The art of copywriting mystifies many people. Some people freeze up when faced with a blank page. They can’t write a word, even if they are experts on the subject at hand. At the other extreme are people who are convinced that anyone who can type is qualified to write.
Since your Web site is the first impression many people will get of your company, you need to give serious thought to its content. Having well-written, incisive, compelling content can mean the difference between making and losing a sale. Here are some tips for writing great copy for your Web site.
Make it compelling. Copy should first and foremost hold your readers’ interest. Boring copy or lengthy descriptions of your products can overwhelm your readers and actually turn away potential customers.
Think like a customer. When you are writing descriptions of your products, try to ask yourself these questions: What challenges are they facing? How can your products make their lives easier? For example, if you are selling a software product that automates everyday tasks, position this in terms of the benefit to the user.
Rather than highlighting the “task automation” aspect, talk about how much time it can save. Task automation is abstract and vaguely technical, but everyone understands time-saving. Make sure all your copy points out the benefits of your products or services.
Create a jargon-free zone. Using jargon, whether it’s technical talk or industry buzzwords, can alienate people. You don’t need to impress them with your technical mastery. Just give them the facts in plain English.
Avoid imposing blocks of text. When Web surfers see a lot of copy, they can get overwhelmed. That doesn’t mean you can’t provide the information; just be careful how you present it. Use frequent paragraph breaks and bulleted lists, and spread information across several pages rather than putting it all on a single page.
Proofread, proofread, proofread. You never get a second chance to make a first impression, and a first impression rife with spelling and punctuation errors is not a good one. Users are much more likely to put their faith in you if you present a professional image. And that extends to the copy on your Web site. Read more about Copywriting Basics.
Writing isn’t rocket science, but it is a craft. And writing for the Web has special considerations. Following these recommendations can help ensure that your copy does its job: increasing your sales.