Clients are regularly surprised to find out the web writers at Webcopyplus aim to deliver web content at a grade 8 language level.

The reasons are many: to promote readability, scanability and usability. Simple connects. You decrease the chances of alienating your audience.

While there are exceptions, most target audiences will have varied expertise, in both the Internet and subject matter. A Web or subject expert can endure simplicity, but a novice might not be able to identify with or comprehend complex information.

If your business needs to communicate complicated information, an effective solution is to layer various degrees of details through links. That way, when necessary, your visitors can drill down and get the finer points.

In any case, web writers should always go out of their way to keep web content clear, concise and easy to read. Simple web content translates to more connections and higher conversion rates.
 

The competition is intense, but Google still dominates the search engine market, drawing far more search users, requests and ad revenues than all its rivals put together, reported eMarketer.

The New York-based research firm estimates that Google raked in 75 per cent of US paid search advertising in 2007, up from 60 per cent in 2006. Number two, Yahoo, collected a mere nine per cent share, while all others divided 16 per cent of the leftovers.

But with over $8.6 billion going to search engine advertising in 2007, that 16 per cent stake still equals nearly $1.4 billion, noted eMakreter. And with search spending expected to nearly double to almost $16.6 billion in 2011, even a small piece of the pie represents serious revenue.

While growth of the US online population has slowed in recent years (projected to be 3.1 per cent in 2008), the number of the nation’s Internet users will reach nearly 200 million in 2008.

That’s according to eMarketer, which analyzes Internet information from more than 3,000 sources.

The Internet research firm also reports Internet usage in the US is becoming a daily habit. Moreover, it reports US Internet users spent 15.3 hours a week online last year.
 
eMarketer also projects that this year there will be 193.9 million US Internet users — two-thirds of the population. By 2012, 217 million Americans will be online, it reported.
 
Meanwhile, Internet World Stats, which utilizes data from Nielsen, ITU and other reliable sources, reports 215 million Americans already use the Internet – 71.4 per cent of the US population.
 
In either case, those are huge numbers and worth tapping into — regardless what business you’re in.

Consumers consume information all day long, so it’s difficult to catch their attention with copywriting – forget about influencing them to actually do something.

So, as a copywriter, what choices are there?

Many. But the best one, which proves to work time and time again, is delivering information that’s relevant to the target audience.

Information is communication. Communicate about something that has nothing to do with a particular person’s interest, and you won’t connect. Speak to his or her needs or wants and you get a completely different response.

When it comes to the Web, copywriting isn’t just something you store and retrieve. To engage online visitors, web content must at least touch on topics or issues that are important to the targeted individual.

That’s when web content connects, influences and converts. And that’s when your web content actually works on the behalf of your business.

When creating web content, always go for relevant. It’ll consistently get you the best return.

When delivering web content courses, business owners often ask, “How do you find a good copywriter for the Web?” Whether you’re based in London, Toronto or New York, the answer is simple.

Do an online search.

Good copywriters know how to craft copy that persuades people to act, be it to enlist as a member, sign up for a newsletter or purchase a widget.

Good web copywriters can deliver potent copy for people. But they also understand how to write effectively for search engines. They help businesses choose and strategically use select words that will drive targeted audiences to their websites.

Consequently, an effective way to find a good web copywriter is to see who shows up on the top rankings of Google, Yahoo, MSN or your search engine of choice. If they can promote themsleves, they can promote you.

Plug in words surrounding web copy writers, professional web copy or what have you, and away you go. A few searches and you’ll be well on your way to finding the right web writer to optimize your website and your business.

Learn how to protect your business and your customers from identity theft.

As part of National Fraud Prevention Month, Small Business BC, the Better Business Bureau, Competition Bureau, Bank of Canada and BC Crime Prevention Association are gathering a panel of experts to challenge your fraud IQ.

Gain insight on small business frauds and scams, particularly those involving payment cards (debit & credit), travellers’ cheques and phoney identification. Also learn how to identify counterfeit cash.

Plus, experts will speak about the Personal Information Protection Act and its relationship to reducing the risk of business identity theft, as well as robbery and crime prevention in the workplace.

