Writing is an art just like any other. It takes time and effort to produce copy that works within a specific context. Particularly if you’re writing for your website or for any other online marketing initiative, directness and benefit-heavy copy goes a long way.
“I don’t have any time.”
Write with a no-waste attitude. Imagine you’re a potential client and you only have 5 minutes to spare before you have to run out the door to an important meeting. When consumers browse the Internet, even if they’re not actually rushing to an appointment, this is the mentality they have. They’re in a rush. They have no time to waste.
Write for the rushed, impatient consumer. What can you say that will convince them to choose you over your competitors in 5 minutes or less?
- Keep your sentences short.
- Be concise.
- Leave out the “fluff”.
- Say only what needs to be said.
Quality, not quantity.
In the SEO world, there is much debate about what the “perfect amount of copy” is on a particular page. Some SEO experts say 300 words, others say 500 words and many claim that you need 700+ words to really make an impact. Honestly, who knows? The fact is, search engines change their algorithms on a continuous basis, and what most search engines themselves advise is:
Don’t write for us, write for your customers.
If you’re like most business owners, you can probably ramble on about your product or service for hours upon end. Be careful not to do this in your marketing communications – especially on your website. Stay focused and remember the impatient consumer who’s rushing out the door to a meeting. Make sure online visitors don’t have to read an entire page of copy to get to the crux of what you have to offer.
Emphasize the benefits.
Consumers care about one thing: “What’s in it for me?” Focus on answering this question. If you can prove that your offering has real, practical benefits for your consumers, they’ll choose you over someone else – especially if you can do it in 200 words or less.
Are you in need of a copywriter who understands the online world? Contact me today to discuss your web writing project.