Web Copywriting, SEO and the Web at Large

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Don’t Let Your Copywriter Show Off

Posted October 29, 2009 | Posted By Rick Sloboda
Categories: Writing for the Web | Tags: , , | 0 Comments | Share This

 

Don't Let Your Copywriter Show OffEgotistical copywriters and business owners alike tend to get in the way of getting key points across to website visitors. They churn out verbiage that doesn’t resonate with audiences.

Self-Centered Copywriters

These copywriters write for themselves. They write to impress, mainly themselves and their peers. These copywriters use four-syllable terms when a simple word would get the point across more quickly and effectively.

Is simple web copy stupid? Definitely not. There’s a vast difference between communicating simply and communicating poorly.

Simple web copy promotes efficient communications. It is easily processed, understood and connects with online visitors. Simple language works well on the Web. Poor communications loaded with irrelevant, convoluted filler rarely achieves objectives.

Self-Centered Businesses

Meanwhile, business owners often want to cover everything they deem important, versus what their prospects consider essential. They neglect the fact that what they’re selling is not imperative. It’s what their target audience wants to buy that’s essential.

It’s About the Visitor

The key to effective web content? Visitor-centric web copy. Web content that caters to visitors’ needs and wants will keep them on websites longer. And the longer your website keeps your visitors’ interest and attention, the greater the chances they’ll become paying customers.

For more on what makes good web copy, read: Web Writing: The Good, Bad and Ugly.

Is a ‘Copywriter’ or a ‘Web Copywriter’ Right for Your Project?

Posted October 26, 2009 | Posted By Rick Sloboda
Categories: Website promotions, Writing for the Web | Tags: | 1 Comment | Share This

 

Copywriter or Web Copywriter Right for Your BusinessBusinesses looking for writers often ask what’s the difference between a copywriter and a web copywriter.

In a nutshell, a copywriter is a generalist, and typically writes for print, radio or TV. A web copywriter specializes in writing website content (also known as web copy and web text).

Can web copywriters write for print and other ‘offline’ communication vehicles? Sure. The web copywriters at Webcopyplus have vast experience in everything from corporate and employee communications to media relations and journalism. Our web copywriters might specialize in writing for the Web, but we have the ability produce articles, brochure copy, annual report material, speeches, video scripts, and much more.

Can copywriters write for the Web? Yes, but not to the same degree as a web copywriting specialist. Good web copywriters have insight and expertise in copywriting elements specific to the Web, including everything from keywords and search engine optimization to information architecture and navigation.

So if you’re looking for copywriting for print, find a professional copywriter who can deliver compelling copy. If you’re looking for web copy, seriously consider a web copywriter to ensure your visitors enjoy a positive online experience, which leads to higher conversion rates and overall online success.

Considering the fact that Google, Yahoo and Bing drive millions of Internet users to websites daily, hiring the right web designer and web copywriter can make a difference to any company’s online presence, brand awareness and bottom line.

What Does Your Web Copy Stand For?

Posted October 22, 2009 | Posted By Rick Sloboda
Categories: Writing for the Web | Tags: , | 2 Comments | Share This

 

What Does Your Web Copy Stand ForYour web copy needs to define who you are and what you sell, catering specifically to your market’s needs. Plus, your web copy requires a clear voice that expresses the value of the relationship you’re seeking.

To build your brand with web copy, it needs to take into account:

  • Existing perceptions of your products, services and company
  • The actual position you currently occupy on these fronts

Recognize the gaps between the two points, and how they measure up to where you want to be. Then can you can tackle the differences.

To learn how web copy can foster a relationship between your brand and your audience, check out: Building your online brand with words.

Best Copywriters in the World?

Posted October 20, 2009 | Posted By Rick Sloboda
Categories: Writing for the Web | Tags: | 2 Comments | Share This

 

Best Copywriters in the WorldA student in a website copywriting workshop recently asked me, “What do the best copywriters in the world do that other copywriters miss?”

While sales and marketing know-how, and persuasive copywriting are essential, I believe the best copywriters in the world think of copywriting — specifically website copywriting — as a sales funnel.

