n 10 short years, websites reading a computer screen than
have evolved from business they do a printed page. But more
novelty to important than that, website
necessity…perhaps now the most copywriting needs to be short
important part of a business’ because of the nature of the
marketing and branding arsenal. medium. Computers are all about
For very small shops to the speed in information gathering,
largest publicly-traded dissemination and understanding.
corporations, websites have And the amount of verbal content
become both the most preferred a company presents on its website
and the most interactive way for must take that fact into account.
companies to communicate with If the concept can be explained
their customers and prospective in one sentence instead of three,
customers. And though many of the use one. If a simpler word can be
same fundamentals of good offline used in lieu of a longer, more
copywriting apply to the online complex word, go with the
world, there are distinct simpler. Concentrate on quality
differences in both content without the quantity. It can be
presentation and strategy that done…and done very well.
are important for anyone involved
in website copywriting—whether it 2. Good website copywriting
be a writer, designer, creative starts with a home page that
director or client—to be aware incites curiosity
of.
On a home page, many
1. Website copywriting needs to organizations wax about how long
be shorter their company has been in
business, how many employees they
It’s been scientifically proven have and other assorted topics,
that readers’ eyes tire quicker which do nothing to whet the
reader’s appetite. Instead, use complement the facts
the homepage to introduce your
company as a solution to a A website is nothing more than a
problem your market has. That computerized, interactive
way, you’re presenting your introduction (e-commerce not
readers with a valuable reason to withstanding) to who you are as a
continue reading. company and what you do. And just
like a personal introduction,
3. Customer testimonials are an what often follows the “facts”
integral part of great website are topics of a more personal
nature. Good website copywriting
Often, the best website always includes this type of
copywriting doesn’t come from you content in a secondary location
or your copywriter. It comes from of the site—a place not hard to
your customers’ personal find, but not up front and center
experiences. Assuming your either. Why is this important?
company has satisfied customers, Because people want to get to
what they say about you can be know the companies they’re going
much more credible than anything to work with or do business with.
you say about yourself, and they They’re interested in the
can reinforce the credibility of personalities that run your
the claims you do make about organization and the culture and
yourself. philosophy behind it.
4. Add a personal touch to
About the Author:
Current marketing materials not getting it done? Send for a FREE risk-free copywriting audit. adam@adambarone.com or Adam Barone 9D River St. #D25 Newmarket, NH 03857. Adam Barone is a freelance copywriter from the Boston area, who writes results-generating copy for such clients as The Timberland Company, Bank One, Sprint, and other clients and ad agencies. Visit him at http://www.adambarone.com. Subscribe his e-newsletter, CopyTHINK at http://adambarone.com/mailinglist/?p=subscribe. (c)Adam Barone 2006. All rights reserved. Reprint rights granted as long as the article is published in its entirety, including links.
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