Website Copywriting: A Recipe For Hard-Hitting Words In Lean Portions
Topics: website copywriting, website copywriter, online copywriter, online copywriting, copywriting
In 10 short years, websites have evolved from business novelty to necessity, perhaps now the most important part of a business’ marketing and branding arsenal. For very small shops to the largest publicly-traded corporations, websites have become both the most preferred and the most interactive way for companies to communicate with their customers and prospective customers. And though many of the same fundamentals of good offline copywriting apply to the online world, there are distinct differences in both content presentation and strategy that are important for anyone involved in website copywriting-whether it be a writer, designer, creative director or client-to be aware of.
1. Website copywriting needs to be shorter
It’s been scientifically proven that readers’ eyes tire quicker reading a computer screen than they do a printed page. But more important than that, website copywriting needs to be short because of the nature of the medium. Computers are all about speed in information gathering, dissemination and understanding. And the amount of verbal content a company presents on its website must take that fact into account. If the concept can be explained in one sentence instead of three, use one. If a simpler word can be used in lieu of a longer, more complex word, go with the simpler. Concentrate on quality without the quantity. It can be done and done very well.
2. Good website copywriting starts with a home page that incites curiosity
On a home page, many organizations wax about how long their company has been in business, how many employees they have and other assorted topics, which do nothing to whet the reader’s appetite. Instead, use the homepage to introduce your company as a solution to a problem your market has. That way, you’re presenting your readers with a valuable reason to continue reading.
3. Customer testimonials are an integral part of great website copy
Often, the best website copywriting doesn’t come from you or your copywriter. It comes from your customers’ personal experiences. Assuming your company has satisfied customers, what they say about you can be much more credible than anything you say about yourself, and they can reinforce the credibility of the claims you do make about yourself.
4. Add a personal touch to complement the facts
A website is nothing more than a computerized, interactive introduction (e-commerce not withstanding) to who you are as a company and what you do. And just like a personal introduction, what often follows the “facts” are topics of a more personal nature. Good website copywriting always includes this type of content in a secondary location of the site-a place not hard to find, but not up front and center either. Why is this important? Because people want to get to know the companies they’re going to work with or do business with. They’re interested in the personalities that run your organization and the culture and philosophy behind it.
Adam Barone is a freelance copywriter from the Boston area. Visit him at www.adambarone.com. (c)Adam Barone 2006. All rights reserved. Reprint rights granted as long as the article is published in its entirety, including links.
Previous Articles Highlighter:
Integrated Talents - Creating Compelling Digital Marketing (1)
3. Writers need to care about search engines because websites need to be found and easily digested. Also, clients now have a better understanding of what their online activity should be achieving and want to make their budgets work harder.
Turning Your Direct Mail Campaign Into An Online Lead Generating Machine (2)
So, what was it that got him to step out of the Stone Age and into the 21st Century? It was simply a matter of running the numbers. Let's take a look at some of the hidden costs of his direct mail campaign that he hasn't been considering: Additional Hidden Postage Fees With the recent postage hikes, the additional cost of mailing is an obvious factor.
Cash And Pay-Per-Click Affiliate Programs (3)
How do I increase my traffic? First, design your website in such a way that it will attract internet users. A user-friendly site is always recommended so that the customers will know which one to click.
Backing A Business With A Quality Online Storefront (4)
Just like a brick and mortar store front, an online site should be tidy, well lit and free of clutter. There are a number of things that go into creating an attractive storefront.
Your Online Shopping Cart: Portal To Profits (5)
All of this should appear clearly on your website. Don't make your customers dig for a contact page or an email address. Provide real time help for real time people.
The Best Source For Email Marketing (6)
These promotional materials are sent via e-mail to the members of the list in different time intervals. When using e-mail as the media of your marketing and advertisements, you eliminate the need for high costs.
Article Writing: How It Can Impact Your Wallet! (7)
Similarly, if someone finds your website, then Google's your name to see what kind of person you are, and can see that you are very informative and have a very large base of well-written articles.
Some Super Simple Software For The Busy Web Designer (8)
Port 2096. If your have CPanel on your webhost, yourdomain.com:2096 is the web address of your email accounts. Just go to it using https://, enter the username and password of one of your email accounts, and you can read your emails online.
Make Money Online With 80% Of The Work (9)
Perhaps you are writing your first ebook and have 12 chapters on your specific topic. Do you really need all 12 chapters? Will some of those chapters make the difference in the overall quality or sales?
Studio Method Vs. Field Production (10)
Quick, down and dirty editing might go faster, but not much. An extremely intricate :30 commercial that gets bickered over a lot might be in editing two weeks. No wonder the budgets for video can quickly soar out of sight!
Blogs And Content: The Oil That Lubes The Machine (11)
It only offers one thing: PB&J Sandwich - $40.00 ($50 w/chips and a drink). My guess is you would lose whatever appetite you had and let your feet do the talking as you headed for the door!
Useful Internet Affiliate Marketing Tips And Thoughts (12)
This can be a very lucrative industry for you if you know going in that it is going to take a lot of hard work. Pasi Kaarakainen invites you to visit his internet home based business website for exciting ideas on starting your own internet marketing business today.
Internet Marketing: What Webmaster's Must Master (13)
Nothing appeals to visitors more than the proprietor's presence on a regular basis. Remember that your customer is an intelligent consumer who watches their finances. They expect, in fact, demand competent service.
How Can You Avoid Affiliate Scams? (14)
Some can even earn more. However, you should be somehow realistic. You should never adopt only one strategy to promote all the products. Every product requires a unique strategy to sell.
Do You Want To Create Multiple Streams Of Income? (15)
The above weight loss scenario is only an example and this method can be applied to virtually all situations and programs. Besides, you should not stick to niche or topic you are interested in.
