So, you’ve chosen to jump headlong into the wonderful world of the Web. After all, almost everyone has a site. You can also join the madness. Hire a web developer and a graphic artist to design a professional site that promotes your company’s image.
The site looks great. But now what? Who’s going to write the thing down and put their ideas into words?
Making sure you end up with the best possible web copy is as simple as following these guidelines:
content is critical
If you invested in design and left content as an afterthought, you may as well throw away your money. Powerful, targeted copy is what sells your product or service, not flashy images or intros.
Keep in mind that most people simply scan websites, and the average visitor decides in 15 seconds or less whether to stay or not. Witty headlines with thought-provoking text will capture the interest of your readers. Tight, focused, clear and concise copy will keep them there.
How tight is tight? Write only half of what you would have used in a printed version. Don’t confront readers with long continuous blocks (yawn!) of text. And use hypertext to break long information across multiple pages.
To make your text easy to scan:
Highlight keywords using font and color variations (hypertext links are another way to “highlight”).
Use meaningful, easy-to-scan captions
· Use bulleted lists.
· Stick to one idea per paragraph.
use headlines
And use them well. Your headlines need to be powerful enough to make your prospect want to keep reading.
Talk about the benefits, not the product
Describe the benefits your potential customer may see, hear, or feel if they use your product. Show that you understand their problems and how your product addresses them. Write your marketing copy from the buyer’s perspective. I’m sorry to tell you this, but people don’t care about you. They are on your site because they want solutions. If you provide a solution to a problem they have, you are more likely to make a sale.
imitation is flattery
Model your website after other successful sites. Visit other websites and take a close look at what they do well and what they do poorly. Then, compare your observations with your own site and make the appropriate changes.
Use testimonials and informative links
People don’t know you personally. You will have to convince them that you are who you say and that you will do what you promise. Use accounts of satisfied customers to convince your readers that they can trust you to deliver a top-notch product. Provide them with other resources and links to articles, product reviews, or survey results to inform them about your product, so they have the data they need to make an informed decision and compelling reasons to buy from you.
Make shopping easy
Many people like the luxury of using a credit card online, so offer that option. But some people simply don’t shop online, often out of fear for the security of their credit card information. So give them options and make the checkout process easy.
Learn the basics of search engine optimization
Powerful web content includes keywords that people use to search for your site. To rank high, your web content must be loaded with keyword phrases and still be engaging to read.
Don’t let your content get stale
As with most marketing materials, it’s easy to get your message across. Perhaps you have new products, employees, customers, and awards that you would like to publicize. A website is a constant work in progress. Build it and they will come does not apply here. It must be refined and added regularly to keep it fresh.
Pay attention to the red light
If your website has been up for more than a few months with no sales, take another look at these guidelines and rebuild it.
