the following pages.

The Home page should be simple and to the point. It must explain exactly what your business does. What is your offering? What makes you different? How can someone learn more?

The About page shares a little bit more about your business. This could elaborate on how your company got started, who you are, or what differentiates you from your competitors. An About page may also include a personal bio or highlight your company’s team members.

The Services or Product page will vary depending on your industry and the type of offering you provide. You can use this page to describe your services, product, or offering in more detail. This is where you might include pricing plans or details on the specific needs your business fulfills.

The Contact page should provide everything someone needs to know in order to contact you. List your business address, phone number, email, etc., on this page. Make sure to be very clear on how someone should contact you so you don’t miss out on any potential customers.

How to Write Compelling Website Copy

1. Invest In Your Copy

Your website copy shouldn’t be an afterthought. The best-designed website in the world still needs quality copy in order to wow potential customers. Failing to invest in the words on your website and how you describe your business is a huge mistake, and it’s one that many businesses make.

The words you choose to describe yourself, your business, and your offering can make all the difference when it comes to converting a customer. A web designer can only do so much if there’s not quality copy to fill the pages of your site.

It is vital that you invest in your website copy—either with the significant time it will take to write it yourself or by hiring a professional writer to do it for you.

2. Consider Your Brand Voice

It’s essential that your website copy speaks with your brand voice.

If you have a brand or style guide, consult it. What is your brand voice? Remember to be specific, especially if you plan to hire a professional to write your website copy. If you don’t have a style guide yet, think of the characteristics you would use to describe your brand to an investor or customer. Is your brand funny, professional, quirky, modern, progressive, or nostalgic?

As you write your website copy, do it from the perspective of your brand. Keep a consistent tone and continue to use that voice in marketing materials, social media, and interactions with customers.

3. Think About Your Target Audience

Who are you writing the website copy for? Who do you expect to read your website? What impression do you want to leave your audience with?

If you don’t already have customer personas, now is a good time to create them. Describe your ideal customer, and don’t skimp on the details. You need to know your prospective customer’s wants, needs, and interests in order to properly cater to them.

• What are their likes and dislikes?
• How old are they?
• What type of job do they have?
• Where do they live?
• What are their buying habits?
• What type of home do they live in?
• What are their communication preferences?

The age of your audience could determine how formally you write, such as whether or not you use emojis in your copy. 😀 Understanding the buying habits of your customers will help you create a tailored CTA and a pricing model that’s within their budget. Learning more about their communication preferences will help you craft a Contact Page that makes your ideal customer feel comfortable.

Gaining a deep understanding of your audience and customers will help you tailor your website copy, your CTAs, and your offering to meet their unique needs.

4. Avoid Industry Jargon

Jargon and industry-specific language confuse customers. There’s a good chance your potential customers don’t know as much about your offering, industry, or speciality as you do. And that’s a good thing—your expertise is exactly why they need you.

When you write your website copy, remember that your customers are not as embedded in your industry as you are. Avoid industry jargon and acronyms that aren’t commonly known to the everyday person. If you’re unsure of how much your customer would understand, consider your ideal customer and customer personas.

Ask someone outside of your industry to read your website copy and look for any words or sentences they don’t understand. Simplify these areas to ensure your customers know exactly what you’re talking about. You should sound like the expert, but everyone should be able to fully comprehend your website copy.

5. Be Concise

When it comes to website copy, less is always more. Don’t overwhelm your audience with too much text. Stick to a few key points and keep it concise.

Make sure you say your most important point first. You can elaborate on it further down the page. If someone only reads one or two sentences on your website, what would you want them to know? Ensure this messaging is front and center.

Keep paragraphs to 1-4 sentences, so your audience isn’t overwhelmed with long blocks of copy. On pages where more copy is needed, use headings to help guide the reader through.

Use tools like The Hemingway App to help simplify complex sentences. Every word on your website should serve a purpose.

6. Include an Enticing Call to Action

Your Call to Action (CTA) helps convert potential customers. Take careful care in crafting CTAs that interest and entice your audience. Once again, consider your target audience and personas. What language would encourage them to buy or learn more about your offering?

To get the conversation started, think about what you can offer them in return. Could you provide helpful resources, create a free tool, or offer a free consultation? What can you offer that will attract customers and keep them coming back for more?

Make sure you have a Call to Action on each page of your website to direct them from one page to the next.

7. Edit, Edit, Edit

Carefully editing your copy is a crucial step. Spelling errors and grammatical mistakes could be the difference between making a sale or losing a potential customer. Read your work over and continue to edit it until you don’t find a single mistake.

Tools like Grammarly can help, but don’t rely solely on robots to catch all of your mistakes. Editing algorithms can easily miss things, and they may not understand the full context of what you’re trying to say. Always have your website copy read through by at least one other person. Ask family, friends, or business acquaintances to help you edit and refine your copy.

Let them know it’s okay to be harsh so that no one holds back. It’s better to be criticized now than lose a sale over a simple mistake in the future. Is there anything they didn’t understand? Is there anything that needs more clarification? Did any part of the website bore them?

Do you need help writing compelling website copy?

At webpi, we work with a team of high-quality website copyrighters. Let us help you wow your website visitors with compelling website copy. Or maybe you need a brand new website? We can help with that too.