Can Any Writer Create Web Content?
Website
Copywriters Bring a Unique Skill to the Table
by Susan Greene
You need content for your
website. Should you just call your ad agency or usual copywriter,
the one who has written your brochures or ads for the past few
years? Unfortunately, the answer is NO.
Website copywriting is
a unique skill, and while most website copywriters with more
than a couple years of professional experience were once some
other type of writer, they've since spent a great deal of time
honing their craft for this new medium, the Internet.
Content for your website needs to be clear, concise and very
conversational. It must meet the agenda of two audiences: 1)
your prospect whom you want to persuade to buy, and 2) search
engines which you'll want to lure so that they'll drive traffic
to your site.
The best way to choose between website copywriters is to look
at their work. Visit actual websites that they've written. Remember
to go beyond the graphic design of these sites. It's the writing
that's important for your purposes. Here are some elements to
look for:
-
Friendly, intimate, conversational
tone
-
Short sentences, short paragraphs
-
Benefits-oriented copy that spells out for the
visitor exactly what he or she will gain from buying here
-
Inverted pyramid style. That is, the most significant
points should be mentioned at the top, moving into less important
information toward the bottom of each page
-
No large words or more jargon than is absolutely
necessary
-
The word "you" outnumbers the words "we" or "I" by
at least 3 to 1
-
Spelling is perfect
-
Grammar rules can be stretched (after all, this
isn't your Freshman English class) so long as the meaning is
clear
-
A style that makes you trust the people behind
the site
-
Copy that coordinates with the website design
and navigation
