Too many web copywriters continue to churn out superfluous, self-serving web content.

Webcopyplus was recently handed a project that was pulled from another writing firm. The draft we were asked to “clean up” and optimize for search engine spiders required more than that. It needed a complete overhaul.

Web copywriters shouldn’t aim for clever. What the writer is saying is, “Look at me! I’m writing!” It’s intrusive and distracting for the reader.

The most effective web writing is objective, clear, concise and specifically written for the intended audience. Don’t slow readers down with unnecessary words. They are just dead words that get in the way.

In fact, as important as it is to focus on what needs to be said, web copywriters should also focus on what doesn’t need to be said.

On the web, less is more. Always.

When writing web content, always put the most important information at the start.

This is exactly what journalists do. It’s called the inverted pyramid. You’re letting your readers decide if the page they’re on – or even the paragraph – is relevant to their needs or wants. 

Suspense works wonderfully in fiction and some types on nonfiction. But on the Web, you should not delay conclusions or your main point.

If you do, your readers, should they decide to invest more time scanning your web content, will be thinking: where’s this going? What’s the point here? Those questions will dominate their minds, not allowing them to focus on the important points you need to deliver.

When it comes to web writing, give the conclusion first and follow it up with the evidence. You’ll save your visitors grief and help your business.

Enthusiasm is wonderful, if it’s sincere. Faking it – on or off the Web – comes across loud and clear.

In decades past, sales teams started off each week with pep meetings to stir up excitement. The overly-inspired salesman then jumped from door to door, entertaining his prospects as he pushed his goods.

Under the influence of artificial enthusiasm, he was a fast talker and wouldn’t take no for an answer. Prospects eventually resented the high-pressure pitches.

Today, those tactics aren’t tolerated for even a second. And that’s about how long it takes for an online visitor to click the back button.

People are sick of spam, and “We’re the best in the business!!!!!” reeks of rubbish. You’re stating: “We’ve got nothing to say, so we’re going to compensate our shortcoming with hype.”

Genuine enthusiasm is powerful. It’s contagious. But if you fake it, you will be called on it. And fast.

The Web can be a cold place. Web types dissect a myriad of stats: visits, page views, bounce rates. These are important and valuable tools, but one must not forget a customer is not a cold statistic.

People have feelings and emotions, which will sway them toward your business – or away from it.

Every online visitor brings you his wants. If you take the time to know him and understand his needs, you can provide web content that will engage him, alleviate his concerns and doubts, and entice him to do business with you.

Treating people like stats, on or off the Web, is an attitude that inflicts insult and may not be forgiven. Treat each prospect as a VIP. Show them respect.

Content Convergence and Integration 2008 is coming up from March 12 to 14 in Vancouver, B.C., which promises to help content professionals find more strategic ways to manage content.

This is integral in the new digital world where content gets created and syndicated, integrated, repurposed and redistributed.

Content professionals, from Web to marketing to technical communication professionals, can discover and tap into new techniques to stay ahead of the curve.

Does your web content truly focus on your clients, or is it ‘all about you’?

Webcopyplus recently consulted a couple of IT firms. Business owners who are tech-savvy tend to feel most comfortable explaining the solutions they sell in a rational, linear and feature-centric manner.

IT businesses, or any businesses for that matter, need to take a step back and view their web content from their customers’ perspective.

Are you:

1. Communicating benefits your customers will gain;
2. Or just pushing your features.

When visitors scan your website, they aren’t necessarily interested in your company. They are more interested in what you can do for them. So make sure your web content clearly communicates all the benefits you have to offer.

It’s the quickest and most effective way to engage visitors and persuade them to do business with you.

Have you ventured ‘outside the box’ today? Check out an “ideas studio” that essentially makes it a policy, plus get advice from marketing connoisseur Seth Godin and a brilliant brainstorming tool to boot.

Read Breaking barriers on the Web.

Microsoft Corp. has made an unsolicited takeover offer of $44.6 billion US for Yahoo Inc. in a bold bid to challenge Google Inc.’s supremacy of the increasingly lucrative online search and advertising markets.

The offer, made late Thursday, was publicly disclosed Friday in hopes of rallying support from Yahoo’s shareholders.

Microsoft views Yahoo as its best chance to put a stop to Google, which has leveraged its leadership in Internet search and advertising to threaten the world’s largest software maker’s influence in the computer world.

The deal could change the landscape of online marketing for years to come.

Read the Microsoft press release.

* Update: May08 - On May 3, Microsoft CEO Steven Ballmer withdrew his offer for Yahoo after its CEO Jerry Yang held out for more money. While investors think Microsoft might try again, the company says it will expand its business organically.