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How to Write
Effective Web Copy

By Herman Drost
Writing effective web copy begins with an understanding of what the goals of your web site are. Are you trying to get your visitors to purchase something or have them sign up for your newsletter? Remember you are trying to get someone you can't see and have never met take a step towards building a relationship with you or your company.

1. Create a customer profile – try to find out what are the needs and desires of your visitors. Below are some examples of questïons you could ask:

Are they young, middle aged or senior?
Are they primarily male or female?
Are they financially secure or budget-minded?
What gets him or her excited?
What are his or her most pressing concerns?

Try to brainstorm a list of topics that might interest your target audience.

2. Create a Unique Selling Position (USP) – This is a statement of 2-3 sentences that explains why you are different from everybody else. This is the unique factor that sets you apart from your competition. Make this the first thing your visitor sees when they arrive on your home page.

3. Focus on benefits – most web users want to find the information about the product or service they need as fast as possible. If they land on your site, they want to know how they will benefit from buying your product or subscribing to your ezine. You will need to answer that question as clearly and concisely as possible or you will lose that visitor.

4. Use the inverted pyramid style – provide a summary of your information by clearly communicating the direction of your discussion. Use informative headings and subheadings with a paragraph of 4 to 5 lines that supports them. You only have a few seconds to grab your visitors attention. Most will simply scan for the information they are seeking.

Use bulleted or numbered lists, boldface or colored font to emphasize the points you wish to make. Include links at the end of your paragraph (or within the text) to direct visitors to other pages of your site for more in-depth information.

5. Write in an informal or personal style – write in a unique way that differentiates you from other small businesses in a similar business or niche. It doesn't have to be elaborate or super-creative. You simply provide a style that gets the attention of your visitors.

6. Keep your sentences simple – you are not writing to impress. You are writing to communicate. You want to pre-sell your product or service, therefore write as if you are talking to a 13 year old.

Don't use large words but opt for strong verbs over weak ones. Use the active voice instead of a passive one. i.e. Instead of "a good score was achieved by the team"...say "the team scored a season high". Speak "to" but not "at" your visitor. Keep your sentences short and snappy.

7. Include searchable keywords – use targeted keywords in your web copy that will allow the search engines to find your site. Include these keywords in your meta tags, links and file names also.

8. Eliminate the fluff - don't waffle on in your writing. You will only bore your visitors and they will clïck elsewhere. Try to remove filler sentences that contain phrases like "for those of you" and "all of you".

9. Proof read your web copy – errors in your web copy give the impression of being unprofessional or sloppy. Read the copy aloud to yourself or get someone else to proof read it. Often they will find more errors because they are more objective.

Use the spell checker but don't rely on it. Often it doesn't pick up all incorrectly spelled words. Print a copy of your content. It's easier to find grammatical or spelling errors on a hard copy.

10. Take a break – revise your web copy after taking a break from it for several hours or a few days. This allows you to see it from a different viewpoint. You may find a better way to say something to further improve your copy.

11. Use images sparingly – images should only be used if they relate and support your web content. If not, they will only distract the visitor from reading your web copy. Too many images will slow down the time it takes for your visitor to load your site in their browser.

12. Use effective navigation – your navigation bar should help visitors easily find the main sections of your site.

Writing effective web copy is the key to converting visitors into buyers. Getting 1000s of visitors to your web site doesn't guarantee sales. Reading your web copy should pre-sell your product with the words you use. Once you achieve this, your web site will become very profitable.

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  • Trump fires at GM again ahead of Ohio visit -

    Trump fires at GM again ahead of Ohio visitGeneral Motors' decision to shutter an Ohio auto plant was back in the spotlight on Tuesday following repeat Twitter attacks on the company from President Donald Trump. Trump, who is scheduled to visit the politically crucial Midwestern state on Wednesday, revived his criticism of the company, saying on Twitter over the weekend that GM "let our country down" and calling on the company on Monday to reverse a decision to close the plant in Lordstown, Ohio. The plant, which employed about 1,400 prior to ceasing production earlier this month, was one of five North American plants that GM announced in November would be closed as part of a cost-cutting reorganization.


  • Boeing delays by months test flights for U.S. human space program: sources -

    Boeing delays by months test flights for U.S. human space program: sourcesReuters reported last month that NASA has warned Boeing and rival contractor SpaceX of design and safety concerns the companies need to address before flying humans to space. Boeing's first test flight was slated for April but it has been pushed to August, according to two people with direct knowledge of the matter. The new schedule means that Boeing's crewed mission, initially scheduled for August, will be delayed until November.


