English novelist and journalist George Orwell, one of the finer writers in the English language through such novels as 1984 and Animal Farm, was passionate about good writing. Hence, copywriters — for both print and websites — can learn a lot from him.

Reportedly, in every sentence he wrote, he asked himself at least four questions:

1. What am I trying to say?
2. What words will express it?
3. What image or idiom will make it clearer?
4. Is this image fresh enough to have an effect?

Plus, he had fundamental rules for effective writing, which decades later, still apply:

1. Never use a metaphor, simile, or other figure of speech, which you are used to seeing in print.
2. Never us a long word where a short one will do.
3. If it is possible to cut a word out, always cut it out.
4. Never use the passive where you can use the active.
5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
6. Break any of these rules sooner than say anything outright barbarous.

Since 80% of people scan web copy, versus reading word for word, copywriters need to start with the most important information.

Present unnecessary web copy in the form of filler or cute intros and you risk promoting high bounce rates, where visitors leave a website without going to a second page.

The sad thing is the desired information might be elsewhere on the page. But if it’s hard to find, visitors won’t hesitate to click the back button and check out the competition.

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Egotistical 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.

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Your 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.

A 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.

Having 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.

When you get professional web copy on a website, you can also leverage it in other places in a bid to:

• Reinforce your brand identity
• Establish consistent messaging
• Increase customer recognition

To get the best possible ROI from your online marketing investment, here are 10 ways to repurpose your web copy so it works overtime for your company, online and offline.

Read: 10 Ways to Repurpose Your Website Copy

When it comes to the Web, web content writers do audiences a favour by getting right to the point. Spend too much time trying to set up an atmosphere and you’ll lose them.

Why? When people arrive to a business website, they’re looking for information to solve a problem. As a result, they promptly:

1. Scan web copy to locate areas of interest

2. Scan subheads or kickers to identify topics

3. Skim the main web copy body for keywords and phrases

4. Input and process details of interest

5. Click to see more web copy, leave the site, or take the desired action

So get to the point. Don’t get wrapped up in being cute or clever. Let your readers get what they need quickly and easily complete the desired task—whatever it may be.

The best web content copywriters understand keywords, which are the foundation to a successful website.

Keywords drive desired traffic to websites, and can help engage and convert visitors into customers. Unfortunately, when businesses hire uninformed web content copywriters, many opportunities are missed.

There are basically three types of keywords a business can target:

1. Keywords for browsing
These are generic terms that people often use when they start the search process. While it’s difficult to attain top 10 positions on search engines for terms such as web design, it can gain a business broad exposure on an international scope. But don’t expect high conversion rates, as most of these people have just started their search, and might just be looking for free tips and ideas.

2. Keywords for comparing
Now the person searching has some insight and is starting to look at particular products or services. For instance, a person might type in website designer and start browsing portfolios, rates, specialties, processes, and so on. They’re likely at least semi-serious prospects.

3.  Keywords for buying
At this stage, the person has a good idea of what he wants to purchase, so he might type in web designer New York, or ecommerce web designer, or even ecommerce web designer in New York. He’s specific, and more than likely ready to invest.

But, remember, while keywords can bring prospects to your website, you have to deliver your message with impact. Otherwise visitors will be quick to leave your site, and find your competition.

Most of us are aware of the golden rule for plain writing on the Web: Keep It Short and Simple.

But there’s no getting around it — at some point you are likely to have a long piece of complex material that you have to put up on your website.

It might be a ‘terms and conditions’ page for a contractual agreement. A set of instructions for a new product. A detailed explanation of a business policy. Whatever it is, you want your customers to read it because it will improve your business.

You can’t force them to read it, but you can encourage them to read it. You can make it inviting. Enticing. Kissable. Here’s how.

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