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Writing Copy for your Web Site

The words you use to describe your product and its benefits are the key to the success of your business. Remember that first and foremost the copy for your web site should be written for your visitor and not for search engines. Creating a site that is loved by visitors has become a prime factor in linking, ranking and marketing as a whole.

Remember though as you write your copy that only about 20% of your copy is going to be read. The most important section in any copy is the headlines. They are the first thing to get read and have the greatest impact on whether any of the other copy gets read. Also, the first sentence of each paragraph is usually read by everyone. These sentences are vitally important in order to get your potential customers interested enough to keep reading. Just as a first sentence is extremely important, people also almost always read the first entry in a bulleted list. Therefore, always make sure that your first bullet point is extremely powerful and enticing.

Further, if you want people to buy your products or services, you have to be sure you tell them how to do it. You cannot assume that the visitor to your web site will read the copy and automatically know what to do next. Provide your customers with clear, easy-to-understand instructions on how to make a purchase or how they can contact you.

Before you start writing the copy, stop and think:

"After reading this copy, what - specifically - do I want the visitors to do?"

Maybe you want them to buy right then and there. It could be that you would like them to call to discuss your product or service. Subscribe to a newsletter. Download a free trial. There are many possible actions. Give some consideration to the question above and choose the action you want your visitors to take.

The next step is to include steps along the way so that your visitors understand what they are supposed to do once they have read your copy. This will help to prepare your visitors to take action once the time comes.

For example, if you run a web site that offers a free trial download, you can prepare your visitors to get the trial version all throughout your copy by mentioning "free download" or "free trial."

Finally, you need to guide your visitors. Lead and point them in the right direction. Show them how to take the action you want them to take. Then call for them to take that action.

Once you give your copy focus, once you define a goal for the copy and an action for your visitors, you'll find it easier to write copy that converts.

There are many ways that your web site can play a more productive role in your sales and marketing effort. Give us a call, and we can help you identify an Internet program that will support your own set of business goals -- within your budget and technology comfort level.

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