Web Copy - What You Should Know First

Just what is web copy? Some people think that web copy is anything that is written on a web page. But that is "content" and it is decidedly different than web copy. Simply stated, web copy is the copy that is used to sell anything on a web page. So now you say, but that's "sales copy." And you would be partly correct, but traditional direct mail copy and web copy are two different animals.

You see, people are used to a certain way of expression on the web, and you must be able to tap into that to make your web copy effective. Traditional direct mail copywriting is filled with hyperbole and exaggerations, and people are used to seeing that in direct mail. However, on the 'Net, it's an entirely different ball game. People are used to a more relaxed style on the Internet and most won't tolerate anything else.

With that said, what should you do if you're writing copy for the web? Write in a friendly, engaging style. Use the soft-sell approach with web copy. Make your copy more informational. Maria Veloso recommends writing in an editorial style. And I agree. I've been using the Internet since 1993, when it first became available for use by the general public. I've read thousands of web sites. I've been exposed to the traditional direct mail copywriting on the Internet and I've read it all. I have to side with Maria on this because of my vast experience on the Web.

People are more relaxed on the Internet. And they are more open to writing that is more relaxed, has a personal feel, and doesn't scream of selling this or that. People don't want that type of message. So you have to write just like you are talking to the individual, but don't make it sound salesy. Use testimonials that have more of an editorial feel to them. And make sure that what you write engages the reader. Give them information that they didn't have before coming to your web site. That's what they were looking for to begin with. Information!

And that's what they want.

Since visitors to your web site can easily and quickly "click" away from your site, you have to give them the pertinent information up front. Take a lesson from journalists and use the "upside-down pyramid" style of writing. Do this so that your message is given quickly and concisely. When writing this way, your sales message gets read and the prospect can take action from there. Does this mean that all web copy should be short? No! Web copy still needs to be "as long as it needs to be to make the sale." But you just said to make your sales message up front. Yes I did. But people still need to rationalize their decision to perform the task you are asking them to do. That is done in the remaining part of your copy. This is where you inject emotion and get the prospect to picture what their life will be like after completing your designated task.

So you still need to use direct mail techniques, but you have to use them in a more information giving way. Never let your prospect suspect that you are really trying to sell him/her on your idea/product/service. Simply put, write like you would if you were writing a review of a book. But write it so that your prospect respects the information you have imparted and then clicks on your link to buy the book.

Copyright 2005 Gary Glasscock

Gary Glasscock is a freelance copywriter specializing in writing direct mail and web copy. Gary has studied under some of the "greats" of copywriting and has developed a style that is cumulative of all of these influences. Gary can be contacted to write for you at gary@gc-copywriting.com. His website is http://www.gc-copywriting.com

---

Ten Design Mistakes to Avoid

Avoid these mistakes and your site will be steps ahead... Read More

Using CCS to Eliminate Tables

CSS or Cascading Style Sheets has opened up tremendous possibilities... Read More

Tips for Getting More Sales From Your Website

(1) Create a Direct Response Website, with the minimum number... Read More

Effective Web Design Usability Principles

Website Design Usability Tips1. Getting to know about audience membersYou... Read More

Its No Good Having A Killer Product If You Dont Have A Killer Website

Read the title of this article over a couple of... Read More

10 Reasons Why You Need A Multilingual Website

The internet continues to grow and has become the default... Read More

What to Ask Your Web Designer

If you need a web designer, but have no clue... Read More

Color Psychology in Marketing

On the internet we don't deal with face to face... Read More

How to Find Inexpensive Web Design

Web design is a very competitive area and there is... Read More

HTML - A Website Language Explained - For Over 35s

This is a very perfunctory look at the website code... Read More

Want to Increase Your Online Sales? Make Sure That Your Web Site Has a Unique Selling Proposition

If you own a web site or if you are... Read More

5 Instant Tips for More Online Sales

Even after you've managed to bring traffic to your site... Read More

How to Hire a Web Designer/Programmer for Your Website

Hire a designer or a programmer for your website is... Read More

Cool Web Design And Promotion Tips

This article gives free tips on how to find a... Read More

Use Feng Shui Techniques To Design a Harmonic Website For Your Business

By following feng shui guidelines and techniques, you can build... Read More

To Flash, or Not to Flash

When considering whether or not to incorporate Flash into your... Read More

Why Long Web Pages are Better than Short Ones

Many Internet sites that try to sell you something have... Read More

Small Business Website Design - How to Get Professional Results on a Shoestring Budget

Just because you are a small business with an even... Read More

Create A Web Site That Builds Trust

If someone doesn't know you personally, will they trust you... Read More

Attention Grabbing Web Design Will Kill Your Sale!

In the of-line marketing world it is all about trying... Read More

4 Things That Make A Web Site Great

First you need original content. Content is the heart beat... Read More

Dos and Donts in Web Design - part 2 (content)

Do know your audienceIt's important to know your audience. If... Read More

9 Ways to Gain Your Visitors Respect

The internet is filled with sites and they are good... Read More

Wording Up Your Website

Back to basics. Forget funky design, good copywriting is the... Read More

Mini Site or Content-based Web Site?

Are you in a dilemma whether to create a mini... Read More

Does Your Website Induce Seizures?

QUESTION: We promote our web site in all our... Read More

Web Site Redirection - How to Implement a 301 Redirect

You just created a new web site but want to... Read More

Put Up A Website And Start Promoting In About An Hour

I can't figure out people who have products or information... Read More

Turn Harmful 404 Error Pages Into Helpful 301 Redirects

It's a fact, Page Not Found, known as a 404... Read More

How To Choose The Right Web Design Company

1. Size does not equate to competencePeople sometimes assume a... Read More

Understand Your Color

Any design on a web application involves the effective input... Read More

Finger Eating Garage Door Reveals Breakthrough Web Design and Linking Strategy

Last Thursday afternoon I was working on a garage door... Read More

No More Jargon! Pamper Your Audience!

When your company built its website, did you think about... Read More