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 you Web site. Make it compelling. Copy should, first and foremost, hold your reader's interest. Boring copy or lengthy descriptions of your products can overwhelm your reader and actually turn away potential customers. Think like a customer. When you are writing descriptions of your products, try to. What challenges are they facing, and 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 "timesaving." 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 cant, can alienate end users. 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 lots of copy, they can get overwhelmed. That doesn't mean you can't provide the information; just be careful of 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. 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: making more sales. Material copyrighted by AllBusiness.com, Inc. or its partners. All Rights Reserved.
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