5 Things Your Web Copy Must Do

Bad web copy is all around us, on virtually every website. It is silently ruining businesses, like an army of insects eating away at your bottom line. Rarely can you find a website these days with copywriting so arresting or memorable that you can’t help but to stay and read every page.
Shake that. Give customers something edgy and inviting. Something borderline controversial. Make your web copy sing and truly stand out from the pack! Make it evoke emotion. If you’re trying to sell something, be it a product or services, don’t be afraid to make people laugh or sit up and take notice. Touch their hearts or make them think. This is the real difference between boring copywriting and awesome writing.
Despite the best of intentions, many businesses allow bad copywriting to find its way to their websites. Even if the goal is to appear professional, business-minded and intelligent, the end result often misses the mark in many ways.
For one, too many companies are pleading with the SEO Gods to pump up the keyword density with cliche tactics. Why not focus on the words to sell the products or services, rather than focusing on the number of times the word appears within a webpage or whether it reaches 7% density on the Google radar? There is no point in writing something that is so boring; people will not even read it.
The first thing you need to ask about your web copy is; “What am I trying to accomplish?”
If the website a sales platform, information portal, portfolio, blog, landing page or just an introduction to your company so that people can find you; each of these requires a different writing tone to target the proper audience.
Many business owners forget to assess what they want their website to do. They focus more on its visual appeal than the actual content that is posted. High numbers of websites are laden with grammar and spelling mistakes. Even more are just redundant versions of another site. Those are the ‘Copy Catters’.
There are 5 qualities your website copy must do in order to be effective:
– HOOKING: Pull and lock in visitors
– ENGAGING: Hold their interest
– COMPELLING: Entertain and inform by speaking directly to them
– SOLVING: Solve a problem or serve a need
– PURSUADING: Convince visitors to buy from you using compelling calls to action
If your website lacks the “call to action” it needs, get a professional copywriter to help you develop some grabbing headlines and think of reasons why your prospects should choose you over their competitors.
By trying NOT to be all things to everyone, you can attract a niche with your web copy. Having a niche means working smarter, rather than charging less to appease more people. That should bring a smile to the face of any intelligent business owner, as well as the prospects with whom they are trying to reach as new customers.