VANCOUVER, BC, April 18, 2014 (Press-News.org) You may have read this before but it remains true nonetheless; your website is not for you or your company, it's for your readers - and potential customers. Never lose sight of this!
You should always have a picture of your ideal customer in mind when writing any marketing materials; this is especially true of your website. This is not the place to tell the history of your company or extol the virtues of your product. Yes, the history may be fascinating and your product little short of miraculous but - guess what - your readers don't care!
That's right, sorry, but most of them do not care one iota that your family has owned the business since the beginning of the last century or that you have the best or most reliable / organic / cost-effective product out there.
There are two things to remember:
1] People don't read web pages
People don't read web pages, they scan - at best. Concentration spans online are notoriously short. (On this topic, check your technical effectiveness too - if your website is slow to open or difficult to navigate, 99% of searchers won't even persevere but will just move to the next site.)
Given that even those who open your site are only scanning, write with this in mind. Ensure they can readily find the key points that they need to know - preferably in the opening paragraph, which is as far as most will read, anyway.
2] People care about their needs, not yours
People searching online are looking for solutions to their problems. They don't care that your family has been producing top-quality wine for 50 years and supports deserving charities, that you created your exclusive jewellery collection after a life-changing trip to Africa or that the new software you are promoting has a list of 20 different features. This is nice information to include in an "About the Company" page on your site, for those who are interested, but it shouldn't be front and centre.
People want solutions and you need to show them - immediately - how your product or service can directly solve their problem. Write your web copy from the reader's point of view and make it clear how they will benefit from what you have to offer.
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Prompt Proofing, a Content Editing and Writing Service, Offers Tips on Writing Effective Web Copy
You may have read this before but it remains true nonetheless; your website is not for you or your company, it's for your readers - and potential customers. Never lose sight of this!
2014-04-18
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[Press-News.org] Prompt Proofing, a Content Editing and Writing Service, Offers Tips on Writing Effective Web CopyYou may have read this before but it remains true nonetheless; your website is not for you or your company, it's for your readers - and potential customers. Never lose sight of this!