People read web copy differently than they read print.
“Web copy is scanned or skimmed through while print copy is held and read.”
A recent study demonstrated that only 20% of web copy is actually “read”. Additionally, websites are scanned by spiders and bots. These programs “read” your web copy seeking things like keywords and metatags in an effort to find the best available material on any given searched phrase or word.
This is how any given website is placed in search engine rankings, so it is important to understand that you are writing for two types of visitors to your web site: actual human visitors you want to inform and the search engines (like Google, Yahoo and MSN) that bring you new visitors.
Copywriting for your human visitors means that you want to write concise and clear to-the-point sentences that catch people’s attention. For the search engines, keyword density and proximity, titles and word counts are the most important elements. The cliché “content is king” should always be kept in mind, especially when it comes to web copywriting.
In the end you will win by writing for your human visitors, but it is critical you keep in mind the search engines when picking and placing your keywords, because if Google doesn’t find your site it is very unlikely that humans will.
The trick to appealing to visitors is to remember that they are looking for something specific to BENEFIT them. Remember you are writing to describe the benefits of your product or service to the visitor, they are surfing your site for a reason.
What is a benefit vs reason?
You should be looking to appeal to their needs and concerns. Do not list features. Features are the long list of components that your new computer has, for example: 700 GB hard drive, 500mb ram, flat-panel monitor etc…
Benefits are what your readers are seeking, they want to know how your product is going to help them. See the example below:
Example of feature copy:
Our service includes 24 hour customer support, unrivaled state-of-the art instillation and free parts & labor for 2 years.
The same example but written as if these were benefits:
You will never experience downtime again; our 24 hour customer support will insure your complete satisfaction. Your installation is guaranteed to be state-of-the art, and with free parts and labor for 2 years we are convinced you will be completely satisfied.
Remember, your visitor wants to know what’s in it for them.
Anyone can deliver 24 hour customer support and free parts and labor for 2 years, but can your competition “insure satisfaction” or “guarantee complete satisfaction”. These are benefits.
It is also critical that your message be razor sharp. If you are looking to convert visitors into paying customers you must have a “call to action” on every page. Ask visitors to fill out a form, make a purchase, download a free report or ask to be contacted by your sales department. If you don’t tell them what to do, they won’t.
Ten key points to effective Web Copywriting:
1. Be clear and concise
2. Text on any page should be no longer than 250-500 words (remember keywords)
3. Format copy cleanly (spacing, titles, bold, bullets and lists should all be utilized)
4. Keep your copy fresh and up-to-date, fresh copy helps rankings
5. Remember, the visitor is interested in how your product/service will BENEFIT them
6. Lead visitors to conversion, ask then to perform specific actions
7. Keep sentences to 15 words or less and paragraphs to around 7 lines
8. Keep important, eye catching points in the first paragraph
9. Write copy titles that are engaging. Think magazines and newspapers
10. Less is more, be clear and concise and remember Google
Good luck writing successful copy for your website.We are always available to help. Call us at (201) 618-5992 or contact us here any time to further discuss your web design and marketing needs.