Guide to Website Content

Writing for the web is totally different to writing for printed matter. We tend to scan content on the web hunting for the information we're after, as opposed to reading word-for-word. As a result of this, there are certain guidelines you should be sure to follow when writing copy for your website.

General

When a visitor accesses your site for the first time, they don t know you or your company and therefore are probably suspicious from the outset. Never has it been more important to ensure they get a good initial impression. Someone once said you don t get a second chance to create a first impression and in web terms that gives you 30 to 60 seconds to get your message across. If they don t like what they see and read they will form a negative impression of your site and usually, your company.

Tips

• One of the most difficult tasks is deciding what to include and what to omit from your website. Always bear in mind what your website is for.
• Don t focus on what you want to see but on what your potential customer wants to see.
• Visitors to your site are searching for something and it s in your interest to help them find it.
• The average visitor to your site will only read approximately 10% of the text. Make sure the important benefits are listed upfront and get your message across quickly.
• Ensure your pages have concise paragraphs and subtitles. This allows the visitor to scan for the information they want.
• Use your existing logo, corporate colours etc.
• If you already have some good documentation printed USE it.
• Don t be a stranger making a sales pitch, be a trusted friend with a recommendation.

Most Wanted Response (MWR)

Decide in advance what it is you want from your customer. Do you want them to give you an order on-line, phone you with an order, generate a lead, transfer to one of your sponsors sites or what? This is known as your most wanted response. It is easier to start your visitor on a journey if you know where it is you want them to end up.

Know who your ideal customer is, put yourself in their shoes and get inside their head. Once you know your customer you can anticipate their wants, appeal to their right emotions and show them how your product or service can benefit them.

Remember your customer doesn’t buy features they buy benefits.

The question you need to concentrate on from your customer is “What’s in it for me?”

Proofing

After you have written your content ask yourself some questions:

Have I explained everything clearly?
Look at the site as a first-time visitor. What questions might you have? Have you left anything out because of the assumption that your visitor would already know? Is there anything you may need to re-define?

Does the content flow logically?
If you have written your content as it came into your mind, it is very easy for it to read illogically. Check to ensure the content flows and is easy to understand.

Web Relationships

A visitor may only visit your site once and that gives you only one shot to get your ‘most wanted response’. However, if they subscribe to your mailing list or e-zine (on-line magazine) then you have potential for many ‘shots’.

With valuable, relevant information you also provide them with reasons for re-visiting your site and reconsidering your product or service.

Give them:

• a ‘second look’ reminder (maybe now is the time to buy or order)
• upgrade announcements
• new product/service announcements
• new information regarding your site

You’re only limited by your imagination.