Writing content for websites isn’t easy. Even professional, well-educated, experienced writers struggle with it. It’s a different kind of writing-style than most people have been trained in.
Website visitors want their question answered, want to hear your message, want to learn what they can learn and want to move on. With a website, you have unlimited space for content, but must accommodate the incredibly limited attention-span of average visitors. For instance, I know you’ve already started to lose interest in what I’m writing and have most likely scanned past this paragraph in hopes of learning something truly useful. You’re looking for something of value, for my take-away message, so you can move-on to the other 19 things which demand your attention before lunch.
One of the most essential components of effective copywriting is directly and succinctly communicating your message. I’m sure you’ve heard that before, but what does it mean to “communicate your message”?
- Identify the reason someone is coming to your website. Literally write a document with a heading “Why is someone visiting my website?” and list possible reasons. Addressing those reasons with your copy is your primary job.
- Generally, a website visitor has a question and/or a need. Identify them in writing and make addressing them the primary function of the content. Trying to sell apples when the visitor needs oranges will result in failure.
- Identify and list your desired action(s) or result(s) from the visit to your website: Is it to receive a phone call? Maybe to make a sale? Is it to build your reputation or increase brand association?
- What experience do you want the visitor to retain after they’ve left the website?
With this information you have a framework to work within; you know what “message” you need to communicate. Now you get to the harder part, which is actually trying to put these concepts into written form. Here are some important points to consider:
- Most website visitors average around 10 seconds on a homepage. Format your content in a way that’s easily scanned and easily digestible in a short time. Keep paragraphs short and place the thicker content deeper into the site where you know someone has more investment and interest in reading it.
- Use bullet-points to isolate key information knowing that may be all someone reads on their first scan.
- Write as if you’re speaking to a person, as opposed to submitting an essay: Relationship-building should be a goal in all communication.
- Repeat key messages and information.
- Provide overview information along with optional detailed information, for visitors who may be interested in learning more. For example, list Service A, Service B and Service C as bullet-points, but link them to more detailed information.
- Repeat key messages and information.
Remember that effective copywriting is a skill. Just because you can speak and spell doesn’t mean you’ll be fantastic at distilling and communicate your message effectively without lots of practice, anymore than saying that because you can hold a tennis racquet and can swing your arm you’ll be a professional tennis player. Consider consulting with a professional, especially until you gain more confidence in your writing abilities. I’m always pleased to recommend professional copywriter, Brian Burns.
Practice these skills, keep writing and re-writing and you’ll be well on your way to effectively communicating your message.
{ 4 comments… read them below or add one }
Very nice – just enough info, just long enough.
Hey Andrew. Thanks for the recommendation — much appreciated.
In regards to the post, I think you succinctly and clearly communicated some of the main principles of copywriting. Nice work.
I especially like your point to “write as if you’re speaking to a person, as opposed to submitting an essay: Relationship-building should be a goal in all communication.” I think a lot of people miss this, trying to get sales NOW! In fact, as you indicate, I often notice that the best longterm sales results occur by building good relationships that pay off over time. Simply stated — I try to talk to people, and let the money roll in as a result
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Brian
There are a lot of horrible sites floating around out in cyberspace. You hit the nail on the head with this post. Clear thinking in the planning stage is vital. It often gets overlooked in the mad rush to start the design and development process. It is the responsibility of designers and developers to step on the brakes with a client and analyze the core details you mentioned.
Thanks for the positive feedback, James. It’s always very meaningful coming from a professional whose work I respect.