Affiliate Marketing, A Business With Zero Hassles? (16)
If you can't write interesting web content yourself, there are many companies that will do it for you for a very fair price. Once you've got your content, you can weave your links throughout it.
Screening Process Prevents A Worldwide Brands Scam (17)
However, if you have legitimate sources at your fingertips, then it can revolutionize your business. If one was to do product sourcing on their own, it is likely that scams can lurk their ugly heads.
Building A Web Site For Your Business (18)
You can hire someone who will add in a lot of extra things that you may not have been able to do on your own. Looking for a discount on your career uniforms and accessories?
Why You Should Be Making Residual Income Online? (19)
5. No getting stuck in the traffic jam and rushing to get to work on time. 6. No bosses to answer to. 7. You can choose when and where to work.
The Value Of Automation (20)
Make a point of marking down a date in your diary every month or two, so you can sit down and go through your checks once more. It could be that what works extremely well now might be outdated in a few weeks, time, as you and your business grow to the next level.
Newer Articles Highlighter:
How To Increase Link Popularity (1)
Each post that you make to your blog will include your one-way link back to your website. Those links will be associated with the high quality content of your posts.
High Quality Perceptions Start With Truthful Expressions And A Well-Conceived Messaging Strategy (2)
Maybe someone's recommendation? Or, perhaps you just "feel right" about it. Like buying this product or service is an extension or an expression of who you are? Good reasons, all.
10 Commandments To Maximizing Your Time In Forum Participation (3)
3) Promote your product or other products with your affiliate links when you recommend solutions. 4) Create a sense of trust and bonding among fellow marketers in which real friendship can be establish over time (a sense of belonging).
Brochure Copywriting: Strategy For Making A Piece Of Paper Resonate With People (4)
From very small businesses to the largest publicly-traded companies, all use brochures to communicate with their customers and prospects about the products and services they offer. But despite how common the brochure is, not many employ the proper brochure copywriting strategy to take best advantage of the medium.
Placing Search Engines At The Heart Of Web Development And Strategy (5)
A New Beginning In truth, the best way forward is to completely rebuild the site with fresh search engine optimized text, structure, coding and often design. This way a company can also take advantage of new advances such as content management systems for greater control of content; database driven content to automate the process; RSS news feeds to keep the site current; and standards compliant coding for greater accessibility and usability.
How To Create A Business Profitability Goal (6)
The reality is everyone subconsciously sets goals throughout their day. There are always occasions where something has to be done at a particular time or place. Simple examples could be getting up at a certain time in order to be at work, or to meet with a friend for a leisure activity.
Do You Believe In "Step-By-Step" Systems? (7)
If you just follow and copy what they did, you will be successful... Frankly speaking, this whole idea of "following and copying" is not as simple as it seems.
Article Writting: A Brief Guide, Can Articles Grow My Business? (8)
But not just one webmaster puts your article on his website but if it is really good then soon you may have many links to your website on many different websites.
Ecommerce Storefront - Comparing The Products (9)
Many of the companies that provide ecommerce storefronts also give users guidance and support so that they can find and use the best possible template for their site and will host the website for a monthly fee.
Guide To Website Hosting Plans (10)
These websites reside in a sub directory of a primary domain. Including both free and paid web hosting plans, these types are cheaper and easier to set up than other plans.
Profiting From An Internet Home-Based Business (11)
If you become a salaried employee, for example, you will necessarily have less control of your time, but a more regular income. A freelancer, on the other hand, only gets paid for the work he actually finishes, If your goal, however, is to earn residual income, then affiliate programs should be an important part of your strategy.
Affiliate Marketing - Business That You Do Not Have To Spend Money On (12)
However, there are some programs which may require you to pay a certain amount of money before signing up. I will suggest you to think before you leap in this case.
How To Create An Abundant Flow Of Perfect Customers (13)
Know this list backwards and forwards. When you're ready to ask for a referral, you'll know exactly what to ask for. Karen Scharf offers several whitepapers, free reports and checklists, as well as her the very same complete referral system that she uses in her own busines.
Don't Be Afraid To Be Original (14)
Topics: Article Marketing, Start a Business from Home If you are not familiar with article marketing, you should be! Article marketing can build traffic for a new business, breath life into a stale business and help establish a fledgling author as an expert in the topic field.
Why Use SEO Search Engine Optimization ? (15)
Although they may work for a short time, you not only risk getting your site penalized, but it could actually be banned from search engines altogether. As search engines like their results to be accurate, they just do not take kindly to people trying to trick them.
Web Tools Add Character To An Online Business (16)
Decorating an online retail site is very easy with the designer tools that come from many web hosting services and any business that resides on the vast internet framework is likely to have lots of logos that will soon be recognized around the world because the internet spans the globe.
The Little Extras That Come With Domain Registration (17)
Some of the little extras that come with domain registration are available through other means and these domain name sources will cost the business owner a monthly expense that is unnecessary.
What Kind Of Banner Advertisements Is Right For My Site? (18)
Ezine Articles Planet.com is an articles directory for online article submission, content. For more articles on internet marketing or for fresh content for your ezine, site or blog, please visit www.ezine-articles-planet.com
Promote Your New Business With Article Distribution (19)
The Power of Article Marketing and Article Distribution You don't have to go it alone when it comes to promoting your new business. One of the first tactics that I tried to promote my business was exchanging links with other individuals like me.
When It Is Time To Move From Shared Hosting To Dedicated Server (20)
This allows the individual to slowly grow their website without having to pay a great deal of money to have the site hosted. This is especially important for start up businesses, as the business may not see a profit for the first six months to one year after the business has been started.
Permalink to Website Copywriting: A Recipe For Hard-Hitting Words In Lean Portions