Innovative Business Writing
Writing for Websites
Is Your Website or Landing Page Delivering
Your website or landing page is a critical communication and sales tool
for your business or organization. It serves as a vital link to current and
potential customers or members. But writing content for a website or
landing page is different than writing a printed sales letter or brochure.
People don't "read" a website page, they "scan" it. Your copy needs to be
clear, concise, and to-the-point. It also needs to be reviewed and updated
regularly to provide accurate and useful information about your company,
product, or service.
Websites Need Great Copy to be Successful
Having an up-to-date, attractive looking, and easily navigated website is important. But it's the
content that makes the sale. If your website fails to provide the needed information in a
concise, compelling manner, its likely the reader will click to another site. You have only a few
seconds to convince your website visitors that they came to the right place.
Search Engine Optimization (SEO) and keyword writing have become an important
part of website development. These are the tools that allow search engines to find and display
your website information. And while SEO writing principles are important in website
copywriting, keep in mind that search engines aren't going to buy anything from you or request
your services. The focus should always be on writing quality content.
One of the most effective techniques of SEO writing is to include certain words in the copy that
are likely to be used by individuals who are searching for information about your company,
product, or service. These keywords will determine if your website will come up when
individuals do an online search. The goal is to work these words iton your content several
times, but do not overuse. The copy needs to read smoothly and make sense.
Once your website or landing page is found, the content needs to grab the readers attention
and convince him or her that you can provide what they need. It's your job to provide the
words that work for your website.
How to Have a Website That Sells
Websites are a vital tool for the growth and success of your business. But often the
effectiveness of a website is overshadowed by all the bells and whistles used to make it
look good rather than communicate well.
Your website can be a powerful selling tool.
But are you taking full advantage of the opportunities it provides?
What you say on your website shouldn't be the same as what is written in your company brochure
or included in your latest newsletter. If it is, you're probably not giving potential customers the
information they're looking for to make a buying decision.
If you want to develop or redesign a successful website consider these important questions before
What do you want people to do at your site?
Can customers easily find the information they're looking for?
Do you get their attention immediately, before they click to another site?
Also you should always keep in mind that...
Visitors to Your Website are Goal-Oriented
They got to your site by typing in a keyword or phrase into a search engine or by
directly entering your website address into their internet browser. They already have an
interest in finding out more about the products or services you offer. They're hoping
your product or service can provide what they need.
But when they get to your web site, what do they find?
Content is King
Having an up-to-date, attractive looking, and easily navigated website is important, but its the
content that makes the sale. If your site fails to provide the needed information in a concise,
compelling manner, it's likely the viewer will click to another site. You have only a few seconds to
convince them they have come to the right place. Take full advantage of the opportunity.
Here are five steps to developing powerful content for your website:
1. Keep your home page simple -
No two websites are exactly alike. When a potential customer first visits your site, he or she
has to pause, look around, and figure out what's there and how the site works. Depending on its
complexity, this may create a roadblock to their finding what they're looking for.
The text on your home page should be very clear and should easily direct your visitors to key
information. Keep the number of headings and links to a minimum. Be sure the internal links
you have are clearly labeled and are as unambiguous as possible.
2. Anticipate your visitors' expectations and help them achieve their goals -
The keywords that visitors may use to come to your site can tell you a lot about what they
want. Your web page headline and opening text have to be a match to what the person is
hoping to find.
Do you know the most frequently used keywords that someone interested in your products
or services may use when doing an internet search? Put together a list of the most likely
words or phrases and be sure your home page includes these terms in your copy.
3. Get to the point, avoid a lot of fluff -
People don't view and read web pages the same way they do printed materials. Use copy that
can be scanned easily. Make it obvious what you are offering. Use descriptive headlines and
subheads to communicate key points.
Keep in mind research shows that when people scan a web page, they focus their attention
largely on the left-hand side of the page. Be sure to place your most important copy there.
Draw the reader into taking an action. Important points, and keywords and phrases need to be
mentioned early in the copy. Readers have short attention spans.
4. Don't write more than is necessary -
Unlike printed materials, a web page doesn't have a set length. When it comes to website content,
more is not always better. Write just enough to get the job done.
Give people the basic information upfront to get their attention. Then allow them to go to another
web page for more details if they want it. Don't assume everyone is going to read all of your
content. The goal is to hold their interest long enough to direct them to the next step.
5. Tell people what to do -
Although this may sound silly, many websites don't tell visitors what options they have. Don't assume
the visitor already knows what he or she wants to do. Get them to take an action, whether it is to click
a link to another page for more information, place an order, or call or email to make an appointment.
In developing your website, be sure to focus on more than just the look and design. If your website
serves as a major part of your sales and marketing efforts, then it must also deliver an easy to
understand and compelling message.
Think of Your Website as a Destination
It's a place where people come to do things such as find out more about a product or
service, make a purchase, or compare prices. Decide what actions you want people to take
and design you site around those actions.
If you fulfill the expectations visitors have when they come to your website, whether its
offering the information they seek or completing the purchase they want to make, you'll
have created a powerful sales and marketing tool for your business.