Your Content: Web-Copied
By now, we’ve established the fact that to make your website relevant, you need to have great content. It’s the start of all Internet marketing processes – the vessel that takes your website and, ultimately, your brand to Internet superstardom.
Whether you outsource web development plus content writing to a third party or you have a dedicated team doing the legwork for you, it’s imperative to always produce outstanding content.
The web is in constant movement – thousands of websites vying for a user’s attention at the same time. You hold your client’s attention for two seconds before they go to more interesting news, forums, and so on.
Web copy should be intriguing, persuasive, and original; it’s generally more in-your-face than print copy. Most web marketers don’t realise that the tone of the content should be the tone of the brand, too. Consistency is helpful, but consider the ‘voice’ as well.
The usual Internet user searches the Web like a predator stalking prey, so present your content as the most attractive, interesting, and thought-provoking.
Look at it this way: in a sea of chickens, you should be a peacock – more plump and infinitely better than the alternative. Treat your users like hound dogs; they attack, but lose interest quickly. When they want blood, they want it now, they want it easy – and they want it fed to them.
This is why simple presentation is key.
Forget about the rules; go for the jugular.
One of the finest breakdowns of a web copy formula goes like this:
- What am I getting?
- What’s in it for me?
- Tell me something I don’t know.
- Amaze me.
- How much is it?
Present your content the same way as a boodle. This means no appetisers, no entrees; it’s just the plain old main course. For example, when writing an article, present it as “5 Things You’re Not Doing Right While Brushing Your Teeth”, not as “Brushing Mistakes and Etc.”. The more direct your content is, the more it will get the attention of your readers.
Next, you need to present your content as something that’s beneficial to your readers. Always ask what they’re getting out of it and why they would want to know this information.
Catch your reader’s attention in the first two paragraphs of the copy. When you can, keep sentences short and give information that’s easily digestible.
A good rule of thumb: don’t use ‘metropolitan’ when you can use ‘city’. Take a stand, and don’t be vague. Readers want to be persuaded, to form an opinion, and to choose. Let them.
After that, impress.
Get all the facts you can on the subject matter you’re discussing, then blow their minds away right off the bat with unheard-of facts. This will keep your copy interesting, and will make reading more satisfactory.
When you’re offering a product, never commit the content faux pas of saying your pricing is TBA (to be announced) or TBD (to be discussed), lest you commit Internet suicide. Do this only when you’ve established your brand. When you’re starting out, full disclosure is much more appreciated.
Philippine outsourcers recommend you end with a sales close – not too cheesy, not too desperate – just the right blend of inviting and irrestible.