Top Ten Ways to Maximize Your Internet Message

by Karen Kanakanui

Published on this site: February 24th, 2006 - See more articles from this month

If you're just getting ready to create a website, you may be tempted to use existing text from your print material for the website. It may seem like a logical step, but in fact, print material often doesn't "translate" well to the Internet.

So what do you do? Well, some businesses write the new content themselves; others outsource their marketing needs to professional copywriters. Copywriting, or business writing, is any kind of writing that sells your product or service. Sales letters, newsletters, brochures, billboards, TV/radio commercials - all are examples of copywriting. But the Internet has grown to such a huge force in marketing and sales that it's created a whole new sub-specialty in copywriting: web copywriting, or sales copy written specifically for the internet.

Hmm, you may think, isn't copywriting copywriting? Well, all copywriting has some common elements: there is aproduct or service to sell, a specific audience is being targeted; a good headline and strong lead-in are critical.

But there are some key differences as well. The internet is its own arena and you can use that to your advantage if you know how. Whether you write your own words, or hire someone else, keep these key points in mind as you create your web pages.

The Medium is Still the Message.

Writing for the internet is different from writing for print because people reading web copy "scan" the page rather than read every word. It's estimated that you need 50% fewer words on the Internet than you do if you send the same material out via a direct-mail campaign. Of course, you still need enough copy to cover the pros and cons. A higher-priced item will need more copy than a lower-priced one, and even a free offer needs some copy supporting it.

"What's in it for Me?"

Your reader always thinks this, so be aware of the frame-of-mind of your potential customer-what do they want that you can provide? You may be too close to your product to see what its benefits are. A good web copywriter will ask enough questions and get to know your business well enough so that he or she can communicate to your customer the wonderful, exclusive, and "I-have-to-have-this" aspects of your product.

Stop-Em-Dead-in-Their-Tracks-Headline.

You need a riveting headline. Copywriters in general are trained to write headlines that encapsulate the value of your product or service, but this is especially mportant on the internet, where it is so easy to "click away." The tone of the headline should not be sales-like but have an editorial feel. You may craft 30-50 test headlines, letthem sit for a day or two and then look at them again. Is it the best one to meet your objective? Reach your target audience?

Don't Write "At" - Chat!

Remember, the internet is a folksy place, not a corporate conference room. Most copywriters are trained to write "at" their audience, thinking of the audience as "them." Web copywriters think of talking "to" one person at a time in a friendly, informal way. Whenever possible, use "I" instead of "we" or "our."

The Formatting is Different.

It's hard to read one huge block of text on the internet; most people just don't bother unless they find something interesting that catches their eye. Use blank spaces, short paragraphs, headings (and sub-headings) to divide your copy into manageable chunks. Use boxes and bullets to highlight important points and try easy-to-read san-serif fonts like Verdana or Arial.

Develop Relationships With Your Customers.

Did you know that most people who bookmark a site never return to it? A good web copywriter helps you develop relationships with your customers by

1. inserting devices to capture contact information on your web site and
2. writing follow-up emails that build rapport!

Looking for Information?

People go to the web looking for information, not a sales pitch. Some businesses approach the internet as a giant shopping channel, which it's not. Your web site should be free of hype. What you are providing is that is of value to your visitors.

Know the Prime Real Estate.

A web copywriter knows that the first eyeful of your web site is the most important piece of real estate you own online, so he or she will not suggest you fill it up with fancy graphics or the logo for your company. As nice as those elements are, they shouldn't take up the whole top of the screen.

Use the "Links" Feature.

One of the great things about a web page is the way it can link to a number of other sources, all of which contain information to help your prospect make up his or her mind. Use this to your advantage in linking to, for example, a testimonials page about your products.

Take Advantage of On-line Resources.

Use overture to help you find the right words for your copy, Alexa for researching your competition, and Copernic, which queries multiple search engines for you and brings you the most relevant results from each - great for providing more sources for you to use to flesh out your web copy.

Even if you have a great product or service to offer, you may get lots of "clicks," but not customers. Remember, your web copy is the primary tool you have to convert your web site traffic into customers. Whether you decide to hire a pro or go it alone, use the tips above to make your copy the best it can be!

Karen Kanakanui owns WordsAreUs, a business communications company, specializing in writing newsletters, sales letters, feature articles, and yes, web copywriting. Visit her on the web at http://www.wordsareus.com/ and sign up for a free newsletter with tips on improving your business writing!