Fix-It Friday (No. 1): Dulas

Fix-It Friday is a new series of posts where I show how a website page can be improved by applying a few web copywriting principles. My primary aim is to make visitors’ lives easier.

Within just an hour, it’s possible to make a page more readable, accessible and search friendly. I also explain what else I’d do if I had more time. Look at the difference a web copywriter can make!

Dulas provides professional renewable energy services from its base in the heart of Wales. I like its website; the design’s fresh, modern and uncluttered, with clear navigation.

I’ve decided to look at the ‘About Dulas’ page from a web copywriting perspective.

Web page before

(Click on the image for a larger version.)

Good points

  • Individual <title> and <description> tags for each page
  • Use of H1 tag for page heading
  • Well written, interesting information
  • Sub titles used to break the text up

Could do better

  • There’s too much information: the page is very long
  • The text is wordy in places and there are a couple of errors
  • Copy needs better formatting
  • The sub titles are in <strong> tags; they’d be better in H2 headers
  • Text contains no links to other pages within the website or externally
  • The page URL is not descriptive
  • The <description> tag needs a bit of tweaking

Web page after

(Click on the image for a larger version.)

Fixes made in one hour

  • Lightly edited the copy to simplify wording and ‘front load’ the text
  • Removed some information that could sit better elsewhere
  • Placed current sub titles into H2 header tags
  • Added additional sub titles to break up text further
  • Added links from key phrases to relevant pages both within the website and externally
  • Highlighted other key words and phrases in <strong> tags
  • Placed listed information into proper lists

If I had more than an hour, I’d…

  • Edit or rewrite the text to simplify it, focus the information and reduce page length considerably…
  • …and/or add in-page links at the top of the page to jump to relevant sections (visitors can see straight away the page content without scrolling, plus the usual benefits)
  • Rewrite the <description> tag
  • Add more links from the text to help users navigate throughout the website
  • Consider the page and its section as a whole, and as an integral part of the complete website

Do you want me to make over a page on your website? If you’d like to suggest a site for me to consider, get in touch!

3 thoughts on “Fix-It Friday (No. 1): Dulas

  1. Hi! I really love your website and I think you are brilliant at what you do. I’m starting up my own web content writing services and going through your site has been really inspirational.

    I couldn’t help but notice that this line is missing the word ‘to’: ‘Within just an hour, it’s possible TO make a page more readable, accessible and search friendly.’

    Take care!

  2. Hi Maz,

    Thanks very much for your kind comments and for letting me know about my typo (now corrected!).

    It just goes to show that we’re all human and also highlights the benefits of having more than one pair of eyes to check content before it goes live (or indeed any copy for that matter).

    Good luck in setting up as a freelance content writer — you obviously have an eye for detail, which is a great start!


  3. That’s alright! Another pair of eyes definitely helps.

    Thanks for wishing me well; I’ll probably be back for advice later. 🙂


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