Website copywriting: a recipe for hard-hitting words served in lean portions
In 10 short years, websites have evolved from business novelty to necessity…perhaps now the most important part of a business’ marketing and branding arsenal. For very small shops to the largest publi...
1. Website copywriting needs to be shorterIt’s been scientifically proven that readers’ eyes tire quicker reading a computer screen than they do a printed page. But more important than that, website copywriting needs to be short because of the nature of the medium. Computers are all about speed in information gathering, dissemination and understanding. And the amount of verbal content a company presents on its website must take that fact into account. If the concept can be explained in one sentence instead of three, use one. If a simpler word can be used in lieu of a longer, more complex word, go with the simpler. Concentrate on quality without the quantity. It can be done…and done very well.
2. Good website copywriting starts with a home page that incites curiosityOn a home page, many organizations wax about how long their company has been in business, how many employees they have and other assorted topics, which do nothing to whet the reader’s appetite. Instead, use the homepage to introduce your company as a solution to a problem your market has. That way, you’re presenting your readers with a valuable reason to continue reading.
3. Customer testimonials are an integral part of great website copyOften, the best website copywriting doesn’t come from you or your copywriter. It comes from your customers’ personal experiences. Assuming your company has satisfied customers, what they say about you can be much more credible than anything you say about yourself, and they can reinforce the credibility of the claims you do make about yourself.
4. Add a personal touch to complement the factsA website is nothing more than a computerized, interactive introduction (e-commerce not withstanding) to who you are as a company and what you do. And just like a personal introduction, what often follows the “facts” are topics of a more personal nature. Good website copywriting always includes this type of content in a secondary location of the site—a place not hard to find, but not up front and center either. Why is this important? Because people want to get to know the companies they’re going to work with or do business with. They’re interested in the personalities that run your organization and the culture and philosophy behind it.
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ABOUT THE AUTHOR
Current marketing materials not getting it done? Send for a FREE risk-free copywriting audit. firstname.lastname@example.org or Adam Barone 9D River St. #D25 Newmarket, NH 03857. Adam Barone is a freelance copywriter from the Boston area, who writes results-generating copy for such clients as The Timberland Company, Bank One, Sprint, and other clients and ad agencies. Visit him at http://www.adambarone.com. Subscribe his e-newsletter, CopyTHINK at http://adambarone.com/mailinglist/?p=subscribe.
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