Website development, search engine optimisation, email marketing, blogging, Twitter and more ... they all have a common denominator.
That is, they all require the usage of the written word.
And everyone is doing it, right?
Well, actually, many are doing it wrong!
Numerous websites of the biggest and best are still strewn with corporate bull and marketing mulch ... filling the holes the designer marked as “words in here”.
And, so often, it seems it’s about “me, me, me” the seller and not about “you, you, you” the customer.
Also, why are certain search engine optimisers still being allowed to strangulate the English language with nonsensical sentences and ridiculous repetition?
They surely don’t know how Google “understands” content, uses word stemming, interprets synonyms and generally reads web pages.
Or perhaps they went to the same writing school as those who think that, since they compose daily emails to friends and colleagues, they can produce must-read e-zines and marketing mailers that will convert the masses.
Oh, and please don’t me get started on the business bloggers producing bags of baloney and twits who tweet a ton of twaddle.
Enough!!!
Copywriting for websites
Here are some guidelines to assess the effectiveness of a website’s content.
The average web user has a very short attention span, especially when it comes to reading text on the screen. Therefore, to get the right results, your content must be:
• Concise.
• Credible.
• Scannable.
• Saying the right thing.
• In the right way.
• To the right person.
Key material should be near the start of the copy and it should be quickly and easily consumed. Plus all content should be organised in an easy-to-follow and intuitive navigational structure.
Abraham Lincoln once famously penned “I'm sorry I wrote such a long letter. I did not have the time to write a short one”!
And the importance of “less is more” is particularly true of the web, no matter how long it takes. As a general rule, material for online reading should be at least half the length of print material (and often much less) while also being broken up into logical chunks.
The effective web copywriter will also be versed in the correct use of textual formatting. Headings, sub-headings, bullet points, emphasis, other highlighting and links ... they all play a part in assisting the reader and keeping them on your page.
Identify your customers
It is very important for your copywriter to know your customers. For example:
• What are their expectations / goals?
• What do they know already?
• What tone and style of language do they use?
• What terminology and phrases do they use?
It’s likely there will be several different types of customer. In this case, they should be assigned to groups or roles.
Customers’ tasks and benefits
The first point above, customers’ expectations and goals, should always take priority. People arriving at your website usually have a task in mind.
These tasks may differ widely according to their groups / roles. However, it is critical they are able to complete their tasks efficiently.
Indeed, when planning or reassessing a website, you should look at each of your pages and ask the questions “What is the purpose of this page?” and “What task does it serve?”. The copywriting should then steer the customer towards the answer.
Benefits to the customer should also be paramount. They want to know what’s in it for them and this should be made obvious to them as soon as possible within the copy.
Hype and jargon
The greatest snake oil you can buy! A good copywriter knows that web users will not fall for hype, unrealistic claims or unjustifiable superlatives. Also, jargon should be avoided – unless it is expected by your particular audience – and abbreviations spelled out.
Rather, the words should be woven to convey trust and credibility.
This is achieved through material which is:
• Well-written.
• Interesting.
• Useful.
• Objective.
• Personable.
• Up to date.
• Accurate.
• Easy to consume.
Persuasion
The ability to be persuasive is another strong element in the successful web copywriter’s toolkit. Effective persuasion will lead the customer to believe:
• They “know” me.
• They know what I need and want.
• They can provide me with what I need and want.
• They have anticipated and answered my questions and doubts.
• They offer real benefits.
• I can trust and have confidence in them.
Active voice
The active voice is the most effective on the web. This is a sentence style which the subject performs the action. The passive voice is a sentence style in which the action is performed on the subject.
For example, the active
“MediaCo generates high search engine positioning”.
is better than the passive
“High search engine positioning can be achieved by MediaCo”.
Plain English
A fundamental for all websites is the usage of plain English. This is achieved through copywriting that follows the guidelines above and other elements including:
• Sentence and paragraph lengths.
• Ideas per sentence.
• Usage of short words.
• “I”, “we” and “you” – talking to the customer.
• Avoidance of negative words.
There is much to the craft of copywriting for the web. And, with so many competing for customers’ attention, the virtual pen is mightier than the light-sabre.
Those companies that weave the most effective World Wide Words are the ones who will run out winners.
Author: David Mill, MediaCo