home
/ resource library
/ internet marketing articles
/
writing for the web - effective web site copy
Writing for the Web - Effective Web Site Copy
By Scott Buresh
Dale Carnegie said, "Talk
in terms of the other man's interests."
Writing for the web begins with
a clear understanding of the goals and objectives
of your Internet strategy. Are you trying to persuade
the visitor to buy something with your web site copy?
Are you trying to get them to sign up for your newsletter?
Perhaps you want them to join your organization or
simply learn more about your service so that they
will call your 800 number. The common theme with all
of these web copy strategies is that you are trying
to get someone you have never met and can't see to
take a step toward building a relationship with you
or your organization.
Typical web site copy uses a great deal of prime real
estate telling the web audience how wonderful the
organization is. Imagine going to a party and meeting
someone who talks endlessly about himself. He talks
about his job, his family, his interests. How long
will you stand there and listen before politely excusing
yourself? Now imagine the party guest who seems more
interested in you- your family, your job, your interests.
Wouldn't you react more favorably? It's very similar
when writing for the web.
It is very tempting when writing
for the web to focus on your company. Your first thought
is probably something like, "I have to tell them
who I am. They don't know anything about me."
In reality, they don't care! (At least not in the
first few seconds). Most web users are on a mission
to find as much information as quickly as possible
about the product or service they need because they
want to make a decision. If they read the web site
copy on your page, they first thing they want to know
- even before bothering with anything else - is how
they will benefit from buying (subscribing, calling,
joining). You need to answer that question clearly
in your web site copy and concisely within seconds
or you will lose that visitor (maybe forever). If
you can't cut through the selfish copy, the clutter,
the fancy graphics, and communicate the value you
offer that nobody else offers, they will go somewhere
else- and likely never come back.
Here are 3 additional ideas
to help with writing for the web:
1. Create an effective Unique Selling
Proposition (USP): A USP is the statement (2-3 sentences
at most) that you use in your web site copy to explain
why you are different than everyone else. This is
the unique factor that sets you apart from your competition.
Make this the first thing your visitor sees.
2. Make sure you are writing your
web copy about what you offer. Focus on benefits (not
features) and de-emphasize your organization. The
website visitor needs to understand the value in a
relationship with you.
3. Use your web site copy to help
steer your visitor down an intended path. This can
be accomplished by placing your "Point of action"
near benefits-related text, making it easier for your
visitors to take action at that moment.
© Medium Blue 2007
|