You start with the headline, and entice online visitors to drill down until they reach the call to action.

The best copywriters in the world don’t force audiences to read between the lines. Top copywriters are absolutely clear about the objectives.

And the objective leads to the need for a definitive call to action. A call to action — especially on the Web — must get straight to the point: subscribe; call us now; request a quote; download a demo, or what have you.

It’s amazing how many website copywriters miss the call to action. Simply adding an appropriate call to action on a website can increase conversions significantly.

The best copywriters in the world know, we might be writing copy for the futuristic digital realm, but you still need to go “old school” and ask for the sale. Conversion rates depend on it.

Get more tips for copywriters: Web Writing Tactics that Convert.

“Hyper Giants” Like Google Flatten the Internet

Posted October 16, 2009 | Posted By Rick Sloboda
Categories: Web world at large | 1 Comment | Share This

 

New York Times reports today’s Internet is “flatter” and “more densely connected” than ever before.

The newspaper notes there are only 30 large companies like Google, Facebook, Microsoft and YouTube that account for a disproportionate 30% of all Internet traffic.

Consolidation is not the only trend revealed by the new findings. There’s also an abrupt decline in peer-to-peer traffic, which only two years prior peaked at 40% of all traffic worldwide. Today, peer-to-peer traffic has dropped down to 18%.

Why the change? NY Times explains: “For the most part, the file-sharing that took place on networks like Limewire and Napster back in the late 90s and early 2000s, has now been largely replaced by streaming video thanks to sites like YouTube, Hulu, and Netflix.

“Given easier and less technical ways of accessing media, consumers have begun to shift away from the headache of P2P to these new and often free or ad-supported sites.”

Read the entire article: Google Accounts for 6% of All Internet Traffic.

Copywriters Need to Push Benefits

Posted October 15, 2009 | Posted By Rick Sloboda
Categories: Writing for the Web | Tags: , , | 5 Comments | Share This

 

Copywriters Need to Push the BenefitsHaving critiqued several poorly written websites recently, it’s amazing how many copywriters continually fail to emphasize benefits. Benefits engage. They get people to act. Meanwhile, copywriters remain prone to pushing features.

As part of the web copywriting process, copywriters should list all the features of the company and its products or services, and then take the time to revert them into benefits for the customer.

A simple method that our website copywriters employ: look at each feature and ask yourself, “So what?”

Copywriters need to put themselves into the customers’ shoes. Why should I care about this feature? What will it do for me?

Don’t just state your product is durable (a feature). Explain to visitors it will last twice as long and keep them safe (benefits).

For more on web copywriting, check out: Web Writing: The Good, Bad and Ugly.

The Evolution of Click Fraud

Posted October 13, 2009 | Posted By Rick Sloboda
Categories: Web world at large, Website promotions | 0 Comments | Share This

 

Anchor Intelligence identified a click fraud ring being run out of China, which involved 200,000 different IP addresses and racked up more than $3 million worth of fraudulent clicks across 2,000 advertisers in a two-week period.

Click fraud occurs when someone sets up a website, signs up with an ad network, and then clicks on the ads to generate ad revenues with false clicks. DormRing1 operated the same way, except it easily involved more than 1,000 people who set up more than 10,000 Websites to spread out the fraud.

Read the full Tech Cruch article: Massive Chinese Operation DormRing1 Uncovered.

Why White Papers Generate Leads

Posted October 5, 2009 | Posted By Rick Sloboda
Categories: Website promotions | Tags: , | 1 Comment | Share This

 

White Papers Generate LeadsWhite papers offer an effective way to generate new leads for business, especially for service providers.

A professionally written white paper can demonstrate your know-how in a way that provides value to your prospects. It puts forth your point of view, addresses issues your prospects face, and serves solutions.

A white paper that contains useful, practical information builds trust and rapport with prospects, and can help grow your client base.

Is there a common pain in your industry you could address with a white paper? If so, you could be sitting on a productive lead generation and relationship building tool.