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How To Write Good Web Copy For A Content Site by Craig Harris
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How To Write Good Web Copy For A Content Site |
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Education
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The ability to write good web copy is an asset that you, as an online business owner, will come to value almost as much as your list of customers. High quality content on your web site is what will help make your visitors come back again and again as paying customers. This article will cover what you have to learn in order to write so your visitors want to read. Web sites can generally be divided into two types. There are one page "mini sites" consisting of a sales letter (often long) offering you a fantastic deal on the product being sold, usually providing you purchase right now. And there are "content sites", where, if the site is selling anything at all, it is more subtle, where the aim is to win the confidence of the visitor by supplying valuable information and genuinely seeking to help in the buying decision. This article covers content sites. Probably the most common fault in commercial web sites is that the webmaster fails to appreciate what his visitor really wants. Remember that your visitor is looking for information, and he probably came to your site either by clicking a link he thought would give him that information or by typing a keyword phrase into a search engine. He's not, at this stage anyway, interested in you or your company, so don't greet him on your home page with information all about you. Grab his attention, preferably with a heading, by letting him know that if he reads your page he'll very likely find what he is seeking. So the first thing to ensure is that your heading contains a promise, and that the promise compels your visitor to read down the page. The promise must be that your visitor will learn something of value provided he continues reading. He will find the answer to a question, or a possible solution to some problem. Follow this up throughout your copy with nuggets of information likely to be highly useful to your visitor. This will ensure that he continues reading to the end of your page. Write from his point of view. Only mention yourself or your company when it pertains to the product the visitor is interested in. Concentrate on the benefits the product will bring him - how it will make his life easier, solve certain common problems that he has to deal with, and so on. Above all, be friendly and informal. Write as if you're speaking with a close friend over a hurried lunch break. This will ensure you keep strictly to the subject matter and don't stray and thereby lose his interest. It will also help make your visitor like you and be more inclined to do business with you. While you have to incorporate relevant keywords in your copy in order to maintain a decent listing in the search engines, try nevertheless to write naturally and with passion on your subject. Engage with your visitor. Connect with him. Don't try and get his name and email address too early on. Many sites do this as soon as the visitor arrives. That may be best for mini sites but for quality content sites be content to win the confidence of your visitor first. He will usually be only too happy to sign up for your newsletter after reading a sample of the high quality information you have for him. Finally, always try to improve both your writing skills and each of your web pages. It's good to test differing versions of your web page anyway, to see if you can achieve better results and also to keep the search engine spiders coming back. The secret to a successful web site, then, is to have high quality, informative content, written in a friendly but passionate way, with the interests of your visitors foremost. Seek to give more than to receive, and you will in fact receive in equal abundance. online writing
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