Online copywriting is a crucial component of the web marketing arm. A good piece of web content is your ticket to a successful online business. It is an important factor in any online communication activity. It is important that your business not only gets an effective total online message across, but that it is able to clearly and effectively clarify the real point of difference of your business, in order to inspire interest and action from your target audience.
Online copywriting talent is a combination of good writing skills, awareness of ROI (return on investment) methodologies, and an understanding of basic web usability. A good copywriter will make your writing objective and deliver a message focused on what your customer wants, so you get the best result.
Below are some of the best practices in web copywriting:
Create a unique and meaningful headline.
This will tell users what your site is all about the minute they land on it. Not only does this benefit you but also your user.
Highlight benefits, instead of features.
Much writing focuses on the things that the business values, and often misses the point of what the customer wants. It’s often the case that the features of your product or service are reflected in your copy while your customer is only interested in the benefits of what you offer. Customers only care about is WHAT’S IN IT FOR THEM.
Focus on conversion.
Write in such a way that you drive readers to one or two clear actions you’d like the user to take. Include calls to actions too – think “nothing asked, nothing done.”
Think of the ‘Inverted Pyramid’.
Write in an “inverted pyramid style” with your most important content in the first one or two paragraphs. Good journalists do this, starting a piece with a conclusion. Remember, too, to be flexible with your writing style and adjust it according to your audience and/or topic being covered.
Use meaningful not clever headings and sub headings.
Chop long paragraphs into a few with the necessary subheading. Headings and subheadings allow the users to know immediately what the following text is about. A meaningful sub header need not be catchy rather it should convey the message of the content immediately.
Put your main points at the beginning of sentences.
This helps with scanning and saves time – users won’t have to read every sentence to understand what you’re writing about.
Use Links within the content.
Include links within the content and make them relevant to the surrounding content. Not only does this help users navigate your site but it also brings context to any particular point.
Deliver the Right Written Message
A professional copywriter can build the perfect written message to suit your specific need (website, brochure/advertising, newsletter, sales proposal, etc), and focus it to suit your business.
When it comes to copywriting, one should write with a purpose and keep it short. Long-winded content, or content with no purpose, does not do well online.