Ok, so you've got a website, and you're ready to tell world about it. Before you do, review these tips and create copy that turns browsers into buyers.
Talk to Your Customers
Use word "you" throughout your web site. Liberally. I've seen hundreds and hundreds of sites with copy that reads, "We serve our clients by developing high technology products and we make sure to meet needs of our clients." Does that sound like your web copy? Please change it! Immediately!
Who are you writing to anyway? When your copy reads like that, it sounds like you're telling a disinterested party what you do. It's boring, and it doesn't involve your reader at all. TALK to your potential customers throughout your site. Tell them, "We serve YOU by developing high technology products that meet YOUR business objectives."
You can, and should, use this principle everywhere, even in your "Services" page. Tell your readers what you can, and will, do for them. For example, "At XYZ Web Design, we'll take your idea, and mold it and shape it to meet needs of your customers. Then we'll create a unique design and help brand your name, and build a complete site that's a perfect fit for your company."
Keep it Short and Sweet
Web browsers have short attention spans. Write in short, punchy sentences, and save flowery and wordy prose for your next novel. Break your copy into short paragraphs too, maybe with only 3 to 5 sentences each. It's hard enough looking at a book filled with solid text-forget looking at a web page like that!
And if you're confronted with a choice between a $1 word and a 25-cent word, use 25-cent word. After all, there's no sense telling potential customers that, "In event of an unsatisfactory occurrence, we will be most obliged to remedy situation as speedily as is humanly possible," when what you really mean is, "We'll take care of any problems that happen- quickly."
Read through your copy and cut every unnecessary word. It's easy to get carried away with adjectives and adverbs, but they add fat instead of muscle. Look at this sentence: "We'll do a very high quality job at a really great affordable price." See anything wrong with it? Start your editing by cutting each adjective or adverb. Once you've got them all cut, your sentence reads like this: "We'll do a quality job at an affordable price." Isn't that sexier? I think so, too!
Benefits, Benefits, Benefits