Making Your Website Copywriting Talk
By Amrit Hallan
Website copywriting is a highly interactive medium. You are directly addressing the person sitting in front of the computer screen, laptop, or accessing your copy through any device that can browse the Internet.
To make your website copy talk to your reader you need to write as if you are talking to the her. Use lots of I ('we', if you are writing for a company) and you. Ask questions and give answers. Make your reader think. Engage her in a conversation. And above all, talk to generate an interest. Once you've generated interest in what you are writing about, half of your job is done. The remaining job is, giving the right information in such a manner that it is extremely compelling, almost on the verge of making the text irresistible. I know sometimes it is easier said than done, but once you start trying, results begin to show.
Just think why someone comes to your website. There is a need. There might be a compelling need and there might be a casual need. A casual need can become compelling after reading your copy, and vice-versa can happen too. What I'm trying to say is, convince the reader that you have what she is looking for. Mention the benefits in clear language, simple words.
Another thing that is very important in website copywriting is, make your text scannable. Use bold letters wherever possible (without over-doing). Try to enclose the important expressions within the header tags. But take care you enclose the most important message within <h1></h1> and the remaining within the other header tags.
Use bullets to represent your ideas chronologically. Bullets are easier to follow and you don't even have to write complete sentence :-). OK, since I'm talking about bullets, let me summarize my main points in bullets:
- Put the main point first -- the benefit.
- Let people immediately know what your website can do for them.
- Keep it short -- the sentences, the paragraphs, even the page.
- Make your text easily scannable.
- Sprinkle headings and bullets at appropriate places.
- Whenever possible, write in the first person.
- Stay away from jargons and cliches.
- Since your website has a global reach, be mindful of cultural nuances and don't offend people.
- Strike up a conversation
Copyright © 2008 Amrit Hallan
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