In a recent article, we explored how Internet users like to gather information on the Web, and how they process it.

More than 63% of Internet users indicated in our online poll the written word is their choice of communications on the Web. However, according to neurolinguistics expert Dr. Genie Z. Laborde, only 20% of people are primarily auditory, meaning they gather and process information most effectively via written text and the spoken word.

Dr. Laborde notes 40% of people are strongly visual, and 40% are kinesthetically dominant when it comes to learning.

So while the majority of people indicated they prefer accessing information on the Web through web writing, it’s in website owners’ best interest to support and augment web copy with other communication forms, i.e. visuals, to connect with a higher percentage of people.

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More than 63% of Internet users indicated in a recent Webcopyplus poll the written word is their choice of communications on the Web.

However, according to psychologist, educator and neurolinguistics expert Dr. Genie Z. Laborde, only 20% of people are primarily auditory, meaning they gather and process information most effectively via written text and the spoken word.

Dr. Laborde notes 40% of people are strongly visual, and 40% are kinesthetically dominant when it comes to learning.

So while the majority of people indicated they prefer accessing information on the Web through web writing, it’s in website owners’ best interest to support and augment web copy with other communication forms to connect with a higher percentage of people.

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Despite recent economic woes, Forrester Research reports online retail sales are projected to grow 17 per cent in 2008 and surpass the $200 billion mark.

What is more, reports Principal Analyst Sucharita Mulpuru, the bulk of online retail sales are driven by tenured Gen Xers and Boomers, a cross-section of the web buyer population that values the convenience of the online channel and is actively spending more on the Web.

She noted: “These folks are less price-sensitive, disproving the theory that online shopping inevitably leads to brand-disloyal shoppers.”

Gen Xers account for 34% of all online shoppers, while Boomers represent 38%.

Google is reducing ads on web pages to an all-time low, which has many people scratching their heads.

“Virtually any other company facing slow economic times would be interested in increasing the places in which it could sell ads,” wrote Saul Hansell, in the New York Times article Google deliberately sells fewer ads – and may have gone too far. “It certainly wouldn’t take steps to reduce them.”

Meanwhile, Jonathan Rosenberg, Google’s Senior Vice-President for Product Management, said that Google has no plans to increase its coverage because of its efforts to improve what it calls “ad quality.”

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Increasigly impatient online consumers are opting for fixed-price purchases over auctions, reports Catherine Holahan in the BusinessWeek article “Auctions on eBay: A Dying Breed.”

Sales at Amazon.com, the leader in online fixed-price goods sales, rose 37% in the first quarter of 2008. At eBay, where auctions make up 58 per cent of the site’s sales, revenue rose just 14%.

Hence, fixed-priced items appears key to eBay’s future growth. EBay’s “Buy It Now” business, where consumers can purchase auction items at a set price, makes up 42% of all goods sold on eBay and is growing at an annual 22% pace. That’s the fastest among eBay’s shopping businesses.

It shows just how impatient Web users are. The novelty of the Web is gone. Consumers just want to get to a site, complete a task and move on in as little time as possible.

It seems the term “browsing the Web” is quickly becoming obsolete.

Good web writers know more words do not create additional impact.

When it comes to web writing, you should remove any words or messages that have no value for your target audience.

Review your web writing and cut it down to what’s truly essential. Self-aggrandizing messages, for instance, aren’t useful. They add dead words with little or no value. They get in the way, making it harder for visitors to find what they’re looking for — benefits.

Here’s an example from a resume consultant’s website: “We are committed to customer service and believe we provide the highest standards of customer service in the CV writing industry.”

Does it make a strong point that makes a mark with the prospect? Probably not. Any CV consultant can state that, and many likely do. It’s vague, ineffective and should be removed from the site. No one would miss it, except possibly the employees who wrote and approved it.

Good web writers know less is more.

Adobe announced July 1 it is working with the search industry to improve search results of dynamic web content and rich Internet applications. Up until now, search engines were not able to effectively view, decipher and index Flash-based sites.

Adobe has created a special Flash player, currently distributed to Yahoo and Google, which allows the search engines to crawl through Flash content and gather any text or hyperlinks within the rich content.

This is great news for businesses with Flash-based sites, which hindered their online presence.

Google has already begun indexing Flash sites, and Yahoo plans to release the technology in a future update. Adobe also plans to roll out the technology to other search engines.

We just released How to approach customer service 2.0, an article that has two social media experts discussing the “social revolution” and its impact on businesses and their brands.

To demonstrate the power of the social sites, I noted a blog post about terrible service that was delivered by Rogers Communications. Thousands have read the post and, despite many comments from other customers sharing their displeasures with Rogers, the phone company has yet to respond. That silence damages their brand.

Ironically, just yesterday, an Accounts Receivable rep from Rogers’ frontline stepped forward to personally apologize. Here’s what he wrote:

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As Web 2.0 matures, the line between marketing and customer service is beginning to blur.

Service mishaps and product breakdowns can no longer be swept under the rug. That’s because more than 70% of US and Canadian consumers use the Internet (InternetWorldStats) and can share their experiences with the world.

“The social revolution is forcing companies to evolve and redesign any and all strategies that include existing or potential customers and stakeholders,” said Brian Solis, Founder of FutureWorks and blogger at PR 2.0. “And,” he added, “many don’t even know it yet.”

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Pretty designs and flowery words don’t provide your visitors value. Relevant website content does.

What’s relevant? It’s whatever your target market deems relevant.

For instance, a frequently asked questions (FAQ) section that provides practical insight into your target market’s common concerns could be regarded the most valuable part of your website. Alternatively, an aggressive pitch for a product your visitor has no use for is a complete waste of time — for all parties involved.

Here are some essentials to deliver useful website content:

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