Web copy, in contrast to content, persuades the reader to do something.
Otherwise known as sales or marketing copy, it's a different beast than web content.
Copy is what sells your services. Critical for campaign landing pages and key pages on your website.
Here are some starter tips for developing great copy (as opposed to content).
Don't beat around the bush or use soft wording that lacks punch. Be specific “This tool will save you money” rather than “Almost all our clients save some money using our tool developed from extensive user testing and design know-how”.
And remember most people won't read more than a few sentences. Keep them short.
Repetition establishes structure and rhythm, and pulls the reader into the flow of your copy. But don't overuse it or it will get annoying.
Use case studies to illustrate benefits to prospective customers. It shows that you understand them, their needs and can solve their problems.
They are not as interested in technical spec's and features as they are in What's In It For Them. Save those details for your content (which serves a different purpose).
Being conversational helps you sound like a real person, not a stodgy, robotic copy writer or corporate spin doctor.
People are afraid of being duped. Show you can be trusted.
Include on your site real information about you or your business.
Have lots of high value content to build credibility.
Include FAQs that actually answer questions.
Keep everything up to date to show you are right there beside your site.
Ok, not a do-it-yourself tip, but unless you have a goal to become a great copy writer, you are better to get an expert in. It will make all the difference to your bottom line.
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