Write It the
Writing for Websites
Writing copy for a really terrific website is both an art and a
Naturally, in the process of building an effective site,
multiple components must be considered in the design and
But too many times sites are designed and built before
any of the actual copywriting is undertaken.
This can be a huge mistake—one that you do not want to
make—because it is always the
words that drive
After all, it’s still words that ultimately inform and
persuade—and sell your products and services.
Yes, a picture’s worth a thousand words, but it is
words, not images,
that direct your website visitors and convert them into buyers.
And this is where the art of copywriting comes in.
What those words actually say, the
types of words used,
how they are used, and how they are organized and presented to
your visitors are all profoundly important matters.
In fact, effective, on-target copywriting has the power
to transform your site into an internet dynamo.
The lack of it can consign a site to internet oblivion.
So, it’s an art, but writing copy for websites is also a
When I say “words,” I’m not only referring to sales copywriting
here. I am also
talking about the text that is specifically related to how a
human being interfaces and interacts with a commercial website
on the internet.
This is a new and unique interaction that involves people,
words, and technology.
This is the “science” part that also determines whether
or not you are going to make a sale.
How successfully you organize, edit, and present your website
content will make all the difference in the world in the
acquisition and conversion of a visitor into a customer.
And it will also determine if you retain that customer
after you have acquired them.
There are significant content issues that you must think about
before you actually start writing.
One of the most important is deciding upon what I call
Determining this involves a thorough editing of your
ideas so that you are certain your copywriting will meet the
objectives of your website—and therefore, your business goals.
“Mission-critical” content is what you must utilize to
It must take into account current web viewing habits and
preferences—and short attention spans.
So, your text must be modified to best serve your
This is also a part of the “science” of writing effective
You must use your copywriting to establish customer acceptance
and trust. Here’s
how it works: Let’s say a visitor has just arrived at your site.
At this point, their level of commitment to your site is
very low, and they may click away at any moment.
They are looking for recognition of their needs,
reassurance that they have found the right place, and a clear
path to follow.
If something catches their attention or interest, they may
linger and explore further.
You must, therefore, meet their needs immediately—within
the first few seconds—and allow them to feel that, “Yes, this is
it—what I’m looking for—this is where I want to be.”
To accomplish this, your writing must establish acceptance and
trust right away.
Only careful writing and relentless editing and proofreading
will work for you here.
And I can’t emphasize the latter two enough—edit and
proofread, edit and proofread—over and over again.
Your copy must be error-free.
All aspects of your writing, in other words, must be perfectly
executed and aligned with your goals and your web audience’s
meticulous attention to detail is the only way you can ensure
that your copywriting performs for you.
Do it the right
way, and you can expect your sales to take off.
Denver Business Editor | Boulder Business Editor