Online Copywriting Web Page Content
The importance of online copywriting and good Web Page content in a Website, cannot be overstated enough. Apart from encouraging visitors to make contact and use your services, it is also, instrumental, in bringing your Web site to the attention of Search Engines.
The majority of Websites are not optimised for Search Engines and copywrite, usually, fails to address many of the issues, Website visitors require answers to.
Writing For The Web - Putting Yourself In The Shoes of Website Visitors
When writing for the Web, you need to think like your Website visitors. If you are an Accountant, for example, someone visiting your Website may have an issue with their current Accountant.
Perhaps this was caused by poor service or spiraling costs. Alternatively, they could be a new business looking for their first Accountant. It may, even be, someone looking for employment. Identifying the reasons why potential clients are visiting your Website is the first step to writing good copywrite.
Address Visitor Issues
In the example, above, it would be prudent to address the issue of customer service. If spiraling costs was an issue, then tell visitors about your flexible approach to fees. Perhaps, geographically, visitors warm to your message but are concerned about the distance between the two offices. Tell them with the development of modern technology, it is no longer necessary to be located in the same town as your Accountant.
Poor Website Copywrite
Poor Web site copywrite can be defined as the opposite of most of the points made in this article. Probably, one of the best exponents of poor copywrite, are Websites requiring the visitor to make an additional click just to enter the site. Apart from being very annoying and totally at odds with good Web design practices, this approach does not endear itself to Search Engines.
Web Copywriting - So What!
When Web copywriting, it usually takes a few drafts to fine tune your message. A good approach, is to put all content through the "so what" test. This process involves, reviewing copywrite through the eyes of your Website visitors. For example, your Website tells visitors you are a firm of Accountants offering Bookkeeping, Taxation, Payroll and start-up advice. Visitors will be thinking, "so what, don't all Accountants offer these services. Tell me something I do not know already".
Business Jargon In Websites
Most businesses, are about cultivating relationships with clients. When a Web Surfer enters your Website, it is no different from someone walking in to your reception area at work. In which case, try and imagine how you would greet them and translate this to your Web site.
You may want to thank them for taking the time to visit. You will, certainly, want to ask them, what it is they are looking for. In all cases, try and keep written content, personal and mimic what you would actually say to them if you had met them in person. Avoid bland business jargon, such as, "In today's fast moving business environment...".
Text Aesthetics
When writing content, try and keep paragraphs short and include headings to give readers a clue about content. Keep it "punchy" and try and make every sentence count.
Most readers prefer to read down the page, so try and avoid paragraphs that are too wide. Copy the professionals, by using a combination of Ariel, Verdana and Tahoma fonts for the main body text. Using Times New Roman can give your site an amateurish feel and makes it harder to read. If you have a lot to say, then copy our approach, by breaking content up in to readable sections.
Next: More Good Online Copywriting Tips
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