Where:
Small Business BC
#390 – 601 West Cordova St., Vancouver, B.C.

When:
Monday, March 17, 2008 — 9:00 a.m. to 12:00 p.m.

More details:
http://www.smallbizeducation.ca/seminars.php

Information layering is a practical technique that helps online visitors quickly gather information relevant to their needs.

In brief, high level information is provided with links to more detail and supplementary web content.

Webcopyplus employs this strategy for clients, and finds it especially useful for IT firms, which generally need to target a wide-ranging audience.

Take, for example, an IT services page that offers an overview of offerings, including Network consulting, Disaster planning and Web hosting. Each noted service would include a link to more specific information.

This approach ensures you don’t bombard and overwhelm visitors with too much information at once. It also helps you speak to your audiences’ specific needs. A small business owner who’s looking for a web hosting package might not care to see information about networking and vice-versa.

Plus, the layering strategy is an effective way to accommodate different audience levels – from experts to novices. Layered IT web content, for example, allows an IT firm to speak at a high level to managers, drawing attention to things important to this group, such as ease of use, time management and return on investment. Any additional links on that page would allow prospects’ techies to drill down and get the technical data they require to ensure the right fit.

It helps keep pages simple. And the most effective web content – whether it’s pitching IT services or piano lessons – provides online audiences web copy in digestible pieces.

When mapping out or reviewing your information architecture, always look for opportunities to use the layering technique. It makes your visitors’ lives easier and your business more profitable.

Despite major drawbacks of Flash-based sites, some business owners continue to fall into this trap.

As previously noted in Backbone Magazine, Webcopyplus recognizes Flash is an outstanding tool for adding audio, video and animation to a site. However, Flash-based sites can’t be indexed by search engine spiders, which account for the majority of traffic to websites. As a result, these beautiful websites often draw little, if any, traffic.

Moreover, Flash intros prove to be a waste of time and resources. Fortunately, most businesses and designers are moving away from this pointless gimmick, which squanders visitors’ time and web owners’ money.

The Flash topic is one that many individuals are passionate about. In fact, the noted Backbone article prompted a prolonged Ubuntu Forums debate that involved more than 3,400 viewers, almost 300 votes and more than 80 responses.

Expensive lesson

Going against Webcopyplus’ advice, a client in the Canadian fashion industry forged forward with plans to launch a Flash-based site. That was in the spring of 2007. Less than a year later, the business owners are preparing to invest in another site.

They now realize it doesn’t matter how good their site looks; if no one can find it, it might as well not exist.

Why did they do it? The business owners wanted to work with a specific designer based in Los Angeles. This designer, it turns out, was only familiar with Flash and did not wish to collaborate with others.

Had they taken the designs and contracted a programmer to incorporate the images into an HTML or CMS site, this business would be thousands of dollars and several months ahead.

Think long and heard before you agree to a Flash-based site. Chances are you’ll be glad you did.  

Your web content creates reality. Each word you use directly impacts how your online visitors perceive your business.

Do online visitors:

See value in your product or service?
Trust your business?
Invest in your offerings?

Get 18 tips to help you create the right reality on the Web.

The content you post on your website delivers certain messages to consumers – both consciously and subconsciously.

The difference between “inexpensive” and “cheap,” or “pre-owned” and “used” is massive.

Along the same lines, consider a restaurant menu that has a burger for $10.99 or $11. You’ll find the $10.99 at a greasy spoon that’s positioning itself on giving a “steal of a deal.”

Up it a penny, as you might find at a quaint bar in a trendy part of town, and that business is striving to convey value through a more refined, upper-class experience. Status comes into play.

Two entirely different images with just a penny difference.

Webcopyplus recently assisted a Vancouver-based business with its website and flagged an informational CD with a price tag that ended with the classic 99 cents. It portrayed an ‘economical’ message: “You’re getting a bargain basement price.” Meanwhile, the client is a reputable, elite business that goes out of its way to portray a professional image.

Wrong price, wrong message.

Symbols, numbers and words impact business communications, sales and marketing in a big way. The fact is one word or penny can make a world of difference.