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Keep your copy short and simple

What you should remember is that unless a visitor has been directed to a particular page on a site, more often than not, they will only read 1 or 2 lines of the text. So the longer your text is, the less likely they will want to read it. So if you can, do not add any long copy to any pages where visitors are not expecting it to be.

Also keep your copy simple. This matters as much as how long it is. It is important that your visitors are able to understand what has been written on their first reading. They do not want to have to spend time thinking about what you have written.

In most cases, you should be able to convey one key idea effectively in just one or two lines of writing. By writing any more then that, you are likely to ruin the chance of the first idea you are providing to get through to them.

So by anticipating that your visitors will be willing to learn more about something, then they will look for the page that has more copy on it. So provide them with a link to another page of your site where they can get hold of the information that they need.

What if you do need to write long copy?

If you do need to include some longer copy, then organize it. Even if your visitors are expecting to find a page heavy with text, they may not actually be willing to read it. So in order to help them, divide any distinct ideas you have into separate paragraphs. Provide them with useful headings, sub headings and bulleted lists. This is a great way of introducing key ideas to them deliberately.

It is best to assume that not all the visitors to your site will read longer pieces in their entirety. So write copy that they will be able to skim through and lets them read the parts that they are only interested in.

Although longer copy does not need as direct as short copy is, it should still be easy to read. You will find that those visitors to your site who have difficulty understanding what has been written, will stop reading it.

Make your Copy Lively

Keep your copywriting clear and write vividly. You should be aiming to write in a light, unassuming tone of voice. If what you have written is boring or overbearing, this will in turn affect the reader, and what you are trying to convey will not get through to them.

So use a consistent voice throughout your copy. By doing this, visitors will more quickly recognize it and so become familiar with it. The more familiar a site or subject is to them, the more effective it will be.

Factors of Great Web Copywriting

It is ever so easy to become a little sloppy with the vocabulary on your website, as well as the look. You may find it so easy that you become inconsistent in the terms and phrases that you use when describing a particular product, service, tool or feature on your site.

So it is vital that you go through your site regularly and make sure that the terms you are using are used consistently. Also, that they are clearly communicating what you are trying to express to those visiting your site.

Therefore, you should always be aware of the spelling, grammar and formatting of any copywriting that you produce. Many sales efforts have amounted to nothing just because of a simple spelling or grammatical error in the copywriting. So spend time using a spell checker to ensure that everything is correct. It will save a lot of time later on.

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Try to avoid using lots of capital letters and exclamations marks in your work, as it does not look very professional. But use bold text and color in order to highlight any important points you wish to make.

Another important thing to have is an understanding of the written language. As creating website copy is different from that used when writing an article in a newsletter, or composing a custom essay or book report or research paper.

The language that you use must be very deliberate. It is important that you understand the language and how it exactly influences people�s buying behaviors. It is important that you know which words are strong, and which words are weak, and which words should be avoided at all costs.

However there are plenty of ways in which a site can be made more appealing without having to use graphics and animated gifs.

1. By formatting the text on a page, you can break up large chunks of information. So wherever possible, use bulleting, numbering, emboldened text, colored text etc., in order to make important information stand out.

2. Break up your paragraphs into easily digestible pieces of information. This will help to make your content stand out more. It will also help to make those important facts or sections stand out more also.

3. At all times, refrain from adding two spaces after each full stop. Not only will you save time, you will also save space also.

4. At the end of each paragraph, make sure that you press the return key twice and do the same after each section title.

If, however, you need to write long copy, then it is important that you should use some of the following formatting rules.

1. Keep the column width reasonably narrow. The human eye finds it more difficult to track from the end of one line to the beginning of the next if the column is wide.

2. Use plenty of subheads, as this helps those who would rather just scan a page before they commit to actually reading the whole thing. These subheadings should lead your visitor through the key points.

3. Indent any key elements in your copy. This will help to add emphasis where it is needed. It also helps to break up an otherwise scary block of text. So, the longer the copy on the page, the more important it is for you to use sub headers and indents.

As you can see formatting is essential to any good copy.

Make Your Headline Shine

The home page of any site is the key web page, especially if it is where you want a person to take some action, such as buying something or subscribing to something.

So, one of the great ways of building momentum, and also increasing the number of people who act on this, is by creating some urgency. There are many different ways in which this urgency can be created, and below are just a few:

1. Provide them with an offer for a limited period of time.

2. Offer limited supplies of a particular product.

3. Offer them seasonal specials.

4. Why not offer them a free gift when they subscribe or pay for a particular item.

5. Daily deals � this is a great way of bringing in customers.

However, just a word of caution when using these types of tactics: It is important that you are both credible and honest with the visitors to your site. So if you are saying that an offer expires on a particular date or at a particular time, then make sure that it does. Just imagine how bad it would look if someone came back to your site the day after, only to find the offer still in place.

But there are other ways in which you can imply urgency on your site. You could show a page with the prices, and that they are the best prices to be found on the web as at that time. With this method you are not providing a time limit or a limit on how much of the product is available. But by using a time stamp, you are also implying that the prices on these products could increase at any time.

The whole idea of this method is so that you get people moving. So those who would normally be sitting on the fence will actually do something and make that all important purchase.

But above all, you can sell with urgency as long as you do it with integrity, or you may do more damage than good.

Headlines: How To Write Them

So just how you go about writing a great headline? It�s quite simple really. What you need to do is spend less time stressing about how to write your headline, and more time on figuring out what it should say.

Even if you say the wrong thing beautifully, it is not going to do you any good, but if you happen to say the right thing with poor wording, then this will help you much better in the long run.

