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Write It the Right  Way: Writing for Websites 

 


Writing copy for a really terrific website is both an art and a science. 

Naturally, in the process of building an effective site, multiple components must be considered in the design and construction process.  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 sales.

 

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 science.

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 “Mission-critical Content.”  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 communicate effectively.  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 mission-critical objectives.  This is also a part of the “science” of writing effective website content.

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 expectations.  This 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.

 


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Denver Business Editor | Boulder Business Editor