Web Copywriting, SEO and the Web at Large

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.

How you present yourself on your website can make, maim or kill your business. But before you can even consider placing a word on your website, you need to establish a brand strategy.

Good to Great’s best-selling author Jim Collins calls this the Hedgehog concept (based on the philosophy great companies know one big thing). He insists you need to grasp three intersecting elements:

1. What you can be the best in the world at

2. What drives your economic engine

3. What you are deeply passionate about

Establishing your core and knowing what you stand for helps you differentiate yourself from your competition. To be sure, in a sea of more than 100 million websites, you need to stand out from the crowd.

The key, per the words of branding expert Rob Frankel, is: “Making people understand why your brand is the only solution to their problem.”

How Are You Different and What Value Do You Offer?

Demonstrate value in your product or service by explicitly telling prospects how they’ll benefit from investing in your business. But be different in your solution and approach.

For instance, a client in the medical x-ray services field had their web copywriting communicate vague statements like: “We’re dedicated to providing you with the highest level of professional service possible.”

That’s not a hook. Any business can state that on its website, and most do. Some basic research revealed the client is the only business in its region that owns and operates some of the most advanced medical equipment available in their industry. As a result, they can provide the most accurate x-rays on the same business day.

That differentiated our client, and became a large part of their selling proposition. No competitor could make the same claim in their market. That’s conveying real value.

How can you differentiate your offerings? What’s different about your approach? Perhaps you can leverage your:

• Selection
• Experience
• Knowledge
• Credentials
• Expediency
• Style
• Technology
• Geography
• Alliances
• Tools
• Customer service
• Or one of many other factors

There’s no value in everyone knowing you if they don’t know what you stand for and what you can do for them. Plus, the more reasons you give people to choose your brand, price becomes a less important purchase decision factor.

When shaping your brand, strive to be distinct.

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.

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.