Unfortunately, there are plenty of copywriters out there today who will give way to their own egos. These are the types who want to show everybody else what wonderfully talented copywriters they are. So, it is important that you put your ego aside and spend time deciding what your headline is going to say.

So just how do you know what to say?

It is more important that you focus your mind on the desires and wants of your target audience, rather than on either the product or service that you are trying to sell.

Why use hundreds of words when 1 or 2 will suffice? It should also be deeply engaging, interesting so that it excites those that come to your site. It should actually make them sit up and say �yes� to what you are offering.

So if you keep all of this in mind, then you are on your way to producing a great headline.

Evaluatiing Your Headlines

When writing any copy, it is important that the headline you have at the top will set the tone for your whole site. In fact, this is the most powerful text on any page.

So if it should fail to do what is required of it, then nobody is likely to even bother reading the body text. But no matter how many times you write and then rewrite the main heading for a page, you should test it.

The best way of doing this is by writing the best headline you can at first, and then write some alternatives instead. There are plenty of services on the web, such as Vertster.com, which can help you to test for the winner.

The headline on any web page is the key to engaging both the attention and interest of the visitors to that site. It only takes a few selected words, which can result in a huge impact on page conversion rates.

So keep testing what you have with alternatives until you find the right one.

During the very early days of the web you would find all the text links were both blue and underlined. Even today, this still holds true�just take a look at Google, eBay, Yahoo or MSN, and all their links are blue, and are either underlined, or become underlined when the cursor is placed over them.

But just what is the point of this? When visitors are first entering any site, they are expecting the links look like this. Remember, it is important that any visitors to a site can figure our how it works in order to get to the pages they are interested in the most.

So one element in this process is for them to figure out what text links look like. So if yours are blue and underlined, then you have nothing to worry about, as everyone will know what they are.

But if yours happen to be orange and underlined, then a new visitor will have to spend time figuring out just where your links are. But if your links are just orange, then they will need even longer to work it out.

Unfortunately, there are too many sites out there today which have no set appearance to their text links. Some may be underlined, others may not, some may be blue, and others may be orange. In some cases, they may be bold and others not. So now you are getting the picture.

If you do not provide your visitors with a uniformed look to your text links, you�re placing a huge burden on them. This is because it makes it significantly harder for them to get where they want to be, and find what they need.

Where the web is concerned, people�s interest in a certain subject can vanish in an instant. So you need to figure out ways in which you can minimize the �loss of their attention�. The only really simple way that this can be achieved is by making sure that all your text links are immediately recognizable, which isn�t difficult to accomplish at all.

The Right Attitude

When starting any copywriting, it is important that you are positive from the beginning to the end.

You need to grab their attention at the beginning, and make them want more when they have finished. It is vitally important that you use your best material at both the beginning and end of your work.

So if you produce a weak finish, then your customers will walk away feeling disappointed. They will also have forgotten the strong opening that you had produced, as well as the great stuff that followed after. All they will ever remember is what a let down the end was.

So, just how do you apply this to writing copy for the web?

What you should do is to think of your web page as a story, show or performance that you are presenting. It is important that you think about the structure, and any messages you are presenting on your web pages in order to have that all important stronger ending.

In Conclusion

Apart from the fundamentals of good writing, impeccable spelling, good grammar and punctuation will go a long ways in copywriting. The most important thing about producing good copywriting for the web is about grabbing, as well as keeping, the person�s attention, and in the end getting the result that you want.

Such results may be a sale, or it may just be an inquiry. What could be more encouraging to someone who is just starting out on an online business then to have someone sign up for their newsletter, or that they provide information relating to themselves?

The main focus in order to produce effective copywriting is as follows:-

a. Keep it short and snappy.

b. Be informative but friendly.

c. Be passionate about what you are writing on but do not make it in to a complete sales pitch.

d. Make sure that you aim it specifically at your target audience.

e. Be aware at all times of search engines.

While lengthy details relating to your company�s history and statements are undoubtedly interesting for those that are involved, it is important to remember that those who are reading your site are not trying to be selfish; they just want to know what the benefits of your product are to them. So make sure that you focus on this in your copy.

Remember that all the pages of your site are important, but the home page is the one where people will get their first impression of you. So it is vital you take particular care when producing this page.

So make sure that your web pages are written first and foremost for your visitors, and not for you.

However, if search engine rankings are important to you, then make sure that each page is focused around a particular keyword phrase. This should be a phrase which you would like to be found by a potential visitor searching for your product or service using a search engine.

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But if you want to really do something that will consistently increase the number of visitors to your site; you will need to add more content. So make it a habit to add more content pages to your site regularly.

By doing this a number of good things will occur.

1. Both new visitors and subscribers will know that they have something new to look forward to when they come to your site. So in other words, they know it is important that they keep returning to your site. This only helps to increase the value of your site in the search engine rankings as well.

2. Each new page you include may be indexed by Google and the other major search engines, and will be listed on their results pages. Also, by taking a little time in researching relevant keywords and keyword phrases, you will be optimizing these new pages, which in turn will achieve a much higher page rank listing.

3. By adding more new content pages, say 2 to 3 times each week, then Google and the other search engines will take note of this. This will result in them constantly evaluating your site.

Although this is not a great way to create a sudden increase in the traffic to your site, it is a great way to ensure a steady growth of traffic and visitors to it instead.

Including fresh content to your site not only adds value, but also increases the amount of search traffic that it will receive.

So as long as you take time over producing the best copywriting for the web that you can, you should hopefully succeed in achieving your goals.