The Web Copy Facelift in 10 Simple Steps
by Dina
Giolitto
The last copywriting
and marketing expert you talked to suggested you give
your web copy a facelift. But that's as objective as the dentist
saying maybe you need a cleaning, or the chiro suggesting
you come in for an adjustment... or your proctologist wanting
to... well, you get the idea.
Here's how to tell when it's time for a
web copy nip/tuck:
- Your website stats reveal very low numbers
(0-50 visits per day) and you're by no means a "new" web
business.
- You attract lots of visitors (average
100 or more per day) but clickthroughs are minimal and visits
are extremely brief.
- Your traffic doesn't convert to sales.
- Your email inbox is overrun with fan
mail, yet hardly anyone wants to pay cash for your services.
Let's assume you have all the basics in
place, like SEO and monthly web marketing (press releases,
web articles, blogging and ezine publishing). If after all
this, your website still isn't doing its job (which is bringing
you sales), then clearly you need a complete copywriting overhaul.
Now the question on everybody's mind: when
a copywriter says she's going to rework your web copy, what
exactly does she do? Allow me to offer you a play-by-play.
Feel free to use this information as a guide when writing
your own web site copy or hiring someone else to write it
for you.
Stronger But Not Longer: 10 Steps to Web
Copy that Converts
1. Analyze the audience.
Who is your ideal customer? What's her age? What's she do
for a living? Describe her attitude, values, buying habits
and other important traits, in a short paragraph. This is
who "you're talking to." Your key customer should feel an
affinity, not only with the ideas expressed on your site,
but the sights, sounds and colors, too.
2. Adjust your tone.
Using the knowledge gathered in point 1, ask yourself:
if my key customer were reading my web copy right now, what
would she think? Would she feel like we made a mental connection?
Can she relate? What else should I tell her that will help
her trust me enough to sign up for my mailings and products?
Am I speaking in a "tone" (crisp, lively, motherly, cool,
etc.) that she identifies with?
3. Stay on track.
In your copy, ideas should progress until your reader feels
compelled to take action. Find your "purpose" in writing (what
you'd like the reader to do) and then make every word count
toward that purpose. Take the reader from a problem (her key
issue) to a solution (your product). Avoid meandering down
informational side roads that, although fun and interesting,
will only distract her from your intention (which is, "become
my customer").
4. Power up the headlines.
For every headline, include a relevant keyword phrase, and
a statement that compels your reader to take action. Once
those two must haves are out of the way, you have some room
for clever wordplay. Don't forget those energizing verbs and
the "what's in it for you."
5. Branding check.
Did you remember to mention your company name and/or
tagline periodically in the copy... throughout the ENTIRE
site? Does the copy "sound like you;" that is, the "you" that
you portray in your ezine mailings? Does it convey the emotion
behind your personal convictions? (If the brand emotion is
"cool and detached," then please don't squeal in your web
copy.)
6. Bulletize. Sometimes
when we feel inspired, we whip ourselves into a wild writing
frenzy. While this is indeed fun, it frequently results in
long-winded web content which few can be bothered to read.
If your copy takes off like a runaway train, cut it down.
Bullet points and short paragraphs work best because the web
is an attention deficit, sensory overload environment. So
please do "break it up and add bullets" whenever possible.
7. Be consistent.
Consistency applies to just about every element of
your web copy. Be consistent with your rhythm. If you write
in short, choppy sentences on one page, then don't switch
to long compound sentences on another. Be consistent with
your perspective. If you chose the second person (writing
for the "you"), then don't switch to the "I" midway. Be consistent
with your theme. If you choose "Wild West" references in the
headlines and body copy, don't toss in a random analogy about
the Princess and the Pea. Consistency is key!
8. Add calls to action.
I can't say this enough: often, a call to action is all you
need to capture that lead, get that call or close the sale.
Be direct; say exactly what you mean. "Sign up now and get
great offers and deals!" This is the web and people don't
pick up on "subtle," because the focus is just not there.
9. Link strategically.
Keyword links bring better page rank. Use keyword links correctly,
and you can end up on Page 1 of Google for your niche and
keyword phrase. If you plan to archive a library of articles
(and you well should - content is King), make sure that you
link them by title and include keywords in each title link.
Also, keyword-link one page of your site to the next, so that
all are linked together and can be found by the web bots.
Yes, this really does make an amazing difference in the quality
of your web traffic and your search engine prominence.
10. Trim, chop, buff,
shine. After hours of rearranging, reworking and rewording,
a copy coif is in order. Go back through the entire website,
scanning for repeated words and ideas. Eliminate all instances
of "word bloat". Break compound sentences in two. Cut "double
adjectives" down to just one powerful descriptive. Finally,
scan for weak spots where you can turn ordinary into extraordinary.
Be expressive. Write with soul!
I sincerely hope this guide helps you transform
your web copy into a powerful marketing tool that brings you
an avalanche of new leads and tons more business!
Copyright 2006 Dina Giolitto, Wordfeeder.com
Copywriting and Marketing. All rights reserved.
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