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.

The abilities of good web writers are often undervalued. That’s why so many websites — as good as they might look — don’t generate leads and sales. The web content doesn’t attract traffic nor does it convert.

This week, for example, a business owner wrote us:

“I spent on webcopy 3 times and not happy so looking for one more time before I give up. Your rate $500 is high though so if you are not flexible/negotiable, it is OK if you don’t respond.”

We did respond, suggesting he try Craig’s List. The referred to $500 is our minimum charge, which basically gets clients a keyword analysis. His project, which comprised up to 20 pages, would cost several times that.

Meanwhile, say he was looking at spending about $300 for the 20 pages of web writing. That’s $15 per page. And that’s supposed to include planning, interviews, research, copywriting, tags and revisions?

What does a good web writer cost? A lot more than $15 per page. No skilled writer would agree to — or be able to — deliver quality goods at that rate.

Chances are this business owner will find someone who lacks the skills to produce effective web writing for the fourth consecutive time. The small sum of money he’s spending each time is being wasted on empty marketing hype that will continue to thwart and damage his business.

The fact that so many people want to or love to write does not make writers a commodity. As is the case with designers, musicians and athletes, the good ones get results, and must be compensated accordingly.

“How do I find the right web copywriter for my business?” That’s a common question by business owners at forums and seminars.

The answer is quite simple: on the Web.

A web copywriter who knows how to write for search engines will be visible on the Web. And if he can promote himself online, he’ll be able to promote you (be it in Toronto, New York, London or globally, if desired)

But your web copywriter also needs to be well versed writing for another audience: people. Getting prospects to your site is one challenge; converting them into customers is another. So ensure the copywriter delivers clear, concise and objective web writing that is customer centric.

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While speaking at a recent Web forum in Vancouver, a web copywriter from the audience approached me with disheartening stories about how his skills were not valued at his workplace.

Part of the reason web copywriters are under-valued extends from the fact managers often get excited about new technologies. They believe employing new software and applications demonstrate they’re on the leading edge, creating an opportunity to score points with their superiors. As a result, the employees who handle design and development tend to gain more attention and recognition.

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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.

When delivering web content courses, business owners often ask, “How do you find a good copywriter for the Web?” Whether you’re based in London, Toronto or New York, the answer is simple.

Do an online search.

Good copywriters know how to craft copy that persuades people to act, be it to enlist as a member, sign up for a newsletter or purchase a widget.

Good web copywriters can deliver potent copy for people. But they also understand how to write effectively for search engines. They help businesses choose and strategically use select words that will drive targeted audiences to their websites.

Consequently, an effective way to find a good web copywriter is to see who shows up on the top rankings of Google, Yahoo, MSN or your search engine of choice. If they can promote themselves, they can promote you.

Plug in words surrounding web copy writers, professional web copy or what have you, and away you go. A few searches and you’ll be well on your way to finding the right web writer to optimize your website and your business.

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.

Clever entrepreneur and author Seth Godin posted an interesting piece on editors today. His point: the easy route for editors is the safe route, which avoids trouble – but also eliminates success.

“Sometimes, a great editor will push the remarkable stuff,” stated Godin. “That’s his job.”

I wholeheartedly agree editors often take the trouble-free route, which can result in lame material. However, it’s often not the choice of editors, but rather the suffocating layers of policies and bureaucracy enforced by the poor soul’s boss, department or company. Editors are, frankly, politicized and homogenized into submission.

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Webcopyplus recently conducted a web poll that asked 215 website owners: Who typically writes your web copy?

The results:

1. I do it myself 74.9% (161)
2. Web designer 12.1% (26)
3. Staff 7% (15)
4. Copywriter 6% (13)

These numbers reveal why the majority of web content is so hyped up, convoluted and difficult to digest.

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Good business web writers write for the market, not for themselves.

That’s the point I tried to get across to a former colleague, who has a long history of reporting for various publications. He took exception to my most recent blog entry about ‘plain talk’, in which I stated, it’s important for web writers to put the flowery terms and egos away, and genuinely cater to websites’ audiences.

“Why dummy down my copywriting and limit my prose for others?” was the point he repeatedly made. To churn out his best work, he insisted, he must write for himself.

I respect his points, but speaking specifically about web writing for business, I don’t agree with his approach.

When you’re writing web copy for business, you are assembling the right words and messages to:

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