While today’s marketing environment is being pushed by social media and visual tricks, your website is still an important tool for your electronic marketing program. Is your web site up to the task of being interesting, easy to follow and, most importantly, to producing sales in the end?
If you hire someone to write your web copy or do it yourself there are some very important concepts to remember. Number one is good writing still works! While we often hear about keywords, clean content, action phrases, interactivity and a lot of other technical jargon, something has not changed; good writing is still the most effective writing.
The most important page on your web site is the home page; or whatever you wish to call it. It is your introduction to your business and the window to leads and eventually sales. Ask any visitor to your web site for action right from the get go. Put a link on your homepage urging the visitor to register to win a prize just for going to the site. What does this do? It gets you information and a possible lead to new business! Then be consistent throughout the web site by using action methods to get the web visitor to get you information that will help you follow up.
I would urge you or your web designer and copywriter to think out of the box. What value does your business hold for the web visitor? Make that value a focal point of every page on the site. Convince the visitor that they must register on your site. Get away from the standard terms for each page of the site. Calling them home, about us or contact us is really boring. How about using the phrases “Who are we?”, “Need help”, “Check this out” and “Send us a reply”. These might prove much more effective.
Another key ingredient of an outstanding web site is the lack of language clutter. A person coming to your site does not have time or the inclination to read a bunch of meaningless chatter that you feel they need to know, but they really don’t need to know to move forward with your business. When composing web copy try to answer questions a prospect might want to know about the value of your product or services, not what you want them to ask. Stay away from too many technical terms so that the site looks like a Microsoft manual. This is a real turnoff for me and, frankly, for most people.
Have some fun with the web copy and design. Be creative so the web visitor smiles and contacts you. You have not put up the web site just because every else has done it. You do it to bring in revenue!