Tips to quality copywriting (web content)
Here are a few tips to writing effective copy/web content so that your site will capture and convert your targeted market. You want to say what you want and need to communicate in as few persuasive words as possible. When writing copy you are allowed to break the rules! You can BOLD, ENLARGE or do anything you need to do to in order to capture the attention of your targeted audience. But you must get your message across quickly and concisely never writing more than necessary as the browser’s time is limited and their attention span is brief.

Copywriting for the web is far more complex than standard print copywriting. There are two key factors to creating web content, the first being the fact that you are writing to capture the attention of browsers who devote precious few seconds to skimming your content; so you need to communicate your message in a condensed form that is both meaningful and written as to create immediate interest. Secondly, when creating web content you have to embed what are known as “keywords”. Keywords are words that you inject into the natural flow of the text that are relative to your organization so that search engines will identify them within the text.

When a browser enters a search they enter the words they that relate to whatever they are searching for. The search engine generates a list of sites related to the matching of the keywords. For example: If a browser is searching for four season tents and camping gear you need to embed the text with “four season tents” and “camping gear” in as many places as it naturally fits into the flow of your text. Keywords should comprise 7% of your site’s content; this is what will give you the competitive edge in the search engine results.

Personalize your copy; the most important word other than “free” is “I”. Don’t write a word until you have studied your product or service and dug out every possible benefit you can identify, along with strategically written selling points. Learn your market. Who are you selling to? What is their vernacular? What are their demographics and lifestyles? Write your copy as if you are speaking to just one prospect, not all readers. This is where the copywriter has the advantage over the face to face salesperson.

Since the headline is responsible for approximately 80% of your response, it is essential that you create one that grabs the reader and draws them in. The goal of every component of a direct marketing campaign is to induce action, make sure you leave the reader motivated to make a buy choice. Use lots of specifics, its hard work but it builds trust while providing relevant information about your product or service. Do your homework, constantly revise and ask others what they think of the copy before publishing it. You MUST KNOW your target market, how they talk and think. Doctors will not respond to your copy the same way a construction worker would. Most of the country reads at an eighth grade level, so don’t talk over your prospects head trying to impress them, befriend them.

Finally, BE CREATIVE!

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