Attention Web Entrepreneurs: Create Killer Website Copy
By The Sloan Brothers with Dan Kehrer - StartupNation
Dear StartupNation : Sure, a better Web site might boost
my sales. But I'm no whiz at writing promotional text of any kind, let alone Web
site copy. Nor can I afford high-powered help. Is writing copy for the Web
really much different from other sales writing? Where can I get low-cost advice
on doing it right, myself?
With millions of Web sites competing for attention, attracting visitors is
hard enough. But once you get them there, the real test is convincing
them to buy. Site builders often turn to flashy graphics, sound and other fancy
features.
While those devices might draw visitors, it's what you say and how you say it
that makes the sale. Establishing credibility is key. Customers expect the world
and are suspicious of almost everything. The content (words) on your site must
be crisp and intelligent. What you say should grab a visitor's attention, pique
their interest and motivate them to action.
"Don't make your Web site look like an ad" is rule number one of Web
copywriting, says Maria Veloso, director of Web Copywriting University . We are
all bombarded by ad images daily, says Veloso. The last thing we want to see on
a site is another ad.
Yet many small business sites seem specifically designed to look like
billboards. Avoid this trap. "People go online for information," says Veloso.
"That's why they call it the information superhighway." Your site should provide
help, not hype, with the feel of editorial, not advertising.
Nick Usborne, an e-commerce veteran and author of several books on
copywriting, says Web writing requires a different approach, a different voice
and a different attitude from the offline world. Don't view your Web site as
just another marketing channel. It's more than that, says Usborne. Web visitors
consider themselves active participants in a shared online experience.
Here are 10 Web writing tips to help get you started:
- Address people directly as "you." This personalizes your message and
involves readers directly. Too many small biz sites say "we" this and "we"
that, never bothering to involve the customer.
- Write like you talk. Be friendly. Use contractions and expressions, just
as people use in everyday speech. Use anecdotes. In other words, don't be
boring.
- Let your passion about your product or service come through in your
online voice. Show that you believe in what you are doing.
- Testimonials are a powerful credibility tool for most small business Web
sites. Feature them prominently. Place two or three of your best testimonial
quotes or anecdotes up front. Sprinkle others throughout the site. Use them
to reinforce specific points of your sales pitch.
- Keep your writing simple. Avoid jargon, overly-technical explanations,
"corporate-speak" and excessive use of capital letters (boldface is better)
or exclamation points. Clarity is key. Keep sentences and paragraphs short.
- Write tight. Cut unnecessary words. If you mean to say, "If there's a
problem," don't write "In the event of an unsatisfactory experience."
- Talk benefits, not features — age-old copy-writing advice that
applies equally to the Web. Will your product or service save me time? Make
me money? Entertain me or make me feel better?
- Don't plop a mission statement on your homepage. Most are boring and
repetitive. Visitors don't care.
- Build credibility with a guarantee or free trial. Show a small photo of
yourself, and perhaps your place of business.
- Proofread everything at least three times. Spelling, factual and
grammatical goofs cramp your credibility.
These resources can turn you into a Web writing whiz:
- Web Copy That Sells by Maria Veloso (Amacom 2004) is a
terrific primer on writing great Web copy with advice on how a small biz
owner with limited resources can create a Web site that converts prospects
into paying customers. ActionGuide : Costs $15.37 at
Amazon.com.
- Pandecta is an online magazine of "In-the-Trenches
e-Business Know-how" with dozens of helpful articles, including a Web
copywriting tutorial. ActionGuide : Visit
www.pandecta.com.
- Net Words: Creating High-Impact Online Copy by Nick
Usborne brims with useful guidance that biz owners can put into practice.
ActionGuide : Costs $11.87 at Amazon.com.
- Looking for someone to write copy for your site? Post your project on
eLance ( www.elance.com
) or www.Guru.com
and let copywriters bid for the work.
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