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.
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.
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.
Businesses 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.
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:
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.
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.
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.
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.
White 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.
You want to grow your business. Raising its profile in the community or industry can be an effective way to get more visitors to your website. But, if you launch a public relations campaign prematurely you could be doing more harm to your business than good.
Before you start pitching to media outlets and bloggers, there are a few things you need to consider.
