When you get professional web copy on a website, you can also leverage it in other places in a bid to:
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.
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.
Many web content writers create urgency in a bid to get visitors to buy products or services now. It’s often in the form of a limited time offer. The logic: visitors might not come back, so get them while you can.
However, if a web content writer is overly aggressive, it can hurt credibility, diminish trust, and backfire. So it’s best to maintain a professional, tasteful tone. That way, people don’t get their backs up against the wall, and end up with a bad taste in their mouths.
I recall a website that indicated: “This One-Time, INCREDIBLE DEAL is ONLY Available for 4 Hours and 24 Minutes!!! Act Now, Before it’s Too Late!!!”
The time ticked away. Out of curiosity, I checked back the next morning, and the clock was reset—16 hours and counting! The ‘incredible’ offer stood. Scammers! That was my perception, anyway, and they weren’t getting my money.
You can stop visitors from procrastinating without appearing like a fly-by-night con artist. For example:
Order before Dec. 15, 2009, and you’ll get a free bonus!
You can also include a “while supplies last” element. Just go easy on the exclamation marks, as using too many can get you labeled a spammer.
On the other hand, if you want to contribute to the spam-filled Web, be sure to start a long-winded letter with “Dear Friend,” and include four or five P.S.’s at the bottom of your pitch.
When it comes to writing for the Web, web content writers should take a pointer from journalists: never bury the lead.
Seasoned journalists write no-nonsense copy that gets to the important information at once. On the contrary, inexperienced web content writers expect online visitors to do the hard work and plow through piles of long-winded website content. This web content writer is sending the message: this will take some time — which can turn people away on the fast-paced Web.
A web content writer with experience knows investing extra time to define the key messages, get the lead to the top of the website content, and keep the information clear and concise is advantageous. It sends the message: this won’t take much of your time. And, if the website content is relevant, the visitor will quickly determine what the story is about and why he should read on.
It’s called the inverted pyramid, and it enables businesses to quickly and effectively relay why the visitor should pay attention.
When you only have a few seconds to make a point, every word counts.
When developing web content, the web writers at Webcopyplus often draw attention to the benefits of our clients’ products and services. It’s upbeat, and it’s effective.
But there is another avenue. Web content can also convey what the perspective customer stands to lose in a situation. It plays on, and builds, fear.
“Don’t miss the chance to get the Website Optimization Package for half the retail price.”
You’re applying pressure. It works. But it can also hinder trust and strain loyalty.
A time element can increase the pressure, and conversions. For instance, you could add: “This deal in only available until midnight tonight.”
It’s persuasive because people are afraid to miss opportunities.
This spring, forget about your garage and closet — clean out your website!
If your site’s been online for more than a few months, chances are it’s cluttered with unnecessary content. Meanwhile, every extra item on your website competes for your visitors’ attention, reducing the impact of your key message.
Employ the following six steps to eliminate these distractions and instantly improve your site’s usability:
1. Sweep out useless items
Is that welcome message necessary? Are some of those buttons or links redundant? When it comes to web content, less is more. So scrutinize every element on your website and discard whatever you can.
2. Update your information
Keep your web copy up to date. If you don’t have adequate resources, keep time-sensitive information to a minimum.
When it comes to search engine optimization, web writers should target a few short, broad terms as well as several longer, more specific keyword phrases.
It makes sense when you consider an iProspect report that revealed when an initial search is unsuccessful, 82% of search engine users will re-launch their search using the same search engine, adding more keywords to refine their subsequent search.
Broad keywords can draw great numbers of visitors, however, they can be difficult to attain. To achieve high rankings for general terms in competitive markets, a web writer could require a small army of SEO analysts and programmers.
Longer, more specific search terms are less competitive, which makes it easier to attain higher rankings. Moreover, the detailed search terms — also known as long-tail keywords — often produce more qualified traffic and higher conversion rates.
That’s because searchers who type in more specific terms are deeper into the sales cycle, and are more likely to reach for their wallets.
Web Designer Wall recently featured an article surrounding a Webcopyplus web poll, which indicated more users are demanding good web design. It sparked a debate at a recent workshop, where web writers, designers and developers started debating which is the king of the Web: web content or design.
While I’m on record for suggesting web content is the king of the Web, I believe both are royally important. In fact, if you dig deeper, I’d have to say consumers are the true ‘kings of the Web’ because they ultimately dictate what succeeds and fails on the Internet.
As web specialists, we need to keep reminding ourselves that a website is critical in how people perceive, understand and interpret a company and its offerings. And everything counts. Quality web writing can’t compensate for poor design, and good design can’t save poor web copy.
Web designers, developers, web writers – and anyone else involved in creating websites – need to respect what others bring to the table. It’s best to put egos aside and collaborate. That way, everyone involved wins – especially the client.