  • This 1967 Buick GS400 Sport Wagon Is One Fast Family Hauler -

    This 1967 Buick GS400 Sport Wagon Is One Fast Family HaulerWith 340-horsepower and 440 pound-feet of torque from a 400 cubic inch, 6.6-liter big-block V8, and a heavy-duty Turbo 400 automatic transmission, this family hauler has enough muscle and room to carry five occupants and their luggage with ease. General Motors began applying the Grand Sport name on many high-performance Buick models in 1965. At the time, Buick was only surpassed in comfort and luxury appointments by Cadillac.


  • Battle for last Islamic State enclave edges toward its end -

    Battle for last Islamic State enclave edges toward its endThe operation to take Islamic State's last enclave in eastern Syria looked close to an end on Wednesday, with no sign of clashes as U.S.-backed fighters said they were combing the area for hidden jihadists. Reuters reporters overlooking Baghouz from a hill on the bank of the Euphrates at the Iraqi border said the area was calm, and the Syrian Democratic Forces (SDF) militia searched for tunnels and landmines, an SDF official said. The SDF on Tuesday captured an encampment where the jihadists had been mounting a last defense of the tiny enclave, pushing diehard fighters onto a sliver of land at the Euphrates riverside.


  • It's not just you: 4 in 5 Americans stressed out from poor office communication -

    It's not just you: 4 in 5 Americans stressed out from poor office communicationPoor company communication has not only led employees to feel more stressed, but also to resent their bosses.


  • Catholic Church scandal: 395 Illinois priests, deacons accused of sexual misconduct -

    Catholic Church scandal: 395 Illinois priests, deacons accused of sexual misconductA report identifies 395 Catholic clergy members in Illinois who have been accused of sexual misconduct.


  • Fox News hires former DNC chair Donna Brazile who left CNN after tipping off Clinton about 2016 debate questions -

    Fox News hires former DNC chair Donna Brazile who left CNN after tipping off Clinton about 2016 debate questionsFox News' newest pundit is one CNN rejected after she colluded with Hillary Clinton's campaign before campaign events in 2016. Fox said on Monday that it has hired Donna Brazile, the former interim Democratic National Committee chair and a long-time CNN commentator before she became embroiled in controversy in 2016. CNN forced Ms Brazile to resign as an on-air contributor in October 2016 after emails revealed that she had tipped off Ms Clinton's aides about questions likely to be asked by CNN moderators during the debates and town hall meetings carried by CNN.


  • Amazon is blowing out MacBook refurbs for just $929, today only -

    Amazon is blowing out MacBook refurbs for just $929, today onlyIf you want the quality, performance, and fit and finish of an Apple laptop but you don't want to spend a minimum of $1,300, Amazon is running a killer one-day sale that you definitely need to check out. The Apple MacBook 12" Laptop with Retina Display costs $1,299 new, but Amazon is flush with refurbs and it's blowing them out on Tuesday. You can snag one in either Space Gray, Gold, or Rose Gold for just $929, but only until they sell out... which will probably be pretty soon considering how good that price is.'Here are the key details from the product page: * This product has been tested and certified to work and look like new, with minimal to no signs of wear, are refurbished by Apple and come with a 1-Year Apple Warranty. All accessories are brand new, and they will come packaged in a white box. * 12-inch (diagonal) LED-backlit display with IPS technology; 2304-by-1440 resolution at 226 pixels per inch with support for millions of colors * 1.2GHz dual-core Intel Core M3-7Y32 processor (Turbo Boost up to 3.0GHz) with 4MB shared L3 cache * 256GB PCI-E based flash memory storage; 8GB of 1866MHz LPDDR3 onboard memory * Intel HD Graphics 615 processor for an outstanding everyday graphics experience * 802.11ac Wi-Fi wireless networking; IEEE 802.11a/b/g/n compatible; Bluetooth 4.2 technology for connecting with peripherals such as keyboards, mice, and cell phones * Built-in stereo speakers along with omnidirectional microphone, headphone port * Full-size keyboard with 78 (U.S.) individual LED backlit keys, including 12 function keys and 4 arrow keys with ambient light sensor; Force Touch trackpad for precise cursor control and pressure-sensing capabilities * I/O Ports: USB-C (1) / 3.5mm jack (1) * Note: These are being sold As-Is and are not eligible for the AppleCare Protection Plan or AppleCare+'


  • View Photos of the 2019 BMW X7 -

    View Photos of the 2019 BMW X7


  • Trump changes his mind on Electoral College, now wants to keep it -

    Trump changes his mind on Electoral College, now wants to keep itIn a not-totally-unexpected reversal of policy, President Trump, who before being elected president called the Electoral College ?a disaster for democracy,? now says it?s ?far better for the U.S.A.?


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