Quality Web Copy is Key to Success
Quality Web Copy is Key to Success
Many websites make the mistake of being all flash and no
substance. Nothing irritates potential customers more than
visiting your website hoping to find information and instead
seeing only blinding color and flashing borders. Of course, you
want your website to be attractive, even snazzy, but if there is
no useful information included in well-written copy, customers
are going to go elsewhere.
Offering your potential clients and customers informative,
well-written copy is one of the most important aspects of
maintaining an effective website, one that brings you new
customers and keeps the old ones satisfied.
When you write your web copy, it is important to realize that
people read differently on a computer screen than they do on
paper. People tend to scan online, rather than read every word.
Web users also tend to be busy, goal-oriented people, and they
want information presented in a no-nonsense kind of style.
Effective web copy makes every word count. Avoid making empty
claims like "We're the best ever company in the world!" Your
customers are smarter than that. Explain why your company is
better than others. Give facts, and be straightforward. Avoid
long paragraphs that beat around the bush.
Humor or off-color writing can turn off potential customers when
you include it in your web copy. Remember, it is the World Wide
Web, and a joke in one culture can be an insult in another.
Write in a universal, culturally-sensitive way and you will
appeal to a wide audience.
However, that does not mean your copy must be boring. Be
creative! Include customer testimonials and comments. Explain
what your business has to offer step-by-step. Describe why your
business is different from others, and what makes it unique.
Also, be sure to write and spell correctly, and your copy will
be an effective tool to help your website succeed.