Here's a fundamental difference between copywriting offline and copywriting for the web...
- Give or take, my job as a copywriter offline was to sell, sell, sell, sell.
- Online, I think, my job is best described as help, help, help, sell.
How come?
Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation.
The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I figure out how you have organized everything?
We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways.
And that's where the 'help' comes in.
Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information.
Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward.
Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want.
Once you have done that, once you have been truly helpful...you will have achieved a number of things.
First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates.
Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily.
And then, and only then....Sell.
Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
In a crowded market, clients will be seeking personality as... Read More
So, you have something you want to sell. It may... Read More
1. Isolation technique It doesn't matter how good your... Read More
As with any of the performing arts, an effective voiceover... Read More
If you are interested in creating information products, you will... Read More
You've done it. Gotten that press release written. Now you're... Read More
Thinking of hiring a staff writer? Think again. Below, I... Read More
"Melissa" invaded our computers in late 1999, then "I Love... Read More
The art of writing profitable classified adsEverybody wants to make... Read More
When you come to 'know' something, there is a temptation... Read More
If you made it this far, the headline for this... Read More
Personalizing your headlines to your target audience can significantly improve... Read More
Sometimes learning what not to do is as important as... Read More
When you are beginning to write, you gather as much... Read More
When I write copy for my advertising clients, I always... Read More
Many small businesses fail because their owners don't pay enough... Read More
Ever wish for your own copywriting business?Ever wish you could... Read More
Putting out a high quality product is a given these... Read More
Most of the sales pieces people ask me to rewrite... Read More
Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will... Read More
According to Branding and Advertising legend, David Ogilvy: 5 times... Read More
So you finally built a website for your home-based business.... Read More
Do you have the training and skills needed for copywriting?Are... Read More
Most of us have seen a heckler at a baseball... Read More
Writing a killer headline for your copy is simple! You... Read More
Whether you're selling a product or service, the 10 tips... Read More
WHAT'S THEIR PROBLEM?How do you begin a dialogue with a... Read More
From time to time you will be faced with an... Read More
It doesn't matter if you're writing an article, a newspaper... Read More
Site visitors generally stay with you for as long as... Read More
Have you ever had the experience of hiring a freelance... Read More
When it comes to search engine optimization, copywriting plays a... Read More
Year after year people make the same mistakes in direct-response... Read More
Chances are that you are making many, if not all,... Read More
Think about how much you read about and spend on... Read More
In order to get ahead in your copy writing business,... Read More
A few weeks ago I wrote some copy for a... Read More
If you write copy you need a swipe file. A... Read More
One of my most powerful marketing weapons costs me less... Read More
Have you ever wondered how your copy sounds to your... Read More
One of the most important priorities of evey online business... Read More
Headlines are, without a doubt, one of the most important... Read More
In part one of this article series we began looking... Read More
Regardless of how you look at it, the most important... Read More
You have to choose a character or an angle that... Read More
It was going so well, so what happened? Many copywriters... Read More
Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More
Many professional freelancers will go their entire career without ever... Read More
Hone your writing skills to project a more professional business... Read More
I imagine you are the type of person who really... Read More
When you are going to write a press release probably... Read More
One thing all successful Internet marketers have in common is... Read More
Thinking of hiring a staff writer? Think again. Below, I... Read More
Not everyone is a writer. Good copy writing is a... Read More
"It's the headline, stupid," is the sign that hangs over... Read More
Lately, I've been getting emails from other copywriters who ask... Read More
In a previous article I talked about a few similarities... Read More
Lets start with copyright infringement.It is easily explained as copying... Read More
I have been in the ad game for a long,... Read More
It's arguably the most important word in the copywriter's arsenal.... Read More
Do you ever have brilliant ideas for articles, books or... Read More
Pretty or elegant? Good or scrumptious? Nice or delightful? There... Read More
Copywriting ChecklistOkay, you know you have your product (or service)... Read More
Freelancing is a competitive business, especially in today's fast-paced, e-focused... Read More
In order to make more sales and get more profits... Read More
Your sales letter is the most important component in your... Read More
Copywriting |