Free tutorials on copywriting, web content, advertising, internet marketing, direct mail and brochure copywriting

"So What's So Different
About The Web?"

To write powerful web copy, you should first know how to successfully write for off-line publications.

So, if you haven't already done so, I strongly advise you study my Copywriting Tutorials before reading this page any further. Why?

Because Copywriting techniques that work off-line, also work equally well on-line! We have to make some changes of course to accommodate different reading habits, and the problems that navigation often presents.

But the basic techniques for effective web copy remain the same. And these are more than adequately covered in the Copywriting Tutorials.

Good web Copywriting doesn't attract the attention it deserves. Copy just isn't cool. And good persuasive Copy doesn't attract attention to itself. It sits there on the page delivering its message skillfully and unobtrusively, focusing attention on the product and the reader, and quietly doing its job of selling. And most of the really successful Internet marketers employ excellent, uncluttered copy on their sites. That's why they are successful.

It's so easy and cheap to build a Website these days and set up a storefront. And that's great. There's room for the small guy to compete alongside the 'big guns'. And with no previous business or advertising experience he can build a 100 page super-duper animated site in minutes. But when the sales don't come in the answer seems to be to change the animated Gifs, Java scripts, site banners and other gizmos to grab the attention.

Meanwhile the clever marketers, the successful ones, rake in the sales with strong, professionally crafted selling copy. And it's copy they've taken the time to learn for themselves, or they've employed a good professional copywriter to do it for them. They know it's words that sell, not gizmos. And they know it's what you say that sells, not how you say it.

"Too many 'experts' - not enough facts"

If you stick your head above the parapet you'll be shot at. And I'm just as likely to fired upon as anyone if I criticize someone else's opinions. But I'm going to do it anyway.

I once read an ezine article written by an 'expert' web content writer headed (as I remember it) '10 Important Points To Remember For A Good Website.'

Overall look.
The Message
Speed
Graphics
Text Readability
Skimmability
Fonts
Navigation
Privacy Statement

And number 10 - the last 'important' point?

WORDS - but not the copy. No it was about 'attention to spelling, grammar and professional look'. I despair!

"So what's your 'expert' opinion Joe?

Write It To Sell!

Study my free Copywriting Tutorials plus the additional pointers written below. Tutorials 1,2,3,4,5, and 6 hold particular relevance to Web and Off-line Copywriting. Plus this page and Web Writing Tutorial W2. And 'The Copywriters' Digest' will bring you a constant flow of excellent Copywriting and marketing tips to sharpen up and add to your expertise.

After you have drawn up the approximate overall structure of your site, and before you design the fine details, decide what you're going to say and who you are going to say it to. Then begin writing your copy.

Write it, re-write it, cut out the dead wood, hone it, sharpen it and examine every single word for relevancy and maximum effect. Compare your finished work with the advice in the tutorials and keep re-writing it until you're sure it's a winner!

Don't be tempted to 'make do'. If it takes a week and it's still not right - spend another week until it is right. And a third week if need be until you're absolutely convinced you can't improve another single word. Remember-it's your profits that's at stake!

"Here's an excellent tip"

Print out your copy and read it out loud. If it doesn't sound like an everyday conversation there's something wrong. Have a friend read it out to you. If she stumbles over any words, or has to re-read a sentence, you will know that it needs re-writing.

Then build the web site around your copy.

Only add pictures and graphics if you are convinced they enhance and support your copy! That way you will see that most of the beautifully designed logos, banners and gizmos you had in mind, will simply distract your readers from the one most important thing on your site - your sales message.

For example ... You may be wondering why my navigation buttons are in gray (or perhaps you couldn't care less). If I did them in black, they will distract your attention from the copy itself! OK, this is not a sales page, but if it were, then even the tiniest distraction from the sales message can cost the sale.

Here's a few other important points to incorporate into your pages;

If your web pages haven't got headlines, give them one NOW. Far too many web sites have no headline. Have you ever seen a sales letter, ad, or magazine article without a headline? And if you did would you read it?
Just because your reader is already at your page doesn't necessarily mean he knows what to expect. A headline tells him what to expect. It also gives you, your company and your site an identity that hopefully your reader will remember.

Fire your BIGGEST GUN first - in your headline.

Push your USP into your reader's face.

Pack your message with benefits, benefits and more benefits.

Use plenty of white space.

Break your copy up into bite-sized chunks.

Make it easy to contact you from every page.

Place a 'HOME' button on every page.

Make your copy as long as it needs to be, to get your whole message across.

Emphasize your key points.

Describe every single benefit your product can offer.

Use Testimonials with imagination. Don't just list them on a separate page. Your readers won't look for them.

Make it extremely easy to order.

Tell your reader what to do. (e.g. Order Now!)

Show your reader how to order.

At the ordering stage re-state your guarantee.

After she has submitted her order make sure she is told the order has been received. Then send her a Thank you email containing lots of re-assurance and details of delivery etc. She needs to be re-assured she has made the right decision. Prevent 'Buyers Remorse' or she may cancel!

Be totally professional about absolutely everything.

Let's consider if we should use Hard-sell or Soft-sell on the Web.