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There are some website owners and web designers that think hiring a professional copywriter is an unnecessary expense and then attempt to write the copy themselves. Whilst there are the odd few that manage to do this with some degree of success, the remainder often fail miserably.
If the copy and ultimately a website itself are to perform effectively, there are certain guidelines to observe when composing the text. It is not just a case of putting some words on a site and thinking that visitors will be so impressed they will immediately want to do business – it rarely works that way.
This is the time to think about hiring a copywriter. After some research about the business and its products, he or she will have enough information to know what to write and how to write it. For the majority of websites they write for, most...
….Copywriters will Keep it Short
Website copy should deliver the main points of a message using the minimum amount of words. Web visitors only ‘skim read’ copy to locate the information they are after, the rest they tend to ignore. Sub-headings and bullet points are useful aids for readers to find information quickly.
Copywriters will Keep it simple
Unless the website subject is of a highly technical nature such as a scientific or medical site, there is no need to pepper the copy with ‘big words’. Remember, not all visitors to a site will be familiar with certain jargon. By sticking to plain, easy-to-understand language, it is much easier to impart information.
Copywriters will Keep it Conversational
Conveying a warm, informal and chat-like tone throughout the text should make visitors feel comfortable and more inclined to stay and browse the site. Writing as if conversing with a friend or colleague leaves readers feeling they have been spoken to and not spoken at or patronised.
Using the services of a professional copywriter makes good business sense. Copywriting is a skill not everyone can master. It has to be learnt and refined just like any other skill. It can be a false economy to go down the do-it-yourself route especially as copywriting services are often not as expensive as many might think.
A final tip for business website owners.
Clever website owners will Keep it Fresh
Sometimes copy only needs to be refreshed to give a website a much-needed lift. A light rewrite or a small amount of editing can work wonders. If visitors can read something new and interesting from time to time, they will keep coming back.
John Sheridan is a professional proofreader of hard copy items and website copy. He also writes web copy and occasionally accepts small copy-editing assignments. He can be contacted via: http://www.textcorrect.co.uk
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