Fix My Website: Copy is Copy is Copy?

Written by Stefene Russell

Gertrude Stein insisted that a rose was a rose was a rose. And I will proclaim, right here, that boring is boring is boring. You've probably heard (ad nauseum) that writing forrepparttar web is completely different than writing for print. Keep your copy as short as possible. Don't use italics. Use shorter, simpler sentences. However, this relatively sound advice won't help you if your content is a snooze, or just plain confusing.

Good writing is good writing. If a user is givenrepparttar 132057 choice between long and interesting, or short and dull, they will probably read half ofrepparttar 132058 interesting piece, and skiprepparttar 132059 dull content altogether. Neither is ideal, my point is that too much emphasis is placed on length these days, rather thanrepparttar 132060 very nature ofrepparttar 132061 content itself.

What keeps people reading?

1. Stories. "Story" can mean lots of different things. It can be a testimonial. It can be your first-person account as entrepreneur. You can make up a goofy little character and have him guide users throughrepparttar 132062 site. The fact ofrepparttar 132063 matter is, we respond to stories. The best TV writers know this-and so dorepparttar 132064 best ad copywriters. Watchrepparttar 132065 CLEO awards some year. Every award-winning commercial I've seen has a narrative. It may be overt, it may be subtle, but it's still there. Evenrepparttar 132066 most buttoned-down business site can use story to good effect-TV ads for swanky, expensive cars are a great example.

2. Content-in its original sense. I actually findrepparttar 132067 word "content" profoundly irritating, because it givesrepparttar 132068 impression that you can fill your site with anything, as long as it takes up visual space. I thinkrepparttar 132069 original use of that word-that is, table of "content-s"-is much more helpful. No one's going to read a book full of junk text; and they won't read it on a site, either. Avoid filling your pages with "fluff" - that is, cheesy sales rhetoric that doesn't really say anything at all. Use details. Get specific. Be as accurate as you can. Think of yourself as a reporter, writing an article. A detailed, objective description is far more compelling that pie-in-the-sky Carnival barking.

3. Pay attention to language. Word choices make allrepparttar 132070 difference inrepparttar 132071 world. What if Buzz Aldren had said, "I'm taking a small step here, it's just a man-sized step, but I can't help but think that this is a symbol that we, humanity as a whole, we're all taking a large step, like this little step, but bigger and more symbolic." The moon landing would not have been as poignant, not by a long shot. But because he was wise with his word choices, we have "One small step for man, one giant leap for mankind." Much nicer, don't you think?


Written by Larry Dotson


Don't load your web site with too much high-tech clutter. Your visitors may miss your sales message. Sometimes flashing and blinking graphics can make you page load slow and annoy your prospects.

Also, test to make sure your web site looks good in all web browsers. Don't use fifty different content formats like fonts, texts sizes, text colors, etc. They could vary between browsers.


Don't use unnecessary words or phrases on your site. You only have so much time to get your visitors attention and interest; make every word count. Don't use words your visitors might not understand.

Highlight your main selling words and phrases. You could use different colors, bolding, italics, etc. Use words that create emotion. People will have more interest when they are emotionally attached.

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