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.

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.

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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.

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Your web copywriting doesn’t describe reality, it creates it.

In fact, every word you feature on your website has the ability to build — or damage — how prospects perceive you. What you say and how you write it directly impacts whether an online visitor:

• Sees value in your product or service
• Trusts your business
• Decides to invest in your offerings

Untapped Opportunities on the Web

While many business owners are beginning to understand information is the currency of the Internet, few act on it. This is despite the fact that the Web allows smaller businesses to go toe-to-toe with larger, more established companies.

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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

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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.