Writing for the web

Writing copy for your website requires a different to approach to most other marketing and advertising material. We offer a full copy writing service, but if you want to do your own, here’s some tips.

Stay focused.

As a general rule, visitors to your site are in search of information, and your job is to provide it to them as quickly and as easily as possible. Otherwise they lose interest and move on.

Break the information into bite-sized bits

This one’s really important when writing for the web. People don’t read – they skim. Nobody likes to scroll through a long narrative looking for the “good stuff”. Given that people skim, write a headline for each individual thought. If you are listing or comparing information, use a list or numbered format. It’s a lot easier on the eye than a narrative paragraph.

Limit your information

Like all marketing mediums, the point to a website is to progress a prospective client to the next level of the sales process – for a service based business, this is to initiate contact with you. You need to leave them wanting to know just a bit more about you so that they contact you. Then you can make the sale.

Use search terms

To make sure people find your website, you need to know what they will be entering into Google or other search engines when looking for your services or products. This is probably the hardest part of getting your website attracting business for you. Once you know these terms, then you have to ensure your content includes them.

If you want some help on this, just give us a call. Our experience might be all you need to get your site ranking higher and converting sales.

Writing email promotions

Writing email promotional copy is very different to direct mail or ads in newspapers. With an email you are in the reader’s personal space, so it’s important to get to the point.

Focus your copy around your offer.

Make it interesting, compelling and personal. Don’t try to hard sell, it just turns people off.

Give special attention to your subject line.

The wrong subject line can put your email straight into the junk folder.  Your subject line should be simple and relate directly to the content in your first paragraph. Otherwise people will think you’re trying to trick them into opening the email. That’s a great way to lose them forever. Focus on the benefits without making it look like an ad.

Give a clear call to action

Once you get them there, make the offer in simple words with a clear call to action.  ie tell them what you want them to do and ask them to do it. The best email promotional messages will direct the user to a downloadable coupon, a phone number, an email address or a web page where they can find out more details.