You should always consider search engine optimisation (SEO) issues when drafting your website copy. My recommendation is that you write in a ‘natural style’ for your target audience, while keeping an eye on the keywords and phrases you use. It can be a delicate balance. Though the two goals are not mutually exclusive, if one [...]
Writing in the active voice as opposed to the passive voice makes your writing more concise and readable. Your message will be more to the point. Writing in the active voice also uses less words than writing in the passive voice. The active voice focuses on the subject or the ‘doer’ of an action. Whereas [...]
Imagine a shopping cart without an ‘add to cart’ option? It would be ridiculous wouldn’t it? Then why do so many websites not even ask for enquiries! A call to action is simply asking someone to do something, such as: fill in an enquiry form complete a questionnaire purchase a product take up a special [...]
It’s easy to get stuck in a ‘word rut’ where you keep using the same words over and over again. It helps your writing considerably if you vary your copy with an interesting mix of powerful phrases. Unless you are a natural word smith then you will need some help. I often turn to Microsoft [...]
When writing for the web you can afford to be less formal with your language. After all, you are not drafting an annual report or asking for money from your bank manager. So avoid referring to your business in the ‘third person’. Third Person: “Since 1995 Acme Publishing have published some of the most widely [...]
What’s in it for me, is the question that everyone is silently asking themselves as they go through the decision making process. You need to answer it. Will you help them save time? Or save money? Or both? Will this improve them as a person? Will it benefit their business? People are looking for benefits [...]
Your unique selling position (or proposition) is what sets you apart from your competition. So what is your USP? It could be the personalised service you offer, the speed of your delivery, or the depth of your knowledge about a specialist area. Once you have identified your unique selling position you need to communicate it [...]
Before you can sell to someone they have to be motivated to buy. So you need to know what motivates someone to buy your type of product or service. Motivation is stimulated by desire for needs, or for wants. This is pretty simplified, but I believe it is a fair comment to suggest that people [...]
Most people will only buy online or make contact with you, if they believe your website is credible and trustworthy. Since you are not face to face, you need to build trust through your words. I once attended a lecture by a Professor involved in an MBA program. He spoke about buying decisions and product [...]
Make your headlines work for you. They should grab attention while also imparting important information. If your site lacks good headlines people won’t take the time to read the body of your text. Headlines need to pull people into your website copy, engaging them and making them want to read more. Headlines should create a [...]
