Tips for Writing Good Web Copy

Determine the tone
Determine the tone of your copy based on the style of your web site.If your web site is oriented toward children, for example, you need to incorporate tone and language that relates to them. If you are speaking to CPAs and other finance professionals, you need a tone and language that will make them feel you are credible.

Referring to your company as “we”
If you are trying to present yourself as a large company consider referring to your company as “we.” For example, write “We at QuadNet International are the leaders in network integration,” even if QuadNet is only four people. If you are representing yourself only, you may still use “we” to look bigger, or you may choose to write in an informal, personal style.

Keep the language simple
Don’t get too technical. Keep the language as simple as possible with easy to understand concepts. Difficult concepts can be illustrated with visual elements such as a diagram.

Keep sentences short, sweet and to the point
Resist the tendency to get long winded. Keep sentences short, sweet and to the point. Separate large sections of text into bite size pieces by using bold, informative headings and sub headings. Support sub headings with paragraphs that are 4 or 5 lines long.

Keep your text on any given page to a minimum. If you have large volumes of text, consider ways to break up the information so that you can generate a new topic and place it on a new page. It’s better to split information into two pages than cram it all on one page. Remember site visitors have very short attention spans and want to find information quickly. Most won’t read large volumes of text.

Direct your visitors to where you want them to go
Use HTML links (also known as hyperlinks or crossover links) within your copy or at the end of a paragraph. These links should be carefully placed to allow a potential customer to click over or “crossover” to another area of the web site. For example, at the bottom of the Services page, create a link that says “Contact us for more information about our services.”

You can also link visitors to pages with more detailed information. For example, if you mention a peppermint cocoa cake on your Home page, make the words “peppermint cocoa cake” a link to information on your Products page. When customers click on the link, they will go to a description of the cake and a shopping cart to buy it.

Other Resources for Writing Good Web Copy

Lit Writing – Free Articles and Special Reports by Ghost Writer Suzanne Storar
http://www.litwriting.com/resources.html

Web Pro News: 10 Tips For Writing Effective Web Copy
http://www.webpronews.com/topnews/2004/04/22/
tips-for-writing-effective-web-copy

Content is King: Writing Good Web Copy
http://www.atartec.co.il/articles/jan04.shtml

Beth Barany - Creativity Coach for Writers
For those of you interested in overcoming writer's block.
This e-book is a must: 10 Writing Sparks to Ignite Your Creativity
http://www.overcomewritersblock.com/

The Value of a Good CopyWriter

I recently completed a web project where the client was very focused on the designs, but not "copy" or text. When we encouraged the client to work on the copy, they thought "oh, no problem - we'll get this done quickly." It ended up that the design was completed several weeks, er, months before the copy was ever ready.

But copy is so important! Clever, meaningful, well-placed words can make the difference in a purchase...or not. Ever read a print ad for Disney, Nike, or even Tiffany's? Or how about a great travel magazine like Conde Naste? Notice how the words are inviting, pulling you in, and getting you to feel and possibly act on your emotional response. Do you believe those words are written by the CEO? Or even a VP? Not a chance! They are written by some of the best copywriters and/or journalists in the world.

One of the stumbling blocks that entrepreneurs, small business executives and non-profit staff often encounter in creating copy for a web presence is that they are forced to think about the company in a differentiating way. With the possibility of hundreds, if not thousands of people visiting the web site, these statements can make or break the site visitor experience. That is why we highly encourage clients to hire professional copywriters. Below are a few additional reasons.

It Is Hard to Find the Time to Write the Copy Yourself
Many of us have a hard time sitting down to write checks to pay bills. Imagine sitting down and summarizing what you want to say about your business! And if more than one busy person must be involved in this exercise, coordination can become exasperating. By sitting down with a professional copywriter you can provide all of the key information once, maybe twice, and leave "the driving" to them.

A Professional Copywriter Has a Tried and True Process
I recently hired a copywriter to help rewrite my own web copy. Being a frequent journalist and business editor, I initially thought I could write the copy myself but it was just too hard to express my thoughts in the right words. When we met, I was thrilled with not only her process, but the depth of the questions that she asked me! I had to go away and really think about what I wanted to leave site visitors with, and how do I get that meaning across to her. That actually was my first test in whether what I truly wanted to say made sense, and could it clearly be articulated via my web site. By spending this quality time thinking about my vision, processes and brand, and supplying her with materials that supported these thoughts, I was freed from the task of identifying the right words and messaging too! That was her job!

A Professional Copywriter Can Unify the Tone of Your Messaging and Help Build Your Brand
If you are operating your business AND writing the copy too, you are probably writing only as time allows. The result may be jumbled concepts and varying tone in your messaging. Hiring a copywriter will guarantee that the tone of your messaging will be consistent and clear which goes a long way in reinforcing your brand.

Professional copywriters can range in prices from $60/hour on up. While design is a crucial aspect of your web presence, do not dismiss the importance of using the right words and messages to support that design. Your investment will go a long way!