Write Better Web Content

If you're reading this article, chances are that you, like most professionals these days, understand the value of the Internet. It may be where you go to buy movie or concert tickets, browse restaurant menus, or plan your vacations. Most likely, you also turn to the Web to research business strategies, vendors and other companies.

But what about those surfers who are researching your company? When they visit your Web site, will they find what they're looking for? Does your site provide the information they need in an interesting format that will keep them there long enough to convince them to do business with you?

While an attractive, professional-looking site is an important start, content is king. (What else would you expect from a copywriter?) But seriously, your site will never be truly effective without well-written content that answers visitors' questions and creates enough interest to keep them coming back.

So how do you create effective content for the Web? It may be easier than you think. With all the bad writing out there on the Internet, even minimal effort can help set yours apart. Here's a start: Good Web content can always be described by these four adjectives.

1. Consistent. There's nothing like inconsistency to make your Web site appear amateurish. Some businesses spell their own company names two or three different ways right on the home page. If your company name is written in all lower-case letters or with unique spacing, be sure you write it the same way every time. But don't stop there; strive for consistency in all your content - from the use of abbreviations, fonts and numerals to the tone, style and voice of your copy. Having one person write all the content helps keep it consistent, but when this isn't possible, at least try to have one person serve as editor. If several people are contributing to your site, develop a style guide to inform them of your rules for consistent content.

2. Clear. As in all writing, the goal of Web content is to communicate with an audience, and clarity is essential. Try reading your copy aloud before posting; hearing it out loud can help you determine whether it all makes sense. If possible, have one or two others read copy before posting it to the Web - and if your subject matter is technical or complicated, consider using an outside editor to help eliminate techno-speak.

3. Casual. The nature of the Web is more informal than many other marketing venues, so make sure your copy fits the medium. Your Web content should probably be more conversational than your traditional brochure or company presentation, and because many readers scan Web copy rather than reading it word for word, subheadings and bullets are helpful. In most cases, Web content should also be brief, making your points quickly without losing readers' attention. However, many effective sites contain brief copy on the front pages with more detailed information available through additional links, which works to keep the attention of the general readership while offering more for those who want it.

4. Correct. Don't confuse "casual" with "sloppy," however. Correctness is still important, even on the Web, and errors in spelling, grammar, or facts will give most readers a negative impression of your company. Don't just use spell check; read and re-read your copy before posting it, and if possible, get second opinions from those who know what they're doing. There's nothing wrong with being a bad speller, but there's no excuse for refusing to double-check your work.

Nancy Jackson, owner of The WriteShop, helps companies better market their products and services with powerful written communications including Web content, newsletters, brochures and publications. Subscribe to her free monthly newsletter at www.writeshoponline.com.

---

Break Even On Your Next Direct Mail Campaign...And Still Generate Huge Profits

With direct mail, you can break even and still claim... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 1

In the following 'special report,' I will reveal some very... Read More

Spice It Up! Rib Festival Teaches Us About Product Value

The Rib America Festival is a fun filled family event... Read More

Customers Are Like Vampires

No, customers aren't bloodsuckers (well, maybe a few are!) and... Read More

Developing a Contact List- Part Two

In a previous installment, we spoke about how to come... Read More

10 Awesome Ways To Attract More Orders

1. Create a free ebook directory on a specific topic... Read More

Why You Dont NEED a Marketing Plan

If you pick up a copy of the November 2003... Read More

Discover 7 Hidden Profit Producing Secrets

Would you like to learn the lessons of the businesses... Read More

Powerful Direct Marketing Numbers

Direct Marketing works!Why? It works because it's personal. It carries... Read More

3 Quick Robotic Online and Offline Marketing Strategies to Help You Work Less and Make More Money

What is Marketing? There are many text book answers to... Read More

What You MUST Understand About Your Web Numbers

Two years ago, when I first started selling online, I... Read More

Using a Contact List Profitably Part One

In previous articles, we discussed the generation of a contact... Read More

Niche Marketing: The Affiliate Angle

If you're just dipping your toes into the waters of... Read More

Mortgage Marketing - How to Earn More Business From Realtors®

Is your marketing strategy getting the results you desire?Mailing postcards,... Read More

Does The Market Really Want It?

At the very heart of any successful marketing strategy is... Read More

The Anatomy of Hype

On a copywriting board I frequent, someone expressed bafflement that... Read More

Why Surveying Matters

What is the single most important thing you can do... Read More

How to Get the Right Clients and Avoid the Wrong Ones

If you are like most service professionals and small business... Read More

Is Your 4X4 Trail Rated?

"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your... Read More

CRM System: Give Meaning to Your Data

A customer relationship system (CRM) system uses technologically-driven strategies to... Read More

Business Card Design - How to Stand out and Get Noticed

One of the most powerful, yet over looked weapons in... Read More

Client Attraction Technique #3: Study the Competition!

One very powerful and cost-effective marketing strategy is to study... Read More

Network Marketing Is Definitely A Relationship Business

Heavily branded websites like amazon.com are household names and carry... Read More

Trade Show Exhibit Booth ? 7 Tips to Improve Yours

Once you have decided to participate in a trade show,... Read More

The Easiest Marketing Plan Youll Ever Find

When it comes to marketing there's simply too many choices.... Read More